{
  "id": 3447740,
  "title": "Raksha Bandhan 2026: Instamart reports a massive 20x surge in premium Rakhi demand",
  "url": "https://urgent.news/2026/08/26/raksha-bandhan-2026-instamart-reports-a-massive-20x-surge-in-premium",
  "topic": "finance",
  "section": "Finance & Markets",
  "published": "2026-08-26T06:17:06.000Z",
  "source": {
    "name": "Live Mint",
    "slug": "live-mint",
    "url": "https://www.livemint.com/news/trends/raksha-bandhan-2026-instamart-reports-a-massive-20x-surge-in-premium-rakhi-demand-11787721718343.html"
  },
  "original_language": "en",
  "account": "As India gears up for Raksha Bandhan 2026, the e-commerce platform Instamart is witnessing a staggering 20 times surge in demand for premium Rakhis, according to a recent press release. The quick-commerce giant has seen a significant increase in searches for jewelry-inspired Rakhi designs, with consumers gravitating towards silver-themed options. Instamart projects a 3 times growth in the overall Rakhi gifting segment this year, as shoppers seek gifts that offer utility, personalization, and indulgence.\n\nThe platform has curated a vast selection of premium festive products from renowned brands like Swarovski, GIVA, Nestasia, Kalyan Jewellers, and Palmonas. Among the top picks on Instamart are the Palmonas Rakhi featuring actress Shraddha Kapoor, which includes a complimentary Palmonas \"diamond affairs\" bracelet worth ₹3,499. Similarly, customers who purchase Rakhis from Kalyan Jewellers on Instamart receive a 10g silver voucher with every purchase.\n\nThe demand for elevated, personalized gifting is not limited to major cities like Delhi, Mumbai, Bengaluru, and Hyderabad. Lucknow, Ahmedabad, Bhubaneswar, and Chandigarh have emerged as fast-growing markets for premium Rakhis. Beyond Rakhis, popular gifting categories this season include chocolates, soft toys, men's bracelets and wallets, women's pendants and handbags, and perfume sets.\n\nGautam Swaroop, Chief Business Officer at Instamart, attributes the surge to evolving consumer needs, preferences, and occasions. The company is offering a wide range of Rakhis priced from ₹9 to ₹999, catering to various styles, formats, and price points. The shift towards planned, elaborate festive shopping continues to grow, with Rakhi orders increasing 3.5 times year-on-year and Rakhi hampers growing 8 times compared to regular days. Customers are also starting their Rakhi shopping well in advance, with sweets and chocolates seeing massive 8x and 4x spikes, respectively.",
  "summary": "This year, Instamart said it is offering a wide assortment of Rakhis priced from ₹9 to ₹999, ensuring options across various styles, formats, and price points.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}