Ethiopians depend on sunlight for vitamin D synthesis due to limited dietary sources. This qualitative study investigated sociocultural factors affecting sun exposure for infants of women from three categories: initial pregnancies, mothers of infants <1 y, and grandmothers. Eighteen focus groups with ≅10 participants each were held in three urban and three rural communities. In‐depth interviews were conducted with local health extension workers (HEWs). Reports from grandmothers indicated that awareness of benefits of sun exposure for infants has increased in the last generation. Mothers currently stay indoors after delivery for ≅45 days in rural and ≅15 days in urban areas. Women stated that 15‐30 minutes of morning sunlight, never afternoon sun, was best for infant health. Most reported rubbing their infants with oil or butter before sunlight exposure. Barriers mentioned were skin irritation, eye problems, catching cold from drafts, and fear of the evil eye. Only 2 of 82 rural and 26 of 88 urban women freely associated sunlight with vitamin D. HEWs provided health information for 96% of rural and 88% of urban women. Variable understanding of the importance of sun exposure and of sources of vitamin D indicated disparities in knowledge transfer. Our data support additional training of both rural and urban HEWs and mothers regarding benefits of sun exposure for infants and children. (Supported by Don & Kathy Humphreys, Wentz and Miller Grants)