Category: Health

  • HealthOK Celebrates India’s Tireless Fathers with ‘HealthOK Heroes’ Campaign

    Mankind Pharma’s multivitamin brand spotlights the stamina of modern Indian dads, launching a wellness-forward tribute this Father’s Day.

     In a campaign brimming with gratitude and health advocacy, HealthOK, a flagship wellness brand from Mankind Pharma, has launched a new Father’s Day campaign celebrating the often-overlooked vigor and resolve of Indian fathers. Titled HealthOK Heroes, the campaign recognizes the invisible energy fathers summon daily, and supports it with 100% vegetarian multivitamin formulations.
    The digital campaign celebrates dads who transition from office chairs to homework desks, boardrooms to bicycles, and day jobs to bedtime stories, without ever showing fatigue. The narrative honors fathers who seamlessly toggle between responsibilities and remain tireless pillars of their households.

    Why This Campaign Matters
    “In a country where 30–40% of the population follows a vegetarian diet, we realized there was a real gap in vegetarian multivitamin options, especially for men,” said Mr. Joy Chatterjee, Vice President, Sales & Marketing, Consumer Business Unit, Mankind Pharma. “With HealthOK, we’re delivering a supplement solution aligned with cultural dietary preferences while acknowledging the effort modern dads put in every single day.”

    A Supplement That Matches His Strength
    HealthOK’s latest multivitamin tablets for men are vegetarian, easy to consume, and packed with essential micronutrients to combat lifestyle fatigue and support active fatherhood. The campaign also reintroduces HealthOK Gummies for Kids, combining immunity support with a taste kids actually enjoy.

    At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedInInstagram, and YouTube.

  • Prega News Celebrates Expectant Fathers with ‘Invisible Journey’ Campaign

    A Father’s Day story that flips the spotlight, celebrating the silent strength of dads navigating pregnancy by their partner’s side.

    In a landscape where maternity conversations often dominate, Prega News, India’s No. 1 pregnancy detection kit brand from Mankind Pharma, has launched an evocative campaign for Father’s Day 2025, titled “Invisible Journey.” The digital film, featuring stand-up artist Aashish Solanki, unpacks the emotional, financial, and psychological labor silently carried by expectant fathers.
    The campaign shows Solanki experiencing pregnancy, quite literally, by strapping on a belly and mimicking his partner’s physical challenges. But when his wife and friends enter, the lens shifts. It becomes a tribute not to the discomfort he faces, but to the emotional backbone he provides.

    The Father’s Half: Often Felt, Rarely Seen
    “Pregnancy changes both lives, even when one stays quiet,” says Mr. Joy Chatterjee, Vice President, Sales and Marketing Head, Consumer Business Unit, Mankind Pharma. “Expectant fathers work harder, save more, sacrifice rest, and plan everything from cribs to college, without ever appearing in the frame.”
    This campaign is a national nod to those men, to their midnight budget calculations, their quiet Googling of pregnancy symptoms, and their gentle emotional regulation when anxiety spikes in their partner.

    Campaign Highlights

    • Research Insight: 95% of Indian fathers believe parenting is a shared responsibility
    • Modern Shift: 94% report active participation in household chores and early childcare
    • Narrative Arc: From belly-bound comedy to heartwarming tribute in 36 seconds
    • Platform: Released on YouTube and amplified across Instagram, LinkedIn, and parenting portals

    Watch the Campaign Film

    Brand Context
    Prega News has long been India’s preferred choice for pregnancy confirmation. With this campaign, the brand expands its narrative from moment of discovery to emotional inclusion. It champions shared parenting, emotionally aware fatherhood, and the evolving dynamics in modern Indian homes.
    At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedInInstagram, and YouTube.
  • MediBuddy’s #JustDadThings Campaign Turns Miniature Worlds into Giant Fatherly Truths

    A Father’s Day story where AI meets emotion, highlighting how dads sacrifice silently and why it’s time to prioritize their health.

