All posts by Neel Achary

New Delhi, 28th February 2023: Avni- a feminine care & hygiene startup has announced that it has set up first-of-its-kind educational workshops to promote menstrual health and hygiene. The workshops intend to burst period myths and address queries of mothers of young girls who are about to enter or have just begun menstruating.

A qualified paediatrician will lead the private workshops and provide mothers and girls with verified content to help them understand the root cause of culturally internalized taboos; UTI-related infection problems; causes of irregular periods, heavy periods, Premenstrual Syndrome (PMS); the negative effects of poor quality plastic-based sanitary pads including Toxic shock syndrome (TSS), vaginal odour, rashes, itchiness, swelling and more importantly planning for menstrual periods and disposal of sanitary napkins. Currently, the workshops are held once a month, however, based on demand, Avni intends to increase the frequency of these informative workshops to once every three weeks.

Commenting on the initiation of menstrual educational workshops, Mrs. Sujata Pawar- Co-Founder, of Avni- a menstrual healthcare startup said “With so many initiatives to incentivize women’s welfare, poor menstrual hygiene is still an insufficiently recognized problem in India. To address the same holistically and prevent girls from dropping out of school due to problems concerning menstruation, we have rolled out workshops to educate adolescent girls within the framework of extensive sexual education about health issues in general and menstrual and sexual health in particular. These workshops are also designed to raise awareness among girls, and parents – both mothers and fathers – of the value and advantages of organic sanitary napkins and other menstrual protection alternatives, and to encourage them to maintain safe practices, knowledge, and attitudes throughout their lives while also passing it on to the next generation.”

Avni has a total of 8 products listed on its website, with over 100 variants for customers to choose from. Avni’s range of skin-friendly, environmentally friendly, and chemical-free product line includes Avni Anti-microbial reusable cloth pads- Avni Lush & Avni Fluff, Avni Natural Cotton Sanitary Pads, Avni Period Wear Wash, Avni Menstrual Cup & Wash, Avni Antibacterial Soothing Intimate Care Wipes and Organic Cotton Pantyliners. Avni’s best-selling product is washable sanitary napkins and panty liners, followed by cotton disposable pads.

Inspired by Grandmoms and Ayurveda, Avni as a conscious menstrual hygiene brand has been initiating multiple no-filter conversations surrounding period myths and taboos through its multiple initiative and outreach programs. Additionally, to address the lack of understanding among women users towards its reusable menstrual products and to help them with their queries, Avni also launched a 24X7 support helpline.

Bengaluru, February 28, 2023: Cashfree Payments, India’s leading payments and API banking company, announced its strategic acquisition of Zecpe, a one-click checkout company. Zecpe enables e-commerce businesses to improve checkout conversion by making the process quick and seamless for customers. Zecpe will now operate as a wholly-owned subsidiary of Cashfree Payments.

With this acquisition, Cashfree Payments will further enhance its Direct-to-Consumer (D2C) checkout capabilities and give its merchants an elevated end-to-end checkout and payment experience. Zecpe helps merchants increase conversion rates, supporting incremental monetisation and scaling. This will provide a seamless flow to Cashfree Payments’ existing merchant base. This acquisition will also enable Cashfree Payments to offer additional value-added services like Return to Origin (RTO) reduction, fraud detection, and address pre-filling, among others. The solution provided by Zecpe is in line with Cashfree Payments’ product strategy which focuses on the benefits to end customers of their merchants.

Akash Sinha, CEO and Co-Founder, Cashfree Payments said, “It gives us immense pleasure to announce our strategic acquisition of Zecpe. We see immense synergies between our existing products and the solutions offered by Zecpe, making it an excellent addition to our D2C Payments Suite enabled for e-commerce businesses. We are certain that this acquisition will strengthen our D2C one-click checkout capabilities and further elevate our leadership position in the SMB space. At Cashfree Payments, we are focused on offering the widest range of payments solutions and thereby constantly evolving our product suite to cater to the changing needs of our merchants.”

Hriday Agarwal, Founder of Zecpe, will join the Cashfree Payments’ team as Head, E-commerce – Checkout. The employees of Zecpe will also join Cashfree Payments along with him, to help scale the product further.

