Raksha Bandhan 2018: From Emotional Letters to Same Day Delivery Gifts! Is the Festival of Rakhi Falling Prey to Marketing by E-Commerce Companies?

Mumbai, August 22:  Remember the days when sisters used to jostle their way into crowded marketplaces to buy rakhis for their brothers? Beautiful pieces of threads adorned the marketplaces, as sisters decked-up in gaudy attires went with their brothers to purchase the most fashionable rakhis. For siblings and cousins who used to stay far off, Indian Postal Services came to their rescue, shouldering the responsibility of delivering the rakhi, and an emotional handwritten letter to their loved ones just in time.

The popular festival of Raksha Bandhan or Rakhi in the Hindu calendar originally stands for sisters tying rakhi on the wrist of their brothers, and the latter taking up the responsibility to protect his sisters all throughout their lives. But with time, women have objected to this definition, and we now see sisters tying rakhis to each other, and challenging the belief that a woman needs a man to protect them. Well yes, Raksha Bandhan is about protecting and being there for each other, it is about the  camaraderie that exists not only between siblings, but an occasion to promote brotherhood between different religions, castes and cultures in India.

E-commerce Using Rakhi as Their Marketing Potent 

With the advent of digital and the growth of the e-commerce players,  the tradition of buying rakhi is slowly dying. People are busy in their respective lives, and traditions and rituals have taken a backseat when easy Raksha Bandhan kits are available online, guaranteeing same day delivery.  Over the years, e-commerce companies have found Raksha Bandhan as a great opportunity to capitalise on and reach out to their consumers. Initially, these brands urged people to spend on chocolates, flowers as gifts, but later on, with the mindset change in their consumers,  there was a drastic change seen in the communication tonality.  Relevant themes were picked up, like sisters urging her brother to give up cuss words as her Rakhi gift or to make India a gender-neutral world.

The mad rush in the markets or at the Postal offices just before the festival which falls on August 26 this year is gradually fading away, the excitement is lessening, and Raksha Bandhan to many today is nothing more than just a holiday in the calendar. Who is to be blamed for it? Is it because we are getting too busy with our lives or because the e-commerce has taken away the human touch of the festival? Whatever the reason may be, but we do miss those golden days. Messages for Brother: Facebook Greetings, WhatsApp Wishes, GIF Images & Quotes to Share with Your Sibling

The complicated yet beautiful relationship between siblings can't be defined in words. A sibling is someone whom you love dearly yet squabble with on a daily basis. You treasure them and can't live without them. When you were young, they may have been your biggest enemy, but this 'enemy' of yours is also your biggest support system whom you can trust blindly.  No matter how people may want to interpret the festival of Raksha Bandhan or rant about how e-commerce brands are trying to make it transactional, the purity of a brother-sister bond will always be the same. So to all the beautiful sisters and brothers, wish you all a very Happy Raksha Bandhan.

(The above story first appeared on LatestLY on Aug 24, 2018 04:05 PM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).