Ambuja Foundation in collaboration with AIIMS Bathinda, Association of Breast Surgery, UK (ABS) along with its counterpart Association of Breast Surgeons in India (ABSI) and Punjab Medical Council hosted a Breast Cancer Awareness event in the rural communities of Bathinda, Punjab. Supported by Ambuja Cements, this 3-day event, a health check-up camp was hosted, drawing the participation of 100 women for thorough medical assessments.

The specialists were also present during the 1-day health check-up camp which was attended by over 100 women beneficiaries for a check-up. The frontline workers also got hands-on experience on identification and treatment methods to be used at the camp.

In Punjab, the estimated incidence of cancer cases rose from 39,521 in 2021 to 42,288 in 2024, reflecting a 7% increase, according to data from the Indian Council of Medical Research – National Cancer Registry Programme (ICMR-NCRP). Cancer is a serious health issue being neglected in rural communities with Breast Cancer being the highest incidence worldwide, including India. In 2023, Ambuja Foundation decided to introduce a cancer awareness program under its Non-Communicable Diseases (NCDs) umbrella. The foundation had launched its first awareness program in Chandrapur, Maharashtra in 2023 along with ABS UK ABS India and Tata Cancer Care training health workers, ASHAs and ANMS of the region for identification and risk assessment.

Ambuja Foundation has created a strong cadre of Sakhis and Health volunteers who have helped in improving health indicators in MCH and NCDs. The cadre has also played a major role in the fight against COVID-19. Ambuja Foundation aimed to launch a behavior change communication initiative to enhance cancer-related awareness in the rural communities through training health professionals on cancer interventions.

Talking about the initiative, Pearl Tiwari, CEO, Ambuja Foundation said, “We launched the Breast Cancer Awareness program in 2023 to create awareness among rural women that breast cancer is curable and early detection is important. We are grateful to oncologists, doctors and other health professionals of ABS, ABSI, AIIMS Bathinda and the Punjab Medical Council who trained our regional healthcare workers and Sakhis to further benefit the rural women and educate them. We hope to expand this program across our various locations, aiming to enhance awareness about breast cancer as we are committed to extend our support to rural people to foster healthier communities,”.

 “Cancer is spreading rapidly, and there is a significant lack of awareness, particularly among rural communities. Breast cancer remains one of the leading health concerns, and initiatives like this, built on strong collaborations, are crucial in tackling this challenge. We are honoured to be part of this meaningful partnership with ABS UK, ABSI, and Ambuja Foundation. Together, we are working towards the common goal of increasing breast cancer awareness and improving healthcare outreach in underserved regions, said Prof. Rakesh Kakkar, Head of the Department of Community & Family Medicine at AIIMS Bathinda emphasized the urgency of addressing breast cancer in rural areas.

“We have been liaising and working with Ambuja Foundation in the area of raising Breast Awareness in the villages of India since 2022. Our first joint venture launched In Chandrapur in 2023 was a great success and we are delighted to visit Bhatinda in Punjab to carry on this work. It is a pleasure to work alongside ABSI and the medical fraternity of AIIMS. Breast Cancer is the commonest cancer in women worldwide and early diagnosis saves lives, so as a consultant Breast Cancer surgeon, I am extremely grateful to Ambuja Foundation for taking on this initiative,” says Dr (Miss) Leena Chagla, President of the Association of Breast Surgery UK. Miss Chagla, who is originally from Mumbai, is the first ever overseas President of the Association delighted that she is sharing her skills and expertise with her motherland.

“We at ABSI are privileged to be collaborating with AIIMS Bathinda, ABS and Ambuja Foundation to create breast cancer awareness in rural India. Nearly 65% of the Indian population even today lives in the rural areas. Their health and well-being is a huge challenge. We have come together to train doctors, nurses and ASHA workers to create campaigns for early detection and screening in rural India,” Dr. D.G. Vijay, President ABSI, Director & Breast Cancer Specialist HCG-AASTHA Cancer Center, Ahmedabad.

Ambuja Foundation's health interventions have been highly appreciated by the district health and medical authorities due to its work for the past many years in bringing behavioral change in the communities. As part of the initiative, Ambuja Foundation works alongside local hospitals providing beneficiaries referrals for medical, surgical and radiation oncology treatment along with ensuring medical insurance schemes are available.