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<keyword id="20225310" type="General" weightage="100" keywordseo="Raksha-Bandhan" source="keywords">Raksha Bandhan</keyword>, often called <keyword id="6373020" type="General" weightage="20" keywordseo="Rakhi" source="Orion">Rakhi</keyword>, is a cherished Hindu festival that honours the special bond between brothers and sisters. Celebrated on the full moon day of Shravana, typically falling in August, the festival’s name translates to “the knot of protection”. The central ritual involves sisters tying a sacred thread, or rakhi, around their brothers’ wrists, symbolising their prayers for their brothers' well-being. In return, brothers vow to protect their sisters throughout their lives. <cmsannotation type="cmsannotation" annotationid="Historical origins of Raksha Bandhan" comment="subhead" text="Historical origins of Raksha Bandhan"><keyword id="22804959" type="General" weightage="20" keywordseo="Historical-origins-of-Raksha-Bandhan" source="Orion">Historical origins of Raksha Bandhan</keyword></cmsannotation> Raksha Bandhan's roots are deep within ancient Hindu scriptures and folklore. Two prominent tales illustrate the festival's significance: Krishna and Draupadi: One of the most well-known stories comes from the Mahabharata. When Lord Krishna injured his finger, Draupadi, the wife of the Pandavas, tore a piece of her saree to bandage his wound. Moved by her selfless act, Krishna vowed to protect her—a promise he fulfilled during the infamous incident in the Kaurava court, where he miraculously extended her saree to safeguard her dignity. Lakshmi and King Bali: Another important legend is that of Goddess Lakshmi and King Bali. After Lord Vishnu defeated Bali, Lakshmi tied a rakhi to the king, symbolically making him her brother. In return, Bali granted her a wish, allowing Vishnu to return to his divine abode. This story highlights the rakhi's role in forming protective and familial bonds beyond blood ties. <cmsannotation type="cmsannotation" annotationid="Cultural significance of Raksha Bandhan" comment="subhead" text="Cultural significance of Raksha Bandhan"><keyword id="22804958" type="General" weightage="20" keywordseo="cultural-significance-of-Raksha-Bandhan" source="Orion">Cultural significance of Raksha Bandhan</keyword></cmsannotation> Raksha Bandhan extends beyond the traditional brother-sister relationship, embodying love, duty and protection across various relationships. It is celebrated not just in India, but also across South Asia, including in Nepal, where it is known as Janai Purnima. Each community has added its unique customs to this tradition. The regional variations exist within India as well. In West Bengal, it is known as Jhulan Purnima, a time when prayers are offered to Lord Krishna and Radha. In Maharashtra, the festival coincides with Narali Pournima—a day dedicated to the sea god Varuna, when offerings are made to the sea. In North India, kite flying becomes a popular activity during Rakshabandhan, symbolising the joy and exuberance of the occasion. <div type="Article" hostid="261" msid="112530289" title="Raksha Bandhan 2024: 5 fun sibling challenges" mstype="2" mssubtype="0"></div>The festival strengthens family and social connections, prompting people to express their love and commitment to one another. In modern times, Raksha Bandhan has evolved to include cousins and even friends, highlighting platonic love and mutual respect across different communities and religions. More than just a festival, Raksha Bandhan is a celebration of relationships. Its origins, steeped in ancient traditions and stories, continue to inspire millions, making it a beloved occasion that reinforces familial and social bonds across cultures. The festival’s true essence lies in its power to unite people, transcending blood ties and fostering a spirit of togetherness.

Raksha Bandhan 2024: The history and cultural significance of the Rakhi festival

New Delhi: <keyword id="22930355" type="General" weightage="20" keywordseo="Janmashtami-festivities" source="keywords">Janmashtami festivities</keyword> across the country led to a <keyword id="22930356" type="General" weightage="20" keywordseo="business-surge" source="keywords">business surge</keyword>, with transactions exceeding Rs 25,000 crore, according to the Confederation of All India Traders (<keyword id="20143308" type="General" weightage="20" keywordseo="CAIT" source="keywords">CAIT</keyword>). These figure highlight the robust consumer spending during the festival driven by the vibrant celebrations of <keyword id="20126824" type="General" weightage="20" keywordseo="janmashtami" source="keywords">Janmashtami</keyword>, marking one of the most commercially active periods of the year. CAIT's National General Secretary and Member of Parliament from Chandni Chowk, Praveen Khandelwal, stated that during this significant festival, large-scale sales were observed, particularly in flowers, fruits, sweets, deity costumes, decorative items, fasting sweets, milk, curd, butter, and dry fruits. Khandelwal said that festivals like Janmashtami are an important part of the Sanatan economy, which strengthens the nation's economy. CAIT's National President, BC Bhartia said that Janmashtami was celebrated with great enthusiasm across the country, especially in North and West India, where the festival was celebrated with much joy. <keyword id="20187217" type="General" weightage="20" keywordseo="Krishna-Janmashtami" source="keywords">Krishna Janmashtami</keyword> was celebrated on August 26 this year across the country. Devotees traditionally fast and decorate temples and homes with flowers, diyas, and lights. Temples were decorated attractively, and there were large crowds of people visiting them. He highlighted that the special attractions of the Janmashtami festival included digital tableaux, selfie points with Lord Krishna, and many other delightful scenes. In cities, there were numerous bhajans, religious dances, and discourses by saints and sages. Various social organizations also organized large-scale Janmashtami celebrations. According to scriptures, Janmashtami is celebrated on the eighth day of the dark fortnight of the month of Bhadrapada. It is the day Lord Krishna was born. Earlier this month, the CAIT anticipated a festive trade of over Rs 12,000 crore across the country during the Rakhi festival. In 2022, the business during the Rakhi festival stood at around Rs 7,000 crore, in 2021 it was Rs 6,000 crore, in 2020 it was Rs 5,000 crore, in 2019 it was Rs 3,500 crore, and in 2018 it was Rs 3,000 crore, as per Khandelwal. The trade body said that the markets are witnessing a massive rush for shopping, and people are very enthusiastic about the festival.

