India, Nov. 3 -- Some gifts can be more than just gifts; they can be keepsakes. At least that's what brands are hoping for this Diwali.

Along with the familiar ritual of exchanging sweets, dry fruits and gifts, D2C brands are hoping that customers sign a covenant of sorts while completing their last-minute festive shopping. Because, once the goodies are gone, most boxes often end up in storerooms or dustbins.

But D2C players are giving the humble gift box a second job.

Think handcrafted wooden mini trunks that double up as jewellery organisers or beautifully illustrated tins that find a place on kitchen shelves, or even intricately designed boxes that become decorative pieces in their own right.

When it comes to the festive season, pa...