ELLE Carnival for a Cause Where Fashion Joins Hands Against Breast Cancer

Mumbai, May 9, 2015: Through its Fashion Joins Hands Against Breast Cancer initiative, ELLE augments work in the area of breast health under the auspices of the Ogaan Cancer Foundation, which supports the Women’s Cancer Initiative – Tata Memorial Hospital.

The fashionable afternoon in association with The Taj Mahal Palace Hotel, Mumbai saw a delightful gathering of the social brigade in full force to support a cause. The carnival held on Saturday afternoon, saw the presence of Mumbai’s gliteratti such as Nimrat Kaur, Dianna Penty, Mandira Bedi, Vikram Raizada, AD Singh, Narendra Kumar, and many more who came together to support the wonderful cause. 

Fashion Joins Hands Against Breast Cancer is ELLE magazine’s initiative to work with members of the fashion fraternity who donate creations, which will be retailed through the carnivals. Participating designers and brands include Eina Ahluwalia, Masaba, Da Milano, Gaurav Gupta, Estee Lauder and Za. Along with a silent auction featuring designer merchandise from prestige brands like Hermes, Chanel, Gucci, Louis Vuitton  was also held at the do.

Three fund-raising events had been planned over the last 2 months across three metros, Delhi, Bangalore and Mumbai.

The Carnival hosts a fun afternoon along with activities like tarot-reading, fortune-telling and manicure booths. The chefs at The Taj Mahal Palace Hotel, Mumbai also created celebratory inspired gourmet delights.

ELLE Carnival for a Cause is a unique way to raise funds, since the designer-wear is affordably priced under Rs. 5,000, enabling a wider audience to contribute and be a part of the initiative. Along, with great discounts are available on high street fashion brands, beauty products and super stylish accessories.

“It is hard to ignore the statistics that one in 30 women in urban India runs the risk of developing breast cancer,” says Gaurav Mashruwala Publisher, ELLE. “But the good news is that a simple self-examination that takes only 15 minutes once a month can detect the disease. Early detection can lead to a complete cure. This is the way we can ensure contribution to the cause.”

As The Taj Mahal Palace Hotel, Mumbai celebrates timeless hospitality, it continues its endeavor to create meaningful and memorable experiences for its patrons.

Speaking on the continued association with the Elle Carnival For A Cause, Gaurav Pokhariyal, General Manger of The Taj Mahal Palace, Mumbaisaid, “The Taj Mahal Palace, Mumbai is proud to join hands with ELLE in their fight against breast cancer.  It gives us immense pleasure to be able to support such an important cause and help bring about greater awareness.”

About Ogaan Cancer Foundation and ELLE Breast Cancer Campaign

Started in 2007, the Ogaan Cancer Foundation has been promoting and augmenting efforts for the cause of breast cancer through its flagship publication, ELLE. India’s premier fashion and lifestyle magazine for women, with a circulation of more than 80,000 copies, ELLE has been instrumental in upholding the cause and in disseminating information for the benefit of women through its issues.

Over the years, the Ogaan Cancer Foundation – a registered non-profit under Section 25 of the Companies Act) – has risen over ` 2.5 cr for the cause. The sum is especially significant because the campaign targets small individual donors – the average donation

is under ` 3000. Over the years, over 4000 people have joined this movement by contributing their time, services, products or donations and actress Sonam Kapoor is the cause’s ambassador.

ELLE hopes that its association and efforts will boost the Foundation’s ability to garner support, both monetary and emotional, ensuring that women, principal readers and also the biggest target group for breast cancer are better equipped and that the community they are surrounded by is sensitised to handle the issue effectively.

About Women’s Cancer Initiative – Tata Memorial Hospital (WCI-TMH)

WCI-TMH was founded by Mrs Devieka Bhojwani in partnership with the Tata Memorial Hospital in 2003. It has been designed to take care of various issues related to cancers in women such as breast, cervical and ovarian cancers. The foundation is based at Tata Memorial Centre, Mumbai, one of the leading hospitals in the country, working on treatment, education and research in the field of cancer. The foundation has undertaken numerous initiatives to create awareness and emphasise the importance of early detection. It aids R&D on the causes and cures of the disease, facilitates interaction between professionals through annual breast cancer conferences. WCI-TMH also organises an ‘Open Forum’ for members of the general public to interact with experts in the field of cancer. However its core activity is financially supporting over 500 women annually who are unable to afford their treatment but have over an 80 per cent chance of recovery.

Fact Sheet – Breast Cancer

Breast cancer has overtaken cervical cancer as the number one cancer in all women in India. In urban India the risk is one in 30 – just two years ago, it was one in 40.

In India, 61 per cent of breast cancer patients are between the ages of 35 to 50, compared to patients in the West, who are mostly post-menopausal.

Fifty-six per cent of Indian patients have large tumors (2 to 5 cm) while in the West, they are usually small tumors.

The majority of cancers in India are grade III, and 42 per cent have spread to the armpit already, whereas in the West, they are caught in the early stages.

Seventy-five per cent of breast lumps are benign, yet 50 per cent of women in India report for a check-up in advanced stages.

Statistics show that lifestyle changes increase our chances to develop breast cancer, but early detection greatly improves survival rates, and awareness is our biggest weapon in this battle.

Factors that increase risk include:

• Early merarche, late menopause

• Having children after the age of 30 or not having children at all

• Limited or no breast feeding

• Obesity, lack of exercise

• Regular intake of alcohol (more than 3 drinks per week)

• Smoking

How to catch it in time:

• Self breast exam – monthly from the age of 20

• Clinical breast exam – once every year for women above 35, more often for high-risk groups

• Screening mammography – can discover a lump 2 years before it is felt

• If you are above 45 years of age, get an annual scan

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