Horlicks Women’s Plus, in collaboration with Apollo Health & Lifestyle Limited, has renewed its partnership with Apollo Diagnostics to raise awareness around women’s bone health in India. This marks the fourth year of their successful partnership, aimed at addressing a critical health concern for Indian women.
A recent Mompresso study found that 98% of women in India experience body aches, with 87% unaware that these aches are linked to poor bone health. Vitamin D plays a vital role in maintaining bone strength, and regular testing is essential to detect deficiencies early. As part of the initiative, Horlicks Women’s Plus and Apollo Diagnostics are offering Vitamin D tests across over 2,000 Apollo Diagnostics centres in more than 200 cities, at a significantly reduced price of INR 199 (down from the usual INR 1850). This move is designed to make testing for Vitamin D deficiency more affordable and accessible to women across the country.
Shiva Krishnamurthy, Executive Director of Foods and Refreshment at Hindustan Unilever Limited, commented, “In India, 9 out of 10 women are Vitamin D deficient, which can lead to weakened bones and serious conditions like osteoporosis. Our goal with this campaign is to raise awareness of bone health among women aged 30 and above, encouraging them to get tested. This is the fourth year of our partnership with Apollo Diagnostics, and together, we are working to promote preventive healthcare.”
Brand ambassador Taapsee Pannu continues to lend her voice to the initiative, motivating women to prioritise their bone health. The campaign aims to reach more than 50 million women through various outreach channels.
Dr. Sangita Reddy, Joint Managing Director of Apollo Hospitals Group, highlighted the impact of Vitamin D deficiency on bone health, stating, “In India, women are at greater risk of osteoporosis and conditions like osteopenia. Approximately 49.9% of Indian women suffer from osteopenia, and 18.3% are diagnosed with osteoporosis. Our ongoing partnership with Horlicks Women’s Plus has helped raise awareness and made Vitamin D testing more accessible, benefiting over 150,000 women so far.”
Previous records from testing camps indicate that 4 out of 5 women in India suffer from Vitamin D deficiency. Many women resort to temporary pain relief for body aches, which doesn’t address the root cause – a lack of Vitamin D. This underscores the importance of nutritional supplements that contain adequate levels of Vitamin D and calcium.
In addition to affordable testing, the partnership will offer free counselling from doctors and samples of Horlicks Women’s Plus products to ensure women’s long-term health. The initiative is designed to empower women to take control of their health through accessible, preventive measures and early diagnosis.
Horlicks Women’s Plus offers a comprehensive solution to improve bone health, providing 100% of the recommended daily intake of calcium and Vitamin D. It is clinically proven to improve bone strength within six months and contains no added sugar.
