Wacoal India Reaffirms Commitment to Breast Cancer Awareness with CPAA in 4th Edition of #WacoalKnowsBreast

Wacoal India Reaffirms Commitment to Breast Cancer Awareness with CPAA in 4th Edition of #WacoalKnowsBreast

Wacoal India Reaffirms its commitment to Breast Cancer Awareness with CPAA in the 4th Edition of #WacoalKnowsBreast Initiative

India, 7th October 2025: Wacoal, the premium lingerie brand from Japan, continues its enduring commitment to breast cancer awareness through the 4th edition of its flagship initiative, #WacoalKnowsBreast, in partnership with the Cancer Patients Aid Association (CPAA). CPAA is a renowned non-profit organization dedicated to ‘Total Management of Cancer’, which encompasses Awareness, Early Detection, Support for treatment, Guidance and Counseling, Rehabilitation, Research Studies and Advocacy. 

This year, the initiative is amplified through the #WacoalKnowsBreast social media campaign designed to encourage regular self-checks, debunk myths, and make conversations around breast health more accessible for women across India. 

As part of the initiative, a portion of proceeds from every bra purchased in October will go towards supporting CPAA’s breast cancer programs. To further symbolize their commitment, Wacoal India will once again spotlight the 3-finger salute, a symbolic gesture where one places their right hand on their left chest and forms the number 3 with their fingers. This represents a self-check test that individuals can perform to check their breasts for lumps while also embodying the alphabet ‘W’ for Wacoal. 

Ms. Pooja Merani, COO-Wacoal India, expressed her thoughts on the initiative, stating, “Breast cancer is one of the most pressing health concerns for women today, but the power of early detection cannot be overstated. At Wacoal, we are committed to going beyond being a lingerie brand, we want to be a partner in women’s well-being. Through this partnership with CPAA and the #WacoalKnowsBreast campaign, we aim to not only spread awareness but also ensure that women feel supported in their journey towards health and confidence. We hope to make a considerable impact in this area and make it accessible to all women in need.”

Ms. Alka Bisen, CEO of the Cancer Patients Aid Association shared her perspective on the collaboration with Wacoal: “Breast cancer continues to be one of the most significant health challenges for women, and the key to overcoming it lies in awareness and early detection. Through our partnership with Wacoal, we are able to amplify this message, encourage regular self-checks, and provide timely support to those affected. Together, we want to create an environment where women feel informed, empowered, and unafraid to prioritize their health.”

The social media campaign also addresses a common misconception: that eating healthy and staying active alone can safeguard women from breast cancer. By reinforcing that anyone can be at risk, Wacoal positions the simple 3-finger test as a routine practice that every woman can easily incorporate into her daily life. Through these conversations, Wacoal seeks to break taboos, promote early detection, and inspire women across India to take proactive steps toward health, ultimately leading to healthier futures for women across India.