Jago Grahak Jago

Team JGJ

Union Health Minister JP Nadda Announces Enhanced Nutrition Support For TB Patients

Oct 8, 2024 Union Health Minister JP Nadda has announced several key initiatives aimed at enhancing nutrition support for TB patients and their household contacts. Underscoring India’s resolute commitment to eradicate TB, Mr Nadda informed that the monthly nutrition support under Ni-kshay Poshan Yojana has been doubled from the existing 500 rupees to 1000 rupees for all TB patients during the period of treatment. He said that the government has also decided to introduce energy-dense nutrition supplementation for all patients with BMI less than 18.5. Mr. Nadda added that the government also decided to permit expansion of scope and coverage of Ni-Kshay Mitra initiative under Pradhan Mantri TB Mukt Bharat Abhiyaan (PMTBMBA) including the family members of TB patients. Mr Nadda noted that all TB patients will now receive nutritional support of 3,000 rupees to 6,000 rupees under Ni- Kshay Poshan Yojana (NPY). He further highlighted that the enhancement of NPY support will benefit all 25 lakh TB patients annually and the introduction of Energy Dense Nutritional Supplementation (EDNS) would cover approximately 12 lakh underweight patients. EDNS will be provided to all eligible patients for the first two months of their treatment. This initiative will cost the government an additional 1,040 crores rupees, which will be shared between the central and state governments on a 60:40 basis. The Health Minister said in addition to supporting TB patients, Ni-kshay Mitras will now provide food baskets to the household contacts of TB patients to improve their immunity. This initiative is expected to significantly reduce out- of-pocket expenses incurred by TB patients and their families. He further highlighted that to date, 3,202 crore rupees have been disbursed to 1.13 crore beneficiaries through Direct Benefit Transfer under the Ni-kshay Poshan Yojana. Source: News On Air

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Ayushman Bharat may soon cover Alzheimer’s, dementia and other old-age ailments

Oct 8, 2024 NEW DELHI: Treatment for Alzheimer’s, dementia, heart failure and other illnesses, mostly affecting seniors, may soon get covered under Ayushman Bharat-Pradhan Mantri Jan Arogya Yojana (AB- PMJAY). At present, AB-PMJAY has around 25 health packages catering to needs of the elderly. Govt sources said the National Health Authority, which is the implementing agency for AB-PMJAY, is working towards adding more packages that exclusively tend to geriatric care or old-age related ailments as the number of such beneficiaries is likely to go up significantly, with the govt expanding the scheme to include senior citizens, aged 70 and above, irrespective of their income group. “A committee headed by medical experts reviews health packages under AB-PMJAY regularly. This is a special case though, as focus is one large sub-group that has been included in the scheme. The committee will work towards identifying health issues affecting the seniors, especially those requiring hospitalisation, and try to develop packages so that they can get timely treatment,” a source in the health ministry said. The expansion of AB-PMJAY to include senior citizens will potentially benefit around six crore individuals across 4.5 crore families. Stroke, heart failure, cancer, Alzheimer’s and dementia are some of the common health ailments affecting the elderly. The health ministry official said treatment of these ailments and complications thereof are likely to be addressed in special packages being planned for the elderly. Dr Prasun Chatterjee, additional medical superintendent at the National Centre for Ageing, told TOI that conditions such as Alzheimer’s and dementia are fairly common among the elderly and they are also linked to increase risk of infections necessitating hospitalisation. “Acute conditions affecting the elderly include heart failure, fractures, and cancer among others,” he said. Dr Vinay Aggarwal, chairman of the action committee of Indian Medical Association, said, “We often come across elderly people suffering from serious illness or comorbidities who have no support. There are cases in which even their children are reluctant or not available to support them financially for treatment. The govt scheme can certainly help them tide over the crisis, if any,” he said. He added that private health insurance is expensive and often reluctant to onboard senior citizens. AB PM-JAY is the world’s largest publicly funded health assurance scheme which was launched in 2018 to provide an annual health cover of Rs 5 lakh per family for secondary and tertiary care hospitalisation to 55 crore individuals of 12.3 crore poor and vulnerable families. The scheme is jointly funded by the Centre and the state in a 60:40 ratio.   Source: Economic Times  

