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Every October, the world turns pink as we celebrate Breast Cancer Awareness Month, also called Pink October. It is a global campaign celebrated over 31 days, marked by pink ribbons and campaigns that recall the disease that transformed people's lives. Even for those not directly impacted by breast cancer, it is a chance to stand in solidarity with the 2.3 million women diagnosed with breast cancer across the world every year.

In India too, the month of October now carries this dual significance, a mixture of grief and hope, remembrance and action. While conversations about breast cancer have become more visible in recent years, awareness, early screening, and open dialogue are still far from widespread in our society. This is why Pink October matters, because it reminds us that talk can save lives.

Why Breast Cancer Awareness Month Exists?

Dating back to 1985, when it was first launched as a week-long campaign by the American Cancer Society, Breast Cancer Awareness Month has evolved into a worldwide movement, gaining traction every year.

The pink ribbon was introduced in 1992 when Evelyn Lauder of Estée Lauder, herself a breast cancer survivor, distributed it through SELF magazine. Since then, the pink ribbon has become both a badge of courage and a call to action.

The purpose has been to create global momentum to:

• Support people who are battling breast cancer, including those with advanced or metastatic disease.
• Educate people about various risk factors and lifestyle changes that can lower the likelihood of cancer.
• Encourage timely screenings and mammograms, especially for women over the age of 40 or earlier, for those with a family history.
• Raising funds for research into better treatments and, one day, a cure.

Within October, a few dates carry special significance about breast cancer. October 13 is recognised as Metastatic Breast Cancer Awareness Day. Metastatic breast cancer refers to cancer that spreads beyond the breast to other parts of the body. Globally, this remains one of the deadliest forms of the disease. The day brings into focus the urgent need for investment in treatments and for empathy toward those living with stage IV breast cancer.

Later in the month, October 17–23 marks Men’s Breast Cancer Awareness Week. Though breast cancer is widely associated with women, men too can be afflicted with this condition. In India, where stigma still silences men’s health conversations, awareness is especially critical. The same goes for transgender and non-binary individuals, who struggle against both disease and discrimination.

Why is Pink Month Important in India?

India now faces rising breast cancer numbers, especially in urban centres. But, most often, the diagnosis comes late. According to various oncology studies, nearly half of breast cancer cases in India are detected in stages III or IV, where treatment becomes more complex and survival rates reduce sharply.

The barriers include:

• Lack of awareness about the disease and its early symptoms
• Cultural hesitations about talking openly about breast health and the social stigma associated with the condition
• Limited screening programmes, especially in rural and tribal areas

Pink October acts as a call for women (and men) in India to break the silence, seek regular checkups, and learn to recognise signs early. It is also a reminder to families, workplaces, and communities to create safe spaces where conversations about health feel natural, rather than a source of stigma.

Awareness alone won’t cure the disease, but silence can cost lives. This October, let pink not just be a ribbon, but a reminder for each of us to act.

Dr. Reshma Puranik
M.D DNB, DM MRCP, ECMO
Consultant Cancer Physician
MOC Cancer Care & Research Centre, Swargate and Baner.