Horlicks & Apollo Diagnostics Join Forces to Boost Women's Bone Health

Horlicks Women’s Plus and Apollo Diagnostics, India’s leading diagnostic network, have partnered for the fourth consecutive year to raise awareness about women’s bone health. With a focus on addressing Vitamin D deficiency—a critical issue affecting millions of Indian women—this collaboration aims to promote early detection and preventive healthcare practices.

A recent Momspresso study (2023) highlights that 98% of Indian women experience body aches, yet 87% fail to connect it with poor bone health. This underscores the urgent need for better education and proactive health measures, as Vitamin D plays a vital role in maintaining bone strength and preventing conditions like osteopenia and osteoporosis.

Affordable Vitamin D Testing Nationwide

As part of this initiative, over 2,000 Apollo Diagnostics centers and clinics in 200+ cities will offer Vitamin D tests at a significantly reduced cost of INR 199, down from the usual price of INR 1850. This move is designed to make bone health testing more accessible and affordable for women across all socio-economic backgrounds.

Shiva Krishnamurthy, Executive Director of Foods and Refreshment at Hindustan Unilever Limited, emphasized the importance of this campaign:

“In India, 9 out of 10 women are Vitamin D deficient, which can lead to serious bone-related conditions. Our goal with Horlicks Women’s Plus is to raise awareness among women aged 30+ and encourage them to prioritize their bone health through regular screening.”

Celebrity Support & Community Impact

The campaign is further bolstered by brand ambassador Taapsee Pannu, who continues to inspire women to take charge of their health. Through various platforms, the initiative aims to reach over 50 million women, encouraging them to undergo testing and adopt healthier lifestyles.

Sangita Reddy, Joint Managing Director of Apollo Hospitals Group, highlighted the impact of the partnership:

“Nearly 50% of Indian women suffer from osteopenia, and 18.3% are diagnosed with osteoporosis. Over the past four years, we’ve empowered more than 150,000 women with affordable Vitamin D screenings and critical health information. This partnership reinforces our commitment to women's well-being.”

Comprehensive Health Support

Beyond testing, the initiative provides free counselling sessions with healthcare professionals and samples of Horlicks Women’s Plus to ensure continued care. These supplements are clinically proven to improve bone strength within six months and offer 100% of the Recommended Dietary Allowance (RDA) for calcium and Vitamin D, with no added sugar.

Driving a Culture of Preventive Healthcare

By making diagnosis, counselling, and nutritional support easily accessible, Horlicks Women’s Plus and Apollo Diagnostics aim to bridge the gap in women’s healthcare. The partnership encourages early diagnosis, regular health monitoring, and lifestyle changes to prevent chronic conditions, empowering women to take control of their health.