Novo Nordisk India’s ’Break the Partnership’ campaign with Kapil Dev emphasizes the need for weight management in diabetes

At a prevalence rate of 7.7%, Karnataka ranks 6th in India in terms of diabetes prevalence. Prevalence numbers were higher at 32% in the high socioeconomic strata1, 2
In India, 67% of people with type 2 diabetes (PwD) also have obesity.3 The campaign aims to inform those with diabetes, their caregivers, and medical professionals on the significance of managing weight in type 2 diabetes.

Bengaluru, March 10 2023: In collaboration with former Indian cricket team captain and fitness enthusiast Kapil Dev, Novo Nordisk, a leading global healthcare company in India, launched the “Break the Partnership” #WeightofDiabetes campaign, which aims to inform those with diabetes, their caregivers, and medical professionals about the important role that weight plays in type 2 diabetes (T2D). The campaign aims to increase awareness on recent treatment choices that manage body weight along with blood glucose in type 2 diabetes.

Karnataka ranks 6th amongst states in India with highest diabetes prevalence at a rate of 7.7% and a prediabetes prevalence rate of 11.7%. Prevalence numbers are higher at 32% in the high socioeconomic strata.1,2 Obesity prevalence in the state stands at 30.1% and 30.9% in women and men respectively – a close to 7-percentage point increase over the past 5 years.4 It may be further noted that 67% of the people with type 2 diabetes in India also live with obesity3.

The ADA/EASD (American Diabetes Association’s/European Association for Study of Diabetes) Consensus Report 20225 as well as guidelines from the Endocrine Society of India (ESI) emphasised weight management as a key component of holistic type 2 diabetes management6. Every one kilogram of weight loss can help lower HbA1c, and can also help reduce the risk of heart, renal, and bone illnesses, and improve patient health in multiple ways.7-12 Therefore, it is essential that people comprehend the significance of severing the link between diabetes and excess body weight by talking to their physician about novel medical treatments.3, 7-12

India accounts for one in seven people with diabetes worldwide, and over 6 lakh people in India die from the disease each year (second only to China).13 A person with diabetes who is overweight is more likely to develop several comorbid conditions, including certain cancers, bone problems, heart, kidney, and liver diseases, in addition to high blood pressure and high cholesterol.14-20

The multidimensional campaign aims to raise awareness among stakeholders on novel medical treatment options for weight management in type 2 diabetes. The Novo Nordisk team and its partners will engage healthcare professionals through awareness events and scientific symposia in several cities over the next few months. Targeted patient camps will help with diagnosis, consultation, and raising awareness of the issue.

Announcing the launch of the campaign, veteran Indian cricketer and brand ambassador for Novo Nordisk India, Kapil Dev, said “I’m happy to support Novo Nordisk’s efforts to combat type 2 diabetes. The “Break the Partnership” #WeightofDiabetes campaign seeks to raise awareness about the dangerous link between diabetes and weight and why it should be broken with urgency. In cricket, a bowler is constantly trying to break the partnership between two batsmen as it can prove detrimental to his or her team. Similarly, the combination of diabetes and weight can harm people and it needs to be treated timely. It’s critical to eliminate potential complications before they become a problem for you. Today’s scientific developments enable successful type 2 diabetes treatment and aid in both blood sugar regulation as well as weight management. As a person living with type 2 diabetes, I am aware that diabetes can be effectively managed if we take the proper medicine and act quickly. Patients should discuss newer, more advanced type 2 diabetes treatment choices with their doctor.

Addressing the audience at the event, Vikrant Shrotriya, Corporate Vice President and Managing Director, Novo Nordisk India, said, “Patient centricity is at the heart of all we do at Novo Nordisk. Diabetes and excess weight or obesity can coexist, yet therapeutic treatment frequently fails to effectively address this relationship. This combination may result in adverse consequences for people with type 2 diabetes.12-18 The landscape of type 2 diabetes management has changed over time to include medical therapies that focus on blood sugar control while also helping people lose weight. Our “Break the Partnership” #WeightofDiabetes campaign informs people about the effects of excess weight in diabetes, educates them to speak with their doctor on newer treatment options, and encourages them to manage not just blood sugar but also weight in diabetes to slow the onset and progression of comorbidities. We are hoping that the initiative will assist us in motivating resolute action among PwDs in the country.”

Commenting on the launch of the campaign, Dr. Arpandev Bhattacharyya, Consultant, Department of Diabetes & Endocrinology, Manipal Hospital, Bangalore, said, “Rapid socioeconomic change in conjunction with urbanization, industrialization, population growth, sedentary lifestyle and unhealthy eating habits are some factors for the global increase in the diabetes epidemic.1 It is crucial to manage excess weight in T2D patients early on because it is directly linked to a higher risk of various catastrophic consequences. Weight management must be one of the main treatment goals for people with Type 2 diabetes.20 Unfortunately, weight gain is commonly encountered with the use of some frontline diabetes drugs. Patients losing >= 5% bodyweight had increased likelihood of 0.5% reduction in HbA1c which continued to decrease in patients losing more weight. Losing weight can reduce the risk of heart disease, kidney disease, and bone problems in those with diabetes and excess weight, according to studies. The fundamentals of T2D management have undergone significant alterations. Today’s T2D patients with obesity must think about newer medications that offer improved glycaemic control and significant weight loss while setting treatment goals21. For T2D patients who are overweight or obese, the “Break the Partnership #WeightofDiabetes effort will help pave the road for gradual and successful treatment.

The thin-fat phenotype (body type), which is defined by ahigh body fat percentage but a relatively close to normal overall body weight, is frequently seen in Indians. A study found that 67% of type 2 diabetes patients also have obesity, with a median BMI of 25.6 kg/m2, which is much higher than the normal range. There are around 74.3 million people with diabetes in India. A growing number of people under the age of 50 are developing diabetes and obesity, according to research.13 The use of treatment options that aid in blood sugar management and weight loss is relevant for people with diabetes.


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