Besides, diabetes can be controlled with drugs. The world leader in diabetes care, Novo Nordisk Health Care of Denmark, has already kicked off operations in the country with novel products and services in a bid to combat diabetes. Novo Nordisk spends about 14 per cent of its turnover -- DDK 2 billion -- on research. The company has been constantly involved in developing products that will enable patients with diabetes to live a healthy life.

The Indian outfit based in Bangalore began its operations in 1994. But the Danish parent company has been involved in spreading the message across the Asian tiger about the implications of untreated diabetes since the late 1970s.

To buildawareness about diabetes, Novo Nordisk has set up Novo Care, a non-profit organisation totally funded by the company. Though the number of diabetic patients is escalating, only a fraction of these have been diagnosed and are receiving treatment. A fact to be noted is that Indians are genetically prone to developing diabetes, irrespective of the country in which they stay.

Novo Care plays an important role in building awareness among the medical fraternity about diagnosis, treatment and management of diabetes through an ongoing education programme. According to estimates, there are 500 diabetologists in the country. "The key to this programme is the medical practitioner. The longterm strategy for Novo Care is based on getting information and knowledge about diabetes from doctors. The massive information campaign about the disease launched by the company since 1994 has shown impressive results," says Anil Kapur, managing director, Novo Nordisk Pharma India Ltd.

All recent evidence points towards anincreasing prevalence of diabetes amongst Indians. It is estimated that the prevalence rate in the urban areas is between 10-12 per cent and in rural areas, around 2-3 per cent. Research indicates that by the year 2010, India will have the world's largest population of diabetics. One-fourth of the world diabetic population, which is about 50 million plus, will be in this country, by 2010.

In India, urbanisation has contributed greatly to increasing the number of diabetics. As careers take primary importance, tension and stress increase. As a result, people suffering from tension tend to overeat as well as eat the wrong kind of food. That coupled with obesity and less exercise can trigger off diabetes.

Last year, Novo Nordisk organised 375 medical meetings under the Novo Care programme. Approximately one programme a day is held in some city or the other of the country. Regular seminars are held with eminent international doctors. The programme also covers nurses' and patients' education.

Since 1991, thecompany has arranged an update meeting, called the Novo Nordisk Diabetes Update, in the country every year. The update brings together the leading doctors in diabetes treatment and gives them access to the latest information about diabetes care.

In January this year, the company set up the Novo Nordisk Education Foundation (NNEF) with the purpose of bridging the information and knowledge gap to improve healthcare delivery. NNEF will focus on diabetes care delivery by facilitating diabetes education, diabetes awareness and patient empowerment programmes. Setting up of diabetes detection drives and formation of diabetes registries and diabetes research is also on the agenda.

In addition to this, the company has printed over 20 booklets and videos on effective diabetes management. This educational literature is distributed free of cost to the patients and the medical fraternity. Novo Care is actively involved in organising regular patient education programmes across the country. For the medical fraternity,the company has set up a unique service, Novo Fax, where the doctors can send in their queries by fax, which are answered immediately.

Recently, the company announced the launch of a Website dedicated to diabetes care in India. This Website is a showcase of information and services on diabetes care for both healthcare professionals and persons with diabetes. Want more details? Access www.novoindia.com.