Quick commerce firms tie up discounts, campaigns for Raksha Bandhan

From global diaspora orders to jeweller tie-ups, companies are pulling out all stops to meet last-minute demand

With Raksha Bandhan a day away, quick commerce (qcom) companies are curating collections, offering discounts, launching campaigns, and one of them has even opened deliveries for the Indian diaspora to meet last-minute demand.

 

“Raksha Bandhan special — we’ve switched on international orders on Blinkit again this year. Folks living abroad can now send rakhis and gifts to their siblings in India,” said Albinder Dhindsa, the company’s chief executive officer, on social media. Blinkit has partnered with fintech platforms PayU India and Razorpay to facilitate international card payments. It introduced international orders for Raksha Bandhan last year.

 

Swiggy Instamart, which says it got almost 700 rakhi orders every minute last year, is stocking its shelves with chocolates, silver rakhis, and other gifts. As part of its Raksha Bandhan marketing campaign called ‘Gehna To Your Behna’, every customer placing an order above Rs 499 is eligible to receive a voucher worth Rs 2,100 from Kalyan Jewellers. 

   

"Festivals carry deep sentimental value across India, and gifts are a way to express emotions. At Instamart, we have teamed up with Kalyan Jewellers to bring something really meaningful to our users - a gift that will last a lifetime. With just a few taps on Instamart, you can get the perfect Rakhi delivered within 10 minutes, alongside a Kalyan Jewellers voucher to help you go all out with your gift," said Manender Kaushik, associate vice-president and category head at Instamart.

 

Zepto, another qcom company, said it has optimised its dark store inventory, integrated gifting SKUs (stock keeping units) throughout the app journey, and introduced festive-ready packaging that removes the need for additional wrapping.

 

Devendra Meel, chief business officer at Zepto, said that over 65 per cent of Rakhi-related orders in metros last year came within 72 hours of the festival, and he expects a similar trend this year. “So far, we are witnessing a nearly 30 per cent rise in average order value and an approximately 150 per cent surge in volumes compared to the same time last year,” he said.

 

Meel added that Zepto has curated a diverse rakhi selection with Marvel and Zodiac-themed designs, and premium gifting options including MAC, Hamleys, Ferrero Rocher, and Lindt. The platform has partnered with 12 sellers and brands working with over 3,500 artisans across the country. 

 

Other qcom players such as Flipkart Minutes, and BigBasket have also created dedicated sections for rakhis, gifts, and sweets.

 

According to the data shared by Flipkart Minutes, the most active shopping window on the application was observed between 7 PM and 9 PM, with 8 PM emerging as the single busiest hour for rakhi gifting. Among rakhis, religious, designer, and assorted rakhis emerged as the top-selling products. In addition, while festive staples such as chocolates and festive gift boxes witnessed more than a five times uptick, sweets witnessed a demand surge of around 12 times, and dry fruits increased by three times.

 

Similar to Flipkart Minutes, Myntra also observed a surge in demand on M-Now, its hyper-speed delivery proposition. "During the lead-up period to Raksha Bandhan, M-Now witnessed a 1.5 times spike in orders placed. Across metros, gifting-focused assortment types such as fragrance gift sets, handbags, watches, and beauty kits continue to be popular choices among speed-sensitive shoppers, with an average of three times growth in demand over the last month. International brands on M-Now have seen a 1.5 times overall growth in demand, as premium labels continue to gain traction during the festive season," the company said in a statement.

 

Ecommerce giant Amazon has launched a Raksha Bandhan Store for festive needs. The platform has expanded its physical gifting options with new packaging formats, including elegant envelopes, premium boxes, and designer greeting cards to add a luxurious touch.

 

Overall, Unicommerce, a software-as-a-service platform, reported a 24 per cent growth in e-commerce order volumes along with a 27% per cent increase in GMV (gross merchandise volume) for the pre-Raksha Bandhan sales during 2025 as compared to 2024.