Raksha Bandhan, once synonymous with traditional gifts and sweets, has evolved into a vibrant, inclusive celebration of relationships. No longer confined to the brother-sister exchange, Rakhi today embraces cousins, friends, in-laws, and chosen family. This shift has inspired a new wave of gifting ideas—personal, intentional, and rooted in self-care and expression.
As India steps into August, the month marks the beginning of the festive calendar—Rakhi, Janmashtami, Ganesh Chaturthi, and more. For brands across beauty, fashion, lifestyle, and wellness, this is the moment when consumer excitement peaks. The focus is now on gifts that resonate with individuality and meaning, whether it’s beauty hampers, artisanal fragrances, or jewellery that tells a story.
IndiaToday.in spoke with leading brands to get their take on how Rakhi gifting is changing this year.
FESTIVE SEASON DRIVING EARLY BEAUTY AND SELF-CARE PURCHASES
“August kicks off India’s festive calendar, Raksha Bandhan, Janmashtami, Ganesh Chaturthi, and beyond,” says Harlin Sachdeva, Founder & CEO of House Of Makeup. “Lipsticks, glosses, highlighters, and multi-use tints are topping the list of go-to gifts. Rakhi gift sets are in popular demand as they offer an easy yet thoughtfully curated option. What’s even more heartening is that gifting is no longer limited to the traditional brother-sister exchange. Sisters are buying for each other, for themselves, and even building beauty hampers as part of their festive prep.”
GIFTING AS A GESTURE, NOT JUST A PRODUCT
“As Rakhi lights the way into the festive season, we’re noticing a beautiful shift in the way people think about beauty gifting,” says Sahyadari Nimesha Bhagi, Co-founder of SUYU. “It’s no longer just about a box of skincare—it’s about a gesture. Customers are reaching for skincare that feels like a hug: little rituals of love, textures that calm. Bonds are more inclusive now—cousins who are soul sisters, best friends, sisters-in-law. Gifting feels less performative, more personal.”
THE RISE OF QUIRKY AND PERSONALISED HAMPERS
“Rakhi season always brings a beautiful surge of love, memories, and last-minute gifting madness,” say Mitali Kothari & Bhavisha Shah, Founders of Gifting Concierge. “Our personalised vegan stationery added that thoughtful touch, sippers kept the cheer cool and constant, and our characterised food boards became the ultimate crowd-pleaser. Each box we sent out carried a story, a sibling bond, a shared memory, a thoughtful gesture.”
FRAGRANCES BECOMING A FESTIVE FAVOURITE
“Raksha Bandhan has always been a time for meaningful and heartfelt gifting, and this year we’re witnessing a clear trend towards indulgent, dessert-inspired fragrances,” says Sheetal Desai, Founder of wiSDom Fragrances. “Our newly launched trio, Velvet Vanilla, Mocha Muse, and Nutty Affair, is already in high demand. “Customers are pairing these perfumes with artisanal sweets or opting for the ‘save the calories, gift the scent’ route.”
SKINCARE TAKING CENTRE STAGE
“We see Raksha Bandhan as more than just a celebration—it’s a moment to pause, pamper, and express love through thoughtful gifts,” says Queenie Singh, Co-founder of BiE. “This season, there’s been a clear shift toward skincare as a preferred gifting choice, with people leaning into self-care essentials that offer both indulgence and impact.”
JEWELLERY WITH MEANING AND LEGACY
“This Rakhi, we’re not just seeing a rise in demand—we’re witnessing a rise in intention,” says Tiara Dhody, Founder of Treasures by Tiara. “Our newest collection is a tribute to iconic female warriors from history—figures like Rani Lakshmibai. Customers are choosing gifts that go beyond ornamentation—jewellery that doesn’t just shine, but speaks.”
“The Rakhi season isn’t just about celebrating sibling bonds, it’s also a moment of emotional gifting,” says Jigar Patel, Founder and Creative Director at Brillare. Consumers today are choosing meaningful gifts that go beyond the traditional. “We see customers gravitating towards our clean, effective skincare and haircare ranges, products that reflect care, concern, and intention.”
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