As Indians throw open their wallets to spend on festive gifts, take a moment to analyse what is the story behind that product you are gifting and the statement you are making through your gifts this Diwali
By Namrata Kohli
Are you a culture vulture, a fashion forward person or a nature enthusiast or a corporate czar promoting social causes? Your festive gift should reveal your innate personality and values by your choice of products and hampers, this festive season.
What does the customer want this Diwali for gifting? According to Saurabh Srivastava, Vice President-Categories, Amazon India, “Consumer preferences are evolving and shifting towards premiumization. The recent shopping trends on Amazon India, highlight growing demand for premium items such as jewelry, and high-end apparel. Also, there is greater inclination towards upgrades and this transition is leading to growth across high end smartphones, premium smartwatches, large-screen TVs and even front-load washing machines to name a few. This trend particularly picks up around festival and wedding seasons. Gen Z shoppers are mostly at the forefront of these trends, acting not just as consumers but also as trendsetters. They are particularly drawn to sustainable products, personalized items, and brands that align with their values. This shift has prompted us to rethink how we present products and brands on India’s most loved marketplace to better meet the needs of this dynamic and values-driven generation.”
Gift with a Heart
As the festive season approaches, we all want to buy fancy gifts for friends, family and colleagues. But as we make decisions of buying gifts, let's examine the impact of our purchase. Have we ever wondered about the story behind the products we buy?
Bandhwari Women's Project, a crafts livelihood initiative, offers a unique and empowering alternative for festive gifting. In the village of Bandhwari, Haryana, a group of 20 women are breaking free from the shackles of patriarchy and poverty.
According to Shreya Sinha, Foundation Director Incentive Foundation that runs this project, “Situated in the shadow of the Bandhwari landfill site, where vast amounts of civic refuse from Gurgaon and Faridabad are dumped daily, these women confront formidable ecological and economic challenges. Their lives are marred by contaminated groundwater, multiple health hazards, and a severely degraded quality of life. Furthermore, their opportunities for income generation are scarce, exacerbating their vulnerability to poverty and socio-economic marginalisation. Through Bandhwari Women's Project, they now have the opportunity to transform their lives and create a sustainable future for themselves and their children, as they embark on a path towards financial independence for the first time in their lives.”
The project, initiated by Incentive Foundation, trains these women to upcycle sarees into stunning personal and gifting products which are priced between Rs 250 and Rs 4,000. These include bags like totes, yoga, travel and side bags, laptop and tablet sleeves, stationery and electronics pouches. They also have travel companions like card and passport holders, sunglass cases, sleep masks and keychains and home decor for the living room, kitchen, bedroom and housewarming plus whimsical toys for kids.
Corporate Gifting Is Also About Care
A lot is changing in corporate gifting. According to Anand Ramanathan, Partner and Consumer Products and Retail sector Leader, Deloitte India, “There is a lot more focus on sustainability. Corporate India is examining how they can promote social causes through festive gifts. The other area is to look at products which are Made in India, typically handicrafts, but sometimes even food which is local, organic and seasonal. In terms of young startups, one sees they are becoming less brand conscious but more value conscious and hence "Function over form" that prioritizes practicality, utility, and functionality of an object over its aesthetic appeal. The idea is that the object should be primarily useful and effective in fulfilling its purpose.”
Ayurvedic gift hampers, handcrafted diyas and eco-friendly gifts, copper and brass Pooja items such as kalash, plates, and bells, continue to remain top trending items for gifting this Diwali. But also trends like gifting traditional Indian art are surfacing, such as Pichwai paintings or Madhubani prints, that supports local artisans and preserves India's cultural heritage. Jaypore and Kalakriti offer curated art collections that can be used for gifting. Home decor products continue to be sought after and are a widely accepted Diwali gift. If you opt for gifting a food hamper, gourmet chocolates, exotic teas, artisanal snacks, are a favourite this year too.
Five-star hotels have curated hampers that blend food with tradition. Le Meridien has just launched folk style themed hampers: Bandhani (featuring homemade Ghewar, macaroons, chocolate pralines); Phulkari (Besan Ladoo and other goodies); Baghini (Imarti, and Baghini-inspired napkins). Like that there are the Madhubani and Bankura hampers which includes Thekua, a traditional Indian sweet, and Madhubani-inspired coasters and Sandesh, a Bankura horse figurine, and imported wine. According to Meena Bhatia, Vice President & General Manager, Le Meridien New Delhi, “Each of our hampers is not just a collection of treats; they are carefully designed to embody the spirit of India’s folk art traditions. The exquisite craftsmanship and attention to detail in each item create a memorable experience for the recipient. By purchasing these hampers, you are not only indulging in delicious flavours but also supporting and celebrating the rich artistic heritage of India.”
The classic gifts like premium dry fruits remain a timeless trend, with almonds being the mother of all options.
"12,000 new almond products are released every year and India is the biggest innovation market and that innovation has increased by 200 percent in the last 2 years," says Tim Jackson, CEO of The Almond Board of Australia (ABA), the apex body for the almond industry in Australia. "Last year between California and Australia, 200,000 tonnes of almonds were deployed in India. Australian almonds are now getting increasingly popular in India. Consumers can visit their local dry fruit retailer or visit major e-commerce platforms and ask or search for Australian almonds," added Jackson.
In summary, while last year’s hampers leaned more towards wellness products and luxury hampers, 2024 hampers incorporate eco friendly and culturally conscious gifts, with greater personalization and premiumization taking over.
Finally, to give is true joy. Since you get more joy out of giving, you may as well put a good deal of thought into this act of happiness of what to gift the others this festive season.
PRICE CHART
These are the festive gifting options in the premium to luxury space this Diwali 2024
|
Category |
Price
Range (INR) |
Brands |
|
Silverware |
5,500 -
75,000 |
Frazer
& Haws, Jaypore, Episode |
|
Gourmet
Hampers (5-star hotels) |
5,000 -
25,000 |
Le
Meridien, The Leela |
|
Dry
Fruits |
2,000 -
10,000 |
Haldiram's,
Nutraj |
|
Ayurvedic
Gift Hampers |
2,000
- 10,000 |
Forest
Essentials, Kama Ayurveda |
|
Handcrafted
Diyas and Eco-friendly gifts |
800
- 5,000 |
Gaatha,
Craft Maestros, Nurture India |
|
Puja
Essential Kits |
2,000
- 8,000 |
Phool, Vedic Vaani, Gita Govind |
|
Experiential Gift Cards |
500-50,000 |
BookMyShow,
Taj Gift Card, Thrillophilia Gift Card |
|
Wine |
3,000 - 20,000 |
Sula
Vineyards, Fratelli Wines |
|
Chocolates |
1,500 - 7,000 |
Fabelle
by ITC, Leonidas, Choko La |
Source: Market Research
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