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More than 15 million US adults have ADHD, new study estimates

Oct 11, 2024 Roughly 15.5 million U.S. adults have attention-deficit hyperactivity disorder, and most of them struggle with gaining access to treatment for the condition, according to data from a U.S. study released on Thursday. Only about one-third of those reporting a diagnosis of ADHD said they had received a prescription for a stimulant drug used to treat it in the previous year, researchers reported in the U.S. Centers for Disease Control and Prevention’s Morbidity and Mortality Weekly Report. In addition, nearly three qualters of those with a prescription for a stimulant drug repolTecl difficulty getting it filled because the medication was unavailable. Worldwide, around 2% to 5% of adults experience ADHD symptoms such as inattention, hyperactivity, and impulsivity. This study provides the first prevalence data on ADHD in U.S. adults since 2003. The amphetamine drug, commonly sold under the brand name Adderall, is a first-line, or initial option, treatment for adults with ADHD. Prescribing has increased since the COVID-19 pandemic began, but shortages ofthis and other stimulant medications have affected patients who rely on it, the study found. ADHD symptoms typically begin in childhood. In the suivey, however, 55% of those with the condition said they had been diagnosed as adults. Telehealth policies implemented during the COVID-19 pandemic expanded access to ADHD diagnosis and treatment, including medication, the researchers from the CDC noted in the report. Almost half of surveyed individuals had turned to telehealth services for ADHD-related care, including for access to medication. The survey’s findings could help guide clinical care and regulatory decisions, including around prescribing through telemedicine, its authors said. Telemedicine might improve access to behavioral treatment, such as counseling or therapy, as well as for medication prescriptions, for these patients, they said, although research into the effectiveness and safety of telemedicine for ADHD is limited. The study’s estimates are based on National Center for Health Statistics rapid survey data collected during October-November 2023 from 7,046 adults age 18 or older. (Repolting by Puyaan Singh in Bengaluru; editing by Nancy Lapid and Bill Berkrot) Source: Economic Times

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When medicines don’t work: eliminating neglected tropical diseases will reduce drug resistance – a win for all

