Early Detection is Key to Battling Breast Cancer: Upasana Kamineni Konidela Launches "Find it Early. Fight it Early." Campaign with Fujifilm India & Apollo Foundation
Hyderabad, June 11, 2025 – In a significant move towards public health, Fujifilm India, a leader in healthcare technology, has partnered with the Apollo Foundation to launch the "Find it Early. Fight it Early." CSR campaign. The initiative was officially unveiled by Upasana Kamineni Konidela, Vice Chairperson of CSR for Apollo Hospitals, and aims to raise crucial awareness about breast cancer and emphasize the importance of early detection, particularly in areas where misconceptions about women's health persist.
This nationwide campaign is set to span 24 cities across India, with the ambitious goal of reaching 1.5 lakh women. The program will be driven by trained field staff, focusing on structured community engagement and health risk assessments. The Apollo Foundation will serve as the implementing agency, underscoring Fujifilm India's commitment to building a health-conscious society.
Breast cancer remains the most prevalent cancer among Indian women. According to the ICMR's National Cancer Registry estimates, it accounts for 14% of all cancers in women, with approximately one in 29 women at risk of developing breast cancer in their lifetime. Unfortunately, a lack of adequate awareness, prevailing myths, and limited access to proper medical facilities often lead to late diagnoses.
The "Find it Early. Fight it Early." campaign directly addresses these challenges by providing reliable and culturally sensitive information at the local level. Through respectful public discussions, workshops, and awareness sessions, the initiative seeks to inspire women to prioritize their health. The goal is to empower them to recognize early symptoms, understand the importance of self-examinations, and seek timely medical treatment.
During the launch, Upasana Kamineni Konidela delivered a heartfelt address, emphasizing the urgency of the cause. "Namaskaram to everyone," she began. "Thank you to all who stand with us for women, health, and change. My wish is for women to live without fear, with dignity, and in good health. Today, we are initiating a movement. The goal of this program is to bring technology into the lives of ordinary women. This is the first step in transforming the healthcare system into a movement."
She highlighted alarming statistics: "In India, one woman is diagnosed with breast cancer every 4 minutes, and one woman loses her life to it every 13 minutes. Over 50% of Indian women are diagnosed with breast cancer at a late stage, primarily in communities lacking adequate screening services. Through this National Breast Cancer Awareness Campaign, trained healthcare workers will now directly reach women in construction sites, urban slums, and low-income families across 24 states in the country, aiming to serve approximately 1.5 lakh women."
Konidela shared a powerful success story: "Through a pilot program in Aragonda, Tamil Nadu, we were able to serve many women, saving 150 lives. This is not charity; it is our responsibility. Self-examinations should not be viewed negatively. We should talk about breast health as openly as we discuss blood sugar. We need to create awareness. Doctors, journalists, influencers, community leaders—please share your experiences. A change must begin. I consider working with the Apollo Foundation a great opportunity given by God. Please encourage women to get screened early. Thank you all."
Koji Wada, Managing Director, Fujifilm India, reiterated the company's dedication: "Early detection and awareness can prevent breast cancer. We are launching this program with the slogan 'Find it Early. Fight it Early.' Our goal with this breast cancer awareness campaign is to educate women, facilitate early detection, and save as many lives as possible."
Fujifilm India's CSR initiatives are focused on making healthcare more accessible, especially to underserved populations, and promoting preventive measures through early detection and awareness. The "Find it Early. Fight it Early." campaign aligns with the Fujifilm Group's Sustainable Value Plan 2030, which prioritizes equitable access to healthcare. This campaign reflects the company's group objective of bringing more smiles to the world by providing services where impact is most needed, ensuring that every woman, whether in a remote town or a densely populated city, has the opportunity to understand and protect her health.
