Instamart on Tuesday said premium rakhis have surged 20x over last year with strong demand for silver designs and a spike in searches for jewellery brands.
Brands, retailers and e-commerce players are expecting to garner double-digit sales growth in the run-up to Raksha Bandhan, which is slated to be celebrated this Friday. Players across categories including chocolates, beauty and accessories have introduced gifting-focused offerings. From wearables brand boAt to international fashion brand Michael Kors, both domestic and international companies have stepped up Rakhi themed marketing initiatives and campaigns. Premiumisation and personalisation is increasingly gaining traction in gifting.Harmeet Singh, Chief Brand Officer, The Body Shop Asia South said, “Raksha Bandhan remains a strong festive moment for us, and we’re expecting close to 15 per cent growth in Rakhi hamper sales this year, with quick commerce joining stores and online as a real driver of last-minute gifting. For 2026, we’ve elevated our strategy with gourmand, ingredient-focused launches coupled with our popular Customise Your Own (CYO) curated gift boxes.”cultural occasionZoher Kapuswala, Marketing Head, Ferrero India Subcontinent said, “Raksha Bandhan is an important gifting cultural occasion. Today gifting is more evolved, at the same time demanding, with faster turnaround. The buying process has now come down to purchasing gifts a few days before the festival. We see a healthy opportunity for premium gifting, supported by positive consumer sentiment and continued demand for quality-led products.” He added that the company is expecting to garner high double-digit growth this festival season.Avi Kumar, Chief Marketing Officer, FNP said that the company is witnessing a healthy demand for both planned and last-minute gifting options. “We are looking at double digit growth in Raksha Bandhan sales compared to last year. We are also witnessing a strong interest for personalised gifts, premium curated hampers, luxe hampers, beauty and self-care, lifestyle products and experiential gifts. Same-day and express delivery, along with international Rakhi delivery, are therefore becoming an important part of how modern sibling relationships are celebrated.,” Kumar added.Quick-commerce platforms too are offering a wider assortment this year. Instamart on Tuesday said premium rakhis have surged 20x over last year with strong demand for silver designs and a spike in searches for jewellery brands. Nishant Sardana, Director - Amazon Now said, “Our Rakhi Store brings together over 500 unique Rakhis, festive essentials and gifting options in one place, all delivered in minutes.”Noting that traders have reported a rise in the influx of shoppers , the Confederation of All India Traders said that the overall Raksha Bandhan-related trade is expected to exceed ₹30,000 crore.Published on August 25, 2026
