MUMBAI : Dr. Fixit, the waterproofing solutions brand from Pidilite Industries, brought its credo of “Geela hai bahar, sukha hai andar” to life during Maharashtra’s revered Pandharpur Wari. In a gesture that blended brand purpose with cultural resonance, the company introduced custom-built walking roofs and mobile shelters to shield thousands of Warkaris from the monsoon downpour along their spiritual trek.
The mobile roofs, each measuring 8×10 feet, moved with the devotees, while rest shelters dotted the route, offering dry, safe havens for weary pilgrims.
Pidilite Industries Ltd. CMO Sandeep Tanwani shared, “At Pidilite, we believe our brands must connect with people, moments, and emotions in a meaningful way. Our initiative during the Pandharpur Wari reflects that belief. By walking with the Warkaris and providing shelters, we’ve aimed to support their journey in an unobtrusive yet meaningful manner, deepening our relationship with the community.”
With over 25 years of waterproofing expertise and more than 1,000 crore sq. ft of protected structures, Dr. Fixit has extended its promise beyond homes — to the very people who make Maharashtra’s cultural heartbeat.
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