Rakhi Retail Trends Shift as Consumers Embrace Tech and Curated Gifts

India's Raksha Bandhan gifting market is undergoing a notable transformation, with consumers increasingly choosing technology products, personalised gifts and wellness hampers, reflecting changing festive shopping habits and evolving retail trends.

According to a consumer insights report by Rakhi Bazaar, based on responses from more than 1,000 online users, demand for tech gifts, wellness hampers and personalised Rakhi hampers has increased by 65% compared to the previous festive season. The findings suggest that festive shoppers are moving beyond traditional gifting toward products that combine utility, personalisation and emotional value.

For years, Raksha Bandhan gifting largely revolved around sweets, dry fruits and conventional gift hampers. However, the report indicates that Millennials and Gen Z are driving demand for gifts that better reflect their siblings' personalities and lifestyles. Consumers are also increasingly relying on AI-powered recommendations to research and select products before making purchases online.

Among the fastest-growing gifting categories are wireless earbuds, smartwatches, Bluetooth speakers, wellness products, customised mugs, engraved accessories, premium chocolate hampers and personalised gift boxes. Designer Rakhis, Evil Eye Rakhis, children's collections and spiritual-themed Rakhis are also seeing growing demand, highlighting a blend of tradition and modern consumer preferences.

Commenting on the findings, Deelip Kumar, CEO of Rakhi Bazaar, said the company has observed significant changes in consumer behaviour over the past decade and now relies on data-driven insights to curate its festive offerings. He added that the platform has expanded its catalogue with designer, personalised and themed Rakhi collections to meet changing customer expectations.

The report also notes rising demand for curated gift hampers that pair traditional Rakhis with lifestyle products, wellness essentials, gourmet treats and personalized notes. The trend reflects a broader shift in India's festive retail landscape, where personalisation, premiumisation and digital shopping are reshaping Raksha Bandhan purchases and influencing e-commerce strategies during the festive season.