World Diabetes Day is intended to promote greater awareness of a global epidemic some have called a ticking time bomb.

Many have the impression that diabetes is a disease of the rich. But, that is not the case. In fact, the World Health Organisation (WHO) says developing countries will bear the brunt of the diabetes epidemic in the 21st century. 

At least 346 million people have the disease and, if nothing is done, that number could double by the year 2030. There are many reasons for this increase, among them the fact that lifestyles are changing faster in developing countries. 

Is raising awareness enough to reverse this trend, and can people in the developing world afford a healthy diet? 

Inside Story discusses with guests: Majid Ezzati, the chair of Global Environmental Health; Ala Alwan, the assistant director-general of Noncommunicable Diseases and Mental Health at WHO; and Dr. Jasjeet Wasir, a diabetologist.