‘Gifting’s a lot more intentional now’
‘Packaging is not just a way to wrap a gift — it is part of the gift itself’ ‘Packaging can account for 20-30% of the total gifting budget’ With premium gifting, packaging is no longer an afterthought. She estimates that premium packaging accounts for 10-15% of the total gifting budget, while bespoke luxury packaging can take up 20-30% or more when it becomes a keepsake.
“The idea is to send something your way that is, in its own way, not quite ordinary,” reads a tag on a Diwali hamper displayed at a south Delhi store. “Packaging creates the first impression, builds anticipation and communicates the value of what is inside,” says Yashu Parakh of Pitara Bespoke Gifting & Decor. “Materials such as brass, hand-painted kansa, woven rattan, exotic ferns and premium recycled leather are being explored, along with handwritten calligraphy tags,” she adds.
How a gift is presented is as crucial a detail as the gift itself. From silk-wrapped cases, carved wooden boxes and handwoven baskets to brass accents, hand-painted details and personalised tags, when it comes to festive gifting, packaging has become a whole experience. Husk-woven baskets add a rustic texture to the gift hampers and double as reusable home accents after Diwali
For a premium gift, the minimum packaging cost would be around ₹1,200,” she says. The packaging quality, she adds, remains consistent across products, irrespective of whether they are priced at ₹1,500 or ₹16,000. Packaging costs for artisanal mithais start at approximately ₹1,000 and vary according to the format, materials and degree of customisation. She estimates that packaging can account for 20-30% of a premium hamper’s overall budget, and sometimes more for elaborate bespoke creations. Every gift becomes a way of sharing Indian art and tradition, while helping keep these crafts alive,” says Raghvi Khurana, founder, Nazariya, which brings together the work of 30-plus artisans from 15 states, representing more than 30 traditional art forms.
A box that can be reused and carries a story feels like a gift in itself,” says Arunika Jain, designer and founder of Parijaat Living. “We often have clients seeking more customisation in the packaging than in the product itself,” says Shruti Gupta, founder of Shaza Life, which specialises in shawls and saris. The quality, functionality and finish of the packaging are equally important in making the gift feel premium and memorable,” says Meerra Singh, partner, Akhand Sweets. “While minimalism once dominated, we are now witnessing a shift towards maximalism – layered textures, rich fabrics, bold colour combinations, intricate embellishments and statement detailing,” says Kasturi Roy of Kasturi Kreates. Tina Ghai, founder of Adorn by Tina, a gift packaging venture, says, “I recently made a very pastel ivory, beige and white wicker basket in which I used materials like jute ropes, jute net and pearls. “What makes festive gifting truly special is when it carries a sense of tradition and tells a story,” says Diksha Sethi, senior project manager, who leads the gifting vertical at Haldiram’s. She adds, “The Rajasthan-inspired hampers feature traditional artwork, illustrations with rich colours and detailing that bring a sense of heritage to festive gifting. ” Nazariya brings together the work of 30-plus artisans from 15 states, representing more than 30 traditional art forms “Festive gifting offers an opportunity to celebrate these crafts while supporting the artisans behind them.
“People have started asking where the packaging will go later, and they are drawn to what is handcrafted. Gifting’s a lot more intentional now. She points to the growing use of woven jute and raffia baskets, embroidered boxes, brass and carved wooden boxes. ‘Gifting’s a lot more intentional now’ The unboxing experience comes at a price The move towards bespoke packaging is also reflected in the level of customisation customers are seeking. “For festive gift packaging, there’s experimentation with sleeves, greeting cards, foiling, and the use of wooden boxes. Minute details can be custom-curated as per clients’ needs. Brands try to keep up with client expectations to bring an elite status to their gifting Sarthak Jain, founder of Atulyam, a packaging supplier company Dry flowers are very much trending nowadays. (Pics: @adorn_by_tina and @akhand.official) At the same time, the trend is extending to traditional festive gifting. ‘Packaging is witnessing a shift towards maximalism’ The design language of festive packaging is also moving towards richer textures, handcrafted finishes and more elaborate detailing. Golden beads and tassels were used, along with lace detailing. Laces and jute are very much in trend. Wicker baskets, which are now trending, are being made with cotton threads along with zari threads and golden detailing. Other packaging materials being used include potlis, velvet potlis, organza potlis and pearl potlis. Then there are metal jars and even glass jars, such as salsa jars and candy jars. Nowadays, people are also using satin cloth to wrap sweet boxes in the Japanese style. A lot of pearl strings are being used, along with different accessories and flowers. Lace detailing and jute are very much in trend. Velvet potlis, organza potlis and pearl potlis are in too. Nowadays, people are also using satin cloth to wrap sweet boxes using Japanese wrapping techniques Tina Ghai, founder of Adorn by Tina, a gift packaging venture For some brands, however, the emphasis is on using packaging to tell a story rooted in cultural identity. You use AI every day. Now get your AI Quotient. Take the AIQ test Get the latest Lifestyle News and more. Download the TOI app.
“Consumers today are increasingly willing to invest in packaging that adds value to the overall gifting experience.
