Tata Trusts has launched the ‘Gaanth Pe Dhyan’ (‘Focus on the Lump’) campaign to raise awareness about breast cancer. In India, one woman is diagnosed with breast cancer every four minutes. Early detection is key, yet 75% of Indian women avoid screenings, and 60% feel uncomfortable discussing breast cancer.
As part of the campaign, Tata Trusts has introduced a unique cookbook called ‘Gaanth Pe Dhyan’. It encourages women to check for lumps while performing kitchen tasks. The cookbook is available for free download and features recipes from chefs like Shipra Khanna and Santa Sarmah.
In addition, a podcast with nutritionist Rujuta Diwekar and oncologist Dr. Rajendra Badwe explores the connection between breast cancer, nutrition, and women’s health. This initiative follows a 2023 film and another video featuring women street-food vendors in Mumbai. The videos highlight the importance of early detection and self-examination.
Tata Trusts also organised screening camps with doctors from Tata Memorial Hospital and other medical institutions. These camps provided education and identified potential cases that might have otherwise gone unnoticed.
The campaign has gained recognition globally, earning a spot in PRovoke’s Global Creative Index 2024.
