Cricket legend Sachin Tendulkar would be the brand ambassador for ‘changing diabetes’ for Novo Nordisk, world’s leading diabetes care company, announced on January 4. This programme in India is to fight against the lifestyle disease. The announcement supports Novo Nordisk’s efforts focused on creating awareness about diabetes and its related complications.

According to Sachin, diabetes is a growing concern not just in India but the world over, and stressed the need for creating public awareness. In India, 69.2 million people have diabetes and by 2035, this number is estimated to go up to 123.5 million. What is even more alarming is that 35 million people are unware that they have diabetes.

According to the company, with India having the world’s largest population of people with diabetes, efforts have been focussed on raising awareness of diabetes and its impact on the lives of people affected by it, their families, society and eventually the country at large. With approximately 52 percent Indians being unaware that they have diabetes, the need of the hour is to create mass awareness about diabetes and its complications to facilitate early detection and its treatment among the general public.

Novo Nordisk has partnered with various state governments and government institutions to increase awareness and educate people about diabetes and need for early detection. In addition, Novo Nordisk has also initiated the Changing Diabetes¿ in Children, a programme designed to improve access to diabetes care for children with type 1 diabetes.