Mumbai: Horlicks Women’s Plus has once again teamed up with Apollo Diagnostics, India’s largest diagnostics center and pathology lab, for the fourth consecutive year to raise awareness about women’s bone health in India. This partnership aims to tackle the growing concern of Vitamin D deficiency, a critical factor in bone health, particularly among women.
According to a 2023 Mompresso study, 98% of women in India suffer from body aches, yet 87% do not recognize the link between these aches and poor bone health. Vitamin D plays an essential role in maintaining bone health, and regular monitoring is crucial to detect any deficiencies early. To encourage early detection, the partnership offers Vitamin D tests at an affordable price across 2000+ Apollo Diagnostic centres in more than 200 cities. The test, usually priced at INR 1850, will be available to women for just INR 199.
Shiva Krishnamurthy, Executive Director of Foods and Refreshment, Hindustan Unilever Limited, commented, “In India, 9 out of 10 women are Vitamin D deficient, which causes weak bones and can even lead to serious conditions like osteoporosis. Therefore, driving awareness about bone health is imperative. With this campaign, Horlicks Women’s Plus aims at creating bone health awareness among 30+ year-old women and encouraging them to get tested. This is the fourth year of our partnership with Apollo Diagnostics, and together, we are committed to driving a culture of preventive healthcare in the country.”
The campaign will continue to be supported by Taapsee Pannu, the brand ambassador, who encourages women to take charge of their bone health. The initiative is expected to reach over 50 million women, particularly those who are most vulnerable to bone health issues, through multiple communication channels.
Dr. Sangita Reddy, Joint Managing Director, Apollo Hospitals Group, added, “Vitamin D deficiency can significantly impact bone health, leading to issues such as back pain and muscle weakness. Bone health is a critical concern, especially for Indian women, who are at a heightened risk of conditions like osteoporosis. Approximately 49.9% of women in India have osteopenia, while 18.3% are diagnosed with osteoporosis. Our four-year partnership between Apollo Diagnostics and Horlicks Women’s Plus has empowered over 150,000 women by raising awareness and making Vitamin D screening affordable and accessible. Together, we’re committed to prioritizing women’s bone health and overall well-being.”
Research from previous Vitamin D testing camps reveals that 4 out of 5 women in India suffer from Vitamin D deficiency. Many women rely on temporary analgesics for body aches, which only mask the pain but do not address the underlying deficiency. This highlights the importance of regular Vitamin D and calcium supplements to prevent deficiency and maintain long-term bone health.
Through this partnership, Horlicks Women’s Plus and Apollo Diagnostics aim to make bone health testing easier and more accessible for women across India. As part of the initiative, women will also receive free counselling from doctors and samples of Horlicks Women’s Plus products, promoting continued care and proactive health management.
Horlicks Women’s Plus is specifically designed to help women meet their 100% RDA of calcium and Vitamin D, with clinically proven results to improve bone strength in just 6 months. Importantly, it contains No Added Sugar, making it a sustainable and healthy solution for long-term bone health.
Together, Horlicks Women’s Plus and Apollo Diagnostics are committed to empowering women to take charge of their health with affordable, preventive, and accessible care that can make a lasting impact on their bone health and overall well-being.
