Having witnessed first-hand when her husband died of lung cancer in 2013, how traumatic it can be for cancer patients at the end of their lives, Pheroza Bilimoria set up The Jimmy S Bilimoria Foundation and its PALCARE service in 2015, with a distinguished board of trustees such as Keki Dadiseth, Deepak Parekh, Ishaat Hussain, Rustom B Mehta, and with a generous 3-year grant from Ratan Tata and the Tata Trusts, along with a large donation from Anand Mahindra and The Mahindra Foundation for many years.
PALCARE has the single-minded objective to deliver a much-needed home-based palliative care service, across Mumbai, to those suffering from life limiting and debilitating conditions, primarily cancer, in the comfort of their homes, where they may be surrounded by loved ones. The service aims to bring a quality of life for the remaining days for these patients and bring dignity in death. The service is 100% free.
Spearheaded by Pheroza, PALCARE, has enrolled over 2150 patients and looks after 160-170 patients concurrently. The service also empowers the caregiver who is very much a part of the programme.
Prior to PALCARE, Pheroza had 33 years in media and marketing communications. She was Managing Director of the pioneering Business India Publications, with interests in magazine publishing, trade shows, conferences and cable distribution.
From her early 30s, Pheroza held many prestigious industry positions. She was the first woman President of the Advertising Club, Bombay, Chairperson of the Advertising Standards Council of India, President of the India Chapter of the International Advertising Association (IAA), and the first Indian to be elected Honorary Secretary on the IAA’s World body in New York. The IAA prestigious Champions Award was conferred on her in a glittering ceremony in London in 2013.