India’s NCD Crisis: A Call to Innovate for the Many, Not the Few

India is undergoing a dramatic shift: non-communicable diseases (NCDs)—such as diabetes, hypertension, cardiovascular diseases, respiratory illness, and cancer—now account for nearly 65% of nationwide deaths, affecting people in both rural and urban areas at earlier ages. Despite national initiatives like NPCDCS, significant gaps remain in early detection, care continuity, awareness, and lifestyle management.

While India has seen a boom in healthtech startups—digital consultations, diagnostics, AI tools—the focus has largely been on affluent, digitally connected segments. A shift is needed toward “mission-first” entrepreneurship, targeting underserved communities via scalable, affordable, culturally relevant solutions.

India’s NCD challenge represents a hidden health emergency with wide-reaching sociological and economic impacts. The article advocates for bold, people-centric innovation—leveraging entrepreneurial resolve, community-based solutions, and design-thinking—to pivot the nation's health journey from reactive to preventive care