Oct 9, 2024 Edinburgh: A major health challenge of our time is when drugs no longer work to treat infections. This happens when the agents that cause infections – they may be bacteria, viruses or fungi – become resistant to the drugs. Antimicrobials are a broad range of medications that act on microbes – like bacteria, fungi, viruses, or parasites. Antibiotics, for instance, are one type of antimicrobial working against bacteria. Resistance to antimicrobial drugs therefore makes it difficult to treat and prevent a wide range of infections. Antibiotic resistance compromises public health programmes, such as TB treatments. It can also compromise other medical interventions where treatment is needed to prevent infection, like surgery, caesarean sections or cancer treatment. The main causes of antimicrobial resistance are the misuse and overuse of antimicrobials in humans, animals and plants. Antimicrobial resistance leads to more deaths and illness in Africa compared to anywhere else. The continent recorded 21 per cent of the global antimicrobial resistance related deaths in 2019. In that year, over 1.05 million deaths in Africa were associated with antimicrobial resistance. This poses an exceptional health threat. Worryingly, antimicrobial resistance related deaths are predicted to increase globally. The trend is already being observed in Africa. For example, the latest data shows that the share of E coli infections resistant to cephalosporins (the antibiotic used to treat them) is rising. To change this, it’s necessary to reduce the burden of diseases that require antimicrobial treatment. One group of infectious diseases prevalent in Africa are the neglected tropical diseases (N T Ds). There are already effective tools to prevent and even eliminate them. But every year, millions of people are infected and treated for them using antimicrobials. This increases the risk of spreading resistance. Having been involved in the design and implementation of large-scale neglected tropical diseases control programmes, I argue for a push to eliminate these diseases. This must be done through integrated approaches, including preventive medicine, water and sanitation, and controlling the agents that spread the diseases. Even countries where neglected tropical diseases are not common should make this push, as part of global health security. Controlling neglected tropical diseases Neglected tropical diseases are a group of 21 diverse conditions capable of causing long term health and economic challenges. They are caused by a variety of pathogens including worms, bacteria, fungi and viruses. Of these diseases, six are treated with antibiotics: buruli ulcer, leishmaniasis, leprosy, onchocerciasis, trachoma and yaws. Globally, millions of people with neglected tropical diseases are treated with antimicrobials every year. One of the most effective public health approaches for controlling neglected tropical diseases is preventative chemotherapy, which involves mass drug administration, where people are treated without diagnosis. Nonetheless, it is not sustainable, both in terms of cost and because it increases the risk of antimicrobial resistance. However, preventative chemotherapy is a necessary and effective tool for reducing infection and disease. Since 2012, over 600 million people have been cured of neglected tropical disease infection this way. An example of this is Zimbabwe’s control programme for schistosomiasis (an acute disease caused by parasitic worms), which I’ve been involved with. Preventative chemotherapy was administered to about 5 million children every year between 2012 and 2019. Infection levels were reduced from 32 per cent to just under 2 per cent in children aged 6-15. The latest World Health Organization report from 2022 indicated that just under 1.7 billion people globally required preventative chemotherapy. Of these just under 600 million are in Africa. Another risk for an increase in antimicrobial resistance is that the antibiotics used to treat neglected tropical diseases are also used to treat other infections. For example, azithromycin (for treating trachoma and yaws) is used also to treat other bacterial infections including bronchitis, pneumonia and sexually transmitted diseases. Already, of the six neglected tropical diseases that are treated with antibiotics, five have documented chug resistance. This trend will only increase. It’s therefore vital that neglected tropical diseases are eliminated so that fewer antibiotics and antimicrobials are used. This also protects people from other dangerous infections. Ready-made tools The good news is that the tools to eliminate neglected tropical diseases already exist. Within the past decade, 51 countries have eliminated at least one neglected tropical disease. Underlying these successes are the use of multiple tools, cross-sectoral strategies and sustained efforts to prevent and treat infections. In the case of diseases which are transmitted by animals or insects (vectors), it’s about controlling the vector. For instance, killing the flies that transmit onchocerciasis parasites or snail hosts for schistosomiasis. Similarly, provision of safe water and sanitation facilities is critical for disease elimination. For example, the organisms that cause some diseases spend some stages of their life in faeces (poop). So, when faeces are poorly disposed of, they can contaminate the environment and the disease can be passed on. The World Health Organization has set a target of 100 countries eliminating at least one neglected tropical disease by 2030. This would be a massive health and economic win for countries where the diseases are prevalent. It will also lead to a reduction in antimicrobial use – which is a vital global health goal. (The Conversation) NPK NPK Source: Economic Times

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UK university researchers awarded funding for technology that could make life saving vaccines more readily available

