New Delhi, Aug. 26 -- As India prepares to celebrate Raksha Bandhan, consumers are moving beyond traditional threads in favour of premium, jewellery-inspired keepsakes. According to a recent Swiggy Instamart press release, the quick-commerce platform has witnessed a massive 20x surge in demand for premium Rakhis compared to last year.

Driven by strong consumer demand for silver designs, the platform has seen a significant spike in searches for jewellery brands.

Instamart projected that the overall Rakhi gifting segment may grow by around 3x this year as shoppers actively seek gifts that combine utility, personalisation, and a touch of indulgence.

To meet this evolving demand, Instamart said it has curated, through its sellers, an expan...