Founding Story
Volini entered the Indian market when pain relief solutions were mostly dominated by balms and oils. Traditionally, we have used oils and massages that allow for deep penetration of healing properties and relaxation. Brands like Iodex have banked on this approach and been household names for years.
But Volini saw a gap – people wanted pain relief that was quick, non-sticky, and modern. So, they positioned themselves as a fast-acting, scientifically-backed spray and gel brand. However, to retain consumers who are accustomed to use balms, it has also created a version for the same:
It was created in 1994 by Ranbaxy Laboratories and later acquired by Sun Pharma in 2014. By aligning with the growing consumer demand for convenience, Volini set itself apart in a category that had remained unchanged for decades. One thing that helped it become a go-to was its move from a prescription-based cream to an over-the-counter cream.
And how to make people remember the name and ask for it from their local pharmacies?
Marketing.
The timing was perfect. With an increase in urbanization, sedentary lifestyles, and fitness culture, the need for instant pain relief was growing.
Target Audience
Volini appeals to a wide consumer base:
Athletes & Fitness Enthusiasts:
These consumers push their bodies to the limit and need immediate relief from muscle soreness and injuries.
Working Professionals:
Long hours at desks, bad posture, and increased screen time have made back and neck pain a daily struggle.
Elderly Consumers:
Volini positioned itself as a modern alternative with stronger, faster relief, making it easier for seniors to stay active.
For positioning, Volini used a simple yet effective slogan: “For Every Age, Every Ache.” This ensures that the product is a go-to across demographics and types of musculoskeletal pains.
Competitor Analysis
The pain relief market in India is highly competitive, and Volini faces significant competition from traditional industry giants as well as emerging players which are carving out niche markets.
Moov:
Arguably, it is the toughest competitor for Volini. Moov has been popular especially among older consumers and homemakers. I also remember my grandmother asking for Moov when she had aches.
Traditionally positioned as a go-to solution for muscle pain and back pain relief, Moov has enjoyed brand recall for decades. The brand has ramped up digital marketing efforts, leveraging social media, influencer collaborations, and fitness-centric messaging.
Both Moov and Volini compete for the attention of active individuals who seek fast and effective pain relief solutions. and currently, Moov seems to be ahead in the game.
Iodex:
Iodex has long been associated with traditional, home-based pain relief solutions, often seen as a product passed down through generations. Its deep-rooted brand trust is a key strength, also particularly among older consumers who prefer familiar remedies.
However, Iodex has struggled to stay competitive in an evolving market where younger consumers seek convenience. To counteract this challenge, Iodex has attempted a modern repositioning strategy, focusing on contemporary branding and digital marketing efforts.
For instance, it released a spray version to stay competitive. While it has made some progress in shedding its “old-school” image, it still lacks the aspirational appeal that Volini has successfully cultivated.
Dr. Ortho:
Dr. Ortho has taken a completely different approach from the mainstream pain relief brands by capitalizing on the growing demand for herbal and Ayurvedic solutions. Among rising consumer consciousness around chemicals, it has positioned itself as a trusted alternative to synthetic pain relief formulations.
This differentiation allows it to carve out a niche audience, particularly among elderly consumers, wellness-focused individuals, and those who prefer herbal medicine over conventional pharmaceutical products. With this, they enjoy the cultural credibility that Ayurveda lends to an Indian audience.
Fast&Up:
Fast&Up operates in a highly specific niche, targeting athletes, bodybuilders, and serious fitness enthusiasts. Its positioning is centered around sports recovery and muscle performance.
Its products are marketed as performance enhancers rather than just pain relief solutions. By focusing on nutritional supplements, recovery gels, and pain relief sprays designed for athletes, Fast&Up has gained credibility in India’s growing fitness industry.
The brand’s marketing efforts are heavily tied to sports events, gym partnerships, and athlete endorsements, making it a preferred choice for those who prioritize athletic recovery. This makes it a competitor in the sports recovery segment but not a direct substitute for Volini’s general pain relief offerings.
While brands like Moov and Iodex are reinventing themselves, Dr. Ortho is capitalizing on the herbal trend, and Fast&Up is dominating the sports recovery space, Volini’s ability to merge science, trust, and aspirational marketing makes it a well-rounded competitor that remains relevant across generations.
Marketing Mix (4Ps)
Product
Volini offers a range of pain relief solutions, including a spray, gel, and roll-on variant. These offer a promise of rapid absorption and targeted action, making them more convenient and effective compared to traditional pain relief balms. The 6g gel sachets are easy to carry and use in case of emergencies.
The spray, in particular, is marketed as an easy-to-use, mess-free option for quick pain relief, while the roll-on variant caters to on-the-go users who prefer a direct application. Volini positions itself as “the No. 1 doctor prescribed brand” which lends credibility to the same.
Price
Volini is positioned as a premium pain relief brand, priced higher than competitors like Moov and Iodex. However, to remain competitive against lower-priced alternatives, Volini occasionally implements discounting strategies in retail stores and online marketplaces.
Place
Volini has a strong presence in urban markets, available across pharmacies, supermarkets, and leading e-commerce platforms. Its availability on Amazon, Flipkart, and other online stores makes it easily accessible to digital-first consumers who prefer doorstep delivery.
Promotion
Influencer Collaborations:
On Instagram, myvolini currently has a humble 7,000+ followers. They mostly rely on influencer collaborations to reach new audiences.
For instance, recently, they have engaged with travel, fitness, and lifestyle influencers to stay relevant among the young and active audiences.
These promotions ensure that Volini is perceived not just as a pain relief solution but as an essential product for active and health-conscious individuals.
Volini has mastered the art of storytelling in its advertising, crafting narratives that resonate with different consumer segments. Some of its most effective campaigns include:
Sports Endorsement
In a series of ad films, Volini partnered with athletes like Sania Mirza, Sunil Chhetri to tap into sports enthusiasts, a segment that is most likely to endure injury.
Not only this, but recognizing the deep-rooted passion for cricket in India, Volini strategically partnered with Kohli, who is especially popular among young audiences.
This reinforced Volini’s credibility as a trusted solution for sports injuries and muscle strain.
By associating with an athlete known for his strength and consistency, Volini strengthened its positioning as a brand that empowers users to stay active and perform at their best.
“Dark Anek, Ilaj Ek” Campaign
This campaign was designed to appeal to customers across demographics. It emphasizes how Volini enables people to push through pain and continue with their daily routines.
It shows traditional methods we use to relieve pain and how Volini can sort it instantly.
Marathon Sponsorships & Sports Events
To reinforce its association with athletic performance and endurance, Volini actively sponsors marathons and sporting events. It has been an active recovery partner of events like Standard Chartered Mumbai Marathon and Airtel Delhi Half Marathon.
These sponsorships provide high visibility among fitness-conscious individuals and professional athletes. It helps in positioning Volini as an essential recovery aid for post-workout and post-race relief.
Key Takeaways from Volini’s Marketing
- Identify Consumer Pain Points & Fill Gaps
Volini capitalized on the need for fast, non-sticky pain relief when traditional balms dominated the market.
- Leverage Strategic Positioning
It positioned itself as a scientifically-backed, doctor-recommended solution, building trust and credibility.
- Use Influencer & Athlete Endorsements
By partnering with top athletes, Volini reinforced its relevance for fitness enthusiasts and active consumers.
- Expand Distribution for Maximum Reach
Being available across pharmacies, supermarkets, and e-commerce helped Volini dominate both offline and online markets.
- Blend Traditional & Modern Marketing
From mass advertising to digital and influencer marketing, Volini ensured visibility across demographics.