Janmashtami festivities drive business across India, sales exceed Rs 25,000 crore: CAIT

<ul><li>The father of the nation, Mahatma Gandhi, had proclaimed that a country is truly free when a woman will be able to safely walk the streets at midnight. </li><li>The ‘protectors’ of women in India come in many forms -- the <a href="https://www.indiatoday.in/india/story/manoj-tiwari-calls-for-formation-of-anti-romeo-squads-in-delhi-youngsters-divided-1558797-2019-06-29">anti-Romeo squad</a>, the agitators against ‘Love Jihad’, those who slap women on Valentine’s Day, and many more. </li><li>India’s 73rd Independence Day may be a momentous occasion for the women of the country to claim their freedom from bias, misogyny, and the image of being the weaker sex. </li></ul> This year, India will be celebrating <keyword id="6385850" type="UNKNOWN" weightage="20" keywordseo="Raksha-Bandhan">Raksha Bandhan</keyword> or <keyword id="6373020" type="PERSON" weightage="20" keywordseo="rakhi">Rakhi</keyword> along with Independence Day- in a rare yet ironic coincidence. The festival of Rakhi is intended to celebrate the bond between siblings and in practice, it’s the day when the brother renews his vow to ‘protect’ the sister and showers her with gifts. The father of the nation, Mahatma Gandhi, had proclaimed that a country is truly free when a woman will be able to safely walk the streets at midnight. By the Mahatma’s standard, India is not yet independent as crime against women is<a href="https://timesofindia.indiatimes.com/city/gurgaon/gurgaon-fbd-top-list-of-crimes-against-women/articleshow/70544472.cms"> on the rise</a>, men still make way more money for the same job, and the freedom of choice is still a luxury that only a few women in the country enjoy. While it is imperative for India to renew its promise of ‘raksha’ or safety for all its women, India’s 73rd Independence Day may be a momentous occasion for the women of the country to claim their freedom from bias, misogyny, and the image of being the weaker sex. And all eyes will be on the Indian Prime Minister Narendra Modi to make a statement on the safety and empowerment of women at his Red Fort speech tomorrow as the festival of rakhi coincides with the celebration of freedom. The first step could be an acknowledgement of the problem by releasing a <a href="https://www.thehindu.com/news/cities/Delhi/crime-up-by-6-in-2018-slight-dip-in-crime-against-women/article25954302.ece">country-wide data </a>on crime against women-- something that has been awaited. Freedom of choice Many of the hurdles in the path of women in India are the same as they are elsewhere. The #MeToo movement erupted around the same time in India as it did in Hollywood-- and it was just as widespread and the system was just as rotten. But as in any other case, India has its own quirks. The ‘protectors’ of women in India come in many forms -- the <a href="https://www.indiatoday.in/india/story/manoj-tiwari-calls-for-formation-of-anti-romeo-squads-in-delhi-youngsters-divided-1558797-2019-06-29">anti-Romeo squad</a>, the agitators against ‘Love Jihad’, those who slap women on Valentine’s Day, and brothers/fathers who would rather see the girl dead than be married to someone outside the caste or religion. The anti-Romeo squads and the agitators against ‘Love Jihad’, in their own construct, try to protect women from ‘predators’-- mostly men from another religion-- luring them with ‘love’. While thrashing the couple or forcing them out of their embrace, no one asks the woman if she is in the relationship by her own will. The attackers have state support, sometimes overt and tacit at other times. Love in the times of nationalism ‘Love’ in India can be overwhelming in its own way. Mothers feed you more than you need, fathers guide you more than you can take, and often, brothers stalk you more than other boys-- all with the best intent. They feel obliged to have a hawk eye on the girl of the family because the world out there can be brutal. Therefore, the family, with the best interest of the girl in mind, decides what she should eat, wear, study, feel and where she should work, irrespective of her own desires and aspirations. While the brother is obsessed with caring for the sister, a stolen video clip of an unsuspecting girl, naked in the shower, will land on WhatsApp and that will be duly forwarded to other groups for a good laugh.

‘Freedom of choice’ will be a good gift for sisters celebrating Independence Day and Raksha Bandhan

