‘Digital threads' tighten grip in Hyderabad as bazaars see dip in Rakhi sales

The Hindu

a day ago

Outside a buzzing e-commerce mart hub in Marredpally here on Wednesday, a handful of delivery boys in orange wait astride their two-wheelers, phones buzzing with incoming orders. Inside, the staff rapidly sort packages of sweets, gift boxes and rakhis into bright orange delivery bags. With Raksha Bandhan just around the corner, the heart of the festive rush is no longer in the traditional markets; it's here, in the back lanes of Hyderabad's quick-commerce centres.
Shiva, a delivery agent waiting for his next batch of parcels, says he has seen a clear shift this year. 'Every 3-4 orders out of 10 these days are rakhis,' he said, holding up a slender package with a decorative rakhi and assorted chocolates. 'And this will only increase as the festival date gets closer. I have already delivered four rakhis since morning, and it is just about 2 p.m. now,' he says. The festival is on Saturday.
Another agent, Anand, nods in agreement, adding that demand has surged not just on Instamart but across other quick-commerce apps as well. 'The demand is also driven by those living abroad who order rakhi for their siblings living here. Now, we are running deliveries for full rakhi gift sets, sometimes even within the same locality in this 4-kilometre radius,' he shares.
As the festive spirit finds a new address in digital carts, Hyderabad's traditional marketplaces are watching the shift with a mix of nostalgia and concern. In the same bustling market lane of Marredpally, Sikander, who runs Prem Collections, has set up an elaborate display of rakhi threads outside his utility store. There's sparkle, colour and variety, but barely any buyers.
'We are selling ₹20, ₹40 or ₹60 worth of rakhis per day on an average. Sales have fallen drastically over the last two years. Even in a residential area like Marredpally, people come, look and then say they will check online for better options or cheaper combinations,' he says with a sigh.
Elsewhere, in traditional hotspots like Begum Bazaar and Sultan Bazaar, areas that still brim with stalls of rakhi threads, decorative platters, and gift boxes, the footfall has thinned. 'The festival energy is there, but it is no longer overwhelming,' says Afsar Ali, a vendor. 'People still come for the experience but the actual purchase happens on their phones.'
India Post, which has remained the backbone of rakhi deliveries across the world, continues to receive a steady stream of parcels, but mostly from older citizens. At the Secunderabad Head Post Office, Assistant Post Master Ramesh offers a telling insight into how generational preferences are driving the shift.
'This year, we have handled nearly 30,000 rakhi parcels just in this branch. Across Hyderabad, the number would be in lakhs. But most of the senders are older people who are not comfortable with technology. Those below 30 rarely come in; they have moved to online gifting and e-commerce platforms,' he points out.
Some platforms have gone a step further, enabling users to send rakhis and gifts internationally within hours through overseas fulfilment partners or tie-ups with global delivery services. What once involved mailing a rakhi and tracking it for days, often with the risk of it arriving late or not at all, has now become a matter of a few clicks. For many in Hyderabad with siblings abroad, this digital efficiency has become the new normal.
Back in Marredpally, as delivery agents zip off with their festive parcels and vendors patiently wait for walk-ins, the story of this year's Raksha Bandhan celebrations in Hyderabad is clear — tradition persists but technology now drives the celebration.