One Festival, Three Shopping Routes: How India Bought For Raksha Bandhan

As Raksha Bandhan approached, shoppers across India turned to a mix of e-commerce platforms, traditional markets and shopping malls, reflecting the changing nature of festive consumption. Online platforms recorded a sharp rise in orders, with shopping activity reportedly increasing nearly 20-fold in the run-up to the festival. Discounts, wider product choices and doorstep delivery have made digital shopping an increasingly convenient part of festive preparations, particularly for consumers looking for speed and variety.

At the same time, traditional markets continued to attract large crowds, particularly in major shopping hubs across Delhi. Markets including Chandni Chowk, Sadar Bazaar, Karol Bagh, Lajpat Nagar and Rajouri Garden witnessed strong festive footfall as shoppers looked for rakhis, gifts, sweets, apparel, electronics and other items. The Confederation of All India Traders (CAIT) estimated that Delhi could account for around Rs 4,000 crore of rakhi-related business, while festive trade across India was projected to cross Rs 30,000 crore. The rakhi segment alone was estimated at around Rs 25,000 crore, underlining the continued importance of physical retail.

Shopping malls, meanwhile, are positioning themselves around an experience that goes beyond purchasing products. Nishank Joshi, Chief Marketing Officer of Nexus Select Malls, told NDTV that the expansion of e-commerce has not reduced the relevance of malls as shopping destinations. According to him, online shopping has made consumers more informed and selective, while physical retail continues to benefit from product discovery, immediate purchases and the ability to see, touch and compare products. Consumption across the Nexus Select Malls portfolio grew 17 per cent year-on-year, while footfalls increased 5 per cent during the first quarter, with fashion, electronics and jewellery among the strong-performing categories.

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Malls are also increasingly combining shopping with dining, entertainment and social activities. A festive shopping trip can involve buying clothes or gifts before extending into a family meal, a movie or other leisure activities. Abhishek Bansal, Managing Director of Pacific Group, told NDTV that physical retail has evolved alongside online commerce rather than simply competing with it. He noted that e-commerce has an advantage in convenience, choice and speed, while malls provide opportunities for discovery, social interaction and shared experiences. For many consumers, particularly when purchasing higher-value products such as smartphones, jewellery or fashion items, the ability to experience the product in person remains an important factor.

The distinction between online and offline shopping is also becoming less rigid as consumers move between platforms during the same purchase journey. A shopper may discover a product through social media, compare prices online, visit a physical store to examine it and eventually complete the purchase digitally. The reverse is also possible, with consumers discovering products at malls before ordering them online. This increasingly interconnected behaviour points towards an omnichannel retail environment in which digital platforms, traditional markets and organised retail each serve different consumer needs.

Raksha Bandhan shopping therefore highlights a broader shift in India's retail landscape rather than a simple contest between online and offline stores. E-commerce continues to benefit from convenience and extensive choice, traditional markets retain their appeal through familiarity, variety and bargaining, while malls are developing into destinations combining retail with food, entertainment and social experiences. The festive season demonstrates that Indian consumers are increasingly comfortable using all three formats, choosing between them according to the product, urgency, price and experience they seek.

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