A Tiny Piece Of Cloth Can Be A Life-Saver: Sanjeevani’s 'Pink Tag Project' Shows How

In a village outside Delhi, a woman notices a Pink Tag stitched inside her blouse- next to the wash-care label. It gently reminds her how to check herself with simple visuals, no alarms, no fear, just awareness. This is how the Network 18 Sanjeevani - Pink Tag Project, born in rural India, is being amplified by local tailors and community trust. The ambitious initiative is now entering the fashion mainstream through Suta- a homegrown brand that’s been redefining what the saree means to the modern Indian woman. 

In this moment, tradition meets contemporary purpose. A garment becomes a carrier of care, and the fashion industry takes a step into nation-building.

The Pink Tag Project: A life-saving reminder

In India, every four minutes, a woman is diagnosed with breast cancer. Over 70% are detected late. Women don't screen because they have no time for themselves. Between household work, earning livelihoods, and caring for families, self-care is a luxury they cannot afford. 

The Pink Tag Project began with a simple observation: women have one moment alone each day. When they get dressed. Stitched into clothing, the Pink Tag carries self-examination steps. A behavioural nudge embedded in a moment that already belongs to her. Rural tailors, volunteers, and trusted voices made it real. 

Tradition Meets Contemporary Purpose

Suta entered Indian fashion with a mission: to reclaim the saree for the modern woman. In a market where tradition felt frozen in nostalgia, Suta brought fresh energy, cultural confidence, and design innovation. 

Now, Suta integrates the Pink Tag into its blouses, which are no longer just an identity; they become a carrier of care. A reminder that a woman's health matters as much as her responsibilities to others. 

From Grassroots to Industry Blueprint

By stitching the Pink Tag into saree blouses, right next to the wash-care label, the initiative demonstrates a blueprint for how fashion companies can embed social purpose into their design and philosophy. 

This tangible integration creates a replicable model for the broader apparel industry to adopt. The intervention scales from rural communities to mainstream fashion. A behavioural change nudge, once tested by local tailors, is now manufactured at scale by Suta. 

This convergence of community insight, industry participation, and market innovation creates the conditions for systemic health behaviour change.

Sujata Biswas, Co-founder, Suta, expressed, "When we learned about the Pink Tag, we saw an opportunity to use the trust women place in us for something that matters more. If a blouse can remind a woman that her health deserves attention, then fashion becomes a force for nation- building."

Taniya Biswas, Co-founder, Suta, added, "The dressing moment is sacred- it's when a woman is truly alone with herself. Placing the Pink Tag there felt inevitable. We're not instructing. We're simply being present in a moment that already belongs to her, reminding her that she matters."

Siddharth Saini, COO, News18 Studios, said, "Sanjeevani’s scale across News18’s broadcast network and digital platforms has ensured that vital health information reaches every segment of Indian society—from the nation’s most influential audiences to underserved regions where lack of awareness still hinders early action and healthier outcomes. The Pink Tag shows how media can move beyond communication to drive measurable behavioural change."

Saini added, "Designed as a simple, repeatable nudge, it reaches women at moments where traditional media influence ends, embedding awareness into the rhythms of daily life. Our partnership with Suta strengthens this impact by extending the intervention to retail touchpoints and social engagement. Today, the initiative operates at true scale, combining national reach with sustained, personal reinforcement, and this is how we believe insight-led innovation delivers real-world results and builds systemic, long-term change.”

Speaking about Suta coming on board, MVS Murthy, Chief Marketing Officer, Federal Bank, said, "The Pink Tag was always designed to scale beyond any single campaign. Suta's partnership proves that the real barrier to widespread adoption isn't innovation or resources- it is belief. It's the willingness of brands to align commercial success with social purpose. With Suta, we're not just launching a collaboration. We're building a blueprint for how India's fashion industry can become a partner in public health. This is nation-building through business."

What Happens Next

The Pink Tag is now stitched into Suta garments. This partnership extends an invitation to the apparel industry to adopt similar models.

The D2C ecosystem, manufacturers, and policy circles are observing how scale and impact intersect. A tag becomes a daily reminder, repeated across millions of wardrobes, creating sustained behaviour change.