New Delhi, February 06, 2025.
Today, Tata Trusts culminated their large-scale ‘Gaanth Pe Dhyan’ (‘Focus on the Lump’) campaign with the launch of the ‘Gaanth Pe Dhyan’ cookbook, through a podcast hosted by Shilpi Ghosh from Tata Trusts. The cookbook, available online and free to download, features recipes sourced from Indian chefs-turned-campaign-ambassadors, including MasterChefs Shipra Khanna and Santa Sarmah, as well as Chefs Ananya Banerjee, Sailaja Aechuri, Priya Gupta, Varaprasad Karthyaeni, and Laeba Ashraf. It was reviewed by renowned nutritionist Rujuta Diwekar and eminent breast cancer oncologist Dr. Rajendra Badwe; and aims to encourage women to focus on checking their breasts for lumps, just as they do to prevent lumps in their food. The cookbook has been mindfully crafted with recipes that naturally lend themselves to lumps, with the unique purpose of ‘stirring up change, one recipe at a time.’ This initiative follows the success of the ‘Gaanth Pe Dhyan’ social experiment film, which evoked significant interest across youth and working professionals.
What is Gaanth Pe Dhyan? Tata Trusts has been at the forefront of cancer care in India since the 1940s, from pioneering oncology research and treatment advancements to setting up a Comprehensive Cancer Care program. Equally important as strengthening infrastructure and spearheading accessible and compassionate care is promoting awareness of breast cancer among women across the length and breadth of India. With this aim, Tata Trusts unveiled a unique campaign, ‘Gaanth Pe Dhyan’ (‘Focus on the Lump’), which draws inspiration from the meticulous care that women put into cooking meals and preventing lumps from forming in their food to encourage women to apply the same attention to self-examining their breasts regularly for any sign of a ‘gaanth’ (lump).
Why the intervention? India’s breast cancer burden is a pressing public health concern, with one woman diagnosed every four minutes. With breast cancer accounting for 27% of all cancer cases among women in India, overcoming barriers to cancer care is vital. Early detection is key, as most cases can be treated effectively if diagnosed early. However, 75% of Indian women avoid or neglect screenings, and 60% feel uncomfortable discussing breast cancer with friends and family. This makes it crucial to educate and empower women on the importance of regular self-examinations and timely screenings. As patients diagnosed at nascent stages of cancer have a better chance at survival, the Trusts firmly believe that driving awareness and creating an environment where early detection is prioritized will significantly improve survival rates.