Oct 10, 2024 London: Researchers at the University of Sheffield have been awarded funding for their infectious disease technology that could make life-saving vaccines more readily available to the world. The team, led by Dr Zoltan Kis from the University’s School of Chemical, Materials and Biological Engineering, will receive up to GBP 3.7 million (USD 4. S million) from the Coalition for Epidemic Preparedness Innovations to establish proof-of-concept for RNAbox, a specialised process designed to scale up production of messenger RNA (mRNA) vaccines at regional vaccine manufacturing sites. The easily adaptable and automated process aims to improve the world’s pandemic readiness by helping to increase equitable access to future doses of different mRNA vaccines as and when needed. It also has the potential to speed up the response to future emerging outbreaks, containing them before they spread to epidemic or pandemic proportions. “The University of Sheffield’s versatile RNAbox builds on the ‘vaccine revolution’ experienced during the Covid-19 pandemic” explains Ingrid Kromann, Acting Executive Director of Manufacturing and Supply Chain at CEPI. “It aims to overcome a number of scientific hurdles which resulted in poorer countries facing devastating vaccine inequity by helping to make high-quality, low-cost vaccines quickly and easily close to the source of an outbreak.” Compared to traditional designs, mRNA vaccines can be more rapidly tailored to different diseases, or different variants of a disease. By using the body’s own machinelY to make proteins that will trigger an immune response rather than injecting the vaccine itself, the smart technology holds promise for tackling a number of other illnesses, including emerging infectious diseases. However, relative to other types of vaccine, mRNA vaccines are currently expensive to manufacture at a high product quality. These vaccines also require complex cold-chain storage and transportation infrastructure, making them extremely difficult to deliver to remote areas or low-resource settings. The RNAbox aims to combat these challenges through its bespoke manufacturing process designed to overcome the need to deliver the vaccine and instead have the mRNA vaccines locally manufactured at small production sites worldwide. Rather than the typical approach where vaccines are made in batches, the RNAbox process will run continuously which could create 7-10x more mRNA at a time and enable more efficient use of raw materials. This fast, optimised vaccine production is critical to the 100 Days Mission, a goal spearheaded by CEPI and embraced by the G7 and G20 to accelerate the development of vaccines and other countermeasures to as little as 100 days from identification of a future virus. CEPI’s investment will explore using the technology to develop vaccines against CEPI priority pathogens, including the viruses causing deadly diseases like Ebola, Lassa fever, MERS and Nipah. Dr Zoltan Kis, from the School of Chemical, Materials and Biological Engineering at the University of Sheffield, said: “The Covid-19 pandemic demonstrated the importance of being prepared for future pandemics and that we need the necessary tools to respond quickly. We need to tackle outbreaks equitably around the world, as diseases can spread across country borders. “Our RNAbox will accelerate the development of new vaccines and their mass-manufacturing against a wide range of diseases. This transformative technology can also be used to develop much-needed vaccines against a range of unmet needs during non-epidemic/pandemic times. In case of a new epidemic/pandemic, the RNAbox can be quickly adapted to produce vaccines to tackle outbreaks. This will enable vaccine development and manufacturing capacity locally in countries around the world to serve local needs.” Researchers have designed the RNAbox process to use digital-twin technology, where a virtual replica of the vaccine manufacturing approach is modelled on a computer in real-time through smart sensors collecting data on the physical product. This can help the experts optimise their operations by understanding what is happening on the production line. University of Sheffield researchers will also work with vaccine manufacturers in low- and middle-income countries to ensure the technology is fit-for-pmpose in lower-resource settings. Source: Economic Times

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ICMR to study efficacy of Metformin, Inositol in PCOS treatment

Oct 6, 2024 New Delhi: India’s apex health research body, ICMR, will undertake a study to evaluate the efficacy of two Polycystic Ovarian Syndrome (PCOS) drugs in improving fertility and bilth outcomes among women suffering from the ovarian condition. The drugs that have been recommended by experts for this purpose are Metformin and Inositol which are used in the treatment of the condition. The ICMR has recently invited expression of interest (EOI): “To undeltake a multi-centric randomised controlled trial for evaluating the efficacy of Metformin vs Inositol to improve fertility and bilth outcomes among PCOS women”. Polycystic Ovarian Syndrome (PCOS) is a complex disorder ranging from mild to severe clismptions in reproductive, endocrine and metabolic functions, with key features including irregular menstrual periods (anovulation), hyperandrogenism, insulin resistance and abnormal gonadotropin secretion. The prevalence of infertility in women with PCOS is high, varying between 70 and SO per cent, the ICMR said in the Eol document. Moreover, PCOS women have been found to have increased prevalence of pregnancy complications and less favourable pregnancy outcomes (live births, miscarriage, pregnancy rate) compared with women without PCOS, it stated. In contemporary practice, the use of Metformin and Inositol for the treatment of PCOS is widespread. ‘However, present evidence on the efficacy of these two drugs in terms of improvement in fertility and other related outcomes is insufficient,” the ICMR said in a document. A Finnish study suggested that, as compared to placebo, metformin improved the pregnancy rate, live birth rate and ovulation rate in the studied population, the document said. However, a Cochrane review with meta-analysis including three other smaller studies repoltecl that as compared with placebo, metformin may have only marginal benefit for live birth rate outcome. Additionally, there is very limited data available globally on the effectiveness of Inositol for PCOS women, especially for birth outcome and cycle regulation. “Evidence on the efficacy of both metformin and inositol in the Indian context is almost non-existent. To address the knowledge gap and to generate evidence on the management of PCOS for improving bilth outcomes in the Indian context, the current ICMR call is being proposed,” the document said. The ICMR is looking to partner with interested researchers for the development of a multicentre randomised controlled trial for the management of PCOS in Indian women. The selected researchers shall be invited to join the research team and shall collaborate to develop a full research proposal and roll out the multi-centre research project which will be coordinated by ICMR, the document said. The research question is “Among women with Polycystic Ovary Syndrome (PCOS), how does inositol in comparison to metformin work in terms of efficacy and safety on outcomes including pregnancy conception, menstrual cycle regularisation, and improvement in endocrinological and metabolic parameters?” Source: Economic Times

