Raksha Bandhan 2026: Gifting trends and campaigns in India

As the Hindu festival of Raksha Bandhan approaches on August 28, 2026, various businesses and brands in India are launching campaigns and sales centered on sibling gifting traditions.

Retailer AJIO, in partnership with advertising agency 22feet, has introduced the ‘Rakhi Recovery Abhiyaan’. This playful campaign features a calculator on the AJIO app that allows sisters to determine how much they are ‘technically owed’ in missed gifts over the years, factoring in inflation, gold prices, and even ‘emotional damage’.

Other commercial activities include early sales from Sylvi Watches, a Surat-based brand offering discounts on men’s and women’s collections, and a growing market for lab-grown diamond jewelry for sisters. Gifting trends for the season span a wide range, from traditional sweets like Kaju Katli and Besan Ladoo to modern electronics such as 5G smartphones and smartwatches, as well as personalized jewelry and customized photo keepsakes.