Mumbai: Sun Pharmaceutical Industries Limited (Sun Pharma), India’s No. 1 pharma company by revenues and prescriptions, has launched a purpose-driven initiative through its flagship pain relief brand, Volini. In a culturally resonant move during this year’s Pandharpur Wari—one of Maharashtra’s oldest and most significant spiritual pilgrimages—Volini introduced the Volini Uparna, reimagining an age-old tradition with a modern, functional twist.
Each year, over three million Warkaris traverse more than 250 kilometres over a 21-day journey to Pandharpur. Central to their attire is the Uparna, a multipurpose cloth draped over the shoulder, symbolising comfort, resilience, and faith. This year, Volini transformed it into a practical aid for the pilgrimage. The Volini Uparna incorporates a specially designed sleeve to hold Volini Gel, enabling pilgrims to access instant pain relief for sore muscles and joints on the go.
The initiative debuted at Pirachi Kuroli, a key rest point along the Wari route, where local residents joined hands with the Volini team to distribute the Uparnas directly to pilgrims.
“Volini has reimagined the Warkaris’ ‘Uparna’, a multipurpose cloth symbolising support, resilience, and relief,” stated the press release.
This effort builds on Volini’s long-standing tradition of supporting the Warkaris through on-ground pain relief camps, further reinforcing its brand promise, “No Time for Pain.” By embedding its core product into a culturally significant item, Sun Pharma has positioned Volini not just as a pain relief solution but as a meaningful cultural companion.
The Volini Uparna reflects an innovation born from deep consumer insight, blending heritage and utility to help ease the physical challenges of one of India’s most enduring spiritual journeys.