Rakhi is almost here and if you haven’t already picked a gift for your sister, you still have some time left. If you are looking for a meaningful gift, you can give her a product that will be useful for her every day. <keyword id="6358815" type="General" weightage="100" keywordseo="tech" source="Orion">Tech</keyword> products make our life easier and you have a lot of options to choose from, from power banks to true wireless earbuds to smartwatches and smart bands, you can select whichever product your sister may need. To help you decide what gifts to buy, we have compiled a list of some of the best <keyword id="2421521" type="General" weightage="20" keywordseo="tech-gifts" source="Orion">tech gifts</keyword> across various price segments and categories. <cmsannotation type="cmsannotation" annotationid="Dyson Airwrap" comment="subhead2" text="Dyson Airwrap">Dyson Airwrap</cmsannotation> <cmsannotation type="cmsannotation" annotationid="B08D76WWWG" comment="amazoncard" text="B08D76WWWG">B08D76WWWG</cmsannotation> The Dyson Airwrap is a premium hair styler that comes with six attachments that allows you to easily style your hair at home. It comes with intelligent heat control and allows you to dry and style your hair at once. It is currently available for ₹44,899. <cmsannotation type="cmsannotation" annotationid="Garmin Lily" comment="subhead2" text="Garmin Lily">Garmin Lily</cmsannotation> <cmsannotation type="cmsannotation" annotationid="B08ZCTWL9C" comment="amazoncard" text="B08ZCTWL9C">B08ZCTWL9C</cmsannotation> The Garmin Lily is an excellent option if you are looking for a smartwatch that looks like a traditional watch. It keeps a track of all your important health metrics and also allows you to view notifications easily. It is available for ₹15,990. <cmsannotation type="cmsannotation" annotationid="Amazfit GTS 2 Mini (new version)" comment="subhead2" text="Amazfit GTS 2 Mini (new version)">Amazfit GTS 2 Mini (new version)</cmsannotation> <cmsannotation type="cmsannotation" annotationid="B09TBDNY27" comment="amazoncard" text="B09TBDNY27">B09TBDNY27</cmsannotation> The new Amazfit GTS 2 Mini is a good option if you are looking for an affordable smartwatch for your sister. It allows you to track all the important health metrics and also comes with Alexa voice assistant, allowing you to use voice commands. It is currently available for ₹4,999. <cmsannotation type="cmsannotation" annotationid="Xiaomi Mi Smart Band 6" comment="subhead2" text="Xiaomi Mi Smart Band 6">Xiaomi Mi Smart Band 6</cmsannotation> <cmsannotation type="cmsannotation" annotationid="B091G3FLL7" comment="amazoncard" text="B091G3FLL7">B091G3FLL7</cmsannotation> The Xiaomi Mi Smart Band 6 is a good option if you are looking for a pocket friendly smart band. It offers a long 2-week battery life and keeps a track of important health metrics such as your heart rate, blood oxygen saturation and more. It is currently available for ₹2,899. <cmsannotation type="cmsannotation" annotationid="Flexnest Flexbike" comment="subhead2" text="Flexnest Flexbike">Flexnest Flexbike</cmsannotation> <cmsannotation type="cmsannotation" annotationid="B09F66GSWB" comment="amazoncard" text="B09F66GSWB">B09F66GSWB</cmsannotation> If you are looking for a gift for your health conscious sister, you can also give her a fitness cycle. The Flexnest Flexbike is a good option if you are looking for something that offers more features than a traditional fitness cycle. It comes with various classes from trainers and also allows you to enable virtual rides. It is available for ₹24,749. <cmsannotation type="cmsannotation" annotationid="OnePlus Nord Buds" comment="subhead2" text="OnePlus Nord Buds">OnePlus Nord Buds</cmsannotation> <cmsannotation type="cmsannotation" annotationid="B09ZHPN8W5" comment="amazoncard" text="B09ZHPN8W5">B09ZHPN8W5</cmsannotation> The OnePlus Nord Buds are a good option if you are thinking about gifting a true wireless earbud. It features a waterproof design and offers a total battery life of 30 hours on a single charge. It comes with AI noise reduction and offers powerful bass. It is currently available for ₹2,599. <cmsannotation type="cmsannotation" annotationid="Realme Buds Wireless Neo 2" comment="subhead2" text="Realme Buds Wireless Neo 2">Realme Buds Wireless Neo 2</cmsannotation> <cmsannotation type="cmsannotation" annotationid="B0999NNBPV" comment="amazoncard" text="B0999NNBPV">B0999NNBPV</cmsannotation> The Realme Buds Wireless Neo 2 is a good option if you are looking for a neckband instead of a TWS. It offers 17 hours of battery life on a single charge and comes with environmental noise cancellation. It is water resistant, allowing you to use them even during the rainy season. It is currently available for ₹1,198. <cmsannotation type="cmsannotation" annotationid="Oneplus Bullets Z2" comment="subhead2" text="Oneplus Bullets Z2">Oneplus Bullets Z2</cmsannotation> <cmsannotation type="cmsannotation" annotationid="B09TVVGXWS" comment="amazoncard" text="B09TVVGXWS">B09TVVGXWS</cmsannotation> The OnePlus Bullets Z2 is another good option if you are looking for a neckband. It is equipped with large 12.4 mm drivers that deliver powerful bass. It offers a battery life of 30 hours on a single charge and is IP55 water resistant. It is currently available for ₹1,799. <cmsannotation type="cmsannotation" annotationid="Mi Power Bank 3i" comment="subhead2" text="Mi Power Bank 3i">Mi Power Bank 3i</cmsannotation> <cmsannotation type="cmsannotation" annotationid="B08HV83HL3" comment="amazoncard" text="B08HV83HL3">B08HV83HL3</cmsannotation> The Mi Power Bank 3i is a necessary device which allows you to charge your devices on the go. It features a large 20,000mAh capacity, allowing you to charge multiple devices. It offers 18W fast charging, allowing you to quickly charge your devices. It is currently available for ₹1,798. <cmsannotation type="cmsannotation" annotationid="URBN 10,000mAh power bank" comment="subhead2" text="URBN 10,000mAh power bank">URBN 10,000mAh power bank</cmsannotation> <cmsannotation type="cmsannotation" annotationid="B07X83RT1K" comment="amazoncard" text="B07X83RT1K">B07X83RT1K</cmsannotation> The URBN 10,000mAh power bank is a good option if you are looking for a more affordable option. It comes with a smaller 10,000mAh capacity and offers 12W charging support. It is currently available for ₹799. SEE ALSO: <a href="https://www.businessinsider.in/business/ecommerce/news/best-deals-and-offers-on-smartwatches-smart-bands-and-other-wearable-devices/articleshow/93059424.cms">Amazon Great Freedom Festival – Best deals and offers on smartwatches and smart bands</a> <a href="https://www.businessinsider.in/business/ecommerce/news/amazon-great-freedom-festival-sale-offers-deals-discounts/articleshow/93365404.cms">Amazon Great Freedom Festival sale deals and offers</a> <a href="https://www.businessinsider.in/news/best-deals-on-fashion-and-beauty-amazon-sale/articleshow/93375317.cms">Best deals on fashion and beauty products</a>

