The “Feel Good With Fiama Mental Wellbeing Survey 2024,” commissioned by ITC and conducted by NielsenIQ, sheds light on the complex landscape of mental health perceptions in India. While 83% of respondents acknowledge that mental health issues are nothing to be ashamed of, a staggering 81% feel embarrassed to share that they are undergoing therapy. This paradox illustrates a troubling disconnect between growing awareness and the stigma surrounding professional help.
The survey highlights that 77% of participants consider therapy expensive, with 74% reporting that health insurance does not cover mental health services. Virtual therapy emerges as a promising alternative, with 52% of Gen Z participants now open to online counseling—a significant increase from 36% last year.
In Shillong, the survey findings resonate deeply. The local market reflects a growing acceptance of mental health discussions, yet many individuals still hesitate to seek help due to societal pressures. As ITC Fiama aims to bridge this gap by offering subsidized virtual therapy at INR 300 per session, community leaders are urged to foster environments that encourage open dialogue around mental well-being. Sameer Satpathy, Divisional Chief Executive at ITC, emphasized the importance of making therapy accessible, stating, “This year’s survey reveals the barriers to therapy like high cost, stigma, and difficulty in finding the right therapist.” As India moves towards normalizing mental health conversations, this survey serves as a crucial reminder of the work still needed to empower individuals to seek help.
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