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Objective: Diarrhea is worldwide, one of most common illnesses among children. The objective of this study was to look for various factors contributing the infantile diarrheal episodes, especially feeding practices, that operate in this locality. Design: Cross-sectional. Place and duration of study: Outpatient department of DHQ/Teaching hospital Dera Ismail Khan during month of July 2003. Subjects and Methods: It was cross-sectional study, interviewing one hundreds feeding mothers. A questionnaire was constructed to collect information’s through convenient sampling method about feeding practices and other relevant risk factors. Statistical Analysis: Descriptive statistical analysis. Results: This study revealed that diarrhea episodes were more common 84% in formula-fed infants as compared to breast-fed infants 16%. Infants belonging to rural population suffered more 60%. Literacy level was 22 % among feeding mothers. 38% mothers were totally unaware about the advantages of breast-feeding while knowledge level among those who knew the merits of breast-feeding was up to the mark only in 20% mothers. Conclusion: This study explored the factual position of poor health messaging in general public regarding advantageous role of breast-feeding to prevent frequent diarrhea episodes in infants. There is urgent need to address this issue through effective communication strategies, promotion of baby friendly hospital initiative and enforcement of Infant Protection and Child Nutrition Ordinance 2002.