    MediBuddy, India’s leading digital healthcare platform, is redefining Father’s Day storytelling with a visually stunning and emotionally grounded campaign titled #JustDadThings. Set in a carefully crafted miniature world brought alive using AI-assisted visual storytelling, the film draws attention to a profound truth: fathers often stand strong for others while neglecting their own health.
    The 36-second digital campaign, conceptualized and produced in-house by MediBuddy, uses symbolic visuals, a tiny world with an outsized emotional payload, to capture the everyday selflessness of Indian dads. From chauffeuring kids to skipping their own checkups, the campaign shows how the most visible anchors in our lives often ignore their own well-being.

    Why It Resonates
    “Culturally, fathers have long been cast as silent providers, always present, rarely prioritized,” said Manu Sankar Das, Head of Brand Marketing at MediBuddy. “This insight formed the backbone of our campaign. It’s time we shift gratitude into action by encouraging families to book regular health checks for dads.”
    India ranks among countries where men are least likely to undergo preventive healthcare. Fathers especially delay screenings, downplay symptoms, and see doctor visits as secondary. This makes early detection and family nudging critical.

    Campaign Objectives

    • Highlight: Fathers’ health is often sidelined by daily responsibilities
    • Engage: Stir emotional awareness through miniature AI-crafted visuals
    • Act: Encourage families to book checkups via MediBuddy for Father’s Day
    • Deliver: Emotional resonance plus utility in one seamless narrative

    Watch the Campaign Film

    About MediBuddy
    MediBuddy serves over 100,000 patients daily and supports 125,000+ doctors across 7,500+ hospitals and 7,700+ diagnostic centers. With offerings like online/offline doctor consults, lab tests, surgeries, and multilingual support, it’s one of India’s most inclusive digital health platforms.
    The company’s campaign aligns with its larger goal of pushing preventive healthcare into mainstream family conversations, using creative mediums to make important issues visible.
    At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedInInstagram, and YouTube.

  • Redcliffe Labs Reveals Men Face Greater Heart Risk in India, Launches Free hs-CRP Test Campaign for Father’s Day

    New nationwide data shows Indian men exhibit higher levels of cardiac risk markers, Redcliffe Labs responds with preventive screening initiative for men.

    India, June 13, 2025 ,  As Father’s Day approaches, Redcliffe Labs has released a comprehensive pan-India health study that unveils a concerning trend: Indian men exhibit significantly more abnormal results in key heart health markers than women. The study analyzed over 1 lakh diagnostic records from across the country, spotlighting the urgent need for early detection.
    To address this issue, Redcliffe Labs is offering a free hs-CRP (High-Sensitivity C-Reactive Protein) test with every men’s full-body health check-up as part of its Father’s Day campaign.
    Key Study Highlights

    • Cholesterol: 40.2% of men vs. 29.6% of women had elevated total cholesterol
    • LDL (“Bad” Cholesterol): 43.9% of men vs. 31.7% of women
    • Triglycerides: 37.4% of men vs. 27.1% of women
    • hs-CRP (Inflammation Marker): 45.3% of men vs. 34.2% of women

    These metrics are early indicators of chronic cardiovascular risk, including strokes, heart attacks, and arterial blockages.

    “Heart Disease Doesn’t Happen Overnight”
    “Men are at higher risk not because of fate, but because of avoidance,” said Aditya Kandoi, Co-founder & CEO of Redcliffe Labs. “These results are red flags waving years in advance. Our Father’s Day initiative isn’t just a campaign, it’s a wake-up call.”
    The data suggests Indian men are disproportionately affected due to late diagnostics, unmanaged stress, dietary issues, and delayed medical interventions. Redcliffe Labs’ mission is to change this narrative from reaction to prevention.
    Campaign Details

    • Offer: Free hs-CRP test with every men’s full-body checkup
    • Validity: June 14–24, 2025
    • Locations: 220+ cities, 80+ labs, and home-collection available
    At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedInInstagram, and YouTube.

  • ixigo’s ‘Food on Train’ Hits 10,000 Daily Deliveries, Redefines Train Travel Dining in India

    With over 20 lakh meals delivered and 10,000+ daily orders, ixigo and Zoop are redefining train dining experiences across 200+ Indian railway stations.

