Mumbai: Cipla Health Limited has launched its annual awareness campaign for Prolyte ORS on the occasion of World ORS Day, with an initiative aimed at encouraging consumers to make informed choices while purchasing Oral Rehydration Solutions (ORS). Built around the message “W.H.O hai toh woh ORS hai,” the campaign seeks to increase awareness about the importance of choosing W.H.O.-recommended ORS formulations for effective dehydration management.
The campaign comes against the backdrop of persistent gaps in ORS adoption despite widespread awareness of its benefits. According to the National Family Health Survey-5 (NFHS-5), only around 62% of children under five suffering from diarrhoea received ORS, highlighting the need for greater public awareness around dehydration management. Cipla Health said treatment rates continue to vary across regions, underscoring the gap between awareness and actual usage.
The company also cited internal consumer insights indicating that while nearly 70% of respondents recognised ORS when prompted, more than 75% were unable to recall what ORS stands for. Among consumers aware of ORS, only around 61% remembered seeing the ‘W.H.O.-recommended’ mark on product packaging. Consumer engagements in Hyderabad and Mumbai further revealed the need for greater awareness, with only 85% of respondents stating they knew what to look for while purchasing an ORS product.
As part of the initiative, Cipla Health is rolling out a series of awareness programmes, including hospital-led educational sessions in association with MGM Group of Hospitals. Medical experts will engage with doctors, patients and caregivers on recognising dehydration, understanding the role of ORS in rehydration, and the importance of selecting W.H.O.-recommended formulations.
The campaign also includes educational content created with nutritionists and fitness creators, healthcare professional outreach programmes, consumer sampling initiatives, transit and outdoor advertising, and trade engagement activities aimed at reinforcing informed ORS purchases.
Shivam Puri, CEO, One India Business, Cipla said, “As India experiences longer summers, rising temperatures, and a growing burden of heat-related illnesses, dehydration is becoming an increasingly critical public health challenge. While Oral Rehydration Solution (ORS) has remained the WHO-recommended gold standard for managing dehydration, awareness around choosing the right ORS formulation remains inconsistent. As category leaders, we have a responsibility that goes beyond providing solutions; we must empower people with the knowledge to make informed decisions. Through our efforts this year, we aim to close the awareness gaps, improve access to credible information, deepen understanding of global ORS standards, and reinforce the importance of evidence-based hydration practices. Our goal is simple: to help every Indian household recognize, choose, and trust scientifically validated hydration solutions when they matter most.”
Commenting on the initiative, Dr. Usha Chennuru, Senior Director Medical Services at Cipla Health said, “We commonly see that many people do not recognise the early signs of dehydration or understand the role ORS can play in managing it. Greater awareness and timely action can help people make more informed choices and take appropriate steps to manage dehydration effectively.”
The company also shared findings from its on-ground consumer engagements. In Hyderabad, 27% of respondents reported experiencing dehydration-related symptoms such as excessive sweating and fever during outdoor activities, while 96% said these episodes had affected their productivity or daily routine. Additionally, 9% of respondents were unaware of the role ORS can play in managing dehydration.
In Mumbai, Cipla Health, in collaboration with a national medical association and MGM Navi Mumbai Hospital, engaged with 432 patients through awareness and counselling sessions. The interactions found that 31% of participants were unaware of the factors to consider while purchasing ORS, reinforcing the need for continued consumer education around scientifically validated hydration solutions.
