Saffola Life - Keep Your Heart young- Saffolalife is a not-for-profit initiative started by Marico, the objective of which was to spread awareness of the risk of heart ailments in India, and hence attempt to bring down the deaths related to cardio vascular diseases.
- The initiative encourages a preventive lifestyle through mass media like TV, radio and outdoor communications. A regular check up of lipid profiles goes a long way in timely intervention and appropriate preventive measures.
- Over the last 3 years, free cholesterol tests were provided to the people in various cities across India.
- In 2009, Saffolalife invited people in an open access format to a diagnostic evaluation of their lipid profiles across several metros.
- Consumers were asked to listen to their heart and send an SMS for a free cholesterol test. The consumer had to reach a centre of the Diagnostics Partner: Metropolis Healthcare Ltd, where serum samples of the consumers were collected and analyzed.
- Consumers who took the initiative to participate (mainly urban population) in the program only responded. Over 60,000 people (one of the largest data bases) responded by presenting themselves for a blood test.
- No preconditions or any other parameters such as anthropometric measurements, presence of co morbidities or medications were recorded.
- They were instructed to an overnight fast prior to presenting themselves at the notified diagnostic centers.
- Only age and gender of the consumers were recorded and thus the database does not factor in any other accompanying parameters. Nevertheless the findings are well corroborated by previous observations or findings, as is evident from the data gathered and analyzed.
All rights in the Saffolalife Study 2010 are reserved by Marico Limited (Marico) and any breach will constitute an offence entailing legal action and prosecution without further notice. All data contained herein are based on extensive research and constitute original works. No part hereof shall be copied, reproduced, adapted or stored in a retrieval system or transmitted in any form whatsoever, without a prior written permission of Marico. Due precautions have been taken in collating, processing and analyzing the data by Marico and/or the independent agency engaged by it and the author(s) are not responsible either for the commission or omission of action or errors or the liability for any damages ensuing from use of information contained herein.