As Raksha Bandhan approaches, a noticeable excitement is brewing among brothers and sisters across the country. This year, the traditional celebration is marked by a significant shift in consumer preferences when it comes to choosing rakhis. While the festival is known for the exchange of rakhis symbolizing the bond between siblings, what stands out this time is the growing popularity of indigenous rakhis over the widely available Chinese variants.
In recent years, there has been a steady decline in the sale of Chinese rakhis, with this year seeing an even sharper drop. Consumers are increasingly turning to homegrown options, favoring rakhis that are not only made in India but also reflect the rich cultural heritage of various regions. According to estimates, the rakhi market is expected to generate around ₹12,000 crore in revenue this year, a significant increase from the ₹10,000 crore recorded last year.
The Confederation of All India Traders (CAIT), the country’s largest traders’ body, has reported a surge in enthusiasm among the public for the festival. National General Secretary Praveen Khandelwal noted that the demand for indigenous rakhis has been on the rise, contributing to the estimated increase in business. The shift in consumer preference highlights a growing awareness and appreciation for locally made products.
This year, a diverse range of rakhis from various parts of India has captured the attention of buyers. Some of the most popular choices include Khadi rakhis from Nagpur, Sanganeri art rakhis from Jaipur, seed rakhis from Pune, and bamboo rakhis made from tribal materials. Other unique options include tea-leaf rakhis from Assam, jute rakhis from Kolkata, silk rakhis from Mumbai, and date-palm rakhis from Kerala.
Additionally, the market has seen a demand for patriotic-themed rakhis, such as Tricolor rakhis, Bharat Mata rakhis, and Vasudhaiva Kutumbakam rakhis. These designs resonate with the spirit of national pride and unity, making them popular choices among consumers.
V.C. Bhartia, CAIT’s National President, emphasized that the variety of rakhis available this year is not only a reflection of India’s cultural diversity but also a testament to the craftsmanship and creativity of local artisans. From Madhubani art rakhis in Bihar to Maithili rakhis, each piece tells a unique story and carries with it the essence of the region it represents.
This shift towards indigenous rakhis marks a significant trend in consumer behavior, with more people choosing to support local artisans and celebrate the festival in a way that honors India's cultural heritage. As Raksha Bandhan draws near, the focus is clearly on embracing tradition while making conscious choices that reflect a growing preference for sustainable and meaningful products.
Posts
0 Comments