Premium designer rakhis, smartwatches and gift hampers see strong demand as consumers expand their Raksha Bandhan purchases
Raksha Bandhan shopping on quick commerce is increasingly extending beyond the traditional rakhi and sweets, with consumers buying premium rakhis, watches and broader gift baskets alongside conventional festive purchases. Swiggy Instamart recorded nearly 300 per cent year-on-year growth in rakhi orders during the Raksha Bandhan period.
According to Instamart issued data, Premium designer rakhis recorded 130 per cent growth, while smartwatch orders rose 99 per cent and gift hampers increased 85 per cent week-on-week. Orders for chocolates and mithai were also 30 per cent higher than in the week preceding Raksha Bandhan.
The strongest rush came on 28 August, when rakhi orders on Instamart peaked at 12:01 pm, with the platform recording 857 rakhis ordered per minute.
The growth was not limited to conventional rakhi designs. Silver and gold-plated rakhis were among the more popular choices, while convertible designs that can later be worn as pendants also saw demand. Instamart said 925 sterling silver rakhis featuring Trishul and Surya motifs were among the products attracting consumer interest.
Lumba rakhis, traditionally exchanged with sisters-in-law, also saw a rise in demand. Swarovski-studded variants accounted for two of the three most-ordered products in the category, the company said.
Hyderabad recorded the highest rakhi orders during the period, followed by Bengaluru, Mumbai, Delhi, Pune, Gurgaon, Noida, Kolkata, Lucknow, Chennai, Bhubaneswar and Visakhapatnam.
Larger And Higher-Value Orders
The festive period also saw consumers placing unusually large rakhi orders. A Mumbai shopper bought 118 rakhis in a single order on 27 August, while a Hyderabad customer purchased 109 different designs for Rs 9,790. The latter order included children’s Batman-themed bands, Swarovski lumbas and Rudraksha rakhis.
Bengaluru recorded the highest-value rakhi-only purchase during the period, with one customer buying five 24KT gold coin rakhis for ₹10,995. In Gurgaon, another customer ordered 20 premium silver rakhis worth ₹10,780.
The largest overall basket recorded by Instamart during the period was a ₹14,630 order from Gurgaon. The order included gold coin rakhis, skincare products, artisanal chocolates and plush toys.
The order patterns indicate that Raksha Bandhan purchases on quick-commerce platforms are increasingly encompassing products beyond the core festive category, with consumers combining rakhis with personal-care products, confectionery, electronics and other gifts.
Instamart launched in August 2020 and is present in more than 131 cities across India, offering groceries, daily essentials and other products through its quick-commerce network.
The data is based on Instamart orders placed between 21 and 28 August 2026. The company said all metrics are indexed or relative, with absolute order volumes not disclosed except for the specific human-interest examples cited above.
