MATERNITY WEAR PRACTICES OF RURAL AND PERI-URBAN WOMEN: AN ASSESSMENT OF KNOWLEDGE AND ATTITUDES

Maternity wear is an inevitable need for the pregnant women to adapt themselves to the pregnancy driven major bodily changes. Modern day maternity wear not just ensures the comfort of the expecting mothers but also enhances the fashion appeal thereby allowing to retain the self-identity. Comfort in combination with style makes maternity wear the most sought after clothing solutions for the pregnant women. However, till date the timely use of appropriate maternity wear is more prevalent in the urban areas as opposed to the rural and peri-urban areas. The current study thus intends to assess the popularity of maternity wear among the rural and peri-urban women.