Bengaluru, July 10, 2025: Tata Trusts has launched a public health awareness campaign titled ‘Khud Se Jeet’ to address the emotional and societal barriers preventing timely cervical cancer screening among women in India. The campaign seeks to encourage women to overcome self-doubt and hesitation and prioritize early detection of the disease, which is often treatable when caught in its early stages.
Cervical cancer is the second most common cancer among Indian women, resulting in nearly 75,000 deaths annually—largely due to late diagnosis. While 95% of cases are manageable if identified early, awareness remains low, and many women delay or avoid screening due to stigma, fear, and lack of knowledge.
Through years of grassroots engagement and collaboration with state governments, Tata Trusts has conducted over 26,000 cervical cancer screenings across Jharkhand, Andhra Pradesh, Odisha, and Maharashtra in the last year. These efforts have highlighted the need for not just medical access but also emotional and cultural change.
To further these objectives, Tata Trusts hosted a panel discussion featuring experts from oncology, psycho-oncology, and patient support. Participants included Dr. Gauravi Mishra, Deputy Director, Centre for Cancer Epidemiology, Tata Memorial Centre; Dr. Savita Goswami, Psycho-Oncologist at Tata Memorial Hospital; and Vandana Gupta, cancer survivor and founder of V Care Foundation. The session was moderated by Dr. Rudradatta Shrotriya, Head – Medical Operations, Tata Cancer Care Foundation.
“Cervical cancer’s projected burden in India stands at 1.5 million Disability-Adjusted Life Years (DALYs), with the highest impact among women aged 30–65 in segments with the lowest awareness and access. The key challenges remain low awareness and inhibition: women who experience early symptoms do not connect them to cervical cancer, and those who do may delay action due to shame or fear. Many also are unaware that risk can exist even in the absence of symptoms, which makes screening vital. By raising awareness and taking steps to change the conversation around cervical cancer, we hope to foster a culture where women feel empowered to prioritize their health,” said Dr. Shrotriya.
As part of the campaign, a short awareness film was also released, portraying a woman’s emotional journey from denial to empowerment as she chooses to act on her symptoms and undergo screening.
“Khud Se Jeet was born from listening to women — their silence, their fears, their hesitation. Cervical cancer isn’t just a medical issue; it’s an emotional one, hidden in whispers and what-ifs. We realized that lack of access isn’t the only hurdle; there is also the doubt that tells a woman not to act, speak, or put herself first. This campaign is our attempt to give her that nudge, to say: you matter, your health matters. Through every frame, every word, and every touchpoint, we want her to know that winning this battle within could mean gaining the life she deserves,” said Shilpi Ghosh, Communications Specialist, Tata Trusts.
Tata Trusts continues its efforts to bridge health gaps through a combination of direct interventions, partnerships, and public engagement.
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