Presenting a new gifting story

FOR A GENERATION that swears by conscious consumerism, Diwali gifts are no more about following a bland formula.

- SUGANDHA MUKHERJEE

Dry fruits, silver-covered mithai wrapped in yellow cardboard boxes, or mass-market chocolates, which were circulated around the neighbourhood and were predictable, and also, forgettable, are passe. India's young, urban consumers, armed with rising incomes and a taste for novelty, are now pushing aside soan papdi and terracotta-painted diyas in favour of personalised and artisanal products. They are conscious of what they gift, want things that speak of thought, their identity and values, and are eco-friendly and sustainable.

The shift is visible in the numbers. According to data from Tracxn, India's online gifting sector now counts 1,244 companies, including 71 backed by $175 million in venture and private equity funding. Fourteen have raised Series A or beyond. While 2016 marked a peak year for company formation, 2025 has already seen a new entrant. Now, a gifting business once dominated by sweets and Ferrero Rocher boxes is coming under a spell of niche brands, like Cinderella turning into a princess.

Storytelling & sustainability