Pregnancy clothing retailer H&M has launched a campaign in India to encourage women to buy maternity clothes.
The brand, which launched its brand in the country in the early 1980s, has also launched an awareness campaign in the US to help women buy maternity clothing.
The company launched the campaign in New Delhi last week and said it would expand it to the rest of India by March.
H&M India said in a statement that the campaign will help women understand that a full maternity wardrobe is essential for a successful pregnancy.
“As a woman’s body changes, she needs a maternity wardrobe to maintain the quality of her body and look.
The campaign is designed to help empower women to make a decision to buy a maternity garment and to be confident that their clothes fit perfectly and meet their personal needs,” the company said in the statement.
India has a maternal mortality rate of almost 2,000 per 100,000 births.
The country has some of the highest maternal mortality rates in the world and has witnessed a rise in the number of maternal deaths.
In 2015, nearly 11,000 women died of maternal complications, according to the latest WHO figures.