India’s medical and healthcare ecosystem is witnessing a meaningful shift as Knya, one of India’s leading medical lifestyle and D2C brands, partners with Mpower, a mental health initiative of the Aditya Birla Education Trust, to launch Breakpoint—India’s first dedicated, 24/7 toll-free mental health helpline exclusively for medical professionals.
The launch of Breakpoint represents a pivotal moment in D2C news India, as it highlights how modern Direct-to-consumer India brands are expanding beyond products to build purpose-led, ecosystem-driven solutions. Designed specifically for India’s healthcare workforce, Breakpoint offers immediate, confidential, and professional emotional support to doctors, resident doctors, interns, nurses, paramedics, allied healthcare professionals, and medical and allied healthcare students, including MBBS students.
The collaboration brings together Knya’s deep-rooted engagement with the medical community and Mpower’s decade-long expertise in mental health counselling and helpline-led emotional support. Delivered entirely by Mpower, Breakpoint provides access to trained mental health professionals, multilingual assistance, and strong confidentiality safeguards—ensuring trust, privacy, and psychological safety for every caller. Importantly, the service is completely free, has no usage limits, and is designed to be pressure-free, focusing on emotional support, grounding, and active listening rather than diagnosis or treatment.
Breakpoint is a direct outcome of Knya Vitals 2025, the brand’s nationwide research study that captured insights from over 10,000 medical professionals across India. The findings revealed a sobering reality within India’s healthcare ecosystem: 83% of medical professionals reported emotional or mental fatigue, 70% said they feel unsafe at work, and professionals aged 25–34 experience the highest levels of workload pressure and burnout. These insights underscored the urgent need for an always-available, trusted mental health support system tailored specifically for the medical community—an unmet gap even as the D2C ecosystem India continues to mature.
For Knya, the launch of Breakpoint reflects how D2C brands India are increasingly using data, research, and community insight to drive real-world impact. Rather than positioning mental health as a campaign, Knya has embedded it into long-term brand action—strengthening trust and credibility within the healthcare community while setting a new benchmark for D2C business India.
Commenting on the launch, Abhijeet Kaji, Co-Founder of Knya, said that Knya Vitals 2025 made it clear that medical professionals need more than acknowledgement—they need access to real-time support. Through Breakpoint and its partnership with Mpower, Knya aims to create a safe, confidential space where members of the medical community can reach out without hesitation, translating insight-led research into meaningful, on-ground impact.
From Mpower’s perspective, the partnership aligns closely with its long-standing mission to expand access to professional mental health support across India. The organisation has already supported over one lakh beneficiaries through counselling and helpline-led interventions. Its leadership emphasised that medical professionals shoulder immense emotional responsibility while caring for others, often without the time or space to prioritise their own well-being. Breakpoint is designed to address this imbalance by offering round-the-clock, professionally supported care tailored to the realities of healthcare roles.
As conversations around burnout, safety, and mental well-being gain prominence in D2C industry news and Indian D2C updates, Breakpoint stands out as a powerful example of how brands can build scalable, purpose-driven infrastructure. By combining research, partnerships, and trust-led design, Knya and Mpower are strengthening not just a brand initiative—but the future resilience of India’s healthcare ecosystem.
