Pune, February 26, 2024: Emcure Pharmaceuticals has launched a campaign - ‘Unmask Anemia’ to create awareness around iron deficiency anemia in India. The initiative aims to raise awareness and improve detection and treatment of iron deficiency anemia in women across India.
In a video message released by Emcure which focuses on the women healthcare segment, actress-turned-author Twinkle Khanna, drew interesting inferences around women empowerment from various ad campaigns. Khanna, who is also an advocate for women’s rights, urged brands to join Emcure in spreading awareness about anemia calling upon women to visit Unmask Anemia website (https://unmaskanemia.com/taketest) and take the self-test. She also urged women to stop ignoring the symptoms of iron deficiency and get themselves assessed for the risk of anemia.
Iron deficiency is one of the most common causes of anemia and its prevalence among Indian women is the highest in the world. As per the latest National Family Health Survey, the prevalence of anemia in women between the age group of 15 to 49 years is as high as 57% in the country. The symptoms of anemia like fatigue, weakness, hair fall etc. usually considered normal and are often ignored by women. Lack of awareness and action about their health and nutritional parameters makes testing for anemia imperative.
The online self-test by Emcure aims to simplify the process of assessing the risk of iron deficiency anemia. The test is designed based on the common signs and symptoms of the condition which often go unnoticed.
Speaking on the occasion, Ms. Namita Thapar, Whole-time Director of Emcure Pharmaceuticals, said that despite advances in anemia interventions, its burden remains significant in India. “Every second woman in the country suffers from iron deficiency anemia, but the lack of awareness prevents timely diagnosis. Emcure has been trying to address this deficit of iron in women for many years and we are proud to have a strong woman like Twinkle Khanna supporting us in our endeavour. We hope that our initiative of ‘Unmask Anemia’ will help bring about awareness and an increase in anemia screening, diagnosis and treatment. We have been passionately doing a host of things around patient education and awareness, including one of a kind show on women’s health called ‘Uncondition Yourself’ on YouTube, and Unmask Anemia is an extension of such initiatives.”
Sharing his views on the initiative, Dr. Jaydeep Tank, President, Federation of Obstetric and Gynecological Societies of India (FOGSI) said, “Screening of women of all age-groups, timely iron supplementation and spreading awareness can make a huge difference. Adolescent girls and women of childbearing age are at greater risk due to loss of blood during menstruation, and pregnancy. An easily accessible preliminary assessment followed by desired medical advice will greatly help tackle the problem.
Established in 1981, Emcure Pharmaceuticals Ltd. (EPL) is an Indian pharmaceutical company headquartered in Pune engaged in developing, manufacturing and globally marketing a broad range of pharmaceutical products across several major therapeutic areas.
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 through Santhwana Trust.JPG)
