The role of mothers in child upbringing, particularly in the context of infant nutrition, is crucial. With the growing number of working mothers in Coimbatore, the dynamics of child care and feeding practices have evolved significantly. Traditional breastfeeding, while highly recommended for its health benefits, often becomes challenging for mothers balancing professional and personal responsibilities. This study investigates the factors influencing mothers' purchase decisions towards formula feed products in Coimbatore. The research adopts a descriptive methodology using primary and secondary data from the district, focusing on locations frequented by feeding mothers. Convenient sampling yielded 210 samples, analyzed through methods including Percentage Analysis, Descriptive Statistics, and Correlation and Regression Analysis. Reliability was tested using Cronbach’s Alpha. Findings reveal that working mothers face significant pressures balancing work and childcare, influencing their reliance on formula feeds due to time constraints. Despite the irreplaceability of breastfeeding, international brands of formula feed are preferred for their perceived benefits in child growth. Key influencing factors identified include knowledge, perception, and purchase decisions. The study suggests supportive measures from families and employers to aid working mothers in managing their dual responsibilities effectively. Enhancing bonding through quality time and health-focused activities is crucial for nurturing healthy child development.