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Instamart sees 20x surge in premium Rakhi demand beyond metro markets
Our read
Jewellery and gifting brands should pursue seasonal exclusive bundles, rapid-delivery integrations and city-specific launches with quick-commerce platforms to capture emerging-market premium demand.
Watch
Repeat purchase and cross-category attachment rates among premium Rakhi buyers after the festival.
The report,
Instamart reports a sharp Raksha Bandhan shift toward premium, jewellery-inspired Rakhis, with demand led by Kalyan Jewellers, Palmonas and GIVA products. Premium demand is growing beyond metros, with Lucknow, Ahmedabad, Bhubaneswar and Chandigarh among the fastest-growing markets.
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Reported figures
From the report. Source details below
| 925 silver Rakhis weighing | 1g |
|---|---|
| Rakhi orders grew 3.5x in | 2025 |
Also in the report
- 3x growth in demand this year
- Sweets grew 8x during regular days
- Chocolates grew 4x during regular days
Other figures
- ₹999 Rakhis
- Rakhi hampers grew 8x
What to track next
- Whether premium Rakhi average order values and conversion rates remain elevated through the final 7-10 days before Raksha Bandhan.
- Expansion of branded festive assortment and dark-store inventory in Lucknow, Ahmedabad, Bhubaneswar, Chandigarh and other tier-2 markets.
- Competitor responses from Blinkit, Zepto and Flipkart Minutes, including exclusive jewellery or gifting partnerships.
- Evidence that brands convert quick-commerce buyers into direct-to-consumer, marketplace or physical-store jewellery customers.
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Instamart is likely to add more branded premium gifting bundles, personalization, gift-wrap and scheduled-delivery options for upcoming festivals.
- Jewellery and fashion-accessory brands will introduce quick-commerce-friendly products in the ₹299-₹1,499 range with festival-specific packaging and inventory allocation to tier-2 hubs.
- Competing platforms may seek exclusive festive partnerships with jewellery, beauty, sweets and accessory brands, raising customer-acquisition spending around major occasions.
- Platforms will use Rakhi buyer data to cross-sell hampers, chocolates, flowers, beauty, ethnic wear accessories and higher-margin gifting items.
The counter-case
The case against this reading — not reported by the source.
The 20x figure may reflect a small prior-year base, a wider premium assortment, stronger in-app merchandising and festival promotions rather than a durable shift in jewellery-led Rakhi consumption. Raksha Bandhan is a short, highly seasonal event, and orders do not establish repeat demand, profitability or sustained penetration in non-metro markets. Premium SKUs up to ₹999 may also lift value metrics while representing a limited share of total units.
The source
Published
First seen