PUNE: Emcure Pharmaceuticals is an Indian pharmaceutical company with a focus on the women healthcare segment, announced the launch of ‘Unmask Anemia’, an initiative to create awareness around iron deficiency anemia in India. The initiative aims to raise awareness and improve detection and treatment of iron deficiency anemia in women across India.

In a video message released by Emcure, actress turned author Twinkle Khanna, who is also an advocate for women’s rights, draws interesting inferences around women empowerment from various ad campaigns. She also urges brands to join Emcure in spreading awareness about anemia calling upon women to visit Unmask Anemia website (https://unmaskanemia.com/taketest) and take the self-test. Through this compelling message, Emcure and Twinkle Khannaask Indian women to stop ignoring the symptoms of iron deficiency and get themselves assessed for the risk of anemia.

Iron deficiency is one of the most common causes of anemia and its prevalence among Indian women is the highest in the world. As per the latest National Family Health Survey, the prevalence of anemia in women between the age group of 15 to 49 years is as high as 57% in the country. The symptoms of anemia like fatigue, weakness, hair fall etc. usually considered normal and are often ignored by women. Lack of awareness and action about their health and nutritional parameters makes testing for anemia imperative.

The online self-test aims to simplify the process of assessing the risk of iron deficiency anemia. The test is designed based on the common signs and symptoms of the condition. These symptoms often go unnoticed or are misattributed, hence unmasking becomes crucial.

Speaking on the occasion, Namita Vikas Thapar, Whole-time Director of Emcure Pharmaceuticals, said, “Despite advances in anemia interventions, its burden remains significant in India. Every second woman in the country suffers from iron deficiency anemia, but the lack of awareness prevents timely diagnosis. Emcure has been trying to address this deficit of iron in women for many years and we are proud to have a strong woman like Twinkle Khanna supporting us in our endeavour. We hope that our initiative of ‘Unmask Anemia’ will help bring about awareness and an increase in anemia screening, diagnosis and treatment. We have been passionately doing a host of things around patient education and awareness, including one of a kind show on women’s health called ‘Uncondition Yourself’ on YouTube, and Unmask Anemia is an extension of such initiatives”

Sharing his views on the initiative, Dr. Jaydeep Tank, President FOGSI said, “Screening of women of all age-groups, timely iron supplementation and spreading awareness can make a huge difference. Adolescent girls and women of childbearing age are at greater risk due to loss of blood during menstruation, and pregnancy. An easily accessible preliminary assessment followed by desired medical advice will greatly help tackle the problem.“

‘Unmask Anemia’ campaign is part of Emcure Pharmaceutical’s Anemia Mukt Nari mission that aims to raise awareness and improve detection and treatment of iron deficiency anemia in women across India. This initiative by Emcure Pharmaceuticals complements the Indian government’s mission of Anemia Mukt Bharat.

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Dose suitable for the majority of Indian patients with Iron Deficiency and Iron Deficiency Anemia

Will make it more convenient to Treat Iron Deficiency and Iron Deficiency Anemia in India

PUNE: Emcure Pharmaceuticals Limited (EPL) has announced the launch of Orofer FCM 750, a new extension of its parenteral iron brand containing Ferric carboxymaltose (FCM).

The new dosage variant is designed to provide a more effective and convenient option for patients with iron deficiency and iron deficiency anemia (IDA). DCGI-approved FCM is indicated for the treatment of iron deficiency when oral iron preparations are ineffective or cannot be used. It is already available in dosage forms 1000mg/ 20ml and 500mg/ 10ml single-use vials. With this latest launch, Orofer FCM will also be available as a 750mg/15ml dosage form recommended for the treatment of patients with Hemoglobin less than 10 g/dl & bodyweight between 35 kg to 70kg. Orofer FCM can only be obtained through a prescription from a registered medical practitioner.

IDA is a significant burden for women, especially during later trimesters of pregnancy and secondary to postpartum hemorrhage (PPH). Approximately 36% of maternal deaths are attributed to PPH1 as per Indian studies; whereas anemia during pregnancy is reported among 45.7% and 54.3% of pregnant women in urban and rural areas2, respectively, hampering post-partum maternal and early child health outcomes. Indian studies using FCM for the treatment of IDA in pregnancy have indicated that most patients have mean Haemoglobin <10 g/dl.3,4 They may require FCM 1500 mg at body weight between 35-70 kgs. A single dose of FCM up to 750 mg of iron can be infused in a short time frame of 15 minutes diluted in 250 ml of normal saline5.

Anil Kothiyal, President of India Business at Emcure Pharmaceuticals said “At Emcure Pharmaceuticals, we recognize IDA as a major public health concern in India, particularly among women. We feel satisfied to introduce Orofer FCM 750 to help address this significant burden of IDA in India. This bolsters our commitment to providing innovative and effective solutions to meet the healthcare needs of patients in India. We believe Orofer FCM 750, with its convenient dosage strength, will provide an important treatment option for patients with IDA who may not have responded to oral iron preparations or who cannot tolerate them. Orofer FCM will be available in leading pharmacies and hospitals shortly”

In April 2018, the Intensified National Iron Plus Initiative (I-NIPI) operational guidelines for the “Anemia Mukt Bharat” Programme recommended FCM as the first-line treatment for severe and selected cases of mild-to-moderate anemia in pregnant women in India.6 FCM, a unique iron complex consisting of a ferric hydroxide core stabilized by a carbohydrate shell, enabling controlled iron delivery to target tissues. FCM can elevate serum ferritin and Hemoglobin levels and provide better compliance as compared to oral iron and iron sucrose therapy.

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