- ‘Gaanth Pe Dhyaan’ aims to build awareness about the importance of breast self-examination for the early detection of breast cancer
- The initiative was first launched through an innovative event at the recently inaugurated Ranchi Cancer Hospital and Research Centre (RCHRC) in October and then conducted at Tata Medical Center in Kolkata
- Introduced today at Sri Venkateswara Institute of Cancer Care & Advanced Research (SVICCAR), Tirupati, the event featured popular Chef Sailaja Aechuri and Chef Varaprasad Karthyaeni of Taj Tirupati
Tirupati, December 15, 2023: Furthering its mission to raise awareness about the benefits of early detection for breast cancer, Tata Trusts today introduced in Tirupati, ‘Gaanth Pe Dhyaan’, an innovative initiative through a unique event hosted at the Sri Venkateswara Institute of Cancer Care & Advanced Research (SVICCAR). A part of the larger ‘Kaise Ka Cancer’ campaign, ‘Gaanth Pe Dhyaan’ aims to build awareness, encourage open conversations, and drive community action towards breast cancer by using the metaphor of ‘lumps in food’ and emphasizing the importance of breast self-examination amongst women.
Breast cancer disproportionately affects women in India, with over 50 percent1 of breast cancer cases in the country being diagnosed in the late stages. This delay in diagnosis and treatment comes from a lack of awareness and can be fatal, if not detected early. Tata Trusts is dedicated to turning the tide on the issue by engaging with women to educate them on the importance of early detection using a simple and innovative metaphor.
Cooking a meal for their families forms an integral part of most women's daily lives. Drawing inspiration from the meticulous care women put into cooking, especially in order to prevent the formation of lumps in their food, the 'Gaanth Pe Dhyaan' campaign draws a parallel, urging women to apply the same diligence to their health and self-examine their breasts regularly for any signs of a“gaanth” (lump), which could potentially be cancerous.
Following the successful launch of ‘Gaanth Pe Dhyaan’ in Ranchi, in October, Breast Cancer Awareness Month, the second leg of the event took place at Tata Medical Center, Kolkata in early December. The third edition of ‘Gaanth pe Dhyaan’ was conducted at SVICCAR, Tirupati today, in partnership with Chef Sailaja Aechuri and Chef Varaprasad Karthyaeni.
Captivating an audience, predominantly of women from local communities, with an interactive culinary demonstration at the event, Chef Sailaja prepared the local delicacy, Tomato Baath but with a spicy twist which helped to maintain relatability with the audience while leveling up the traditional dish. Demonstrating the preparation of this dish, she discussed how lumps in food preparation can ruin the taste and texture of a dish and highlighted that they are equally undesirable in the breast. This metaphor forms the central pillar of the ‘Gaanth Pe Dhyaan’ initiative, encouraging women to give their bodies the same care and attention through breast self-examination, as they give to the meals that they cook. Energised by the event and the simple message, over 400 women registered for Breast Cancer screening at the SVICCAR facility.
Chef Sailaja was also joined by Chef Varaprasad Karthyaeni from Taj Tirupati, who prepared the sweet dish ‘Pineapple Kesari’ and shared her experiences of ensuring that meals are ‘lump free’ especially when multi-tasking in a large kitchen. She reiterated the importance of regular breast self-examination.
Speaking at the event, Dr Prasanth Penumadu, Head of Department, Surgical Oncology, SVICCAR said, “Breast cancer significantly contributes to India's overall cancer burden, and fortunately, it is a cancer that can be easily screened for. Despite this, a substantial number of cases are identified in the later stages, and that is the exact problem that the ‘Gaanth pe Dhyaan’ initiative seeks to address. Detection at later stages can stem from a lack of awareness, which can prove to be fatal. The initiative urges women to proactively take charge of their breast health through thorough monthly self-examinations, followed by regular clinical screening. Self-examination can aid in early detection ofbreast cancer and that can save lives.”
Gaanth Pe Dhyaan is a part of the Trusts’ ‘Kaise Ka Cancer’, a national awareness campaign, launched in February 2023, garnering over 20 million views across social and digital media. Through ‘Gaanth Pe Dhyaan’, the Trusts hope to use locally relevant and insight-driven activations to touch the lives of the communities they serve. The outreach for this activation is being done in partnership with Sanjeevani, United Against Cancer, an initiative of Federal Bank Hormis Memorial Foundation, News 18 Network, and Tata Trusts that aims to raise awareness and encourage conversations around the silent cancer epidemic. The collaborative effort seeks to drive positive sentiments towards early and consistent health tests and symptom recognition, both crucial aspects in the battle against cancer.
Since its inception in 1892, the Tata Trusts, one of India’s oldest philanthropic organisations, have played a pioneering role in bringing about an enduring difference in the lives of the communities it serves. Guided by the principles and the vision of the Founder, Jamsetji Tata, the Trusts’ purpose is to catalyze development in the areas of health, education, nutrition, livelihoods, water, sanitation and hygiene, among others. The Trusts have pioneered efforts in the field of cancer care since the inception of the Tata Memorial Hospital in 1941. In 2017, Tata Trusts established a Tata Cancer Care Foundation (formerly known as Alamelu Charitable Foundation) to implement its comprehensive Cancer Care Programme, based on the four pillars of awareness, access, affordability and quality care. Through its efforts, over 20 facilities across six states- Andhra Pradesh, Assam, Jharkhand, Maharashtra, Uttar Pradesh, and Karnataka — have been developed and augmented in collaboration with state governments and like-minded organizations. The Trusts are committed to downstaging the impact of cancer by flipping the ratio of early to late detection, through increased awareness and screening while improving the quality of life of patients and their families.
