Sun Pharmaceutical Industries Limited, India’s leading pharmaceutical company, has launched a unique initiative through its pain relief brand, Volini. During the annual Pandharpur Wari pilgrimage in Maharashtra, one of the oldest and most significant spiritual journeys in the state, Volini introduced the “Volini Uparna”. This innovative product is a modern twist on the traditional Uparna, a multipurpose cloth worn by pilgrims over their shoulders, symbolizing comfort, resilience, and faith.
The Uparna has been redesigned to include a specially designed sleeve that holds Volini Gel, providing instant pain relief for sore muscles and joints. This allows pilgrims to access pain relief on the go, making their 21-day, 250-kilometer journey more comfortable. The initiative was launched at Pirachi Kuroli, a key rest point along the pilgrimage route, where local residents and the Volini team distributed the Uparnas to pilgrims.
This effort is an extension of Volini’s long-standing tradition of supporting the Warkaris, the pilgrims who undertake the Pandharpur Wari journey, through on-ground pain relief camps. The Volini Uparna reflects the brand’s promise of “No Time for Pain” and positions Volini as a meaningful cultural companion, rather than just a pain relief solution. By incorporating its core product into a culturally significant item, Sun Pharma has demonstrated a deep understanding of consumer needs and cultural heritage.
The Volini Uparna is an innovative example of how a brand can blend tradition and utility to create a meaningful and functional product. It showcases Volini’s commitment to providing pain relief solutions that are both effective and culturally relevant. With over three million pilgrims participating in the Pandharpur Wari each year, the Volini Uparna has the potential to make a significant impact on the lives of those undertaking this spiritual journey. By reimagining a traditional item with a modern twist, Volini has created a unique and memorable brand experience that is likely to resonate with consumers and reinforce its position as a leader in the Indian pharmaceutical industry.