Silver, Swarovski and ₹999 Rakhis: Indians are giving the humble festival thread a luxe upgrade

Instamart, the quick-commerce platform, has seen a twenty-fold surge in premium rakhi demand ahead of raksha bandhan compared to last year.

According to the company, the demand has grown three times this year with searches for jewellery brands such as Kalyan Jewellers, Palmonas and GIVA.

"That demand is showing up in what customers are choosing. Kalyan Jewellers' 925 Tripundra Trishul Rakhi and 925 Ganesh Rakhi (both 1g silver) are among the platform's top premium picks, alongside Palmonas' waterproof, anti-tarnish Divine Lotus, Divine Om and Circle of Love Rakhis," the firm said.


The e-commerce platform has brought in a wider curation to cater to the burgeoning demand and provides additional incentives on purchases.

The company highlights Lucknow, Ahmedabad, Bhubaneswar and Chandigarh to be amongst the fastest-growing markets for premium Rakhis and cites the increased demand for personalised gifting spreading beyond India’s major cities.

“As consumers’ needs, preferences and occasions continue to evolve, we’ve built Instamart to offer a broader and more differentiated selection, from everyday essentials to premium and curated products. We’re seeing strong consumer response to our premium offerings, reflecting a growing appetite for greater choice and discovery. This is at the heart of our Switch to Better proposition, as we continue to deepen these segments and make Instamart a destination that can cater to every kind of need and occasion," said Gautam Swaroop, Chief Business Officer, Instamart.

According to the company, rakhi orders grew by three-and-a-half times and rakhi hampers grew eight-fold in 2025 whilst confectionery, such as sweets and chocolates grew eight and four times respectively during regular days. The firm highlights that customers have increasingly starting their Rakhi shopping several days ahead of the festival.

Instamart is seeing a sharp shift toward premium, jewellery-inspired Rakhis, with consumers moving beyond the traditional thread towards more premium and valuable keepsakes, a trend, which the company claims its Switch to Better feature is designed to serve with more considered, better choices this season.