http://www.iaeme.com/IJM/index.asp 358 editor@iaeme.com International Journal of Management (IJM) Volume 12, Issue 1, January 2021, pp. 358-366. Article ID: IJM_12_01_030 Available online at http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=12&IType=1 Journal Impact Factor (2020): 10.1471 (Calculated by GISI) www.jifactor.com ISSN Print: 0976-6502 and ISSN Online: 0976-6510 DOI: 10.34218/IJM.12.1.2021.030 © IAEME Publication Scopus Indexed MATERNITY WEAR PRACTICES OF RURAL AND PERI-URBAN WOMEN: AN ASSESSMENT OF KNOWLEDGE AND ATTITUDES Anuradha N.Yadav Ph. D. Scholars in Fashion (Design/Tech./Mgmt.), Amity University, Mumbai, India Dr Bhawana Chanana Director of Fashion (Design/Tech./Mgmt.), Amity University, Mumbai, India ABSTRACT 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. Key words: Maternity Wear, maternity fashion, accessibility, comfort, rural, peri-urban Cite this Article: Anuradha N.Yadav and Bhawana Chanana, Maternity Wear Practices of Rural and Peri-Urban Women: An assessment of Knowledge and Attitudes, International Journal of Management, 12(1), 2021, pp 358-366. http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=12&IType=1 1. INTRODUCTION Pregnancy in women ushers in multiple physical, biological, and psychological changes. The changes in terms of body structure are the most notable ones. The body weight increases drastically as the mother not just carries the child in her womb but is also responsible for providing the nourishment to the child. Hence, the intake of food increases during the pregnancy phase as opposed to the normal daily diet routines. Specific nutritional guidelines intended for pregnant women recommend an addition of 300 kcal to the existing daily calorie intake. Increased calorie intake reflects in the overall weight of the mother (Morais et al.,