Breast cancer is one of the most common types of cancer, representing one in four of all cancers in women worldwide. The World Health Organization (WHO) marks October as Breast Cancer Awareness Month to raise awareness and call for action about this disease. Keeping that in mind, Medanta Lucknow and Fabindia have joined hands this month with a focus on encouraging women to prioritise their health, recognise the importance of early detection and seek timely medical advice.

Dr. Amit Agarwal, Director, Endocrine and Breast Surgery at Medanta Lucknow, said, ““Breast self-awareness plays an important role in helping women recognise changes in their breast health and seek timely medical advice. Women should be alert to unusual changes, such as a new lump, skin dimpling, changes in the nipple or unusual discharge, and consult a doctor if they notice anything abnormal. While self-examination cannot replace recommended breast cancer screening or clinical evaluation, awareness of one’s body, along with age- and risk-appropriate screening, can support the early identification of potential warning signs and timely medical intervention.”

As part of the collaboration, customers visiting the Fabindia Hazratganj store will receive an Awareness Card featuring a QR code that leads to a doctor-led explainer video on breast cancer, including information on the importance of early detection and timely care. The video aims to bridge knowledge gaps and encourage more informed conversations around women's health. Following previous activations in Delhi-NCR and Patna, the campaign will now roll out across select Fabindia stores in Lucknow. One of the highlights will be a dedicated Pink Room—a thoughtfully designed wellness space featuring simple, easy-to-understand breast cancer awareness messages, encouraging women to stay mindful of their health during their everyday activities. Women visiting the stores will also receive a set of 30 Bindis, featuring 29 red bindis and 1 pink bindis to serve as a reminder to dedicate one day each month to breast self-examination and stay aware of any unusual changes in their breast health. 

Medanta and Fabindia also announced FabCoins, a loyalty programme that links customer rewards with preventive healthcare. Customers earn FabCoins on Fabindia purchases and can redeemFabCoins for a health check-up at Medanta Lucknow, encouraging them to put their loyalty benefits towards their health and wellbeing.

Speaking about the collaboration, Fabindia Officials said, “At Fabindia, we believe that wellbeing is an important part of the communities we serve. Through our collaboration with Medanta, we are bringing conversations around women's health closer to our customers, artisans and employees. The initiative will encourage women to be more proactive about their health, while the partnership will also create opportunities to expand awareness around other cancers and preventive healthcare in the future.”

As brands with a strong connection to people and communities, Medanta and Fabindia recognise the opportunity and responsibility to create a meaningful impact on women’s health and well-being. By bringing together Medanta’s healthcare expertise and Fabindia’s deep-rooted connect with women across the country, the collaboration aims to take breast cancer awareness beyond hospitals and healthcare settings, integrating it into everyday conversations and experiences. Through this initiative, both organisations seek to encourage greater awareness, empower women to prioritise their health, and inspire more open conversations around early detection and timely medical care.

Calling on women to make their health a part of everyday conversations, Dr. Roma Pradhan, Associate Director, Endocrine and Breast Surgery at Medanta Lucknow, said, “Breast cancer can often be treated more effectively when detected at an early stage. Women should be aware of their breast health and pay attention to any changes or unusual symptoms. Creating opportunities for women to access reliable health information in their everyday environments can encourage them to seek medical advice without delay.”