Talking about the acquisition Hriday Agarwal said, “We are very excited to become part of one of the leading payments companies in India and will work together to grow our business further. D2C space is exploding in India and presents a fantastic opportunity to help e-commerce players increase their conversion rates and reduce COD fraud and returns. Since we have one of the largest networks of prominent brands working with us, we know this space very well. Businesses across different industries use our solutions today. We see a natural fitment with Cashfree Payments’ payments stack. We believe that integrating Zecpe’s solution with the company’s offerings will enable end-to-end checkout and payment solutions to clients. The products that we have developed will benefit from the scale that Cashfree Payments has built over the years.”

Cashfree Payments currently powers over 3,00,000 merchants to collect payments and make payouts via all available methods with simple integration. The company has direct integrations with banks, card networks and third-party players for the highest success rates. It strives for continuous innovation to anticipate merchant needs and develop industry-leading products. Cashfree Payments has been a preferred payments platform for e-Commerce and D2C companies such as Nykaa, FirstCry, Nature’s Basket, BigBasket, Zomato, Noise, Bella Vita Organic, MyFitness among others. The company provides solutions such as Payment Gateway, Buy Now Pay Later, Cashgram, Easy split, Payment links, Instant refunds, and Instant Settlements, which are well suited for e-commerce and D2C businesses.

Cashfree Payments had previously acquired Telr, a leading Payment Service Provider (PSP) in UAE and Saudi Arabia, as a part of its strategy to expand its footprint in the MENA region.

With over 50% market share among payment processors, Cashfree Payments today leads the way in bulk disbursals in India with Cashfree Payments Payouts. India’s largest lender, SBI has invested in Cashfree Payments, underscoring the company’s role in building a robust payments ecosystem. Cashfree Payments works closely with all leading banks to build the core payments and banking infrastructure that powers the company’s products and is also integrated with major platforms such as Shopify, Wix, Paypal, Amazon Pay, Paytm and Google Pay. Apart from India, Cashfree Payments products are used in eight other countries including the USA, Canada and UAE.

Citroën India launched the much-awaited New Citroën Ë-C3 All-Electric at a special introductory price of ₹ 11,50,000 (ex-showroom Delhi). This full BEV B-hatch is from the C-Cubed family of vehicles and is built at its manufacturing facility in Thiruvallur, Tamil Nadu. The New Citroën Ë-C3 All-Electric deliveries to the B2B and B2C segment will start from February end through the La Maison Citroën phygital showrooms across the country.

The New Citroën Ë-C3 All-Electric: Introductory prices (ex-showroom Delhi)

The New Citroën Ë-C3 All-Electric is now available for retail at La Maison Citroën phygital showrooms in 25 cities, namely, New Delhi, Gurgaon, Mumbai, Pune, Ahmedabad, Kolkata, Bangalore, Hyderabad, Kochi, Chennai, Chandigarh, Jaipur, Lucknow, Bhubaneswar, Surat, Nagpur, Vizag, Calicut, Guwahati, Bhopal, Karnal, Dehradun, Rajkot, Mangalore and Coimbatore. All showrooms will be equipped with DC Fast Charging facility provided by Jio-bp and will cater to all EV vehicle owners.

Citroën will also extend its 100% direct online buying – BUY ONLINE – for the New Citroën Ë-C3 All-Electric. Customers in major Indian cities will be covered through this direct online initiative and can order directly from the factory and get doorstep delivery of their Electric Vehicle.

Citroën will also launch connectivity apps like MY CITROËN CONNECT and C-BUDDY on the New Ë-C3 All-Electric. Available on both iOS & Android, My Citroën Connect hosts 35 smart features including Driving behaviour analysis, Vehicle tracking, Emergency services call, auto crash notification, over-the-air software updates, Usage-based insurance parameters and first in segment 7-year subscription.

For the aftersales network named the L’Atelier Citroën, the company will offer unique services like remote diagnostics and 100% parts availability to assure New Citroën Ë-C3 All-Electric customers of a stress-fee ownership experience. Citroën Service on Wheels will enhance reach and availability for customers covering most common repairs at customer’s doorstep. This represents the Citroën Service Promise that extends “Comfort at Your Fingertips” for customers.

