Innovation is the name of the game

Gone are the days when Rakshabandhan was a simple ceremony where a sister tied a rakhi on her brother’s wrist and received gifts in return. With the advent of social media, Rakshabandhan like everything else has metamorphosed into a festival where commercialisation takes a front seat.

According to ancient Hindu scriptures, Rakshabandhan as a festival came into being when in a war between Gods and demons, Lord Indra was emphatically defeated by the demon King Bali. Indra’s wife Sachi turned to Vishnu and tied the holy bracelet given to her by him around Indra’s wrist. Legend has it that with the power of the holy bracelet surging through his body, Indra defeated the demon and rescued Amravati.

The Whatsapp generation, however, <g data-gr-id="25">are</g> blissfully unaware of the origin of the festival they celebrate. These days it’s all about what looks good or what would get likes on Facebook or Instagram. With that in mind, rakhi manufacturers now make rakhis that have a pop cultural appeal. This year rakhis made from pure gold and silver as well as studded with diamonds seem to be quite a rage. These rakhis are priced between Rs 700 to Rs 3000, depending on the size and structure. 

Superhero emblazoned rakhis seem to have caught the fancy of youngsters. Apart from having their favourite superheroes like Spiderman, Chhota Bheem and Shin Chan attached to their wrists, the funky designs on the rakhis also endear them to the little ones. Indian mythological beings are also not far behind. The rakhis having designs of Gods and Goddesses are best sellers among older consumers. There are even rakhis that actually act as pendants which can be worn days after the festivities.