In India, currently, breast cancer is the most common cancer among Indian women in terms of both incidence and mortality. It is the need of the hour to spread awareness regarding breast cancer with the help of early detection, screening, and educative measures. ACI Cumballa Hill Hospital has come up with a unique initiative to help women get rid of fears and myths regarding breast cancer and benign breast diseases. A social campaign called 'The Pink Project,' will be beneficial for women as it will help them understand about breast cancer and the importance of timely treatment.

According to the health ministry data published in 2018, Breast cancer ranked as the number one cancer among Indian females with a rate as high as 25.8 per 100,000 women and mortality of 12.7 per 100,000 women and the figures are harrowing!  The incidences of breast cancer are rampant and there is fear in the minds of women regarding it. To empower women with the knowledge about why they should get themselves screened at the earliest, ACI Cumballa Hill Hospital has taken a good move.  The social campaign launched by it has been embraced with open arms by the women.