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TIFR study uses psychedelic drug to trace neuron that can reduce anxiety

Oct 6, 2024 New Delhi: The word ‘psychedelic’ evokes images ofwild, mind-bending trips straight out of the 1960s. But what if the same ‘trippy’ substances used in drugs like LSD and magic mushrooms could be harnessed to treat mental health issues? A new study may have unlocked the way. A team at the Tata Institute of Fundamental Research (TIFR) in Mumbai have steered a first-of-its-kind study to come out of India, using a psychedelic to identify a neuron that can activate the ventral hippocampus in the brain—which processes emotional information and regulates stress—in a manner that could alleviate anxiety. “People’s first reaction to psychedelics is often alarmist. But substances like LSD, a synthetic psychedelic, psilocybin, found in magic mushrooms, and mescaline, derived from cacti, have been used extensively by traditional healers for thousands of years—by ancient tribes from the Amazonians to the Incas in Central and South America long before they became symbols of rebellion,” says Vidita Vaidya, a neuroscientist and professor of biological sciences at TIFR who led the project. Targeting the ventral hippocampus could help reduce anxiety at both cellular and neural levels, she says. “And using a psychedelic climg as a tool to achieve this opens the door to more targeted treatments for anxiety disorders, as well as the development of psychedelic-inspired medications for treatment-resistant mental health conditions like PTSD and depression without triggering hallucinations,” she adds. The drug used in their study is a synthetic one called DOI, designed by Alexander Shulgin in 1984. “Because of regulat01Y hurdles in India, we can’t import LSD or psilocybin to work with. That’s why we worked with DOI, which is potent but isn’t a common street drug and hasn’t been abused like LSD or psilocybin. However, it belongs to the same umbrella of psychedelics which alter states of reality,” says Vaidya, whose journey with DOI dates back to her days as a PhD student. “I’ve looked at it from multiple angles. It has profound, diverse effects — as an antidepressant, it produces hallucinations, reduces anxiety. We’ve also studied its ability to change mitochondria (the energy that cells need to function). Our main question was, how does DOI reduce anxiety?” To confirm that it actually does, the team used an ‘elevated plus maze’ an apparatus with open and closed arms used to measure anxiety in rodents. “We observed whether after being injected with DOI, they’d explore more open and risky areas. And they did. This was the first step, it confirmed that DOI reduces anxiety in rats and mice.” But there were still gaps in understanding “where in the brain” this was happening. “When my student Prachi Tiwari expressed her desire to delve deeper into this for her PhD thesis, I told her, ‘this is a meaty problem that’ll need multiple approaches,’ but she was determined,” says Vaidya. What staltecl five years ago as a challenge, grew into a collaborative effort that extended far beyond their TIFR lab as a multi-institutional study with researchers from Cornell, Yale, and Columbia universities, all working together. “So, it became an international eff01T as we brought in peers from all these universities to conduct experiments that our collaborators could help us answer faster,” says Vaidya. After several trials on rodents, the ventral hippocampus was identified as a key target for DOI in reducing anxiety. But they still faced a challenge. “It’s a part of the brain with millions of different cell types. We suspected it might be a specific group of neurons but weren’t sure,” says Vaidya. That’s when Cornell helped identify a “PV-positive neuron” that was hyperactive when the drug was present. Vaidya broke it down with a simple analogy: “Think of the brain as a map of Mumbai. We knew that DOI worked, kind of like knowing something is happening in a busy city like Mumbai. But we didn’t know exactly where. So, we had to search neighbourhood by neighbourhood—until we found Marine Drive, which represents the ventral hippocampus. Even then, it wasn’t just any building, but the specific AIT Deco ones. That’s our PV-positive neurons. Once we knew that, we could target just those neurons, to get the anxiety-reducing effect without needing the whole drug.” The discovery was significant, given that these neurons reduce anxiety without triggering hallucinations. “By understanding how these psychedelics work at a deeper level, we can design drugs that target those parts of the brain responsible for reducing anxiety without unwanted effects like hallucinations. Some colleagues are already designing psychedelic-inspired drugs that don’t produce hallucinations or motor effects.” Vaidya, whose scientific career has centred on the ‘neurobiology of emotion’ has been discussing her findings with experts at NIMHANS, to move the research from lab to clinical trials. “But India currently lacks clinical trials for psychedelic-assisted therapy…Australia, Europe and the US are moving fcnward with major, carefully controlled trials,” says Vaidya. Biju Viswanath, additional professor of psychiatry at NIMHANS, specialising in the effects of psychotropics on neural stem cell lines, said current medications for anxiety and depression take weeks to be effective and leave patients at risk during that waiting period. “Especially since around 50% of patients don’t respond to existing pharmacological treatments,” he said. “Exploring a new class of agents using animal models is a promising approach.” But he cautions that clinical trials in India may still be far off due to their high abuse potential. Vaidya shares his frustration. “Our regulatory knots make it hard to conduct this kind of research in India,” she says, as she prepares to present this research at the 2025 Gordon Research Conference on Neurobiology of Psychedelics at Rhode Island. “We need to stop playing catch-up…Right now, we have too few psychedelic researchers. That’s not good for a nation facing a growing mental health crisis. Source: Economic Times