    In a landmark achievement that highlights the growing demand for convenient, high-quality train dining, ixigo has crossed the 10,000 daily meal deliveries milestone for its ‘Food on Train’ feature powered by Zoop. Since launching the service in October 2024, the platform has delivered over 20 lakh meals across 200+ stations, changing the landscape of food delivery in Indian Railways.
    India’s Appetite on Tracks: Maharaja Thalis to ₹9,000 Orders
    Available across ixigo Trains and ConfirmTkt, the ‘Food on Train’ feature lets users browse menus from verified restaurant partners, place hygienic meal orders, and get them delivered directly to their train seat. The most popular choice among travelers is the Veg Maharaja Thali, followed by Buttermilk (Chaas) as the top beverage.
    Certain routes saw specific food favorites emerge: Chicken Biryani was dominant on Patna to Delhi, while the Jain Mini Thali led preferences on Delhi–Mumbai and Delhi–Lucknow journeys. The biggest single food order was valued at ₹9,082 on the Shri Ganganagar Humsafar Express at Ahmedabad Junction. A bulk order of 43 Veg Mini Thalis at Lucknow Junction on the Gangasatluj Express also captured headlines.

    Where the Orders Are Booming
    Vijayawada, Kanpur, Nagpur, Bhopal, and Itarsi emerged as the top five railway stations with the highest food order volumes through the platform. With meals ranging from regional favorites to customized bulk orders, ixigo and Zoop’s collaboration is solving a vital need in Indian travel, quality, timely food on the move.

    Leadership Speaks: Scaling Convenience for Bharat
    According to Aloke Bajpai (Group CEO) and Rajnish Kumar (Group Co-CEO) of ixigo, “With over 10,000 daily meals now being delivered through our ‘Food on Train’ feature, powered by Zoop across our apps, we have expanded our scope of services for the 54 crore annual active users we serve. We are now solving for both the travel and food needs of Indian travelers pan-India.”Puneet Sharma, Co-Founder and CEO of Zoop, added, “With the broader reach of ixigo and ConfirmTkt, we have successfully scaled our business to become a Top-3 e-catering partner for IRCTC. We’re now integrating more restaurant chains and deepening our footprint across 200+ stations.”

    Launched in 2007 by Aloke Bajpai and Rajnish Kumar, ixigo (Le Travenues Technology Limited) is India’s leading travel technology platform for the next billion users. Its apps, ixigo, ConfirmTkt, and AbhiBus, enable smart planning and booking across trains, flights, buses, hotels, and more. In FY25, ixigo recorded 54 crore annual active users.
    Zoop is an IRCTC-approved food aggregator serving train passengers at over 200 stations. Following ixigo’s acquisition of a 51% stake in Zoop in October 2024, the partnership has enabled scalable e-catering with real-time tracking, meal customization, and seamless ordering via ixigo Trains and ConfirmTkt apps.
    At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedInInstagram, and YouTube.

  • How to Book Physiotherapy Online: The Modern Way to Book Your Sessions

    Explore how online physiotherapy in Pune is transforming recovery, offering expert-led care through virtual sessions and home visits with just a few clicks.

    Convenience is essential today. You can now order groceries online, speak to a doctor online, and get physiotherapy online, too! Physiotherapy appointment at home has become a lot easier if you are in rehab or post an injury that hurts; you have many options. All kinds of stuff in physiotherapy, whether Pune home-based physio or a physio book online, will save your time, and thus they make health care not look quite ‘that big of a deal’.
    Let’s explore how to book physiotherapy sessions online and why it’s becoming the wise choice for modern-day patients.

    Why Choose Online Physiotherapy?
    Online physiotherapy offers quick access to care without travel or long waiting hours. Many people choose to physiotherapy book online because it allows them to get expert help from the comfort of home. Whether it’s your first session or a follow-up, online options are ideal for busy lifestyles or mobility-limited patients.
    Benefits of Booking Physiotherapy Online
    Booking online comes with many benefits:

    • Easy scheduling anytime
    • Instant confirmation
    • Access to verified professionals
    • Transparent pricing and reviews

    If you’re searching for home physiotherapy in Pune, many platforms list local experts available for in-home visits.

    What Services Can You Expect?
    Online physiotherapy isn’t just about video calls. Many services include:

    • Virtual consultations
    • Personalised exercise routines
    • Progress monitoring
    • Booking therapists for home visits

    When you physiotherapy book online, always check if the service offers both online and home care, especially if you need physical help or equipment.

