An intentional shift towards sustainability is a growing trend for Raksha Bandhan (AI Image)
We have been creating them for the past 10 years and have been consistently loved by our customers. People want sustainability and value in them because, even with busy schedules, they become a memory to be kept alive,” she says. Because the planting becomes an activity siblings can do together, we’ve also seen parents and families pick these rakhis.
An intentional shift towards sustainability is a growing trend for Raksha Bandhan (AI Image) ‘Delhiites want value and sustainability in their rakhis’ An intentional shift towards sustainability is a growing trend, says Karishma Bhagat, founder of Delhi-based accessories brand Desi Drama Queen. That said, the appeal isn’t restricted to a particular age. It makes the occasion feel a little more personal Shivani Jhawar, who shopped at a local market in Pitampura Some siblings are opting for crocheted or embroidered rakhis that double as magnets, with quirky messages and nostalgia-inducing school bags or the personal therapist tag (Pics: @desidramaqueen) One rakhi doesn’t fit all: Find the one that screams ‘them’ Delhi-based Shivani Jhawar, who shopped for rakhis for her family at a local market in Pitampura recently, says, “I usually like to match the rakhi to each brother’s personality and vibe.
This Raksha Bandhan, while traditional and familiar designs such as the blue evil-eye rakhi continue to find buyers, shoppers across NCR are also looking beyond the usual. With the focus increasingly on making the sibling bond feel personal and memorable, personalised, handcrafted and sustainable rakhis are finding favour among those looking for something that reflects their unique relationship. The biggest hits this season include coffeescented mocha threads, aromatic elaichi mauli designs and eco-friendly plantable rakhis, with consumers opting for designs that feel distinctive and carry a sense of lasting value. “There is a definite consumer shift in rakhi products. I see a lot of new products like photo frames, magnets and embroidered rakhis. Madhuri Balodi, co-founder of Noida-based brand Kavi Poetry Art, shares, “Our strongest interest is coming particularly from Gen Z and young millennials, who are conscious about what they buy but don’t want sustainability to feel boring. They want products that are beautiful and useful. It gives the festival something to continue beyond the actual day. Some brands and stores are tapping into Gen Z’s sensibilities with cockroach-inspired rakhis, reflecting their recent mood. @desidramaqueen, @phoolco) ‘Minimalism is making its way into rakhis’ Shweta has also noticed that crochet rakhis continue to trend even after a decade of popularity While shoppers are opting for coffee bean-bracelet rakhis and seed rakhis that can be planted after the celebrations (Pics: @craftedbymadhurya. “Our crocheted kids’ rakhis are another evergreen favourite. This year, we are also seeing a strong preference for minimalistic designs – sleek threads, delicate beads and pearls, evil-eye motifs, and particularly braceletstyle rakhis that can continue to be worn even after Raksha Bandhan. ” Karishma adds that the popularity of personalised rakhis has grown, making it a busy season. “This time, we have a lot of customisation requests for people’s names with motifs, among others. People are willing to spend on a single rakhi to make it special, and we understand that demand. I usually like to match the rakhi to each brother’s personality and vibe. It makes the occasion feel a little more personal. For my cousins and brothers, who are around my age, I like to have a little more fun with it. So, if someone is a total diet cola paglu, they get a themed rakhi; for my ‘sweet bhabhi’, I’ve gone for a hand-embroidered one, and for the car-obsessed ones, something with cars is an obvious choice. For my nieces and nephews, it’s a different game altogether! Toy rakhis are my go-to. She adds, “Basically, the rakhi has to feel very them. I discover these through ads on social media or online stores, but sometimes I also find quirky options offline. This Raksha Bandhan, local stores and online brands are offering more than just rakhis, from rakhis that double as fridge magnets to quirky photo frames and plantable rakhis (Pics: @kavipoetryart, @craftedbymadhurya, @mridahjewellery) ‘Rakhis are evolving, but tradition remains’ “This year, consumers are increasingly looking for rakhis that combine traditional sentiments with creativity. The idea is to make the rakhi more experiential and memorable while maintaining its emotional significance. For example, our elaichi mauli rakhi and the mocha series rakhis are a huge hit. Rakhis with a touch of astrology are also quite sought after. Consumers want something fun, not just traditional,” Apurv Misal, marketing head of Phool Co, shares. Shweta Ravi Rupareliya, co-founder of Madhurya Handmade, notes that modern rakhis represent a trend shift, not a replacement for traditional ones. “A child can receive a playful character rakhi, while someone who values tradition can still choose kundan, beads or traditional designs. The rakhi may evolve in appearance, but the emotion and meaning behind tying it remain the same. Looking for trusted parenting advice? Follow TOI Parenting Circle on Instagram for expert guidance, relatable stories, and practical tips delivered every day.
Last year, people asked for dogparent rakhis, so this time we have dog-mom and paw-papa rakhis as well.
