Delhi : On occasion of the Anti-Obesity Day TM, which the company has been observing on Nov. 26th of every year for the last 13 years, premier Wellness brand VLCC has launched its largest Anti-Obesity initiative to date – which is being simultaneously observed across 12 countries in Asia where it direct company-managed operations – by urging people with weight and weight-related problems to take the ‘Orange Pledge’.

VLCC has also created an easily identifiable symbol – the orange dot – to serve as a global mnemonic for Anti-Obesity and also a call for action to make people get out of their comfort zones and take responsibility for their health and wellbeing.

Speaking on the unveiling of the public service campaign here today, Mrs. Vandana Luthra, Founder and Mentor, VLCC, said: “Individuals can be responsible for their own well-being only when they have access to a healthy lifestyle. Our aim is to make people aware about the importance of developing wholesome eating habits, implementing a suitable exercise regime, and adopting healthy lifestyle choices. The ‘Orange Pledge’ is all about leading people towards a better quality of life. At VLCC, the core of our business is to transform lives by making fitness, beauty and health accessible to all sections of society and this initiative brings us a step forward in achieving this vision.”

People can sign up for the ‘Orange Pledge’ by visiting any VLCC Slimming, Beauty & Fitness Center in India, Sri Lanka, Bangladesh, Nepal, Malaysia, the United Arab Emirates (UAE), Bahrain, Oman and Qatar or online on www.orangepledge.com. VLCC is also inviting individuals and corporate groups to join the ‘Orange Pledge’ initiative.

VLCC has already started conducting health and wellness camps at corporate offices across India. The company has begun the process of reaching out to children to educate them about the importance of staying healthy and is organizing painting competitions on the theme of healthy living. Awareness campaigns on obesity are being conducted at joggers’ parks and various Resident Welfare Associations.

Dangers posed by Obesity

Since 2001, VLCC has been observing November 26th as Anti-Obesity DayTM in all the countries where it has operations, to raise awareness about the ills of obesity. This year’s awareness communication stems from alarming statistics that have emerged from the World Health Organization’s (WHO) March 2013 report1. The study indicated that Overweight and Obesity are the primary causes for 44 per cent cases of diabetes and 23 per cent cases of ischaemic heart disease. Besides, 7-41 per cent of certain cases of cancer are also attributable to Overweight and Obesity.

The WHO says that Overweight and Obesity are also on the rise in India. According to the WHO’s NCD Country Profiles 2011, 9.9% of Indian males and 12.2% of Indian women are overweight. The WHO says that 1.3% of Indian males and 2.4% of Indian women are obese2.

As per the National Family Health Survey (NFHS-3) India 2005-06 coordinated by the International Institute for Population Sciences (IIPS) under the aegis of the Government of India3, obesity is a growing problem among several groups of Indian women. It is more acute in urban settings, and among women who are well-educated and belonging to households with a high standard of living.

The NFHS-3 Survey said obesity is particularly prevalent for both men and women in Delhi, Kerala and Punjab. Obesity among women is highest in Punjab (9%), followed by Delhi (8%). More than 25% of women in Punjab, Kerala and Delhi are overweight or obese. Tamil Nadu and Goa also have a high percentage of women obesity (over 20%).

Even among those living in slums, overweight and obesity are major problems. In the slums of Chennai, Hyderabad, Kolkata, Meerut and Mumbai, at least a quarter of women are overweight or obese.

Source : Sachin Murdeshwar