Best tech gifts for your sisters this Rakhi

Hundreds of acres of forestland in <keyword id="58912" type="General" weightage="100" keywordseo="mayurbhanj" source="Orion">Mayurbhanj</keyword> district of Odisha are safe today, thanks to the Jungle Raksha Bandhan Utsav organised annually by the tribal communities here. As part of the festival, they tie rakhis to the trees with a promise to protect them from felling and forest fires In the summer season, people actively participate in clearing dried branches and dead trees from as many as 750 village forests in 21 blocks of the district. They repeat the process every three or four days to keep forest fires at bay. "Be it celebrations or funerals, we need forest produce. However, we did not understand its importance until about three decades ago. At that time, timber mafias from West Bengal and Jharkhand ruled the roost here," said Mohan Murmu (50), a village committee member of <keyword id="15055293" type="General" weightage="80" keywordseo="hatimada" source="Orion">Hatimada</keyword> in Suliapada block. According to him, the situation became so dire that they had to travel about 10km to access basic forest produce. Food scarcity was acute, forcing villagers to migrate to <keyword id="6354925" type="General" weightage="50" keywordseo="kolkata" source="Orion">Kolkata</keyword> and Midnapur in West Bengal. In those tumultuous days of 1992, some tribal families in Hatimada understood the importance of their village forest and formed several groups with around 10 people in each to offer full-time forest protection. This way, they managed to save 150 acres of forestland! Hatimada again set an example in 2004, when the tribal communities launched a unique tradition of tying rakhis to trees. Soon, the entire district followed suit. On the eve of the ritual, the priests officially invite the villagers, decked in traditional attire, to the celebrations Every year, preparations begin with a community meeting before Rakhi Purnima, presided by the Majhihadam or the Santhal head priest of Sajanti village, and Dehuri Nayak, another priest. A decision is made on budget allocation and other festival-related matters. In addition, rules to ensure forest protection and procure minor produce are laid out. On the eve of parvan (ritual), the Majhihadam and Dehuri Nayak officially invite the villagers for the celebrations. Men and women join the parvan in traditional attires, and dance to the tune of madal and dhamsa. The Nayak takes mango leaf, sal leaf, honey, ghata, kalasi, jhuna and deepa to the forest and begins the rituals. As per the tribal tradition, the priest ends the prayer with a chant in Santhali language: "Johar bo goshain maranburu tehenja dinre ne tobe alele banga amkana ar amm sala tapal segei le dahayada abad dinge nankage amho alia dukh bujhani aleha amle rakhami" (Oh universe, today, on this auspicious day, we offer you prayers unitedly and commit to taking care of you. Please take care of us and bear all of our sorrows. Give us health, food and rain.) <cmsannotation type="cmsannotation" annotationid="The long road to protection" comment="subhead" text="The long road to protection">The long road to protection</cmsannotation> Even though forest protection began in 1992, the road was not easy or safe for the villagers. "Timber mafias threatened us several times, but we did not give up on our forests," said Rebati Hansda of Hatimada. As a result, the situation improved in a few years' time. The sal trees started to grow again, and the canal near the village had water even in the dry months (April to June). It also helped irrigate the nearby lands in the kharif season. "Mayurbhanj is famous for the Similipal Biosphere Reserve. In 2004, we learnt the locals were protecting village forests, but not in a systematic way. The participation of women was also very low," said Bibekananda Pramanik, honorary wildlife warden, Mayurbhanj. The villagers and the forest department did not share a good relationship then. "Introducing a joint forest management programme was a difficult task. But after a series of meetings, it was decided that at least one man and woman would join the protection committees." "The forests were geographically demarcated into clusters and villages close to a cluster became a part of that cluster. The protection committees gradually evolved into management committees that laid down the rules for accessing forest produce," he said. <cmsannotation type="cmsannotation" annotationid="A green paradise" comment="subhead" text="A green paradise">A green paradise</cmsannotation> Once a barren land, Hatimada is now known for its green cover. This became possible by the consistent efforts of 170 Santhal families residing here. Panmani Hembram, a local, said the families depend on forest produce for sustenance, be it the leaves of mahua, sal and tendu, or turmeric and mushrooms. "Santhals neither celebrate Raksha Bandhan nor have guardian deities. Our sacred land is the forest, and our Gods are animals and trees. We call this land jahira, where no one can enter," Hembram explained. According to Hatimada's Dehuri Nayak Khelaram Murmu, all tribals follow the decisions made by the village committee as laws. "In 2004, SPARDA, a local NGO, first came forward with the suggestion of tying rakhi to trees, but we refused. Later, we realised that it was like a sacred bond of promise to protect the forest. We then took it up wholeheartedly." Neighbouring villages of Kankani, Dandiadiha, Kalajhori, Keutunimari and Santungadua have adopted the practice since then. "Multiple village forests have come together to form a mahasangha, through which we appeal to the government regarding land rights under the Forest Rights Act (<keyword id="6388383" type="General" weightage="80" keywordseo="fra" source="Orion">FRA</keyword>), 2006, and other associated rights," Murmu said, adding that 38 people have received lands in the village under the FRA. Thanks to the extensive conservation efforts, Mayurbhanj district now has the distinction of accessing maximum forestland pattas/individual rights under the FRA, says Dr <keyword id="1476370" type="General" weightage="50" keywordseo="sweta-mishra" source="Orion">Sweta Mishra</keyword>, a researcher on the FRA and tribal livelihoods. "So far, 52,820 people have received forest land pattas or individual rights over land under the FRA. About 69,023 people have submitted land rights claims under the FRA, of which 65,014 are tribals," she added. The district committee has approved land pattas for 53,035 people, under which 14,288.15 hectares have been allotted, Mishra said. In addition, 717 gram sabhas have been given both community rights and community forest resource rights under the FRA, by which 1,51,413 hectares of land has been assigned. These rights allow gram sabhas to manage their own forests and gather forest produce. If sustained, these measures will go a long way in alleviating poverty, attaining development goals and achieving climate justice. <h2>Recommended stories:</h2> <div type="Article" hostid="261" msid="94195240" title="Maharashtra&amp;#39;s Hirpodi village turns a barren hill into a forest with the help of contour trenches and drought-tolerant trees" mstype="2" mssubtype="0"><payload><![CDATA[seealso]]></payload></div> <div type="Article" hostid="261" msid="94240777" title="Spike in solar, decline in coal, India witness transition in renewable energy" mstype="2" mssubtype="0"><payload><![CDATA[seealso]]></payload></div> <div type="QUIZ" hostid="261" msid="93637741" title="Sustainability Insider Quiz" mstype="1" mssubtype="2"><payload><![CDATA[sustainability-quiz]]></payload></div>

Tribal women in Mayurbhanj, Odisha tie 'rakhis' to trees for protection from illegal felling and forest fires

