Grameen Koota to Mark Breast Cancer Awareness Through ‘Jagruti’


Bengaluru, Karnataka, India

A special program on breast cancer and cervical cancer will be aired on Doordarshan Chandana from 3rd October till 7th October, 2016, sponsored by Grameen Koota’s Jagruti Initiative.

The program will be aired on Doordarshan Chandana every day from 3rd October 2016 till 7th October 2016 (Monday to Friday) at 7:30 pm in the evening.

The TV program features medical experts Dr. Jayanthi Tumse, Oncologist and Dr. Hema Diwakar, Gynaecologist, explaining the breast and cervical cancer. Several patients who recovered from cancer and their family members have also participated in the program. The program was coordinated by Mahathi Media.

October is the Breast Cancer Awareness Month, held every year across the world to increase awareness about the disease. The television program will help to create understanding among the general public about the disease, particularly the customers of Grameen Koota and other Microfinance Institutions in Karnataka.

The program has been designed to help women to understand the disease, take appropriate steps and reduce the risk of breast cancer. Further, it enables in detecting the disease at an early stage and getting the right treatment. Awareness on cervical cancer is also covered under the program for the benefit of women.

Commenting on the broadcast, Grameen Koota Managing Director and CEO Mr. Udaya Kumar said, “Initially, we designed the persona ‘Jagruti’ to create awareness on various issues among our women customers, who today has become a perceived brand ambassador. Through this television program ‘Jagruti’ will bring more awareness among the general public about Breast and Cervical Cancer. We hope this initiative will benefit the entire community, especially women in rural areas to understand and seek treatment for the disease. It is expected to be viewed by about 10 lakh households who are part of Grameen Koota in Karnataka.”

‘Jagruti’ is a persona initiated by Grameen Koota for its client education program to spread awareness among its customers by narrating the experiences through engaging stories during the weekly meetings. Topics related to Financial Literacy, Health issues, Education, Sanitation, Personal and Home Hygiene, Disease Prevention, Women’s safety, Social Rights are covered. Introduced in 2011, Grameen Koota’s ‘Jagruti’ has become an important source of information for its women customers.

About Grameen Koota

Headquartered in Bengaluru, Grameen Koota has 390 branches spread across Karnataka, Maharashtra, Tamil Nadu, Madhya Pradesh and Chhattisgarh, serving over 15 lakh customers with an outstanding portfolio of Rs.3,100 crore. Grameen Koota has been working with Joint Liability Groups formed exclusively of women belonging to poor and low income households by providing them with financial literacy and diverse credit products, catering all life-cycle needs such as income generation and access to water, sanitation, education, health care, home repairs, medical emergency etc.