    How to Find the Right Platform
    Choosing a good platform is essential for safe and quality care. Look for these when selecting a platform for physiotherapy book online:

    • Licensed physiotherapists
    • Customer ratings and reviews
    • Easy-to-use interface
    • Flexible scheduling

    Service coverage in your location (like home physiotherapy in Pune)
    Steps to Book Physiotherapy Online
    Here’s how to go about it:

    • Visit a reliable physiotherapy website or app
    • Select your service type (online or at-home)
    • Choose a physiotherapist based on reviews and specialisation
    • Pick your time slot
    • Make the payment and confirm your booking

    Booking a session for home physiotherapy in Pune can be done in just a few clicks on trusted platforms.

    Who Should Consider Booking Online?
    Online physiotherapy is excellent for:

    • Office workers with back or neck pain
    • The elderly need regular therapy
    • Post-surgery patients are recovering at home
    • Sports injuries
    • Chronic conditions like arthritis

    If you have limited mobility or live in a busy city like Pune, home physiotherapy can be especially useful.

    What You’ll Need for an Online Session
    Before your virtual appointment:

    • Make sure you have a stable internet connection
    • Use a phone, tablet, or computer with a camera
    • Wear comfortable clothes
    • Have some space to do stretches or exercises

    Some platforms that allow you to physiotherapy book online may also offer video guides or live monitoring during exercises.

    When is Home Physiotherapy a Better Option?
    While online sessions are great, sometimes in-person help is necessary.

    • You may need home physiotherapy in Pune if:
    • You need hands-on treatment like massage or mobilisation
    • You have equipment needs (like ultrasound or resistance tools)
    • You are unable to move due to pain or age

    Luckily, many physiotherapy platforms offer both options, so you can start online and shift to home visits when needed.

    Tracking Progress Digitally
    Most modern platforms now come with tracking tools. After you physiotherapy book online, your therapist may:

    • Share progress reports
    • Set daily goals
    • Send reminders for exercises
    • Provide digital follow-ups

    This digital support ensures that your recovery stays on track without frequent clinic visits.

    Cost and Insurance Options
    Many people worry about costs when looking to book therapy sessions.
    Online physiotherapy and home physiotherapy in Pune are often more affordable than frequent clinic visits. Some insurance providers cover these sessions now, so always check with your insurer before booking.
    Final Tips Before You Book

    • Always verify credentials
    • Choose therapists with good reviews
    • Check cancellation and rescheduling policies
    • Ask about follow-up sessions or package deals

    By doing your homework before you physiotherapy book online, you ensure better results and a smoother experience.

    Conclusion
    Online physiotherapy booking is becoming more than a fad; it is now an effective and reliable means of receiving the needed therapy. Whether recovering from surgery or simply managing day-to-day wear and tear on your body, it will be easier to get the treatment you need by using digital tools that make your therapy more accessible and personalised. Similarly, for residents in Pune, home physiotherapy in Pune serves you by bringing expert physiotherapy care directly into your home. With only a few clicks, you can easily physiotherapy book online and begin your recovery today.
    At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedInInstagram, and YouTube.
  • Morepen Labs FY25: 17 Percent EPS Growth, 40 Million Glucometers, and 600 Million Test Strips Signal Global Health Push

    For Morepen Laboratories Ltd., FY25 was not only about sustaining growth. It was about setting the stage for the next phase of its expansion. The company’s investor presentation revealed clear signs of progress across all verticals including medical devices, APIs, and branded formulations.

    The company reported a 17 percent year-on-year growth in earnings per share (EPS), supported by significant operational scaling. Morepen Labs has now ramped up glucometer production to 40 million units annually, with test strip capacity projected at 600 million strips each year. The installed base of glucometers stands at 14 million units, establishing its leadership in the diabetes monitoring space across India and beyond.
    Morepen has announced strategic expansion plans targeting the United States and Middle East markets, reinforcing its global outlook. The company is already a recognized market leader in six active pharmaceutical ingredients (APIs), and holds the top spot in the Indian market for glucose and blood pressure monitors.

