Emcure launches Project DiSHAA

Last Updated: Mon, Mar 07, 2011 19:51 hrs

Emcure Pharmaceuticals Ltd, a pharmaceutical company along with

National Diabetes, Obesity and Cholesterol Foundation (N-DOC) announced the commencement of project DiSHAA--a campaign that aims to increase awareness about diabetes and obesity amongst children, adolescents and adults across 50 cities in India.

India is currently undergoing a rapid economic and demographic transformation and is home to 50.8 million diabetics, that is globally 23 per cent of the people with diabetes and this number would increaseto 80 million by 2030, the company said. While it is clear that type 2 diabetes and heart disease are predominantly fuelled due to sedentary lifestyle and imbalanced dietary habits, it is unfortunate that both adults and children are largely unaware of correct diet and lifestyle practices.

"A healthy diet, regular physical activity, and maintaining a normal body weight can prevent or delay the onset of type 2 diabetes mellitus and heart disease. Hence, a programme focusing on the primary prevention of obesity and inculcation of healthy diet and lifestyle practices and diabetes prevention is much needed.Corporate social responsibility has always been an integral part of our vision and we are excited about this new partnership. Due to change in lifestyle and food habits, India has a large number of diabetic patients and the number continues to grow. With this initiative we hope to reach out to school children, parents and teachers and create awareness about diabetes," Satish Mehta, chief executive officer and managing director, Emcure Pharmaceuticals Ltd said.

Under this project headed by Padma Shri Prof Anoop Misra, chairman, N-DOC, more than 500,000 school children (aged 10 and above) of 50 cities across India are going to be educated over a period of 18 months (July 2011-December 2012). A total of 500 schools are being targeted for the awareness programme. Innovative and locally appropriate education strategies would be used to spread the awareness about diabetes and obesity with the help of 50 top diabetologists from across the country.

In addition to schoolchildren, nearly 200,000 adults and paramedical workers will also be educated in related issues.