Every four minutes, a woman in India is diagnosed with breast cancer. While early detection can significantly improve survival rates, statistics show that nearly 75% of Indian women avoid or neglect breast cancer screening. Furthermore, 60% of women hesitate to discuss breast cancer concerns with their family or friends. To challenge this mindset and promote awareness, Tata Trusts has launched the ‘Gaanth Pe Dhyan’ (Focus on the Lump) campaign. This initiative conveys a simple yet impactful message: just as women ensure their food remains lump-free while cooking, they should also pay attention to their health.
The campaign took an innovative turn with the launch of the ‘Gaanth Pe Dhyan’ cookbook. More than just a collection of recipes, this book carries a deeper purpose—encouraging women to embrace regular self-examinations and screenings. The cookbook is available online for free download and features recipes that naturally involve lumps or knots, drawing a creative parallel to the importance of checking for breast lumps. Prominent chefs, including MasterChef Shipra Khanna, Santa Sarmah, Ananya Banerjee, Shailja Aichury, Priya Gupta, Varaprasad Karthiyani, and Laiba Ashraf, have lent their support as ambassadors for this cause. By merging an everyday activity with a critical health message, Tata Trusts has crafted an approach that is both engaging and informative.
To further amplify the message, a podcast hosted by Tata Trusts’ Shilpi Ghosh featured an in-depth discussion on the cookbook with renowned nutritionist Rujuta Diwekar and leading oncologist Dr. Rajendra Badwe. Their conversation explored the link between nutrition, women’s health, and breast cancer awareness. The cookbook itself is an extension of the ‘Gaanth Pe Dhyan’ short film, a social experiment led by celebrated chef Sanjeev Kapoor and launched last year by Tata Trusts, which received widespread acclaim from young professionals and working women across the country.
As part of the campaign, another short film was created, featuring Mumbai’s female street food vendors encouraging women to conduct regular breast self-examinations. The film highlighted a startling insight: many women are unaware that lumps in the breast can be a sign of cancer, despite their keen awareness of avoiding lumps in their cooking. This awareness initiative received strong support from doctors at Tata Memorial Hospital and other leading medical institutions. Additionally, Tata Trusts collaborated with various companies to organize awareness programs and health camps, ensuring that undiagnosed cases receive timely medical attention.
The ‘Gaanth Pe Dhyan’ campaign has received global recognition, securing second place in PRovoke’s Global Creative Index 2024, a testament to its effectiveness and innovative approach. By integrating health awareness with everyday practices, Tata Trusts is making a powerful impact, ensuring that more women take charge of their well-being through timely screenings and proactive health decisions.