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Iron tablets prime target of illegal med producers

Oct 5, 2024 Hyderabad: The fast-selling iron tablets have been found to be the most abused by illegal manufacturers, followed by vitamin D, zinc, and folic acid tablets as per the raid data for Sept with the Drugs Control Administration. Iron tablets are widely used in post-surgical cases, anaemia and pregnancy, making the circulation of illegally manufactured medicines highly dangerous, DCA officials said. “Suppose a patient requires iron in their body due to surgery, pregnancy or any other reason. Having such drugs could mean not getting the required iron. In such cases, the generalised weakness in the body will increase and can also result in malnutrition, neuropathy and healt failure. This can be life-threatening. In the case of pregnant women, it can lead to growth retardation of the baby,” said Dr Prabhu Kumar Challagali, general physician and anti-quackely chairman for Telangana, Indian Medical Association (IMA). Among the 14 medicines seized in Sept, eight were of different combinations of iron — primarily ferrous ascorbate, zinc, and folic acid. The seized drugs were manufactured in Telangana as well in other states. For instance, Ferrorus-XT tablets (ferrous ascorbate, folic acid & zinc tablets) found in Bhupalpally were manufactured in Kavadiguda. Ferin- XT tablets (ferrous ascorbate, folic acid & zinc tablets) found in Malkajgiri were manufactured at a unit in Mallapur, while Ferisyn-XT tablets (ferrous ascorbate & folic acid tablets) found in Pedapalli were manufactured in Haryana. Medicines manufactured and sold under a food licence are not produced in accordance with good manufacturing practices and often fail to meet quality standards, DCA officials said. “We have previous samples that have zero active ingredients in several cases. Such products pose serious risks to patients’ health and may have severe implications,” said VB Kamalasan Reddy, director general of DCA Telangana. Source: Economic Times

