ITC’s latest “Feel Good With Fiama Mental Wellbeing Survey 2024,” conducted by NielsenIQ, reveals a complex relationship between awareness and acceptance of mental health issues in India. While 83% of participants agree that mental health challenges are nothing to be ashamed of, a striking 81% feel embarrassed to admit they are undergoing therapy. This stark contrast underscores the stigma that persists despite growing recognition of mental health’s importance.
The survey also identifies cost as a significant barrier, with 77% of respondents deeming therapy expensive and 74% noting that health insurance does not cover mental health services. However, virtual therapy is gaining traction, with 52% of Gen Z expressing openness to online counseling, a notable rise from last year.
Kohima align with national trends, where discussions around mental health are becoming more prevalent. However, many individuals still face societal pressures that deter them from seeking help. Mental health advocates in the region stress the need for a supportive environment to encourage therapy-seeking behaviors. In response to these findings, ITC Fiama offers subsidized virtual therapy sessions at INR 300, aiming to enhance accessibility. Sameer Satpathy, Divisional Chief Executive at ITC, emphasized the company’s commitment to making mental well-being a priority amid these challenges.
