Partners with Isha Foundation to Support Holistic Tobacco Cessation Efforts
Unveils #CutTheCost Campaign to Highlight the True Cost of Tobacco Use
Bhubaneswar (Odisha Tazanews) :- Tobacco use is no longer a personal habit—it’s a national health crisis. India accounts for nearly one-third of global oral cancer cases, with 77,000 new diagnoses and 52,000 deaths annually. The survival rate stands at just 50%, significantly lower than in developed countries (link). This alarming trend is compounded by rising tobacco consumption across both urban and rural India, as highlighted by the Household Consumption Expenditure Survey (2022–23) (Link), which noted increased spending on paan, tobacco, and other intoxicants.
On account of World No Tobacco Day, Apollo Cancer Centres (ACC) has launched #OraLife, a proactive screening initiative focused on the early detection of oral cancer. The program emphasizes public awareness, routine screening, and targeted intervention particularly for high-risk individuals, including tobacco users, alcohol consumers, those with HPV-16 infection, and people with prior oral lesions.
As part of this initiative, ACC has partnered with the Isha Foundation to provide holistic support for individuals seeking to overcome tobacco addiction. This collaboration integrates physical health interventions with mental and emotional wellness support.
“Tobacco users are six to seven times more likely to develop oral cancer than non-users. Oral cancer is one of the few cancers that can be detected early through a simple oral examination. With this program, our goal is to detect cases early—before it’s too late.” said By Dr. Alok Srivastava, Chief Operating Officer & Director of Medical Services.
Oral cancer is the most common cancer among Indian men and is rising steadily among women. Incidence rates vary widely across states: West Bengal reports the highest, while Kerala sees the lowest. Maharashtra, Ahmedabad Urban, and Meghalaya also report alarmingly high figures—largely driven by tobacco use. Chennai-based studies have identified an increase in cancers of the tongue base and floor of the mouth, sites known for high metastatic potential. The buccal mucosa remains the most frequently affected site nationwide. Notably, smokeless tobacco use is rising among women, contributing to a narrowing gender gap in incidence rates.(Link)
Risk factors—such as the combined use of smokeless tobacco, betel quid, and alcohol—are especially prevalent in underserved communities with limited access to preventive care. The disease is increasingly affecting individuals aged 31–50, with poor nutrition further exacerbating the risk.
“Our objective is to foster a culture of preventive healthcare. Oral cancer is highly treatable when detected early. We urge everyone over 30, especially tobacco users to undergo screening.” said Dr. Prashant Ch. Dash, Surgical Oncologist – Apollo cancer centre Bhubaneswar. The #OraLife, the Oral Cancer Screening Program, involves a comprehensive visual and tactile oral examination conducted by trained medical oncologists and head & neck surgeons. It aims to identify early warning signs such as persistent ulcers, red or white patches, lumps, and non-healing sores—many of which are often overlooked.
To support mental and emotional recovery, Apollo has teamed up with the Isha Foundation to incorporate spiritual well-being into its tobacco cessation efforts. As part of this, individuals will have access to a simple yet effective 7-minute guided meditation led by Sadhguru.
“Miracle of Mind” is a free meditation app that empowers individuals to take charge of their well-being. With over 2 million downloads, the app features guided meditations, streak tracking, personalized messages, and motivational rewards,” said Dr. Samarendra Dash, Radiation Oncologist – Apollo cancer centre Bhubaneswar.
“This initiative represents Apollo’s leadership in holistic oncology care.Our mission goes beyond treatment—we aim to equip individuals with the tools and knowledge to take control of their health. Our collaboration with Isha Foundation is a testament to our belief in integrated care, where early detection and mental wellness are both critical pillars.” In addition to the health burden, the initiative also addresses the financial and emotional toll of tobacco use. Research indicates that tobacco users spend over ₹1.1 lakh more on healthcare over their lifetime compared to non-users. The consequences extend beyond health—tobacco use reduces life expectancy, raises insurance premiums, limits claim payouts, and destabilizes families, particularly when primary earners are affected. – Dr. Pritish Chandra Patra, Hemato Oncologist.
Through the #CutTheCost campaign, Apollo Cancer Centres calls on tobacco users to re-evaluate the true cost of their habits—not just in terms of health, but also financial security and emotional well-being. The campaign reinforces the value of early detection and long-term lifestyle change as the most powerful tools for prevention.
