Lucknow: Entod Pharmaceuticals, in collaboration with the Matanand Welfare Foundation and the Strabismus & Pediatric Ophthalmological Society of India (SPOSI), has concluded India’s largest nationwide awareness initiative aimed at protecting the eyesight of children and young people. The week-long campaign, held from November 14 to 20, marked the fourth edition of National Myopia Week, themed #OperationMyopia – A Mission to Protect Young Eyes.
The campaign, launched on Children’s Day, focused on educating parents, students, and teachers about the rising threat of myopia among India’s youth. It urged families to prioritise annual eye check-ups and limit excessive screen exposure to counter what experts are calling a growing “myopia epidemic.”
More than 2,500 eye specialists and 5,000 volunteers from across the country participated, making it the largest mobilisation for eye health awareness in India. The initiative combined preventive education, vision screening programmes, and community-based interventions to reduce the increasing burden of myopia.
A major highlight this year was the “Myopia Pledge – National Myopia Week 2025”, hosted on the official website. Parents were encouraged to commit to getting their children’s eyes tested once a year and spread awareness within their communities. Participants could also download an official pledge certificate, adding to the campaign’s mass engagement.
Speaking about the alarming rise in cases, Dr. Aarti Elhance of SAM Eye Hospital, Lucknow, stressed the urgency of early care.
“In Lucknow, we’re seeing a sharp increase in myopia even among children aged six to eight, especially after the surge in digital device usage in recent years. Schools and parents must take this trend seriously. Regular eye examinations, reduced screen time, and more outdoor activity are essential,” she said, urging families to prioritise early detection to slow the progression of myopia.
Over the past three years, National Myopia Week has reached millions through social media campaigns, extensive press outreach, and school-based programmes. This year, Entod aims to expand the initiative to 450 districts, targeting over 70 million people nationwide through ground activities and digital awareness efforts.
To meet this goal, the organisation has deployed thousands of doctors and volunteers to lead school sessions, run vision screening camps, and conduct educational workshops on preventive eye health. Clinics and hospitals participating in the campaign are distributing multilingual informational leaflets to reach diverse communities.
Highlighting the gravity of the challenge, Nikhil K. Masurkar, Executive Director of Entod Pharmaceuticals, said, “The global rise in myopia is deeply concerning. Studies suggest that by 2050, nearly half of the world’s population could be affected. Through #OperationMyopia, we aim to build a nationwide movement that promotes early eye examinations and empowers families to safeguard their children’s vision.”
Adding further momentum, the campaign is also being amplified through city-level radio programmes and local awareness drives across major metros including Delhi, Mumbai, Hyderabad, Bengaluru, Chennai, Varanasi, Ahmedabad, Vadodara, Coimbatore, Pune, Patna, and Kolkata. Partnering with Red FM, these initiatives aim to engage wider audiences and strengthen the impact of the movement.
As myopia emerges as a rapidly growing global health concern, Entod Pharmaceuticals continues to push forward with awareness, innovation, and preventive healthcare to protect the eyesight of future generations.
