When the news of former U.S. President Joe Biden undergoing treatment for prostate cancer broke out, the conversation around this disease, which is often under-discussed, saw a sudden spike across the globe. The severity and cost burden of this disease is still lost on many people. In India, prostate cancer affected 37,948 men in India in 2022, accounting for about 3 per cent of the 14 lakh new cancer cases reported that year (WHO data).