<p>Pregnancy and giving birth are significant life events that can profoundly affect a woman's physical, emotional, and social well-being, as well as that of her newborn. In rural areas where access to healthcare services may be limited, the postpartum period, known as the "fourth stage of labor," is a crucial time for maternal and infant healthcare. This study aims to identify the factors that influence maternal and infant healthcare during the postpartum period in the rural areas of district Lucknow, Uttar Pradesh. To achieve this goal, women who had given birth within the last three to twelve weeks were selected for this qualitative study. The study aims to explore how traditional and social practices performed by families to care for mothers and newborns can contribute to delays in seeking healthcare. Traditional practices, such as using herbs, massages, and physical therapies, are commonly used by mothers and family members to treat sick babies and promote maternal recovery during the postpartum period. These cultural customs have a significant impact on a woman's physical and emotional health during this crucial time. However, the postpartum health of both mothers and newborns is compromised in rural areas due to socio-economic factors and a lack of awareness among mothers and their families. To gather data, the study involved intensive fieldwork, including in-depth interviews, focus group discussions, case studies, and observations.</p>
