Why Is Everyone Suddenly Tying Rakhi To Bhabhi? How E-Commerce ‘Refashioned' Raksha Bandhan
Raksha Bandhan is one of India's most cherished festivals, celebrating the bond between brothers and sisters. On this day, sisters tie a rakhi (a sacred thread) on their brothers' wrists as a symbol of love, care, and protection, while brothers promise to stand by them.
In recent years, however, another thread has been finding its place in many homes — the Lumba Rakhi. Unlike the traditional rakhi, this one is tied to the brother's wife, or bhabhi. Originating in Marwari and Rajasthani communities, the practice has now crossed cultural boundaries and become part of celebrations across the country. Over the last 15 to 20 years, its popularity has grown significantly, with e-commerce playing a major role in spreading the tradition.
What Exactly Is A Lumba Rakhi?
The Lumba Rakhi tradition involves tying a decorative rakhi to the wrist of the brother's wife. These rakhis are usually more ornate, designed with beads, sequins or decorative tassels to complement a woman's festive attire.
The custom has symbolic depth. In many traditions, a wife is regarded as her husband's 'ardhangini" (the other half of his being). Rituals and blessings often include both husband and wife. Tying a rakhi to the bhabhi is a way of wishing safety and happiness for the couple together. It also highlights the idea that the bhabhi plays an equal part in caring for and supporting her husband's sister.
How Online Platforms Made It A Pan-India Feature
Special Festival Sections On Shopping Apps
In the weeks leading up to Raksha Bandhan, platforms like Amazon, Flipkart, Blinkit, Instamart and Ferns N Petals create dedicated festival sections on their apps and websites. These sections display Lumba Rakhis alongside traditional ones. This ensures that shoppers who may never have heard of the tradition encounter it while browsing for their purchases.
The Rise Of Bhaiya-Bhabhi Rakhi Sets
As the tradition has grown, many people have wondered how to choose the right rakhis for both the brother and his wife. E-commerce has solved this by introducing 'Bhaiya-Bhabhi Rakhi Sets", which include one rakhi for the brother and a matching Lumba Rakhi for his wife. These are often packaged as complete gift items, which makes shopping easier while celebrating both family members together.
Designer And Custom Options
Online platforms have brought a wave of creativity to Lumba Rakhi designs. Open any shopping app and you will find countless choices such as delicate bangle-style rakhis, heavily embellished pieces and luxury-themed sets. Many are created as matching pairs for both the brother and his wife, which makes them visually appealing. This variety has played a big role in increasing the popularity of the Lumba Rakhi tradition across the country.
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The Impact Of Global Shipping
For Indians living abroad, e-commerce has made it easy to send Lumba Rakhis to their families in India, while families here can ship them overseas just as conveniently. This global reach has allowed sisters to include bhabhis in the tradition even when separated by continents.
Visibility Through Social Media
It is hard to ignore the role social media plays today. Platforms like Instagram and Facebook are filled with Raksha Bandhan photos and videos where brothers and bhabhis proudly show the rakhis tied to them. Seeing these moments online has made the Lumba Rakhi tradition more familiar to people everywhere. Over time, it has started to feel like a natural part of the festival for many families.
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First Published:
August 09, 2025, 08:25 IST
News explainers Why Is Everyone Suddenly Tying Rakhi To Bhabhi? How E-Commerce 'Refashioned' Raksha Bandhan
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