Wacoal India partners with CPAA for breast cancer awareness initiative

Japan-based lingerie brand Wacoal’s India business has partnered with the Cancer Patients Aid Association to launch a breast cancer awareness campaign titled ‘Wacoal Knows Breast’. The business is also raising funds for the charity through every bra purchased.

“At Wacoal, we are committed to making a significant difference in every woman’s life through meaningful initiatives,” said Wacoal India’s COO Pooja Merani in a press release. “With breast cancer awareness being critical not only in India but globally, we are proud to associate with the CPAA, a notable organization that shares our dedication to creating a considerable impact in this area. I sincerely hope that our sustained efforts and support will reach all those women in need and benefit them.”
 
During the campaign, for each bra purchased either on Wacoal India’s e-commerce store or at its brick-and-mortar stores nationwide, Wacoal will donate Rs 10 to CPAA. This is the brand’s second collaboration with CPAA this year and Wacoal plans to continue this collaboration into the future to continue to raise awareness. 

“In India, breast cancer is unfortunately prevalent, but the good news is that it is treatable and often curable when detected early,” said the Cancer Patients Aid Association’s CEO Alka Bisen. “At CPAA, our mission revolves around not only creating awareness but also ensuring timely detection and providing support for cancer treatment. Partnering with Wacoal for their commitment to this crucial cause brings us great joy, and we eagerly anticipate further meaningful collaborations.”