Instamart says premium Rakhi demand has surged 20x, with silver and jewellery-inspired designs gaining traction across metros and emerging markets
The Rakhi gifting segment on Instamart is expected to grow around threefold this year, with consumers increasingly opting for jewellery-inspired and silver Rakhis as premium gifting gains traction ahead of Raksha Bandhan. Premium Rakhi demand on the quick-commerce platform has surged 20-fold from last year, according to Instamart.
The shift is reflected in rising searches for jewellery brands including Kalyan Jewellers, Palmonas and GIVA. Kalyan Jewellers’ 925 Tripundra Trishul Rakhi and 925 Ganesh Rakhi, both containing 1 gram of silver, are among Instamart’s top premium picks, alongside Palmonas’ waterproof and anti-tarnish Divine Lotus, Divine Om and Circle of Love Rakhis.
Instamart, through its sellers, has expanded its premium assortment to include Swarovski, GIVA, Nestasia, Kalyan Jewellers and Palmonas. Rakhis on the platform range from Rs 9 to Rs 999.
Lucknow, Ahmedabad, Bhubaneswar and Chandigarh are among the fastest-growing markets for premium Rakhis, suggesting that the shift towards more personalised and elevated gifting is extending beyond India’s largest cities.
“Rakhi has always been about celebrating a bond, but the way we express that bond continues to evolve. This year, we wanted to make it easier for customers to find Rakhis that feel as special and personal as the relationships they represent,” said Gautam Swaroop, Chief Business Officer, Instamart.
The trend comes amid a broader shift towards planned festive shopping. Instamart said Rakhi orders grew 3.5 times year-on-year in 2025, while Rakhi hampers grew eightfold compared with regular days. Orders for sweets and chocolates were eight times and four times higher, respectively, over regular days.