Extended Warranty options for New Citroën Ë-C3 All-Electric available:

B2B – Upto 5Y / 200k km (5 products available within this range)

B2C – Upto 5Y / 140k Km (4 products available within this range)

Extended Warranty Add-on Products

B2B (Only eMotor & Battery) – Upto 7Y / 200k km (3 products available within this range)

B2C (Only eMotor) – Upto 7Y / 140k Km (2 products available within this range)

Roland Bouchara, CEO & Managing Director, Stellantis India, said, “The launch of the New Citroën Ë-C3 All-Electric is a key milestone for  Stellantis in India. With this launch, Citroën moves from being a newcomer in the ICE passenger vehicle segment to a key player in the Electric vehicle segment. Thanks to the engineering and development by our teams and local suppliers on the Smart Car Platform, we have been able to bring this affordable full BEV within 6 months of the launch of the ICE variant of the New C3 and that is a commendable achievement.”

Saurabh Vatsa, Brand Head, Citroën India, remarked, “We are excited to launch the New Citroën Ë-C3 All-Electric

for the young and progressive customers who will  enjoy the CLEVER, COMFORT & COOL product propositions. The vehicle was developed keeping in mind the Indian audience and their unique needs and preferences. Ë-C3 delivers a certified driving range of 320 km per charge (MIDC cycle), 100% DC fast charging capability, and a plethora of intuitive technology-driven features. With the famed Citroën Advanced Comfort on board combined with an efficient e-powertrain, we are certain that the New Citroën Ë-C3 All-Electric will meet the expectations of both private customers’ and fleet operators.”

Customers can now test-drive and experience the New Citroën Ë-C3 All-Electric by visiting a La Maison

Citroën phygital showroom near them and/or book/buy the car online at www.citroen.in.

Rabin Patra, Co-Founder and Head of Tarana India

Pune, India – February 28, 2023 – Tarana Wireless, Inc., the industry’s performance leader and new category creator in ngFWA, today announced the opening of its new office building in the central business district of Baner in Pune, Maharashtra. Serving as the company’s upgraded hub for R&D, the Tarana team has made a strategic move to establish itself in India for the long-term.

The primary objective of the facility is the development of Tarana’s revolutionary solutions to meet the evolving needs of the wireless broadband industry. With a sharp focus on leveraging India’s top technology talent, the Pune hub will house a team of experienced professionals committed to providing high-quality wireless broadband to bridge the digital divide in India. Tarana intends to have 200 software engineers across multiple experiences and domains, including embedded software, cloud native software, machine learning, product management, and technical support in the next two years.

Speaking of the launch, Sud Verma, Tarana’s VP of Engineering, said, “It is an exciting time for us to be making our presence felt in India. The key components of our platform and innovation are being driven by our team of world class experts in Pune, including our massively scalable cloud-based network management system and key technologies on our current and next generation products.”

Rabin Patra, Co-Founder and Head of Tarana India, added, “We are poised to support the next phase of the internet revolution in India, especially in underserved areas where many still use broadband service that is 5 Mbps or slower. Tarana’s ngFWA technology will significantly reduce the time it takes to deploy high-speed internet to rural and urban communities, and with lower capital and operational costs, as it requires far less infrastructure than fibre solutions. We look forward to seeing internet service providers in India embrace our platform with as much enthusiasm as we have experienced in our current markets.”

Tarana’s employee base currently spans across the United States, India, Mexico, Malaysia, and South Africa with active customer deployments across 10 countries including the United States, Canada, Mexico, the United Kingdom, South Africa, Brazil, Chile, Australia, Puerto Rico, and Ghana. More than 200 global internet service providers have embraced Tarana’s G1 platform since its launch in late 2021.

The upgraded Pune office will drive more growth in India for years to come. Visit https://taranawireless.com/careers to view all open positions.

Gurugram: The Haryana state government recently announced its budget of Rs 5,893 crore to bolster urban infrastructure and development. It is an increase of 11.1 percent over revised estimates for the current year with a strong emphasis on boosting the realty sector in the state.

The announcement of new metro connections, such as RezangLa Chowk to IGI Delhi, Southern Peripheral Road (SPR) to Global City Metro Link, and Manesar to Panchgaon, will not only improve connectivity but will enhance the connectivity in the state and propel commercial activities.

“Gurgaon Metro work will start in 2023 and 2024 which includes three metro links in Budget2023 of Haryana including RezangLa Chowk to IGI Delhi, SPR to Global City Metro Link, and Manesar to Panchgaon. The SPR region is likely to have a positive impact on the real estate sector, driving demand and boosting the overall growth and development of the area and the state. The availability of efficient and convenient transportation options, such as a metro system, is known to be a key factor in driving the growth of the real estate market. We also appreciate the efforts of the Haryana Government as developing infrastructure is essential for the economic growth and development of a country.”- Navdeep Sardana, Chairman & Managing Director, Whiteland Corporation.

