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

Instamart reports a twenty-fold increase in premium rakhi demand this year. Searches for jewelry brands like Kalyan Jewellers and Palmonas have tripled. The platform offers a wider selection and additional incentives for customers. Lucknow and Ahmedabad are leading markets for these premium rakhi purchases. Customers are increasingly starting their Rakhi shopping several days ahead of the festival.