Sun Pharma launches drive to fight diabetic retinopathy

Sun Pharmaceutical Industries Limited (Sun Pharma), India’s leading pharmaceutical company by revenue and prescriptions, has rolled out the #SeeBeyondSugar campaign — a national initiative aimed at boosting awareness and education around diabetic retinopathy, a major yet preventable cause of vision loss among adults with diabetes.Although India has more than 100 million people living with diabetes, many concentrate solely on managing blood glucose and remain unaware of complications that can harm their eyesight. Currently, about 12.5% of individuals with diabetes in the country are estimated to have diabetic retinopathy, and nearly 4% face forms that threaten their vision.

Also Read: Abbott Unveils New Ensure Diabetes Care Formula in IndiaKirti Ganorkar, Managing Director of Sun Pharma, noted that despite its severity, knowledge about diabetic retinopathy is still worryingly insufficient. He emphasized that, as a prominent name in diabetes care, the company aims to reshape the conversation by encouraging patients and caregivers to look beyond sugar levels and recognize the importance of regular eye screenings to protect sight.

The campaign leverages multiple platforms — digital media, social networks, OTT, CTV, and on-ground events — including screening camps. A digital film released in nine languages highlights the critical role of early detection in preventing permanent vision loss and improving long-term health outcomes.

Prof. Vishali Gupta, president, Vitreo Retinal Society of India said, “Diabetic retinopathy is one of the most common but often overlooked complications of diabetes. As per clinical guidelines, every person with diabetes should undergo an eye examination once a year to screen for this condition, yet awareness about it remains very low. There is an urgent need to educate patients about this disease, and we are happy to support Sun Pharma in this noble cause to raise awareness and encourage early detection.”