Luteolin is a natural product produced by Helicteres hirsute. Luteolin triggers cell death in cancer cells expressing efflux transporter proteins (ABCG2 and P-gp) by inducing ROS generation and DNA damage via inhibition of the NF-kB signaling pathway and downregulation of anti-apoptotic markers (134a). The gene discussed is NFKB1; the disease is cancer.