Holiday list 2021 - checkout complete holiday calendar for 2021

<ul><li>The <keyword id="36208" type="General" weightage="20" keywordseo="festive-season" source="Orion">festive season</keyword> has always been important to brands, especially to e-commerce players who line up big bumper discounts, look for more retail brands to partner and ramp up their product offerings.</li><li>This festive season, e-commerce platforms are focusing on bringing more personalisation and curation to customers shopping online through greater tech and marketing integration.</li><li>More and more e-commerce platforms are also exploring social commerce, turning their apps into super apps by bringing content, products and trends under one roof for consumers to watch and shop at once.</li><li>With increasing internet penetration, e-commerce players are expecting new growth from Tier II, III and beyond this festive, which will cumulatively contribute to $150 billion of e-commerce as per RedSeer Consulting’s report.</li><li>We speak to India’s leading e-commerce players to find out more about their festive plans and revival expectations.</li></ul>The year 2020 accelerated e-commerce industry, perhaps by a decade, revolutionising the way brands operate, run, and grow their businesses, as well as how consumers choose to shop and pay. In the initial months of the lockdown, businesses witnessed a clear shift in consumer behaviour. Historically offline shoppers also came online due to convenience and safety. Consumers are still hesitant to return to in-store shopping completely and audiences from Tier II and Tier III are also preferring to shop online. The pandemic has evidently caused an inflection point for e-commerce in the country. With the second-largest internet user base, India has emerged as one of the most prominent markets globally. Around 480 million people in India have access to the internet out of which 90 million are online shoppers, according to estimates from management consultancy RedSeer. Shoppers from India’s small towns and cities will cumulatively contribute to $150 billion of e-commerce GMV in the coming decade, until 2030, revealed RedSeer. <div type="image" title="redseer - ecomm report" msid="85901903" hostid="261"></div> After spending a glum year and a half, consumers are excited to celebrate the festive season with upcoming shopping sales for Diwali, Dussehra and Christmas. IPL and ICC T-20 World Cup will further improve consumer sentiment this year. According to a survey conducted by The Trade Desk and YouGov, 82% of consumers shopped online at least once a month in the past six months, and nearly one in four made online purchases several times a week or more often. Titled ‘<a href="https://pages.thetradedesk.com/rs/527-INM-364/images/TheFestiveSeasonPulse2021.pdf">The Festive Season Pulse 2021</a>,’ it further said that 91% of Indian consumers are planning a purchase during the upcoming festive season and six in 10 are interested in learning about new brands during festive season sales. To leverage this uptick in consumer sentiment, the e-commerce category is all set to begin its festive marketing blitz and is preparing to line up big discounts for the season in a few weeks. For this 30-day period leading up to the festive season, leading fashion e-commerce platform <keyword id="319719" type="General" weightage="20" keywordseo="myntra" source="Orion">Myntra</keyword> has planned ‘Big Fashion Festival,’ which will be followed up with Myntra Diwali Sale, with a focus on ethnic wear. It will also be focusing on emerging categories like Beauty and Personal care, kidswear and categories such as innerwear and essentials which have experienced tailwinds post-Covid. Myntra’s Chief Business Officer, Ayyappan Rajagopal said, “We are expecting this festive season to be bigger than last year with more customers using online channels to make their purchases. Demand usually peaks in the 30 days leading to Diwali and we expect this year to be no different. In fact, the demand in the 2 months leading to the festive season is expected to be far more than last time (because people have learnt with time to adapt to a pandemic world). We expect high demand from across geographies and markets - metros, Tier 1, Tier 2, T3 cities and beyond. To cater to that, we have built the right ethnic wear, beauty, and home selection, and have partnered with brands on best deals. Hence, to leverage this demand and provide best value to our customers, we are organizing Big Fashion Festival and Myntra Diwali Sale to make this season a resounding success.” Right on the heels of the festive season, Myntra ramped up its marketing game by onboarding Hrithik Roshan, Vijay Deverakonda and Dulquer Salmaan as its newest brand ambassadors, alongside the existing celebrity ambassadors Kiara Advani, and Samantha Akkineni. Now, it is hoping to double its customer base and cater to Gen-Z shoppers with its high-decibel marketing. “With the optimism coming from recovery from Covid and revival in shopping sentiments along with the habitualisation of digital foray across all customer segments, we see a lot of new customers shopping during this festive season. We have also seen trends in Metro/T1 markets where Myntra has been traditionally strong, pointing towards such a revival. With a positive overall sentiment, we will be looking at doubling our customer base during this period. There will also be an added focus towards expanding our footprint in southern markets, deeper penetration into Tier 2 / 3 towns and exploring customer addition through emerging categories like Kids wear, Inner wear, fashion accessories, Beauty and persona care, etc. The greatest focus will be on Gen-Z cohort of shoppers,” shared Rajagopal. E-commerce platforms are also focusing on bringing more personalisation and curation to customers shopping online through greater tech and marketing integration. More and more e-retailers are exploring social commerce, turning their apps into super apps by bringing content, products and trends under one roof for consumers to watch and shop at once. D2C fashion platform Bewakoof.com that recently raised Rs 60 crore in an investment round led by InvestCorp, IvyCap and Spring Marketing Capital, is expecting to Rs 120 crore in brand sales this quarter. It recently rolled out celebrity-led digital campaigns with Rajkummar Rao, Sanya Malhotra and Farhan Akhtar. It plans to further build its market presence by signing more A-list celebrities to its roster and launch a 360-degree campaign by October. On the technology side, the company intends to launch a gamification-led loyalty program as it upgrades its Bewakoof Tribe with new and exclusive launches for the club members. Sharing the platform’s festive plans further, Prabhkiran Singh, Founder CEO, Bewakoof.com said, “Post pandemic, we saw a strong recovery and growth in certain categories like casual wear and leisurewear because of customers staying at home and with the pandemic slowing down, we expect a strong recovery in categories like ethnic wear, bags, accessories, etc in the festive season ahead. We’re also looking to capitalise on winter wear more this year than usual with winter around the corner and have put in investments accordingly. We expect our brand sales to be Rs 120 crore for the festive quarter.” For Bewakoof, the northern and western markets see the highest demand, followed by West Bengal and Assam because of Durga Puja. Currently, over 6 million customers visit Bewakoof.com every month. Singh told us that the festive season serves as a crucial window in the year for new customer acquisition and bringing back customers that haven’t shopped again for a while. The platform is also planning on increasing its marketing spends this festive. “For this year, 15% of our total marketing budget will be spent for the upcoming festive season.” We’re in the process of rebranding Bewakoof in the next 1-2 months and we’ll have a new look, logo, tagline along with a new set of celebrities that will endorse Bewakoof so we’re excited to roll this out and create buzz around it along with backing it up with top-funnel marketing investments. We plan to go heavy on top-funnel marketing investments starting October,” said Singh. E-retail platform OLX has upped its UI to woo its customers, digitising the entire process of online retailing, including verification of all its premium items. OLX Autos launched a verified inventory of cars with a new interface, which provides a detailed history of the car right from the ownership period all the way up to the service history of the car, and access to a host of financing options and after-sales products like insurance and warranty. As a result, OLX has witnessed a surge in demand for pre-owned cars. Sapna Arora, CMO, OLX India said, “Green shoots are already visible in the used car retail segment. The demand for pre-owned cars has been 25% higher than the pre-Covid levels while there has been an 82% plus growth in demand for pre-owned smartphones. Our goods category has also witnessed a strong rebound, as demand and supply have gone up by an average of 68% and 25%, respectively, compared to pre-Covid levels. The upcoming festival season is important for us as we expect the gap to be narrowing down between pre and post-Covid levels. There has been a strong uptake of e-commerce across regions, especially in Tier 2 and Tier 3 cities, with consumers there making the greatest shift to online shopping. We will continue to focus on the pre-owned auto segment and are expecting to surpass the demand this festive season.” At an industry level, Arora told us that e-commerce players are leveraging on hyper-personalisation to create individualised experiences on the platform and AI-powered chatbots are being implemented by the online retailers to bring customers close to an offline retail experience with a high engagement rate. Sharing OLX’s plan, Arora added, “This festive season we plan to use innovative solutions via relevant messaging at different levels of the retail journey. Our consumer base is growing organically. During this year’s lockdown, a lot of people moved online and we saw growth, about 30% more daily active users (DAUs) from our previous pre-Covid peak. In the festive season, our huge inventories across segments will contribute to increasing the DAU’s on the platform.” As per Nielsen India’s E-commerce Consumer Panel (E-Analytics Solution), there was a double-digit increase in average spend of online shoppers for electronics and accessories (39%), mobile and accessories (12%), and fashion, including apparel, footwear, and accessories (10%) after the pandemic. Appliances (e.g.TV, WM, refrigerators, etc.) also saw notable shopper spending increase at 9%. E-commerce giant Amazon is also ramping up its product range for the festive season. “Together with thousands of small &amp; medium business and brand partners, we continue to offer our customers the widest selection, convenience, and fast delivery. We are humbled by how millions of Indian customers have made us a part of their daily lives. Also, customers continue to believe that online shopping is the safest way to shop which has been reflecting in all the recent events of Amazon like Prime Day 2021, Great Freedom Festival, Rakhi Store, Onam store and so on. This festive season is not a normal one for reasons we all know and our success metric would be focused on how we can make our sellers successful. Customers can look forward to shopping from a wide selection of products across categories like Home &amp; Kitchen, Fashion &amp; Beauty, Appliances and Smartphones, Grocery essentials and more from the comfort and safety of their homes," said an Amazon India spokesperson. This growth trajectory of e-commerce platforms in India testifies how customers are increasingly recognising the importance of comfort shopping within closed doors, and after seeing their businesses take a plunge in the first three months of the lockdown, more and more sellers are also coming online.

