The research, which is the first of its kind to look at breast cancer awareness in India, found that cultural and religious issues mean that women do not access health services, are reluctant to consult male doctors, neglect their own health due to family obligations and are over-dependent on other family members to seek medical help, all of which causes delay in diagnosis.
Researchers at University of Portsmouth in the UK found that traditional marketing campaigns do not work for raising awareness of the disease and that community nurses are the most effective channel.
The research highlights the significance of the country's rapid economic development, leading to greater urbanisation, which is leading some women towards a western lifestyle resulting in a rise of breast cancer rates.
It describes the issue as one of the biggest health threats facing India today.
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In India's cities and urban areas, breast cancer is the most commonly diagnosed type of cancer among women, researchers said.
Yet women seek medical care extremely late due to lack of awareness about self-examination and cultural barriers.
Judith Fletcher-Brown, from the University of Portsmouth, interviewed several women by email about their experiences in order to elicit the most open answers to her questions.
One participant said that even among friends they are too shy, although there is more openness between mothers and daughters.
"Even educated professional women do not discuss private matters about their bodies with their husbands, fathers or brothers so it's essential to direct health messages towards men to increase their awareness of and willingness to discuss the problem," she said.
Researchers found that community health nurses had the greatest impact in raising awareness of early breast cancer symptoms with both men and women.
These Accredited Social Health Activists (ASHAs) are embedded in the community and are far more effective than national advertising campaigns in overcoming cultural barriers because they have the trust of husbands and fathers as well as the women at risk.
Traditional marketing campaigns were one of the least effective channels.
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