The “Feel Good With Fiama Mental Wellbeing Survey 2024,” commissioned by ITC and conducted by NielsenIQ, uncovers significant gaps in mental health perceptions across India. While 83% of respondents recognize that mental health issues should not carry shame, an overwhelming 81% feel embarrassed to disclose that they are receiving therapy. This discrepancy highlights the persistent stigma surrounding mental health support, despite increasing awareness.
Cost remains a major barrier, with 77% of participants finding therapy unaffordable and 74% indicating that health insurance does not cover mental health services. However, virtual therapy is gaining traction, with 52% of Gen Z respondents now open to online counseling, marking a notable increase from the previous year.
Shillong’s sentiment mirrors national trends, with growing discussions about mental health yet lingering hesitancy among individuals to seek professional help due to societal judgments. Local mental health advocates emphasize the need for greater awareness and acceptance within communities to encourage therapy-seeking behavior. ITC Fiama aims to address these challenges through subsidized virtual therapy, priced at INR 300 per session. Sameer Satpathy, Divisional Chief Executive at ITC, stated, “This survey reveals critical barriers to therapy, underscoring our commitment to making mental well-being a priority.”