Sachin Tendulkar at Novo Nordisk Press Meet, Hyderabad

Novo Nordisk, world's leading diabetes care company today announced Sachin Tendulkar as their 'Changing Diabetes' brand ambassador. The announcement supports Novo Nordisk's efforts focused on creating awareness about diabetes and its related complications.

Diabetes is being recognised worldwide as a pandemic, driven by combined effects of population ageing, alarming levels of obesity and rising work-related stress. In India 69.2 million people have diabetes and by 2035, it is estimated that 123.5 million people will have diabetes. What's even more alarming is as per Rule of Halves 35 million people are unware that they have diabetes.

Changing Diabetes® is Novo Nordisk's response to the diabetes challenge. Novo Nordisk has been working to raise awareness, improve access to care and address psychosocial aspects of diabetes to improve people's lives.

"With India having the world's largest population of people with diabetes, at Novo Nordisk our efforts have been focussed on raising awareness of diabetesand its impact on the lives of people affected by it, their families, society and eventually the country at large," said Melvin D'Souza, Vice President and G.M, Novo Nordisk India Pvt. Ltd. "We are honoured to have Sachin as our partner in the fight against diabetes. Adored by the masses and one of the most respected sporting icon in India, Sachin's support will help us in reaching out to people who are susceptible/ prone to diabetes.

"With approximately 52% Indians being unaware that they have diabetes, the need of the hour is to create mass awareness about diabetes and its complications to facilitate early detection and its treatment among the general public. With Sachin on board as our valued partner, I am positive that we will reach out to the maximum people to educate them on diabetes & related complications/' said Mads Bo Larsen, Corporate Vice President, BAGIE, Novo Nordisk A/S.

Diabetes is posing a real threat to the country's economic and developmental goals. What is of greater concern is that despite an adult prevalence rate of 6.2%, only 6-7 million people are treated. Some of the results of late or inadequate treatment of diabetes include complications such as heart disease, hypertension, kidney failure, diabetic retinopathy and even death.
Addressing the media at the briefing, Sachin said: "J am glad to be a part of the Changing Diabetes movement in India spearheaded by Novo Nordisk. Diabetes is a growing concern not just in India but the world over. For people with diabetes leading a healthy and active life is possible, all it needs is awareness and early action. You can choose to control diabetes before it controls you.

I wish that more and more people become a part of this movement and take proactive action to stay healthy and fit. I am happy to lend my support to the cause of 1changing diabetes' in India and hope that with Novo Nordisk, we ’change the future of diabetes' in India."

Changing Diabetes is not just about therapy but it is also about going beyond medicine to advocate for better education and support, helping people better manage their diabetes and live life on their own terms.

Novo Nordisk has partnered with various state governments and government institutions to increase awareness and educate people about diabetes and need for early detection. In addition, Novo Nordisk has also initiated theChanging Diabetes® in Children, a programme designed to improve access to diabetes care for children with type 1 diabetes.

About Novo Nordisk
Novo Nordisk is a healthcare company and a world leader in diabetes care. The company has the broadest diabetes product portfolio in the industry, including the most advanced products within the area of insulin delivery systems. In addition, Novo Nordisk has a leading position within areas such as haemostasis management, growth hormone therapy and hormone replacement therapy. Novo Nordisk manufactures and markets pharmaceutical products and services that make a significant difference to patients, the medical profession and society. With headquarters in Denmark, Novo Nordisk employs more than 25,350 employees in 79 countries, and markets its products in 179 countries. Novo Nordisk's B shares are listed on the stock exchanges in Copenhagen and London. Its ADRs are listed on the New York Stock Exchange under the symbol 'NVO'. For more information, visit www.novonordisk.com