FUJIFILM India Partners with Pinkathon to Promote Breast Health Awareness and Early Screening

FUJIFILM India has announced its partnership with Pinkathon, India’s women-focused running initiative, as its Breast Health Partner. The collaboration builds on a relationship developed through multiple engagements over the years and reflects FUJIFILM India’s continued focus on women’s health, with particular emphasis on 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 around 14 percent of all cancers diagnosed among women in India, with one in 29 women at risk of developing the disease during their lifetime. Against this backdrop, the partnership aims to support awareness around breast health and encourage regular screening through community engagement. By working with Pinkathon, which brings together women from different age groups and backgrounds, FUJIFILM India seeks to extend conversations around self-awareness and timely screening to a wider audience.

This collaboration also aligns with FUJIFILM India’s ongoing nationwide Breast Cancer Screening Campaign. Conducted across 28 cities, the campaign has reached more than 1,36,000 women to date through on-ground mobilisation, education-led outreach, and community-based participation. The initiative focuses on strengthening public understanding of the role of early detection in breast health.

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.”

Speaking on the partnership, Mr. Koji Wada, Managing Director, FUJIFILM India, said, “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.”

Through this partnership, FUJIFILM India and Pinkathon aim to encourage proactive health-seeking behaviour and strengthen conversations around preventive care. The collaboration marks another step towards supporting a more informed and health-aware society, where early screening is treated as a shared responsibility.