This festive season, e-commerce platforms are betting big on Tier II and III markets, which are likely to contribute $150 million to e-commerce growth this year

The story of <keyword id="6385850" type="UNKNOWN" weightage="20" keywordseo="Raksha-Bandhan">Raksha bandhan</keyword> is not just about brotherhood only. In India, it transforms into a bond which brings with it, the responsibility of protection. The North Indian festival has assumed importance during the time of wars and strife in a pre-independent era when pillaging was common. Women who had no surviving male relative would tie a <keyword id="6373020" type="PERSON" weightage="20" keywordseo="rakhi">rakhi</keyword> to friends or acquaintances, who will then take up the role of their ‘protector’. The story of the Rakhi finds mention in mythology too. Draupadi the queen of the Pandavas, in the epic Mahabharata, is believed to have tied a band around Lord Krishna’s arms, which turned into a rakhi. In turn, Krishna saved her with an endless supply of cloth as her husband’s rivals, the Kauravas, tried to disrobe her in an open court. The widowed queen of Mewar, Karnavati, sent a rakhi to Emperor Humayun of the Mughal Empire seeking help when her kingdom was under attack from Bahadur Shah. Humayun obliged and ran to rescue her despite the rivalry between the two families. Though she had immolated herself by the time his army reached the area which is now a part of Rajasthan, he did restore the kingdom to her young son by defeating Shah. The 21st century In the 21st century, Rakhsa bandhan celebrates the brotherly bond. Many Indians now refrain from tying a rakhi only to brothers but also include sisters and even parents into the fold. It has truly turned into a Thanksgiving of sorts where a family comes together and feasts, while honouring those who love and protect each other. Like most other India festivals, Rakhi too is mostly about giving gifts, in exchange for a rakhi. A large number of stores turn into a mini-Christmas offering a variety of options from potpourri, to clothes, to jewelry to spa passes. This is apart from the e-commerce blast on special offers for the day. Now, mutual funds and insurance companies also offer Rakhi schemes, making it an economically significant festival for the country. Whatever the cause and effect, Indians are known to celebrate them all with pomp, glory while sparing no expense.

The social, economical and political relationships that a Rakhi binds

<ul><li>Hotels in <keyword id="826" type="General" weightage="100" keywordseo="goa" source="Orion">Goa</keyword> earned a revenue of ₹9,000 per room, followed by <keyword id="6358070" type="General" weightage="50" keywordseo="mumbai" source="Orion">Mumbai</keyword> and <keyword id="66" type="General" weightage="50" keywordseo="delhi" source="Orion">Delhi</keyword>. </li><li>There was a considerable increase in hotel reservations across all six major cities — Delhi, Goa, Mumbai, Chennai, Bengaluru and Hyderabad. </li><li>This growth is driven by weddings and meetings, incentives, conferences and exhibitions (MICE), and business travel. </li></ul>Goa is <keyword id="3658" type="General" weightage="50" keywordseo="india" source="Orion">India</keyword>’s favorite hotel destination with the best occupancy rates and earnings per room, a survey conducted by <keyword id="14677312" type="General" weightage="50" keywordseo="jll-hotels-group" source="Orion">JLL Hotels Group</keyword> revealed. India witnessed a 244% demand increase in hotels across six major cities — Delhi, Bengaluru, Chennai, Goa, Hyderabad and Mumbai in the second quarter of 2022, according to Hotel Momentum India Report 2022. This growth is driven by weddings and meetings, incentives, conferences and exhibitions (MICE), and business travel. “The stellar performance of the hospitality sector over the past few months has boosted confidence levels of hotel owners and operators. This is further amplified by the return of the business traveler. Investors’ gaze has returned to the sector,” Sanjay Sethi, CEO of Chalet Hotels. All six key markets continued to witness a year-on-year growth in revenue per available room (<keyword id="1995892" type="General" weightage="50" keywordseo="revpar" source="Orion">RevPAR</keyword>) in the second quarter of 2022 as compared to last year, the report revealed. Goa remained the leader in RePAR, with a 54% increase in hotel occupancy levels. The average daily rate of hotels in Goa was the highest in India, at over ₹9,000. Mumbai was second with an occupancy rate the same as Goa and RevPAR of ₹8,000. Delhi was at the third place with each room generating a revenue of over ₹6,000. Bengaluru saw the steepest increase in RevPAR in Q2 2022, with a 660% growth compared to the same period in the previous year. “As business travel and corporate off-sites continued to grow, summer holidays offered a further impetus to the overall demand resulting in a renewed confidence in the sector. We expect this momentum to continue over the next few quarters on the back of long weekends, festivals, weddings, events, and business travel evenly contributing to this growth story,” said Jaideep Dang, managing director - hotels and hospitality group, <keyword id="52011" type="General" weightage="50" keywordseo="south-asia" source="Orion">South Asia</keyword>, JLL. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/careers/news/machine-learning-and-statistics-are-the-most-important-skills-required-for-data-science-jobs-in-india-says-report/articleshow/93455981.cms">Machine learning and statistics are the most important skills required for data science jobs in India, says report</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech-buying-guides/best-tech-gifts-for-your-sisters-this-rakhi/articleshow/93455849.cms">Best tech gifts for your sisters this Rakhi</a>

