Bhubaneswar: With Rakhi Purnima barely a week away (August 19), markets are bustling with preparations for the annual celebration of enduring bond between siblings. This year, the festival in which sisters of all ages tie a Rakhi–talisman, amulet, or a simple thread around the wrists of their brothers, is witnessing a blend of traditional and modern elements, reflecting the evolving ways in which people celebrate. A diverse variety of Rakhis is available in the market, catering to a wide range of preferences and budgets. From eco-friendly options to luxurious designs priced at over `500, the selection options are vast. Customizable Rakhis, featuring names or photos, have also gained popularity, driving home the personal touch many seek during this festival.
However, local vendors are observing a shift in consumer behaviour. “People have become more reliant on online shopping which has significantly impacted footfalls at our stalls,” said Toofan Rout, a vendor at Sai Season Centre in Rasulgarh, adding, “This year we haven’t seen the usual rush at our stalls because many prefer the convenience of ordering Rakhis online, and having them delivered directly to their loved ones.” The tradition of sending Rakhis to brothers living far away has also evolved. In the past, sisters would send Rakhis through couriers, while brothers would respond with letters expressing their gratitude and blessings. At present, online shopping has streamlined this process, allowing sisters to order Rakhis and gifts with just a few clicks on smartphones.
Despite these changes, the emotional essence of Raksha Bandhan remains intact. The festival continues to symbolize love, respect, and commitment between siblings. “No matter how much time passes, the bond between siblings and the love and respect for each other remains the same,” said Ritu Bhagat, an 18-year-old City resident. Rakesh Kumar, a 25-year-old working professional, noted, “Even though the festival has become more about gifting which sometimes overshadows the promise of protection, Raksha Bandhan is still a celebration of the deep love and respect between siblings. This celebration bond isn’t just limited to brothers and sisters; it also reflects universal values that bring the whole community together, and have lasted through the years.”
RESHMI YADAV, OP