Infrastructure developments are expected to have a positive impact on the real estate industry, making it easier for people to access various parts of the state and for businesses to operate which will attract more investment and push business growth in Gurugram and throughout the province.

Mr. Pradeep Aggarwal, Founder & Chairman, Signature Global (India) Ltd. Said, “The infrastructure-related policies outlined in the Haryana Budget 2023 are both encouraging and empowering. The allocation of Rs 5,408 crores for roads, highways, and railways, along with the proposed construction of the Gurugram metro and three other metro links in the region, is a game-changer for Haryana’s real estate sector. These mega infrastructure projects will not only enhance connectivity but also create new opportunities for the state’s economic growth and development. The infrastructural developments will also open up new avenues, making Haryana an even more attractive destination for real estate investments”

The budget is aimed to create a favorable environment for real estate development and attract investment. NCR-based real estate players praised the government’s statement, believing it will be a game changer for Haryana’s realty market.

Mr. Abhishek Trehan, Executive Director, Trehan Iris – “The budget allocation for infrastructure development in Haryana, as reflected in the State Budget 2023, demonstrates the state’s readiness to become a powerhouse of economic growth and development. With a strong emphasis on infrastructure, including the allocation of Rs 5,408 crore for roads, highways, and railways, and the proposed construction of Gurugram Metro and three other metro links in 2023-24, Haryana is poised to experience enhanced connectivity and economic growth. These progressive policies will help the state achieve positive outcomes in the coming years, highlighting its commitment to sustainable socioeconomic development. The enhanced connectivity will also fuel the real estate sector, providing a newfound level of opportunity and prosperity for real estate players.”

With an emphasis on infrastructure development, the industry is expected to expand and attract more investments in the future, creating more employment, economic growth, and higher standards of living for the state.

Santosh Agarwal, CFO & Executive Director, Alpha Corp said, “The fourth Haryana budget presented by Chief Minister Manohar Lal Khattar announced a Metro connection from Rejangla Chowk to IGI Airport and the Southern Peripheral Road via Global City and Manesar. The proposed subway connection to Panchgaon is welcome news for Gurugram. The Gurugram city’s transportation system will be reinforced as a result of the government’s plan. The improved connectivity will not only enhance the city’s development but will generate new chances for the state’s economic growth which will further give impetus to the real estate sector of the region.”

Bengaluru, February 28, 2023: Josh, India’s fastest-growing and most engaged short-video app, has concluded the #SwitchToDaburRedPaste campaign launched in collaboration with Dabur India Limited, the world’s largest Science-based Ayurveda major, on the Josh app. The campaign was launched to enable Dabur to interact with its users in an engaging manner while also creating product awareness amongst the target audience.

Conceptualised as a hashtag challenge to garner maximum user engagement, the campaign was designed in-tune with Dabur’s TVC starring famous Bollywood actor Amitabh Bachchan. The short-video campaign captured the brand’s proposition of combining modern science and traditional Indian Ayurveda to create effective and authentic products for the Indian consumer. This was effectively conveyed by incorporating the avatars portrayed by Amitabh Bachchan in the TVC – Mr. Gyan and Mr. Vigyan – in the official soundtrack of the campaign. Furthermore, a branded filter and customised choreography was also created by Josh to draw attention to the various features of Dabur Red Paste. To enable a wider reach, top creators on Josh such as Shivani Kapila, Vinay Kanth, Dipti Sharma and Kishor Paul kickstarted the campaign on Josh.

“At Josh, we partner with brands on their journey to engage with customers in an authentic and effective manner by leveraging the lucrative format of short-video content. Through our collaboration with Dabur for the #SwitchToDaburRedPaste campaign, we have been able to curate an immersive and engaging brand experience while also creating product awareness. By working together with our vast and diverse community of creators across the country, we have executed this campaign successfully as well as creatively as we furthered Dabur’s reach amongst users across Bharat as shown in the spectacular results garnered in by campaign. This campaign is yet another example on the effectiveness and need for brands to include short-video content in their marketing strategies,” said Sunil Kumar Mohapatra, Chief Revenue Officer, VerSe Innovation

“We gained valuable insight into the effectiveness of short-form video marketing while working with Josh on the #SwitchToDaburRedPaste campaign. The campaign’s results demonstrate the power of emerging short-video format in fostering significant brand interactions especially among the younger audience to establish a more genuine and meaningful connection” said Mr. Harkawal Singh, Marketing Head-Oral Care, Dabur India Ltd.

