India, 7th October 2025: Wacoal, the premium lingerie brand from Japan, continues its enduring commitment to breast cancer awareness through the 4th edition of its flagship initiative, #WacoalKnowsBreast, in partnership with the Cancer Patients Aid Association (CPAA).
CPAA is a renowned non-profit organization dedicated to ‘Total Management of Cancer’, which encompasses Awareness, Early Detection, Support for treatment, Guidance and Counseling, Rehabilitation, Research Studies and Advocacy.
This year, the initiative is amplified through the #WacoalKnowsBreast social media campaign designed to encourage regular self-checks, debunk myths, and make conversations around breast health more accessible for women across India.
As part of the initiative, a portion of proceeds from every bra purchased in October will go towards supporting CPAA’s breast cancer programs. To further symbolize their commitment, Wacoal India will once again spotlight the 3-finger salute, a symbolic gesture where one places their right hand on their left chest and forms the number 3 with their fingers.
This represents a self-check test that individuals can perform to check their breasts for lumps while also embodying the alphabet ‘W’ for Wacoal.
Ms. Pooja Merani, COO-Wacoal India, expressed her thoughts on the initiative, stating, “Breast cancer is one of the most pressing health concerns for women today, but the power of early detection cannot be overstated.
At Wacoal, we are committed to going beyond being a lingerie brand, we want to be a partner in women’s well-being.
Through this partnership with CPAA and the #WacoalKnowsBreast campaign, we aim to not only spread awareness but also ensure that women feel supported in their journey towards health and confidence. We hope to make a considerable impact in this area and make it accessible to all women in need.”
Ms. Alka Bisen, CEO of the Cancer Patients Aid Association shared her perspective on the collaboration with Wacoal: “Breast cancer continues to be one of the most significant health challenges for women, and the key to overcoming it lies in awareness and early detection.
Through our partnership with Wacoal, we are able to amplify this message, encourage regular self-checks, and provide timely support to those affected. Together, we want to create an environment where women feel informed, empowered, and unafraid to prioritize their health.”
The social media campaign also addresses a common misconception: that eating healthy and staying active alone can safeguard women from breast cancer.
By reinforcing that anyone can be at risk, Wacoal positions the simple 3-finger test as a routine practice that every woman can easily incorporate into her daily life.
Through these conversations, Wacoal seeks to break taboos, promote early detection, and inspire women across India to take proactive steps toward health, ultimately leading to healthier futures for women across India.
About Wacoal India:
Wacoal was founded in 1946 in Japan. Embracing its philosophy to help women throughout the world to express their beauty, Wacoal began to launch its brand in Asian countries in the 1970s, in America in 1985, in Europe in 1990 and eventually opened doors of its first store in India in December 2015.
The brand focuses on delivering beautiful, high-quality lingerie that fits just right, with an extensive product range, including bras, panties, shapewear, and sleepwear, designed for superior comfort, support, and style.
They believe strongly in the importance of a good fit and have an in-house trained group of consultants to take accurate measurements and assist customers in choosing the style that will work best for their body types and lifestyles.
The brand has established a strong retail presence with 18 Exclusive Brand Outlets (EBOs) and over 40 Large Format Stores (LFS) across major cities like Mumbai, Delhi NCR, Bangalore, Kolkata, and Chennai.
They also have a presence in over 80 Multi Brand Outlets (MBO) stores across 20 cities in India. Additionally, Wacoal has a strong online presence through its website and other major e-commerce platforms.
Wacoal continues to expand its footprint, ensuring Indian women have easy access to premium lingerie that delivers comfort and style.
About CPAA:
The Cancer Patients Aid Association (CPAA) is a non-profit organization dedicated to addressing cancer through its unique philosophy of ‘Total Management of Cancer.’
CPAA works tirelessly to raise awareness, support patients, and enhance the quality of life for individuals affected by cancer.
Disclaimer:- This story has not been edited by SugerMint staff and provided by the agency. SugerMint will not be responsible in any way for the content of this story.
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