India, Aug. 27 -- What if your Rakhi didn't have to come off after Rakshabandhan? As shoppers lean towards sustainability and pieces with a longer life, brands are turning the traditional thread into convertible jewellery and everyday accessories, designed to be worn, reused and loved long after the celebrations end.

Convertible rakhis are winning over consumers by cutting waste and offering better value, with founders stating a 40-50% year-on-year growth and a massive demand from NRI customers. Made with durable materials such as silver, brass and shells, these unique pieces turn a one-day ritual into an accessory that can be worn long after Rakshabandhan.

Eterno gives the traditional Rakhi a longer life with detachable centrepiece mot...