Eli Lilly and Company (India) and Fortis Healthcare, marked World Alzheimer’s Day in 21 September with a call to prioritize brain health, recognize early signs of changes in memory and cognitive health, and seek timely medical guidance.
Former Miss Universe and Actor Lara Dutta joined the initiative to drive greater awareness and encourage open conversations around memory and brain health. Alzheimer’s disease, the leading cause of dementia, is a progressive neurodegenerative condition that affects cognition, communication, decision-making, independence and everyday life, placing a significant burden on individuals, families and caregivers.
India is facing a rapidly growing Alzheimer’s disease burden driven by the ageing population, low awareness and delays in seeking medical guidance. Dementia currently affects approximately 8.8 million people in India, with Alzheimer’s disease accounting for the majority of cases, and this number is projected to double to ~16.9 million by 2036, posing a significant public health and economic challenge.
Why acting early matters
Alzheimer’s disease can begin as early as 20 years before the typical symptoms appear, when amyloid, a naturally occurring protein, abnormally accumulates in the brain as plaques.5 Understanding the risk factors and discussing brain health with a healthcare professional are crucial steps, individuals can take to support long-term cognitive well-being.6 For people with Alzheimer’s disease, recognizing changes earlier can help patients and families better understand the condition and plan appropriate care.6
As the burden of dementia continues to rise, improving awareness, recognizing early signs, seeking timely medical advice, and strengthening care pathways are becoming increasingly important to support people living with the disease and their families.6
Dr. Vinit Banga, director & HOD – Neurology, Fortis Escorts Faridabad, said, “Alzheimer’s disease is not defined by memory loss alone. It is a complex, progressive neurological disorder in which changes in cognition can gradually affect a person’s ability to communicate, make decisions and function independently. This is why understanding the broader pattern of cognitive and functional changes is important in clinical practice. A careful medical evaluation allows us to look at these changes in context, assess their possible causes and determine the appropriate next steps. Improving awareness of this clinical complexity is essential to ensuring that concerns are recognised and evaluated rather than overlooked.
Dr. Sahil Kohli, additional director – Neurology, Fortis Memorial Research Institute, Gurugram, said, “Recognising early signs of Alzheimer’s disease and speaking to a doctor can help patients and families better understand the condition and make informed decisions about the road ahead. It can help families plan care, access appropriate support and have meaningful conversations about the individual’s needs and preferences. Given that Alzheimer’s disease is a progressive condition, having this understanding earlier can be valuable for both patients and their caregivers. Strengthening awareness around early signs and timely medical guidance is therefore an important part of improving the overall patient journey.”
“Alzheimer’s disease places a significant emotional, clinical and societal burden on people living with the condition, their families, caregivers and healthcare systems,” said Dr. Rahul Kapur, senior director, Medical Eli Lilly and Company (India). “Addressing this challenge requires greater awareness of cognitive changes associated with the disease, timely engagement with healthcare professionals, and stronger collaboration across the healthcare ecosystem. We are committed to working closely with healthcare professionals, hospitals, policymakers, patient groups and industry to support a more informed and responsive Alzheimer’s care environment in India.”
Actor Lara Dutta said, “Seeing Alzheimer’s disease up close changes the way you think about memory, independence and the everyday moments that make life meaningful. As a caregiver, I have seen how deeply it can affect not just the person living with the disease, but the entire family around them. It has made me realise how important it is to pay attention to changes in memory or cognitive health rather than dismissing them as a normal part of ageing. World Alzheimer’s Day is an important reminder that we need more open conversations around brain health, so that people and families feel encouraged to recognize early signs and speak to a doctor.”
The initiative brought together clinicians, industry and public voices to help keep Alzheimer’s disease part of India’s broader health conversation and encourage a more supportive environment for those affected by it.
