
India's shift toward preventive pain care and posture wellness
"There's a clear mindset shift happening," says Ganesh Sonawane. "While instant relief will always have its space, more people are beginning to look at how they sit, how they walk, and how their posture or footwear is impacting their health."THE RISE OF REPEAT PURCHASES AND INFORMED CHOICESOne of the strongest indicators of change is the rise in repeat purchases of comfort-first products. Consumers are no longer buying support cushions or insoles in isolation—they're investing in a holistic routine for back, neck, and foot care."We're seeing consumers return not just for pain relief but for overall comfort," notes Ganesh. "They start with a cushion and come back for insoles, travel accessories, and posture support."WHY INDIA ONCE CHOSE INSTANT RELIEF OVER PREVENTIONadvertisementCultural habits and systemic limitations contributed to India's preference for medication over lifestyle correction. Pushing through pain was often viewed as a strength, and wellness tools were either inaccessible or lacked visual appeal and branding."Preventive care lacked aspirational branding," Ganesh explains. Products were too clinical or generic. "We've tried to bridge that by making comfort desirable, relatable, and accessible."YOUNGER CONSUMERS ARE DRIVING THE SHIFTThere has been a noticeable change in the demographic seeking pain-prevention solutions. While earlier products were aimed at older adults or chronic sufferers, young professionals aged 25 to 35 are now leading the trend."They're proactively looking for backrest cushions while setting up home offices or insoles that help with mobility during long hours," says Ganesh. "It's more about lifestyle upgrades now."SMALLER CITIES, BIGGER TRANSFORMATIONWhile metro cities may have led the charge, Tier-2 and Tier-3 cities are quickly catching up. Thanks to increased digital literacy, online shopping access, and health-focused content on platforms like YouTube and Instagram, people in cities like Nagpur, Kochi, Indore, and Surat are becoming early adopters."E-commerce has been a great equaliser," Ganesh points out. "People in smaller cities are not just buying, they're advocating comfort-first products within their communities."HOW TECHNOLOGY IS RESHAPING PAIN CARE IN INDIAadvertisementPreviously, high-quality posture or orthopaedic support was only available in medical stores or hospitals. But now, advances in material science, ergonomic design, and direct-to-consumer platforms have made premium solutions more accessible."Today, with innovation in design and digital distribution, we can deliver clinically relevant solutions in a lifestyle-friendly format," says Ganesh. "For example, our insoles use gel technology once exclusive to sports gear."THE MOST COMMON LIFESTYLE ISSUES IN PAIN MANAGEMENTToday's lifestyle has introduced new, persistent challenges. Four issues stand out:Long screen hoursSedentary behaviorPoor sitting habitsLow-grade chronic fatigue"Whether it's a gamer, teacher, delivery executive, or new mom, people across categories are struggling with posture-induced pain," Ganesh explains. "Our goal is to address these with minimal effort and maximum consistency."EDUCATION IS THE MISSING LINKA key reason people suffer in silence is a lack of awareness. Many don't realise their mattress, chair, or shoes might be the root cause of pain. Education—through expert-led live sessions, social media content, and physiotherapist support—is bridging this gap."Most people don't even realise that their furniture could be the problem, not their back," says Ganesh. "We're working with professionals to normalise non-pharma solutions."advertisementA LOOMING PAIN EPIDEMIC—AND HOW TO STAY AHEADWith rising screen time, sedentary work culture, and lack of mobility, India may be staring at a musculoskeletal crisis. From children with 'tech neck' to professionals with early disc issues, the pain spectrum is widening."The pain crisis is silent but real," Ganesh warns. "Preventive care must become default, like brushing your teeth. Our mission is to make pain care invisible but effective."WHAT'S NEXT ON THE PAIN PREVENTION JOURNEYThe future lies in awareness-driven campaigns, smarter products, and relatable solutions. Expect to see innovations like smart posture trackers, upgraded mobility gear, and clinical collaborations that bring science-backed tools to everyday users."We're doubling down on education and relatability," concludes Ganesh. "Comfort shouldn't be a luxury—it should be the baseline."- Ends

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