The campaign was a massive success, recording over 462 million video views, more than 4.4K UGC created, and over 34.8 million hearts, garnering a total reach of more than 37.2 million. Furthermore, brand lift studies conducted showed that there was an increase in brand and ad recall as well as a significant increase in brand preference following the campaign.

New Delhi/Hong Kong, 28 February 2023: Tech-enabled B2B global sourcing platform BuyHive (https://thebuyhive.com) today announced its partnership with 40Seas (https://40seas.com/), a leading provider of supply chain financing solutions, to offer cross-border B2B financing solutions to small and medium businesses. Through this partnership, BuyHive will enable SME buyers in the United States, Canada and the UK to get up to $1 million dollars’ worth of credit for their sourcing from China, Hong Kong, Vietnam and India under ‘Buy Now Pay Later’ (BNPL) terms.

This partnership is expected to be a game-changer for small and midsized B2B buyers looking to purchase a diverse variety of products from overseas factories. BuyHive’s new financing tool, developed in collaboration with 40Seas, will enable buyers to quickly figure out the credit limits they can get, based on their production volumes and other factors. With this tool, buyers can get access to the funding they need to purchase products, without having to worry about cash flow or credit constraints.

BuyHive’s financing tool will be particularly helpful for businesses that have limited capital or credit history and therefore struggle to secure traditional financing. With the new tool, these businesses can finally access the funding they need to grow their businesses and compete in the global marketplace.

Minesh Pore, co-founder and CEO of BuyHive, said, “We are excited to partner with 40Seas and bring this financing tool to our buyers. This partnership will enable us to provide our customers with a more comprehensive set of services, helping them source and finance the products they need to succeed.”

The new financing tool is a powerful addition to BuyHive’s comprehensive set of sourcing and management solutions. With this tool, BuyHive is positioned to be an even more valuable sourcing partner for businesses looking to succeed in the global marketplace.

Eyal Moldovan, co-founder and CEO of 40Seas, said, “We are delighted to partner with BuyHive and bring our cross-border trade financing solution within easy reach of millions of small and midsized businesses looking to source products overseas. We also believe that this partnership will not only transform the sourcing dynamics for these businesses but also aid business growth for suppliers and in turn, strengthen global trade.”

Since 2019, BuyHive has helped hundreds of brands and sellers worldwide to find, qualify, and work with the best manufacturers to get products made and onto their store shelves on time. From discovery to delivery, BuyHive’s comprehensive sourcing solutions leverage the gig economy and technology to connect eCommerce sellers worldwide with the best manufacturers who can make quality products at the right prices to fuel their sales growth. BuyHive’s network of over 5,000 Sourcing Experts has deep experience sourcing products across the major consumer product categories including Home Decor, Garden & Outdoor, Sports & Fitness, Gifts & Premiums, Fashion Accessories, Apparel, Toys, DIY, and Electronics & Smart Home.

Central Referral Hospital (CRH) Sikkim Manipal Institute of Medical Sciences (SMIMS), Tadong Adopts Dozee’s AI-based Contactless Vitals Monitoring Technology for Enhanced Patient Safety

With an aim to achieve enhanced patient safety in wards, Central Referral Hospital (CRH) Sikkim Manipal Institute of Medical Sciences (SMIMS), Tadong to adopt Enhanced Vitals Monitoring with Dozee’s Made-in-India contactless remote patient monitoring and Early Warning System (EWS)

Gangtok, India, 27 February 2023: Central Referral Hospital (CRH) Sikkim Manipal Institute of Medical Sciences (SMIMS), Tadong has entered a partnership with Dozee to implement continuous patient monitoring. 30 Beds in Central Referral Hospital (CRH) will now be upgraded to Dozee connected beds powered with contactless continuous vitals monitoring and an Early warning alert system. Dozee’s solution is cloud-enabled and comes with a central and remote patient monitoring capability that empowers healthcare providers to monitor the patient more effectively and provide timely medical interventions for improved patient safety and clinical outcomes. Automation and digitalization of vital data and operational processes are significant for Central Referral Hospital (CRH) Sikkim Manipal Institute of Medical Sciences in its journey to become a smart hospital.

