FUJIFILM India has announced a strategic partnership with Pinkathon, India’s largest women’s run, coming on board as its Breast Health Partner. The collaboration builds on a long-standing association between the two organisations and reinforces FUJIFILM India’s sustained commitment to advancing women’s health through awareness, early detection and preventive screening.
According to the National Cancer Registry Programme by the Indian Council of Medical Research (ICMR), breast cancer accounts for approximately 14% of all cancers diagnosed among women in India, with one in 29 women at risk of developing the disease during her lifetime. Against this backdrop, the partnership aims to address the growing urgency around breast health awareness by leveraging Pinkathon’s nationwide reach among women from diverse age groups, backgrounds and communities.
Through this association, FUJIFILM India plans to amplify conversations around breast health, promote self-awareness and encourage timely screening—key factors in reducing the burden of breast cancer. Pinkathon’s community-driven platform is expected to play a crucial role in taking these messages beyond clinical settings and into everyday spaces.
The partnership also strengthens FUJIFILM India’s ongoing nationwide Breast Cancer Screening Campaign, one of the country’s largest grassroots initiatives focused on breast health awareness. Spanning 28 cities, the campaign has already reached over 1,36,000 women through on-ground mobilisation, educational outreach and community engagement, helping improve public understanding of the importance of early detection.
Commenting on the collaboration, Milind Soman, Founder of Pinkathon, said, “At Pinkathon, our goal has always been to create spaces where women of every age and background feel encouraged to invest in their health. What makes this partnership with FUJIFILM India meaningful is the shared belief that awareness must reach women where they are, in their homes, workplaces, and neighbourhoods. FUJIFILM India’s continued focus on breast health education and screening strengthens our ability to spark conversations that are often delayed or avoided. By coming together, we aim to make proactive health checks a normal and celebrated part of every woman’s life, rather than a response to fear or crisis.”
Koji Wada, Managing Director, FUJIFILM India, added, “Pinkathon has created a powerful platform that inspires women to come together, prioritise their well-being, and take charge of their health journeys. For us, partnering with an initiative that touches so many lives reinforces our Group Purpose of Giving our world more smiles. This collaboration is not only about breast cancer awareness, it’s about enabling women to feel confident, informed, and supported in making preventive healthcare a part of everyday life. We remain committed to building a future where access to awareness and early screening becomes a norm for every woman in India.”
Together, FUJIFILM India and Pinkathon aim to empower women with knowledge, normalise preventive healthcare practices and foster proactive health-seeking behaviour. The partnership marks another step towards creating a more informed, confident and health-aware society where early screening becomes a shared priority.