    The pharmaceutical division showed 19 percent revenue growth over a three-year period, with major launches during FY25 including Sitagliptin, Apixaban, and Resmetirom. Upcoming pipeline drugs include Baricitinib and Tafamidis. These launches reflect a focus on chronic and high-growth therapeutic areas, backed by in-house development.
    The company’s API export revenue now makes up 72 percent of its total API business, marking it as a consistent foreign exchange earner and a trusted global supplier. India is already one of the world’s largest producers of generic APIs, and Morepen continues to consolidate its position within this strategic category.

    In distribution, Morepen operates through 5,300 distributors and reaches 343,000 retail touchpoints across India. This wide footprint is one of the reasons for its ability to scale both health devices and over-the-counter wellness products effectively.
    Awards presented to the company in 2024, including ‘Best Healthcare Company’ and ‘Visionary Entrepreneur’ for its leadership, validate its positioning as a trusted innovator in the pharmaceutical and diagnostics ecosystem.
    Beyond numbers, Morepen Labs’ FY25 narrative is about long-term preparation. The company is not only scaling up manufacturing. It is shaping an integrated healthcare model across diagnostics, APIs, branded pharmaceuticals, and future digital offerings.

    Its medical devices segment remains a consistent growth engine. With over 14 million glucometers already installed across households and clinics, and a capacity of 600 million test strips each year, the company has become one of the most trusted names in personal diagnostics. These devices are not just tools. They are daily touchpoints for patients managing chronic conditions, especially diabetes and hypertension.
    Morepen’s global strategy now points clearly toward the United States and the Middle East. These markets are actively adopting connected diagnostics and chronic care solutions. With a track record in manufacturing and exports, and more than 70 percent of its API business already coming from overseas sales, the company appears ready to take a wider step into regulated international markets.

    In its pharmaceutical business, Morepen has shown that therapeutic value and affordability can move in parallel. The recent launches of Sitagliptin, Apixaban, and Resmetirom are targeted at long-term conditions such as diabetes, cardiovascular risk, and liver disease. Under development, the company has Baricitinib and Tafamidis, both aimed at complex or underserved treatment areas. These efforts reflect a broader pharmaceutical trend in India, where companies like Morepen are building their own R&D momentum rather than simply licensing generic volumes.
    Digital health remains a forward-looking category. While not yet commercialised at scale, the company has indicated that digital integration with diagnostics will play a role in its roadmap. Patient data, adherence tracking, and device-led engagement are likely to become central to how its devices connect with consumers. In time, this may support new collaborations with digital platforms and telehealth providers across India and its new international markets.

    With over 5,300 distribution partners and 343,000 retail points of sale, Morepen’s domestic strength continues to anchor its physical presence. Its wellness and OTC range has also benefited from this reach, reinforcing its role in preventive care, not just treatment.
    Morepen’s recognition in 2024 with two national honours, Best Healthcare Company and Visionary Entrepreneur, reflects how the company is perceived within the industry. But beyond perception, it is the consistency of execution that sets it apart.
    At Prittle Prattle News, our focus is always on what lies behind the press note. With editorial leadership from Smruti Bhalerao, this report views Morepen’s FY25 not just as a financial chapter, but as a strategic map. From factories to pharmacies, and from India to the global stage, Morepen Labs continues to grow in steps that are steady, evidence-backed, and aligned with the country’s healthcare future.
    At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedInInstagram, and YouTube.

  • Clove Dental Finds Its Bollywood Smile with Sikander, Starring Salman Khan and Rashmika Mandanna

    With a message built around confidence and care, India’s largest dental chain enters the cinematic frame through Sikander, making oral health part of the story, not just the screen

    Clove Dental, India’s most expansive network of dental clinics, has stepped into the cinematic spotlight with a high-impact partnership with the upcoming film Sikander, featuring Salman Khan and Rashmika Mandanna. This collaboration blends oral health messaging with mass cinema, reminding Indian audiences that strength begins with self-care, and that a confident smile is part of presence, not just presentation.
    This is not just product placement. It is narrative positioning. The association aligns cinematic energy with a public health narrative that matters.

