Raksha Bandhan, the cherished Indian festival celebrating the bond between siblings, has undergone a significant transformation in recent years. While traditionally focused on the brother-sister relationship, a heartwarming evolution has seen the inclusion of the sister-in-law (bhabhi) in the festivities, marked by the tying of a Lumba Rakhi. This expansion acknowledges the bhabhi's integral role in the family, strengthening familial bonds and fostering a sense of unity. Simultaneously, e-commerce platforms have reshaped how Raksha Bandhan is celebrated, offering a convenient and diverse avenue for gifting and participation.
The tradition of tying a Rakhi to the bhabhi, also known as a Lumba Rakhi, originated in the Marwar region of Rajasthan. The term "Lumba" refers to bangles in the Marwari language, highlighting the custom of tying the Rakhi on the sister-in-law's bangle. This practice symbolizes the sister's affection and respect for her brother's wife, recognizing her as an essential member of the family. By tying a Lumba Rakhi, the sister extends her protective blessings to include her bhabhi, fostering harmony and mutual respect within the family.
Several factors contribute to the increasing popularity of Bhaiya-Bhabhi Rakhis. It acknowledges the sister-in-law as a companion, guide, and friend who shares the brother's joys and burdens. Including her in the Rakhi ritual is a gesture of acceptance, warmth, and shared love, emphasizing that protecting the sibling bond is a shared responsibility. Moreover, the Lumba Rakhi strengthens marital relationships by making the sister-in-law feel welcome and uniting her with the rest of the family. It surpasses biological relationships and extends the significance of Raksha Bandhan to the sister-in-law, making her feel honored and cherished.
E-commerce platforms have played a pivotal role in refashioning Raksha Bandhan, offering a wide array of options and conveniences. Online Rakhi stores provide a vast selection of Rakhis, including traditional, modern, and personalized designs, catering to diverse tastes and preferences. These platforms also offer Bhai Bhabhi Rakhi sets, acknowledging the growing trend of including sisters-in-law in the celebrations.
The convenience of online shopping has made it easier for people to send Rakhis and gifts to loved ones, regardless of geographical barriers. E-commerce platforms offer worldwide shipping, ensuring that siblings can celebrate Raksha Bandhan together, even when separated by continents. Moreover, features like customized Rakhi, digital gifts, and virtual celebrations have added a modern twist to the traditional festival.
The surge in e-commerce activity during Raksha Bandhan has also led to increased sales and revenue for businesses. The pre-Raksha Bandhan sales in 2025 witnessed a significant growth in e-commerce order volumes and Gross Merchandise Value (GMV) compared to the previous year, driven by categories like fashion accessories, jewelry, and beauty products. Quick commerce platforms have also stepped up to meet the high demand, offering fast delivery and festive-ready packaging.
Raksha Bandhan 2025 has seen several innovative trends and designs in Rakhis, reflecting the evolving preferences of consumers. Eco-friendly Rakhis made from sustainable materials like jute, organic cotton, and recycled paper have gained popularity, aligning with the growing environmental consciousness. Digital Rakhis with QR codes and theme-based designs inspired by current events are also trending. The evil eye design is particularly in demand, symbolizing protection and warding off negative energy.
The rise in popularity of Lumba Rakhis and Bhaiya Bhabhi Rakhi sets indicates a broader shift towards inclusivity and recognizing the importance of all family members. E-commerce platforms have played a crucial role in facilitating this trend by offering a diverse range of options and convenient shopping experiences. As Raksha Bandhan continues to evolve, it is expected that these trends will further solidify, shaping the festival into a more inclusive and modern celebration of familial love.