Dozee enables healthcare workers to remotely monitor patients’ vital parameters such as heart rate, respiration rate, blood pressure, SPO2 levels, temperature, and ECG. Dozee’s Early Warning System (EWS) tracks vital parameter trends and alerts healthcare providers to detect patients’ clinical deterioration early, enabling timely medical intervention. Dozee uses AI-powered Ballistocardiography (BCG) for contactless vitals monitoring. Dozee’s technology is patented and made in India, and it has been clinically proven to be 98.4% accurate. Continuous vital monitoring significantly impacts patient safety, clinical outcome, and operational efficiency. Research done by independent consulting firm Sattva shows that for every ~100 Dozee connected beds, it can save ~144 lives and ~80% of the time taken for vitals by nurses and reduce ICU Average Length Of Stay (ALOS) by ~1.3 days.

Dr. Yogesh Verma, Medical Superintendent, Central Referral Hospital (CRH) Sikkim Manipal Institute of Medical Sciences (SMIMS) on the hospital’s resolution to adopt this connected care system for contactless remote monitoring of patients, said, “We are committed to becoming a world-class center for health care, and we are taking strides towards achieving our objective of offering holistic healthcare to our patients with this collaboration with Dozee. As technology progresses, it is essential that we arm ourselves with the right resources and equipment in order to ensure optimum quality care for our patients. We are confident that with the help of Dozee, our team will be able to avert any potential crises while providing the highest standard of medical attention to all of our patients.”

“Sikkim stands out today as one of India’s most progressive states in the health sector and we are thrilled to be introducing Dozee at the esteemed Central Referral Hospital (CRH) Sikkim Manipal Institute of Medical Sciences (SMIMS), Tadong. We continue to strive and build a connected health system that will promote patient safety, enhance clinical results, and optimize nursing effectiveness. We believe implementing continuous ward monitoring and Early Warning Systems is an integral step for delivering quality healthcare at scale. ” said Mudit Dandwate, Dozee’s CEO and Co-founder.

Located in Tadong, Gangtok, Sikkim, Central Referral Hospital (CRH) Sikkim Manipal Institute of Medical Sciences (SMIMS) was founded in 1997. The establishment of the hospital initiated a long journey to set new standards in the field of health care in the North-Eastern part of the country. With the vision of providing contemporary world-class healthcare facilities to the people of Sikkim right at their doorsteps, Central Referral Hospital (CRH) Sikkim Manipal Institute of Medical Sciences (SMIMS) offers the best amalgamation of highly talented medical specialists, state-of-the-art equipment, well-trained paramedical staff, and other support services under a single roof.

February 2023:To remove gender biases and stereotypes, Crazy Owl launches  #BeTheCrazyChange campaign this International Women’s Day. Crazy Owl would like to recognize the power of women in making a difference on International Women’s Day. The brand believes that equality should be available to all. That is why they have created gender-neutral products for everyone so that everyone can be themselves without being limited by labels and categories. Their mission is to provide equal opportunities to all people, regardless of race, gender, or other labels.

#BeTheCrazyChange is all about being one extraordinary voice to make an extraordinary change. Join Crazy Owl in celebrating Women’s Day by treating yourself to their gender-neutral products. Their products are designed to help you feel confident and empowered in your own skin, no matter your gender. The brand offers everything from Bath & Body to Haircare and Fragrances.

Talking about the brand and the campaign, Damanjit Kohli and Karishma Sahni, Founders of Crazy Owl, shared, “This Women’s Day, we want to celebrate all individuals, regardless of their gender, by encouraging everyone to embrace self-care and take care of their body. We believe that efficacy has no gender. It’s time for all of us to take a step towards a gender-neutral direction and #BeTheCrazyChange by breaking down traditional gender norms and stereotypes that have been perpetuated by the beauty industry for far too long, and we’re here to help them achieve that.”

Crazy Owl also launched a brand reel with a simple, yet powerful message to promote gender equality in everyday life in its new campaign. Gender equality today for a better tomorrow. To combat this bias, the brand raises awareness through a giveaway contest and Influencer content.

New Delhi, February 28, 2023: Cancer surgery experts on Friday launched a network of hospitals across India to support a country-wide clinical trial exploring how giving colon cancer patients chemotherapy before surgery cuts their risk of the disease coming back.

The Cancer Research UK-funded FOxTROT trial showed that patients who had chemotherapy before surgery were significantly less likely to see their cancer come back, compared with those who got all their chemotherapy after surgery.

