The ITC’s “Feel Good With Fiama Mental Wellbeing Survey 2024,” in partnership with NielsenIQ, reveals a significant gap between awareness and action in mental health. While 83% of participants believe mental health issues are not shameful, 81% feel embarrassed about discussing their therapy experiences. The survey indicates that cost remains a primary barrier, with 77% of respondents citing therapy as expensive and 74% noting that health insurance often excludes mental health services.
The findings also shed light in Siliguri, where residents face unique pressures amid economic challenges. The demand for affordable mental health resources is rising, as local consumers seek accessible solutions. Initiatives like ITC Fiama’s virtual therapy clinic, offering sessions for just INR 300, are essential in fostering a supportive environment.
Sameer Satpathy, Divisional Chief Executive of ITC’s Personal Care Products Business, stated, “Our commitment is to enhance accessibility to therapy, combating stigma while promoting mental well-being.” The survey underscores the growing acceptance of mental health conversations, particularly among younger demographics, with 80% of Gen Z feeling supported by their parents in pursuing therapy, marking a significant shift towards normalization in India.