    From Health to Heroism

    • Sikander * is set to deliver a story built on strength, personal resilience, and public grit. For Clove Dental, the film is a mirror to the values it has championed in its clinics and campaigns. The message is clear. Strength is not always about physical power. Sometimes, it shows up as confidence, clarity, and care.

    “With Sikander, we are not entering a sponsorship space. We are entering a conversation,” said Sumit Saxena, Vice President of Marketing and Public Relations at Clove Dental. “A great smile is not a luxury. It is a signal of well-being and assurance. This film gives us a compelling space to share that belief with audiences across India.”

    India’s Smile Story Expands
    Founded in 2011, Clove Dental has grown into a trusted brand with over 600 clinics across 26 Indian cities. It has treated more than 3 million patients, built a team of over 1,200 doctors, and developed strong equity in ethical care, hygiene, and community engagement.
    The brand is now moving from medical credibility to cultural presence. Its latest partnership with Sikander places dental care into India’s wider narrative of aspiration, public personality, and everyday performance.
    With a country that continues to face high oral disease burden and low awareness, WHO has highlighted India’s need to integrate oral hygiene education into its public platforms. Clove Dental’s cinema intervention is a creative step in that direction.

    The Film That Fits

    • Sikander * is directed by A. R. Murugadoss and is backed by production houses aligned with mass-market cinema. The story centers on determination and personal mission, anchored by characters who move with purpose. Salman Khan’s role is expected to carry strong physical and emotional tones, while Rashmika Mandanna brings credibility and connection.

    Within this canvas, the brand does not arrive with sales intention. It arrives with meaning. It shows that oral care is not background health. It is frontline strength.

    A New Layer in Healthcare Storytelling

    This partnership is also a nod to how brands now find placement beyond advertising. Clove Dental’s message will appear within the film’s story ecosystem, complemented by behind-the-scenes content, social rollouts, and co-branded visibility. It is expected to include interactive storytelling within Clove clinics as well, allowing audiences to meet the message in real life.
    Saxena notes, “People today do not respond to health awareness in the abstract. They respond when it feels familiar, visible, and honest. This film helps us meet them where they already are, in theatres, on digital platforms, and in conversation.”

    Not Just Looks, But Wellbeing
    Clove Dental’s campaign line for this partnership focuses on the idea that smiles are not cosmetic. They are functional. They impact mood, health, confidence, and even how we are perceived. A strong smile belongs in every hero’s story, on screen and off it.
    The brand’s clinics offer advanced tools for diagnostics, treatments for all age groups, and transparent pricing with zero compromise on hygiene or medical ethics.

    From Clinics to Culture

    This move is not about grabbing attention. It is about building legitimacy for dental care in a space that millions engage with weekly. Cinema in India has long shaped conversations around style, status, strength, and self-worth. Now, oral health gets its rightful place within that frame.
    For Prittle Prattle News, this campaign reflects a maturing moment in healthcare storytelling. It is not just about selling treatments. It is about placing health where people are most likely to believe it, inside the stories they already trust.
    At Prittle Prattle News, featuring you virtuously, we celebrate the commitment and innovation. Led by Editor-in-Chief Smruti Bhalerao, our platform is dedicated to sharing impactful stories that inspire change and create awareness. Follow us on LinkedInInstagram, and YouTube for more stories that matter.

  • Anxiety, Awareness, and a $13 Billion Cost: Report by Primus Partners Reveals How India’s Youth Are Paying the Emotional Price of Climate Change

    Nearly half of Indian youth aged 15 to 24 report mental distress from climate change, yet only one in three knows where to seek help. Experts say this is a critical policy failure waiting to escalate

    Climate change is no longer a conversation about distant disasters or polar ice. In India, it is a lived, daily experience for the country’s most emotionally vulnerable generation. A new report by consulting firm Primus Partners has revealed the staggering mental health burden climate stress places on youth aged fifteen to twenty four. The study estimates that anxiety, stress, and emotional burnout triggered by climate uncertainty is costing the Indian economy up to thirteen point seven billion US dollars every year, equivalent to zero point three five percent of the country’s current gross domestic product.
    The findings, published in a nationwide research paper titled “The Cost of Climate Change: Young Voices in a Warming World,” offer a rare look at how environmental trauma is shifting from physical health to the psychological sphere, with young minds bearing the brunt.

