HealthCare Global Enterprises Ltd. (HCG), south Asia’s largest cancer care network, today unveiled several new initiatives mulled by the hospital chain in creating awareness about breast cancer that would herald a new chapter in the approach to its treatment in India. On this occasion, HCG announced that Shabana Azmi, a leading actress of parallel cinema and a committed social activist, would be their ambassador to spearhead a mega awareness campaign to fight breast cancer.

These initiatives of HCG have been planned for the entire month of October; the breast cancer awareness month is intended to spread the core message that “breast cancer is not a single disease; truly it is multiple diseases behaving differently in each individual”. Further, HCG aims to communicate the importance of awareness about breast cancer in the first place and highlight the fact that early detection combined with proper diagnosis, staging & treatment would help in achieving long term control or cure.

Addressing a press conference here today, Dr Ajai Kumar, Chairman & CEO, HCG, said, “Breast cancer is the most common cancer among women in urban India, with 1 out of 22 having a lifetime risk of developing breast cancer and these figures are increasing gradually. If not contained, this increase is expected to match western figures of 1 in 8 women. HCG believes that creating awareness among women about lifestyle changes could actually reverse this trend; India should by no means ape the west atleast in this regard. We are delighted to have a personality like Shabana Azmi championing the cause of breast cancer and this should turn a new leaf in the history of breast cancer awareness and its management in India.”

Besides creating awareness it becomes imperative for hospitals in India to provide proper diagnosis, staging & treatment on par with what is offered in best developed countries. This can be achieved in two ways. One is by way of early diagnosis with regular clinical breast examination and digital mammography. The other is by, preservation of the breast by limited surgery. Today HCG is well poised to take a leadership role in providing these services nationally through its pan India oncology network, he said.

Finally, even in patients who are not amenable for cure; our approach envisages cancer as a chronic disease and we are nursing dreams of patients living comfortably with the disease for a long time – a lifestyle concept of “living with cancer” – Dr Ajai Kumar, added.

The breast cancer awareness campaign would be kicked off on October 4, 2008 at the HCG corporate premises by Shabana Azmi in the presence of Kiran Mazumdar Shaw, Chairperson and Managing Director, Biocon Ltd. The month long awareness campaign would witness lot of activities across prominent locations where footfalls are expected to be high including Malls, technology parks, residential areas, etc. During the campaign phase HCG would offer special breast cancer screening camps across its network hospitals.

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About HCG:

HealthCare Global Enterprises Ltd. (HCG), south Asia’s largest cancer care network, currently manages a network of 15 functioning cancer centres across India. HCG focuses on Cancer Treatment Centres, Imaging & Laboratory Services and Clinical Trials & Research Services. The vision of HCG is to provide high quality, integrated, comprehensive cancer treatment to all segments of society. HCG’s business model has been validated by PE & VC funds and a few of these entities have also invested in the company.

Bangalore Institute of Oncology (BIO), the flagship of HCG, set up almost 2 decades back was the first dedicated comprehensive cancer centre to be established in the private sector in India. Under the guidance of Dr. B. S. Ajai Kumar, Curie Centre of Oncology was acquired in 2000, besides Bangalore Institute of Oncology under the holding company - HealthCare Global Enterprises Ltd. Besides expanding to other geographies nationally, HCG acquired Triesta Sciences in December 2005. Under this banner HCG runs a high end Onco-Reference Laboratory, Biomarker research & validation R&D laboratory and Contracted Research Organization - CRO.

For more details log on to www.hcgoncology.com