BENGALURU: Every year, over 11.5 lakh new cancer patients are registered in India, reports National Institute of Cancer Prevention and Research. The estimated number of people currently living with the disease is around 2.25 million. The report also notifies that one woman dies of cervical cancer every 8 minutes in India.
These staggering statistics and many incidents of cancer in her close circle prompted a Bengalurean to become an online crusader. Meet Aditi Joshi (30). After launching C-Positive, a content platform serving as a lifestyle directive for cancer patients and their caretakers in August 2017, Joshi has recently launched an online marketplace suited to their grooming needs.
The skin care range includes a lip balm with roman chamomile oil to keep the lips from drying due to harsh radiation from chemotherapy, a moisturizer with wheatgerm oil, and an alcohol-free cleansing spray (sanitizer) with neem oil as hygiene is a significant part of the treatment. Joshi has also collaborated with a Delhi-based textile house to design a collection of autoclaved or sanitized ready-to-wear head scarves for cancer patients who tend to naturally lose their hair during therapy.
“I had close exposure to people going through cancer, including my mother. I am well-versed with the symptoms and problems that bother them during the phase of the treatment. Their lips get dry due to radiation. They steer clear from chemical fragrances. I decided to fill the gap in the market by extensive interactions with oncologists and created a paraben-free and sulphate-free range,” says Joshi.
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Since her family business owns a pharma research and laboratory, Joshi had the backing to experiment, sample and manufacture the range suited for cancer patients.
The scarves are priced from Rs 1100-1700 and skin care about Rs 200. They are shipped in the domestic market through her marketplace as well as ecommerce giant Amazon.
“The treatment cost is priority for the patients. The price point of the product range, although premium, had to be kept reasonable,” she says.
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Joshi’s journey does not end here. She is busy building the roadmap to better the lives of those dealing with cancer by adding products like body oil, natural body wash and disinfectant spray in a month’s time.
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