Goa hotels recorded the best occupancies and earned more too says report

<ul><li>Indian consumers lean on their family for the smallest and the biggest needs and celebrate our smallest and biggest joys together.</li><li>So with Raksha Bandhan round the corner, brands are reminding consumers to celebrate their love for each other in modern ways.</li><li>Here are a few advertisements that stood out from this year.</li></ul>This year, brands have given a new perspective to old traditions of Raksha Bandhan. They are urging consumers to celebrate the tradition of tying a rakhi by focusing on its essence: it is not just about a brother protecting his sister, this pious festival is a celebration of love, protection, support and life-long companionship. With their campaigns this year, brands are reminding us that it is okay to relook at certain traditions and bring them in sync with the modern reality of gender equality. On the other hand, some brands simply chose to celebrate the little quirks and nok-jhonks that the siblings share. Here are a few campaigns that stood out, in no particular order: <keyword id="138037" type="COMPANY" weightage="20" keywordseo="Tanishq" source="Orion">Tanishq</keyword> Conceptualised by Tanishq and <keyword id="2805202" type="PERSON" weightage="20" keywordseo="Dentsu-Webchutney" source="Orion">Dentsu Webchutney</keyword>, this campaign celebrates the beautiful bond of a sister and her sister-in-law. It showcases how their relationship is much more evolved than just being sisters-in-law and rather being #SistersByChoice. The tradition of ‘Lumba Rakhi’ on Raksha Bandhan symbolizes this pure bond of love, care and nurture - a tradition where the sister ties the Lumba Rakhi to her sister-in-law as well for, it is believed that it is not just the brother but the sister-in-law too, who is responsible for the sister’s protection and together they form a protective cocoon around the sister. <div type="Youtube" id="tylRt7nPalQ" title="Celebrating sisters-in-law who are #SistersByChoice" thumbUrl="https://i.ytimg.com/vi/tylRt7nPalQ/mqdefault.jpg"></div> Cadbury Celebrations Every year, siblings in India celebrate Raksha Bandhan following the traditional rituals of a sister tying a Rakhi, a thread symbolising the bond they share, and the brother in return gifting a promise to protect her and that bond, all their life. However, this moment of joy, is deeply missed by many children in the country who are differently-abled, especially with their upper limbs. Often these children opt for prosthetic hands to help them build their lives. The journey for them is a long one where, as the child grows up, the prosthetic arms are recommended change, basis various factors. They typically start with basic prosthetic arms which lack the sense of touch, a very important sensation in their formative years. To make a meaningful difference to the lives of these children and help them celebrate this bond in the most fulfilling way possible, Cadbury Celebrations has partnered with Social Hardware, an organization working towards providing assistive devices and rehabilitation services to underserved communities to develop a unique senor based prosthetic arm that will let children feel the sense of touch, an integral part of growing up. The campaign is conceptualised by <keyword id="531122" type="COMPANY" weightage="20" keywordseo="Ogilvy-India" source="Orion">Ogilvy India</keyword>. <div type="Youtube" id="d2FMYYi33tM" title="Cadbury Celebrations | The feeling of #MyFirstRakhi" thumbUrl="https://i.ytimg.com/vi/d2FMYYi33tM/mqdefault.jpg"></div> Edelweiss Mutual Funds In the last two years, all of us have experienced love and support from people around us who may not necessarily be our family. People and communities came together to help each other. Every relation grows stronger with time. This Raksha Bandhan, <keyword id="222564" type="COMPANY" weightage="20" keywordseo="Edelweiss-Mutual-Fund" source="Orion">Edelweiss Mutual Fund</keyword> urges you to identify and celebrate these unusual bonds of love that have stood with you in challenging times. Conceptualized by Campen Factory, this campaign reminds you that Raksha Bandhan is not only about celebrating the traditional relationship between a brother and sister. It’s about celebrating any bond that is meaningful and stands the test of time. <div type="Youtube" id="zcTo40v03tg" title="Someone at the door - A film by #EdelweissMutualFund on relationships #BoundByLove" thumbUrl="https://i.ytimg.com/vi/zcTo40v03tg/mqdefault.jpg"></div> Bombay Shaving Company Growing up with a sibling is amazing fun. You help each other shine through everything in life. There are moments of love, happiness, joy and naughtiness. This Rakhi, Bombay Shaving Company celebrates this special relationship between siblings. <div type="Youtube" id="g07daTRADC8" title="Are you also like this with your sibling? | @Bombay Shaving Company celebrates Rakhi" thumbUrl="https://i.ytimg.com/vi/g07daTRADC8/mqdefault.jpg"></div> Amazon This campaign reminds you that some gifts don’t come in boxes. <div type="Youtube" id="B6axexxolTE" title="This Raksha Bandhan - #DeliverTheLove" thumbUrl="https://i.ytimg.com/vi/B6axexxolTE/mqdefault.jpg"></div> Swiggy Do you also nag your younger sibling and convince them to do all your chores? Then you will definitely relate with Swiggy’s campaign. <div type="Youtube" id="IbV_hFt2tI4" title="Kya aap apne bade bhai-behen se pareshan hai? #GenieHaiNaa" thumbUrl="https://i.ytimg.com/vi/IbV_hFt2tI4/mqdefault.jpg"></div> Ferns N Petals From the most irritating habits to the most adorable quirks, every sibling will relate to this film. <div type="Youtube" id="OZshtjuyz2w" title="Bandhan Pyaar Ka by Ferns N Petals" thumbUrl="https://i.ytimg.com/vi/OZshtjuyz2w/mqdefault.jpg"></div> Gulf Oil As a part of its on-going Gulf Superfleet Suraksha Bandhan campaign, Gulf Oil has released a long-form digital video to appreciate truck drivers who have been behind the wheels to ensure uninterrupted supply of essentials and medical supplies. This digital film, themed around the festival of Raksha Bandhan, depicts how sometimes even loved ones need to change their outlook. <div type="Youtube" id="NY9fPEmKI5Y" title="Gulf Superfleet Suraksha Bandhan" thumbUrl="https://i.ytimg.com/vi/NY9fPEmKI5Y/mqdefault.jpg"></div>

