sachin tendulkar

Cricket legend Sachin Tendulkar. (IANS file photo)

HYDERABAD - Novo Nordisk, the world's leading diabetes care company, announced Jan. 4 that cricket legend Sachin Tendulkar would be the brand ambassador for “Changing Diabetes,” its program in India to fight against the lifestyle disease.

The company officials announced Tendulkar as the ambassador at an event here.

The announcement supports Novo Nordisk's efforts focused on creating awareness about diabetes and its related complications.

Speaking on the occasion, Tendulkar said 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 unaware that they have diabetes.

"With India having the world's largest population of people with diabetes, at Novo Nordisk, our efforts have been focused 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," said Novo Nordisk India Pvt. Ltd Vice President and General Manager Melvin D'Souza.

"With approximately 52 percent of 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," said Novo Nordisk A/S Bagie Corporate Vice President Mads Bo Larsen.

Novo Nordisk has partnered with various state governments and government institutions to increase awareness and educate people about diabetes and the need for early detection.

In addition, Novo Nordisk has also initiated “Changing Diabetes in Children,” a program designed to improve access to diabetes care for children with Type 1 diabetes.

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