    Youth are aware, but unsupported
    According to the report, over forty six percent of respondents in this age group confirmed experiencing mental health concerns such as anxiety, hopelessness, or sleep disruption directly linked to climate-related events. Alarmingly, only thirty three percent of them were aware of available support services. The remaining two thirds are left to manage these symptoms alone, even as weather extremes, seasonal unpredictability, and social uncertainty increase.
    Among younger adolescents aged fifteen to eighteen, fifty six percent expressed awareness of climate anxiety. In the nineteen to twenty four bracket, that number rose to sixty percent. The intensity of the experience is also gendered. According to the report, more young women reported being emotionally affected by climate shifts than men, suggesting that future policy must be designed through a gender-sensitive lens.

    Mental health is not just a personal loss
    What makes this study different is that it does not treat mental health as an isolated health indicator. It links it to economic loss, educational disruption, and labour productivity decline. Primus Partners estimates that the cumulative effect of climate-linked mental stress on the fifteen to twenty four age group could result in an annual economic drain of nearly thirteen point seven billion US dollars. This figure is part of a broader projected six percent national GDP reduction that the World Health Organization and allied public health groups associate with untreated health burdens tied to environmental factors.
    A 2020 Royal College of Psychiatrists study in the United Kingdom had also found that sixty percent of child and adolescent psychiatrists working in the public sector had encountered patients distressed by ecological grief, climate worry, or environmental trauma. The current findings mirror that global trend but place a sharper lens on India’s youth population, which remains under-researched and underserved in mental health planning.

    Urgent calls for national policy integration
    Experts are now urging the government to integrate climate-linked mental health strategies into existing public health structures. Dr Naveen Kumar, Head of Community Psychiatry at NIMHANS, says there is a strong case for embedding emotional wellness into climate resilience planning.
    This includes:
    Expanding climate education in schools, particularly focusing on emotional literacy and self-regulation
    Providing specialised training to school counsellors to address eco-anxiety
    – Developing formal referral pathways for students exhibiting climate-induced distress
    Dr Kumar emphasised the need for disaster response strategies to include age-appropriate psychological support, especially in states prone to floods, droughts, or extreme heat.

    Tele-mental health, outreach and rural gaps
    The report also recommends expanding Tele-MANAS, India’s government-led tele-mental health programme, to ensure that climate-related stress can be addressed in rural or low-access areas. Community Health Officers, Accredited Social Health Activists, and Auxiliary Nurse Midwives must be made part of the outreach model. Without proactive awareness, even the most comprehensive support networks risk being underutilised.
    Vivek Tandon, Vice President of the Health Practice at Primus Partners, highlighted the need to apply a gender lens to all future research in this domain. With more females reporting distress in this study, policy tools must consider how caregiving burdens, social expectation, and access inequities shape female experience of climate trauma.

    A policy blind spot waiting to widen
    Nilaya Varma, Co-Founder and CEO of Primus Partners, sees this study as a long-overdue bridge between climate policy and mental health strategy. “The findings highlight the urgent need for integrating mental health considerations into national climate resilience planning,” he said. “Young people are both the most affected and the least protected. By embedding psychological support into education, awareness, and climate readiness, we can avoid long-term socio-economic losses that will be far harder to reverse later.”
    The report serves not only as an assessment of risk but as a framework for action. According to Prof Dr Sanjay Zodpey, President of the Public Health Foundation of India, climate trauma must now be considered a legitimate health determinant across public health, urban planning, and child development policy.
    India has one of the youngest populations in the world. Without mental health infrastructure that acknowledges climate fear, the demographic dividend may quietly slip into a generational breakdown. The message from this report is clear. Climate is not just destroying biodiversity. It is damaging belief systems. And unless India protects its young minds now, it may pay for that oversight in both compassion and capital.
    At Prittle Prattle News, featuring you virtuously, we celebrate the commitment and innovation. Led by Editor-in-Chief Smruti Bhalerao, our platform is dedicated to sharing impactful stories that inspire change and create awareness. Follow us on LinkedInInstagram, and YouTube for more stories that matter.