India faces a significant breast cancer challenge, with a new diagnosis every four minutes. Early detection is critical, as it can lead to over 90% success at five years if caught early. However, 60% of Indian women are diagnosed at advanced stages due to a lack of awareness, screening, and fear of treatment.
Dr. Shalaka Joshi, Surgical Oncologist at Tata Memorial Hospital, emphasizes the importance of early detection and awareness. “Many women ignore painless lumps, but these are not without risk. Early detection can lead to less intensive treatment and a better quality of life.”
Tata Trusts, a pioneer in cancer care since the 1940s, has launched the ‘Gaanth Pe Dhyan’ (‘Focus on the Lump’) campaign to promote breast self-examination. Inspired by the care women put into cooking, the campaign encourages women to apply the same diligence to their breast health. The campaign includes a social awareness film featuring Chef Sanjeev Kapoor, aiming to inspire women to prioritize self-care and seek early medical attention.
Shilpi Ghosh of Tata Trusts states, “Our goal is to use simple, everyday insights to encourage women to adopt critical health behaviors. The positive response from our community events motivated us to reach a wider audience through this film, highlighting how simple and life-saving early detection can be.”