Raksha Bandhan goes digital as online rakhis witness brisk sales


With travel restrictions and physical distancing becoming the new normal this year, the traditional visits for Rakhi this year have increasingly been substituted by Rakhis sent online.  

According to Snapdeal, the Rakhi orders have jumped three-fold as more users have opted to buy or send Rakhis online given the restrictions and apprehensions about travel and social distancing.  The e-commerce company said that, e-gift card is the top gift this year witnessing 70 per cent increase over last year.

“Customers have moved to completely digital solutions for the festival. Last year travel accessories like go-pro mounts, selfie sticks, and backpacks were widely picked as gifts. Ethnic clothes were also widely bought as gifting. This year, as India continues to be cautious of the virus, digital gift cards saw a big boost in sales,” said the company. 

Snapdeal tied up with bands such as Tanishq, Big Bazaar, Max Fashions, Lifestyle, Nykaa, Zivame, Arrow, and VanHeusen, for the e-cards. Most of the gift cards are valid for one year, which gives users the opportunity to buy during the upcoming sale seasons. The hassle-free nature of these gift cards is another reason behind its popularity. The cards are sent instantly over email, with the option to add gift messages for the recipient. 

Rakhis personalised with the name or initials of the brother are another new trend this year. For the younger audience, rakhis with cartoon characters and lights are also popular. Most of these are bought in multipacks of 6 or 10 rakhi pieces.

According to Snapdeal, “the number of Rakhis sold this year exceeds the number sold in the last two years combined. This is primarily due to the shoppers exercising caution and avoiding the festival linked travel.”