Ahead of Father’s Day, CURAPOD—a Made-in-India, non-invasive and personalised pain management device- has launched “21 Days, 21 Fathers,” an initiative designed to spark deeper conversations around chronic pain, mobility limitations, emotional wellbeing, and ageing among fathers and elderly individuals who often endure physical discomfort in silence.

At its core, the initiative highlights a widely overlooked reality in many Indian households: fathers frequently continue to live with pain without openly acknowledging it or seeking timely support. Over time, symptoms such as stiffness, fatigue, joint pain, and restricted movement become normalised as part of ageing, even as they quietly begin to affect independence, daily routines, and participation in family life. What begins as manageable discomfort often progresses to withdrawal from physical activity, reduced social engagement, and a gradual loss of confidence in mobility.

“21 Days, 21 Fathers” seeks to shift this narrative by encouraging families to move beyond symbolic expressions of care and focus instead on sustained attention to recovery, mobility health, and quality of life. Through digital storytelling, real-life narratives, and community-led conversations, the initiative aims to make mobility care and pain awareness a more open and continuous dialogue within families.

The campaign is also shaped by the personal experiences of CURAPOD’s Co-founder & CTO, Surya Maguluri, whose close observations of unspoken pain within family environments helped shape the initiative’s intent. Similar experiences were shared by Sri Velliyur, Co-Founder & CEO, CURAPOD, who witnessed his own father silently navigating chronic pain and mobility challenges over the years. Their shared understanding of how pain often goes unaddressed within families became a common driving force that eventually brought Surya and Sri together to work toward accessible, non-invasive pain management solutions. These experiences underscored a critical insight: in many cases, pain is not addressed until it begins to significantly affect independence, emotional wellbeing, and everyday functioning.

Speaking about the initiative, Surya Maguluri, Co-founder & CTO, CURAPOD, said, “In many Indian families, fathers continue to live with pain without expressing it or seeking timely support. With ‘21 Days, 21 Fathers,’ our intent is to encourage families to have more honest conversations and to recognise that care begins much earlier than when pain becomes limiting. We often assume discomfort is a natural part of ageing, but early attention and empathy can meaningfully improve quality of life.”

In addition, CURAPOD will also engage with community groups and senior-focused organisations to raise awareness around mobility care, physiotherapy enablement, recovery support, and non-invasive pain management approaches. The initiative will encourage families to proactively check in with parents and elderly members on physical discomfort, movement challenges, and emotional wellbeing, areas that are often normalised or overlooked in everyday life.

Over 21 days, the initiative will unfold through a series of stories, conversations, and community interactions that spotlight real experiences of ageing and mobility challenges. The campaign ultimately aims to foster a cultural shift from reactive care to early awareness, empathy, and sustained attention toward mobility health while honouring the quiet resilience of fathers.