Deepashree BanerjeePublished: 21 May 2019, 5:49 PM
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A box full of mangoes in a glucometer ad?

The print ad for Accu-Chek Instant S that appeared in The Times of India Mumbai recently asks you not to shy away from devouring the seasonal fruit.

What's the best thing about Indian summers? Mangoes, of course! But mangoes featuring in a glucometer ad? Isn't it considered a strict no-no for a diabetic? Almost all of us have at least one member in the family (not necessarily the oldest by the way) who may feel a little “left out” when the rest of the family blissfully indulges in this summer favourite.

A box full of mangoes in a glucometer ad?
Accu check print ad

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Capturing this dilemma (whether to have it or not), drug firm Roche is seen promoting their new glucometer - Accu-Chek Instant S - equipped with a 9-level target range. We recently spotted this ad on the last page of the Mumbai edition of The Times of India. It reads - Mangoes taste better when your diabetes is in check. It goes on to say that the seasonal favourite can do you no harm when sugar level readings are in place.

As per a Business Standard article, the parent company, Roche Diabetes Care (a pioneer in the development of blood glucose monitoring systems and a global leader for diabetes management systems and services) which sells equipment for self-monitoring of blood glucose (SMBG) under the brand Accu-Check, will double outlets to 1.2 lakh pharmacy outlets by 2022. And, therefore, the company is looking to tie up with state and central governments to expand reach.

According to a recent survey, the Global Blood Glucose Sensor Patch Market is expected to rise from its initial estimated value of USD 13.95 billion in 2018 to an estimated value of USD 30.41 billion by 2026, registering a CAGR of 10.23 per cent in the forecast period of 2019-2026. Increase in diabetic patients is, of course, the major factor for the growth of this market.

A recent WHO survey calls out diabetes as a growing challenge in India with an estimated 8.7 per cent diabetic population in the age group of 20 and 70 years. We wonder if that can really make TOI readers take a note or fetch the device for that matter!