Raksha Bandhan has always carried a simple emotion: remembering your sibling, no matter how busy life gets. But the way people express that emotion is changing. Today, a Rakhi order can be as simple as a thoughtfully chosen thread or as elaborate as a curated festive rakhi hamper filled with treats, keepsakes and personalised surprises.

The evolving preference pattern in the Rakhi assortment of IGP shows that the concept of budget now goes beyond the amount that a consumer can afford to spend. Budget is becoming a defining aspect of the way people gift. For a customer looking for a Rakhi hamper under Rs 500, there is a need for a presentable product with some level of expression. At Rs 1,000, the focus shifts towards creating a more complete gifting moment. At Rs 5,000, presentation, premium choices and personalisation begin to play a bigger role.

The emotion may remain the same, but the gifting expectations change significantly.