The 10/66 Dementia Research Group (2000a) has drawn attention to the uneven distribution of research evidence worldwide; although two thirds (66%) of all persons with dementia live in developing countries, 10% or less of population-based research has been conducted in those regions. The study by Vas and colleagues on dementia in Mumbai, India, published in this issue of International Psychogeriatrics is therefore most welcome. Dementia has a very low profile in most developing countries. Families often view it as a normal part of aging, and few seek help despite experiencing significant strain (Pate1 & Prince, 2001; Shaji et al., in press). Unsurprisingly therefore it is accorded a low priority by policymakers in the developing world, and there is little sign of attention being given to the development of more responsive health care or social welfare services. Population-based research, well disseminated, can play an important role in increasing awareness at all levels of society.