Brands celebrate Raksha Bandhan with a new perspective this year

<ul><li>To join the bandwagon of offering healthy solutions to consumers, <keyword id="215445" type="COMPANY" weightage="20" keywordseo="Perfetti-Van-Melle-India">Perfetti Van Melle India</keyword>’s <keyword id="10113427" type="UNKNOWN" weightage="20" keywordseo="alpenliebe-juicyfills">Alpenliebe JuiCyfills</keyword> launched Liquid filled Candy with fruit juice and Vitamin C.</li><li>We speak to Rajesh Ramakrishnan - Managing Director, <keyword id="135659" type="COMPANY" weightage="20" keywordseo="Perfetti-Van-Melle">Perfetti Van Melle</keyword> India to understand the idea behind launching immunity-based candy, impact of lockdown on the company and goals ahead. </li></ul>Since the COVID-19 virus came into our lives, brands have tried to come up with out-of-the-box solutions to help people surf through the rough waters and fight the virus. From anti-corona fabric to antiviral paint, brands have come up with all kinds of innovative, and at times even bizarre solutions to deal with the virus. To join the bandwagon of offering healthy solutions to consumers, Perfetti Van Melle India forayed into the fruit candy segment with Alpenliebe JuiCyfills that is a Liquid filled Candy with fruit juice and Vitamin C. In these testing times, Vitamin C has seen its importance increasing in the market since it helps build immunity. So, the brand wanted to offer a fun and healthy option to kids and adults. It launched a TVC reminding people that sometimes bringing the inner child out can also bring happiness to a family. The TVC showcases a kid who relishes the fruity blast of the new Alpenliebe JuiCyfills and is suddenly hit by an idea to bring his bickering grandparents together. Bolstered with the fruity mischief the kid plays a prank that lands his grandparents in a sweet moment of reconciliation. The idea was to position itself as a candy that ‘brings hearts together.’ <div type="Youtube" id="LwCKsIcCfhU" title="Alpenliebe JuiCyfills - #ShararatKaPhalMeethaBhiHotaHai" thumbUrl="https://i.ytimg.com/vi/LwCKsIcCfhU/mqdefault.jpg"></div> However, since confectionery doesn't fall under essentials, there was a clear cut down on the consumption rate. Telling us how the lockdown impacted Perfetti Van Melle India, Rajesh Ramakrishnan - Managing Director, said, “The <keyword id="10113426" type="UNKNOWN" weightage="20" keywordseo="confectionery-category">confectionery category</keyword> falls under the larger Impulse category. We are highly dependent on footfalls on the street. Due to the lockdown from end of March, the traffic in the street significantly came down- schools, colleges, offices were all closed and this greatly impacted our business. April was tough and then May-Aug picked up slowly as the lockdown started easing a bit. The good part is that most of our portfolio is at Re 1 and hence it is an affordable treat for many, so the bounce back is also that much faster.” Increasing focus on e-commerce was another trend that the brand latched onto. “One of the key trends that we see is moving towards Fortification, especially in the F&amp;B category. Consumers are looking for products that provide health related benefits in these times. Another is the move towards greater in-home stocking leading to in-home consumption. There is also a greater shift towards e-commerce across categories,” said Ramakrishnan. Perfetti Van Melle had to cut down its ad spends in the beginning of the lockdown and is now slowly bouncing back. “We had also cut down our spends during the tough months. But now we are slowly getting back to spending to further fuel demand and support our new launches. TV still continues to be our mainstay medium, while our spends in Digital have gone up,” said Ramakrishnan. To minimise COVID’s impact further, the confectionery giant is also focusing more on its large packs for in-home consumption and target consumers via e-commerce. And like any other F&amp;B brand, festive season plays a key role for Perfetti Van Melle. Speaking about the initiatives lined up during the festive season, Ramakrishnan said, “The festive season between Aug-Dec is a key period for us as well, like it is for many F&amp;B products. We have several initiatives lined up for the festive season on Alpenliebe and Alpenliebe Juzt Jelly. We kicked this off with an interesting activation on Alpenliebe during Raksha Bandhan, where we encouraged families to come together to create DIY Rakhis.” The confectionery industry is roughly worth Rs 12,000 crore and was growing steadily before COVID. Ramakrishnan said that it will take a while for the industry to come back to its normal rate of growth, since that would also depend on footfalls in the street. Meanwhile, the brand will continue to focus on staying relevant and building trust. Ramakrishnan said, “Brand building is always a long-term proposition. Consumers consume products that fulfil their functional needs and they connect with brands at an emotional level. This is not likely to dramatically change during or post the pandemic. I believe that brands need to stick to the fundamentals – understand and anticipate consumer needs, offer differentiated products, build strong consumer engagement and drive distribution. In fact, we have observed that consumers become less experimental and prefer to stick to their trusted brands. Brands which have stronger connect are doing better during this period because of the trust they have built over the years. We at Perfetti, operate in a largely impulse category, and the different brands in our portfolio play different roles in the lives of the consumer. For example, Center fruit is all about 'mood transformation' which uplifts your mood and makes you happy, Alpenliebe is about 'Bringing Hearts closer' by getting the family closer to each other. These are very relevant spaces in general and especially in these times.” As a marketer, Ramakrishnan said that it is important to be empathetic to consumers, understand and anticipate their needs in these tough times, and meet those needs. Perfetti Van Melle is currently the market leader in confectioneries and will be focusing towards further strengthening its position during and post-COVID.

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