Four out of 1,000 babies are born with severe to profound deafness, estimates by Rehabilitation Council of India suggest. About 63 million suffer from significant auditory impairment, according to WHO data.
Four out of 1,000 babies are born with severe to profound deafness, estimates by Rehabilitation Council of India suggest.
About 63 million suffer from significant auditory impairment, according to the data by the World Health Organisation.
These statistics have made India a top-notch market for hearing aid products, including external devices and implants.
And multinational companies are flocking to reach out to more and more people in the market which is highly under-penetrated.
Vandana Pisharody, general manager, South Asia, Cochlear Medical Device Company India, an Australia-based firm making cochlear implants, said the awareness amongst people here is low.
“Every year, hearing loss in tens of thousands of children goes undetected. Many are treated beyond the early and critical window of opportunity. Many may never be treated.”
Moreover, recognition of hearing loss and acceptance of remedies is also quite low among people, including senior citizens, said Sanjay Bagati, managing director, Phonak India, a Switzerland-based hearing aids maker.
Cochlear implants are inserted through surgery in those having severe to profound deafness, with more than 70 decibel of hearing loss, said Dr Shalabh Sharma, ENT consultant and surgeon, Sir Ganga Ram Hospital, New Delhi.
Hearing aids, on the other hand, are external devices needed by those with mild to moderate or moderately severe deafness, with less than 70 decibel of hearing loss, said Dr Sharma.
“Implants are used when the best hearing aids do not benefit both ears,” said Nishita Mohandas, audiologist, P D Hinduja Hospital, Mumbai.
The market for hearing aid products is over `200 crore growing at 15-20% per year.
However, the penetration is low with the reach of cochlear implants being just 1-2%. “Out of over 100,000 babies born each year with hearing impairment, less than 1,000 get an implant,” said Pisharody.
The penetration for external devices is roughly 1.4%, according to Bagati.
Other than the awareness being low, cost also plays a role on the limited acceptance levels for such products, said Mohandas.
“Implants cost between `5-10 lakh, while good hearing aids come at `24,000 for each ear. Though implants are designed to last for the lifetime of the patient, hearing devices last hardly three to four years due to factors like excessive humidity and sweating, and have to be replaced,” said Dr Sharma.
However, MNCs are doing everything in their capacity to tap the customer base.
Pisharody said that Cochlear is working with audiologists, institutions, and support groups for early detection and screening programmes for hearing impaired children in India.
“Studies show that children born with severe hearing impairment who receive implant before the age of two are more likely to attend mainstream school than those in whom the implants are put when older. Thus early screening and detection is the key,” said Pisharody.
Bagati said that to suit different budgets, the company is bringing out hearing aid devices ranging `8,000-200,000.
“We want to sell 17,000 instruments this year and get a 25% share in the market by 2015.”
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
)
){kind=small}
){kind=small}
)
)
)
)
)
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}