Horlicks Women’s Plus has partnered with Apollo Diagnostics for the fourth consecutive year to address women’s bone health in India. This collaboration aims to raise awareness about Vitamin D deficiency, which impacts bone health and increases the risk of conditions such as osteoporosis.
A 2023 study by Momspresso revealed that 98 per cent of Indian women experience body aches, with 87 per cent unaware of its link to poor bone health. Vitamin D is essential for maintaining bone health, and regular monitoring is necessary to detect deficiencies early.
As part of the initiative, Vitamin D tests will be made available at over 2,000 Apollo Diagnostic centres and clinics in 200 cities at a reduced price of Rs199, significantly lower than the standard cost of Rs 1,850. The initiative aims to make testing accessible and affordable for women across the country.
Shiva Krishnamurthy, Executive Director of Foods and Refreshment at Hindustan Unilever, stated, “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 nudge them to get themselves tested.”
Dr Sangita Reddy, Joint Managing Director of Apollo Hospitals Group, highlighted the significance of the partnership, “Approximately 49.9 per cent of women in India have osteopenia, while 18.3 per cent 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.”
The campaign, supported by brand ambassador Taapsee Pannu, aims to reach over 50 million women through various channels. It also includes free doctor consultations and samples of Horlicks Women’s Plus products to encourage sustained care.
Past testing camps revealed that 4 out of 5 women in India are Vitamin D deficient. Many women rely on temporary pain relief solutions that address symptoms but fail to resolve the underlying issue of Vitamin D deficiency. The initiative underscores the need for nutritional supplements rich in Vitamin D and calcium to prevent deficiency and support long-term bone health.
Horlicks Women’s Plus offers 100 per cent of the recommended daily allowance of calcium and Vitamin D and is clinically proven to improve bone strength within six months. The partnership with Apollo Diagnostics seeks to empower women with preventive healthcare measures, encouraging early diagnosis and regular monitoring.