Led by expert cancer specialists in India, supported by Universities of Birmingham and Leeds, FOxTROT-Global is a pilot study, being run from India, in parallel to the on-going FOxTROT2 trial open in the UK and France – allowing experts to look at the feasibility and safety of conducting a subsequent full trial in Indian patients.

Launched at G B Pant Hospital, in Delhi, 12 hospitals across India including Tata Memorial Hospital Mumbai, and Tata Medical Centre Kolkata have proposed to be part of the FOXTROT-Global as part of the FOxTROT2 Global trial – an international trial running in parallel in multiple countries across the world.

Dion Morton, Professor of Surgery at the University of Birmingham said: “Colon cancer is the fourth most common cancer worldwide and accounts for 10% of cancer deaths worldwide. Whilst treatment can cure half of affected patients, many older and frailer patients still die from the disease. Chemotherapy before surgery is a safe treatment option that could be life saving for thousands of patients.

“Post-operative chemotherapy is sometimes not considered beneficial for frail patients because of the adverse side effects, but providing a shorter course of chemotherapy before surgery would overcome many obstacles. We believe that frailer or older patients, may benefit from this novel approach.”

Reducing colon cancer returning

1,053 colon cancer patients from 85 hospitals in the UK, Denmark and Sweden were involved in the initial FOxTROT trial, also led by scientists at Birmingham and Leeds. The researchers discovered that delivering chemotherapy before surgery reduced the chance of colon cancer returning within two years by 28%.

The scientists believe that giving chemotherapy to bowel cancer patients before surgery could be easily adopted in India and other health systems across the world, with over 10,000 patients every year in India alone who could benefit from this treatment.

The study will be co-ordinated by experts at the NIHR Global Surg India Hub – based at Ludhiana – part of a global surgical research network funded by the UK’s National Institute for Health Research (NIHR) and led by the University of Birmingham with Hubs in Benin, Ghana, India, Mexico, Nigeria, Rwanda and South Africa.

Dr Laura Magill, Associate Professor at the Birmingham Clinical Trials Unit at the University of Birmingham said: “Up to 1 in 3 colon cancer patients can see their cancer come back after surgery. That figure is far too high and we need new treatment strategies to stop colon cancer coming back.

“The standard approach has been to give chemotherapy after surgery to eradicate any cancer cells that might have spread before surgery, but our research shows that giving some of that chemotherapy before surgery increases the chances that all cancer cells will be killed.

“A growing body of evidence is showing the value of pre-operative chemotherapy in several other cancers, and we believe that our results could transform how we approach colon cancer in the clinic.”

FOxTROT 2 India may provide much needed, high-quality randomised data to evaluate whether a larger trial is needed. A key consideration for FOxTROT-Global is patient selection and deciding which patients are older or frail. The most likely participants will be patients with advanced operable colon cancer likely to require post-surgical chemotherapy, but who not be suitable to receive or unlikely to complete such treatment chemotherapy due to frailty or comorbidities.

University of Birmingham Chancellor Lord Bilimoria commented: “The work of Professor Morton, his team and partners in the UK and India will potentially benefit many thousands of cancer patients across India and beyond. This is truly a shining example of how working in partnership between the UK and India can help us to achieve magnificent outcomes that can improve the lives of people around the globe and save many lives.”

This study is led by CMC Ludhiana, PSG Hospitals Coimbatore, and TMC Kolkata. Dr K S Rajkumar, from PSG Super Specialty Hospital, Coimbatore, commented: “The results from the recently published FOxTROT study show that chemotherapy given before surgery improves success rate in patients with advanced bowel (colon) cancer. This is a significant new advancement in the treatment of bowel cancer patients.

“Colorectal cancers are the sixth most common cancer in India and are increasingly becoming common in India with an estimated 65,000 new cases every year, mostly due to the westernisation of our diet. However, the profile of bowel cancer patients in India is different when compared to Western countries in that they are younger and present in more advanced stages.

“We also do not have a national bowel cancer screening programme India. Therefore, we need to check whether the same approach of giving chemotherapy before surgery will benefit Indian bowel cancer patients. For this, we are planning a pilot study across 10 leading cancer centres across India called FOxTROT-INDIA.“

Matthew Seymour Professor of Gastrointestinal Cancer Research at the University of Leeds said: “Timing is everything when it comes to treating colon cancer. The simple act of bringing forward chemotherapy, giving it before instead of after surgery, delivers some remarkable results. Scaling up this treatment worldwide, including in low and middle income countries, could transform cancer care and save many thousands of lives.”