Indifferent no more, India Inc rethinks Diwali gifting

Focus now on green, customised, objects of utility

- VAISHALI DAR

RARELY DO DIWALI gifts from employers meet staff approval, dissed for being indifferent, repetitive and useless.

A 2023 survey by loyalty and rewards platform, Almonds AI, across 800 companies revealed that 73% of corporate employees were not satisfied with their Diwali gifts.

Taking note, companies are turning to more personalised gifting, and even using rewards platforms like AdvantageClub.ai offering customisation. The platform has a flagship Diwali campaign called 'My Gift, My Choice' for enhanced flexibility and gifting options, moving away from the one-size-fits-all policy commonly followed in corporate gifting. From gift cards and curated products to global brand vouchers, employees can choose from a range of options.

“We're bringing the power of personalisation to festive recognition. From gift cards and curated products to global brand vouchers—employees have the freedom to choose what matters most to them,” said Sourabh Deorah, co-founder & CEO, AdvantageClub.ai. “For HR teams, it's a seamless, fully-managed experience at scale.” The platform launched the Diwali campaign for the first time in 2024 with a 92% redemption rate.

SO WHETHER IT'S recognising every contributor across the organisational hierarchy, partnering with social enterprises, supporting artisans, or curating personalised hampers, corporate India is doing a pivot on gifting. From eco-friendly hampers, tech gadgets, or recognising the contributions of outsourced staff, businesses across sectors are giving festive joy a more human and thoughtful touch.