`Think Pink` initiative to fight cancer

Kochi: Well known Jewellery Group Joyalukkas Wednesday launched 'Think Pink' initiative in the country to build awareneess for the fight against breast cancer.

The initiative, supported by Cochin Cancer Society, aims to help poor patients to obtain expensive cancer treatment and is spearheaded by cancer specialist Dr V P Gangadharan.

Launching the initiative here, Group Chairman and Managing Director Joy Alukkas said the aim was to educate and empower women in India in their fight against cancer.

Asked about the total funds being set apart for the initiative, he later told reporters that it had not yet been decided. The group proposes to invest about 3 per cent of its net profit for the programme. Joy Alukkas was also doing similar programmes in the Gulf, Africa and North India, he said. Similar initiative will be launched in Tamil Nadu and Andhra Pradesh.

Joy Alukkas said the group had plans to start a Cancer hospital at Thrissur, which is expected to be ready in two years time. The 100-bed hospital is being set up in a six acres land.

The Joyalukkas 'Think Pink' in the UAE is undertaken with the support of the Dubai Health Authority and a renewed hospital chain there and aims to drive awareness and educate society on the various aspects of breast cancer, including detection and care through various activities.

Gangadharan said breast cancer was the most common cancer in women in kerala, the incidence being alarmingly high and on the increase. Every third women who comes to the clinic with cancer is coming with Breast cancer, he said.

Breast cancer was preventable to a certain extent and can be detected early by simple screening procedures, he said adding 30 per cent of women diagnosed with breast cancer are already in the third stage.