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Disturbed sleep tops list of complaints received on mental health helpline

Oct 11, 2024 New Delhi: An analysis of calls received on Tele- Manas – India’s toll-free mental health helpline – has revealed that most people call for complaints related to disturbed sleep cycle. Since its launch in October 2022, Tele-Manas has attended to over 3.5 lakh calls from citizens across the countlY. According to the assessment report on Tele-Manas that was released by the govt on Thursday, an overview of the type of complaints shows that the top four complaints relate to sleep disturbances (14 per cent), sadness of mood (14 per cent), stress-related (11 per cent) and anxiety (9 per cent). Overall, less than 3 per cent of total complaints have been identified as suicide-related cases, the report suggests. Majority of the callers on Tele- Manas helpline are male (56 per cent) and aged 18-45 years (72 per cent), it adds. A 20-year-old young female student turned to Tele-Manas for help when sleep disturbances began to disrupt her life. According to the government report, it emerged that living in a hostel with some friends, her sleep cycle had fallen into disarray due to excessive use of cell phone and laptop. Officials said that the overall profile of usage suggests that the majority of the complaints received on Tele-Manas are for common mental disorders. Source: Economic Times

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Emotional, environmental factors play significant role in low menstrual cup adoption in India: IIM Lucknow study

Sep 18, 2024 Lucknow: A recent study conducted by faculty at Indian Institute of Management Lucknow tackles the critical issue of low menstrual cup adoption rates in developing countries, particularly in India, despite their numerous benefits. The findings of this research have been published in the Journal of Social Marketing, in a paper co-authored by Prof Priyanka Sharma, Department of Marketing, 11M Lucknow, alongside Dr Rinku Sanjeev and Smriti Shukla from the Symbiosis Centre for Management Studies, Noida, and Symbiosis International (Deemed University), Pune, India. Titled ‘What Drives Women to Adopt Menstrual Cups? The Integration of Consumer Values and Theory of Planned Behaviour’, the study investigates the various factors influencing women’s intentions to adopt menstrual cups, focussing on how perceived values—functional, emotional, conditional, epistemic, and environmental—impact these adoption decisions. The findings reveal that emotional values play a significant role in shaping women’s attitudes towards menstrual cup adoption. Additionally, factors such as the desire for knowledge, price sensitivity, quality considerations, and environmental awareness greatly influence adoption intentions. Highlighting the impoltance of this research, Prof Sharma said, “Adopting menstrual cups in India can revolutionise feminine hygiene by promoting health, comfort, and environmental sustainability, reducing waste and infection risks for millions of women. It is a vital step toward empowering women with safer, eco-friendly choices. Prioritising menstrual health is key to fostering well-being and dignity for women across the nation.” One of the major challenges of this study was addressing a topic that is often considered taboo in Indian society. Women are generally uncomfortable discussing menstrual health, making data collection difficult. However, as the research underscores, menstntal health is clitical not just for individual well-being, but for larger societal development. It also aligns with the UN Sustainable Development Goals Goal 3 (Good Health and Well-being) and Goal 6 (Clean Water and Sanitation). The study contributes to these global objectives by paving the way for both theoretical and practical advancements in menstmal health. The insights gained from this research can be instrumental for social marketers and policymakers aiming to promote menstrual cup usage. By emphasising the emotional value of menstrual cups and showcasing their sustainable benefits, such as reducing environmental waste, marketing campaigns can be designed to encourage more women to make the switch. What sets this research apart is its application of the value-attitude- behaviour framework, an area that has seen limited exploration concerning menstlual cup adoption in developing countries. This innovative approach not only enhances understanding of the barriers and motivators associated with menstrual cup use but also provides a solid foundation for future studies in this critical field. This study represents a significant step towards increasing awareness and acceptance of menstrual cups among women in India, ultimately promoting better health and environmental sustainability. Source: Economic Times

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