“Tis the season to give… strategically.” With the ongoing festive season, brands across industries have rolled out a bunch of gifting packs. Interestingly, this year there has been a high emphasis on premiumisation, digital convenience, and customisation. Whether it’s artisanal food boxes or tech-enabled experiences, brands are recalibrating their offerings to match evolving consumer preferences. “This festive season, brands are focusing on offering the best to consumers. By curating special gift sets that include popular makeup kits and perfume combos, they cater to customer preferences for toxin-free and vegan products. To enhance digital convenience, the brands are making these products available on e-commerce platforms such as Nykaa, Amazon, and Purple, along with quick commerce services like Blinkit and Zepto for fast delivery,” Mihir Jain, Sales and Marketing Director, Insight Cosmetics, told BrandWagon Online.
There has been a 75% surge in digital gifting over the past three years, driven by workplace flexibility and shifting demographics, as per a report by AdvantageClub.ai. The corporate sector, particularly in industries like IT, BFSI, and Pharma, has seen an overwhelming adoption of digital gifts, with over 80% penetration in IT alone. Companies are now moving beyond traditional gifts, offering digital experiences like scuba diving and skydiving. This growing trend aligns with the demands of millennials and Gen Z employees, with 88% opting for personalised gifts over standard items. “Diwali is a time of joy, celebration, and gratitude, and it’s clear that today’s workforce values the freedom to personalise their festive experiences. Here we would like to highlight that digital gifting is not just a trend but a reflection of evolving workplace dynamics. This shift not only enhances the festive spirit but also contributes to a more engaged and satisfied workforce, ultimately fostering a positive culture that values individuality and inclusion,” Sourabh Deorah, co-founder and CEO, AdvantageClub.ai, said.
To be sure, in the consumer space, the concept of gifting seems to be undergoing a similar transformation, especially among premium brands. “We’ve designed our gifting packs for fashion-forward individuals who appreciate thoughtful, elegant gifts. Priced between Rs 6,000 and Rs 7,000, these hampers are aimed at customers who value premium style, though we don’t offer customisation,” Ayush Tainwala, CEO, Bagzone Lifestyles Pvt. Ltd., said.
Artisanal food brands are also riding the gifting wave. “Our audience consists of consumers who seek handcrafted and sustainable products, making these gifts perfect for those looking for a more meaningful connection. We currently price our gift packs between Rs 299 and Rs 499, and while we don’t offer customisation yet, we’re exploring the option based on demand,” Aditi Handa, co-founder, The Baker’s Dozen, said.
The corporate gifting space, on the other hand, is on a continuous growth path with companies like Blaupunkt Audio and many others. “Corporate gifting now accounts for 20-25% of our annual revenue, and we offer a wide range of gift options, from Rs 300 to Rs 30,000, with customisation available for large orders. Both online and offline distribution channels play a key role in reaching our corporate clients,” Sukhesh Madaan, CEO, Blaupunkt, said.
Meanwhile, ITC’s Mangaldeep expanded into the premium gifting space with a distinct focus on spiritual and devotional offerings just like Phool which targets this premium incense gifting. Their curated boxes, such as the ‘Mangal Mornings’ and ‘Temple Treasures’ series aim to tap into the growing consumer demand for personalised, meaningful gifts. “In the past 20 years, we’ve grown the business significantly, and gifting has become a central proposition for us. Our products, priced between Rs 150 and Rs 750, are designed to tap into the growing demand for personalised and meaningful gifts, with 85-90% of sales expected to come through digital platforms like Zepto, Swiggy Instamart, and Amazon,” Gaurav Tayal, chief executive officer, ITC Matches and Agarbatti Business, said.
But what is driving this shift in gifting strategies? For many brands, it boils down to one thing: relevance. Industry experts believe that companies are no longer content with offering generic gifts—they use this opportunity to reinforce their brand values, build stronger relationships with consumers, and engage employees in a meaningful way. As digital gifting gains traction, it looks like brands are leveraging both technology and insights into consumer behaviour to deliver a more tailored experience.
“Gold and silver are not just gifts; they are deeply rooted in Indian culture, symbolizing wealth and prosperity. At MMTC-PAMP, we offer the purest 24K gold and exquisite silver products that reflect the significance of our festivals. Our diverse range of premium gifting options, including customised items for special occasions, ensures meaningful and lasting gifts that combine Swiss craftsmanship with Indian traditions. This festive season, families see gold not just as a gift, but as a wise investment for auspicious beginnings and wealth creation,” Vikas Singh, Managing Director & CEO, MMTC-PAMP, said.
“This festive season, we’re combining both digital and offline promotional strategies to maximize reach. Social media is a crucial element of our strategy, where we’re running targeted campaigns that create buzz and engage our audience authentically. Additionally, we’re focusing on in-store point-of-sale displays to maintain strong visibility for our brand. Since the festive season represents 20-25% of our annual sales, we invest 15-20% of our marketing budget during this period. It’s not just about boosting sales but about creating meaningful, memorable experiences for our customers during this special time of year,” Chirag Gupta, founder and CEO, 4700BC, said.
From what it seems, this festive season, gifting is no longer just about exchanging items—it’s about elevating the experience, whether through digital platforms, artisanal products, or region-specific offerings. As the corporate gifting market in India continues to expand, winners will be those who will be able to combine convenience, personalisation, and value into a single package.