Instamart sees 20x surge in premium Rakhi demand beyond metro markets
Ahead of Raksha Bandhan 2025, Instamart said demand for jewellery-inspired Rakhis from Kalyan Jewellers, Palmonas and GIVA rose sharply, led by Lucknow, Ahmedabad, Bhubaneswar and Chandigarh. The platform is offering premium designs priced up to ₹999.
What happened
Instamart reports a sharp Raksha Bandhan shift toward premium, jewellery-inspired Rakhis, with demand led by Kalyan Jewellers, Palmonas and GIVA products.
Key facts
- 20-fold surge in premium Rakhi demand versus last year
- 3x growth in demand this year
- ₹999 Rakhis
- 925 silver Rakhis weighing 1g
- Rakhi orders grew 3.5x in 2025
- Rakhi hampers grew 8x
- Sweets grew 8x during regular days
- Chocolates grew 4x during regular days
Why this matters
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.
What to watch
- Whether premium Rakhi average order values and conversion rates remain elevated through the final 7-10 days before Raksha Bandhan.
- Repeat purchase and cross-category attachment rates among premium Rakhi buyers after the festival.
- 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.
- 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.