Like all major festivals, quick-commerce companies posted record breaking sales this Raksha Bandhan too with Blinkit and Swiggy Instamart surpassing their sales figures from 2023. While Swiggy Instamart posted a 646 per cent spike in perfume orders on August 19, making it the most popular Rakhi gift after chocolates, Blinkit crossed it’s all time high orders in a day on August 18. Blinkit hit 693 RPM (Rakhi per minutes) a day before Raksha Bandhan.
In a post of X (formerly Twitter), Swiggy’s cofounder Phani Kishan Addepalli said, “Seeing a massive 646% spike in perfume orders today, making it the most popular Rakhi gift after chocolates. Mumbai has ordered the most among all cities.” He also added that superhero theme rakhis were the most popular in Mumbai this year with 1 in every 7 rakhi orders on Instamart featuring superhero themes.
Albinder Dhindsa, CEO, Blinkit, said that theplatform recorded a peak of 693 rakhis sold per minute. On August 18, he posted on X, “We’ll cross all time high orders in a day on blinkit in a couple of minutes. We also hit highest ever OPM (Orders per minute), GMV, chocolate sales and most other metrics today! And at its peak – we hit 693 RPM (Rakhis per minute). Thank you to all our customers (especially the ones who placed their first blinkit order today) for trusting our service. Happy Raksha Bandhan to all.”
The Blinkit CEO also announced that the platform had expanded its operations internationally for Raksha Bandhan. The move enabled consumers living abroad to send rakhis and gifts to their loved ones in India, with the assurance of swift delivery within 10 minutes. Users from six international locations – the United States, Canada, the Netherlands, Germany, France, and Japan – could take advantage of this new feature.
Albinder Dhindsa said that this Raksha Bandhan, consumers are mostly ordering Laddu and Gulab Jamun and also Kaju Katli. At Blinkit, Laddu was the winner amongst the three last year on Raksha Bandhan, he said.
Besides perfume and chocolates, according to Swiggy’s Phani Kishan Addepalli, bags, beauty items, dry fruits were the most popular Raksha Bandhan gifts this year. In a tweet, he said, “Top orders on SwiggyInstamart today: Sisters in Kolkata were gifted bags, while Mumbai gifted beauty items and perfumes, Bangalore stuck to dry fruits, Delhi got chocolates and Hyderabad gifted Indian Sweets. Each city celebrating the sibling bond in a different way!”
“The “sweet” bonds between siblings showing up swiggyinstamart! Chocolate sales have surpassed even Mother’s Day! We’re delivering 2.5 times more chocolates per minute- there are no bittersweet memories! It’ sweet all the way!,” he said in another post on X.
Besides sharing insights on most ordered products, he also said that the platform recorded more ‘order for others’ flow than even Valentine’s Day and Mother’s Day. “Last tweet to top off the day – something that literally hits home. Every fifth order on swiggyinstamart today was made through the ‘order for others’ flow, surpassing even V-Day and Mother’s Day!
We absolutely love bringing people together,” he posted.
Another interesting order was from Jaipur. In a post, he said, “Somewhere between ‘tu mera bhai nahi hai’ and ‘tu mera bhai nahi hai?’ we all grew up. Today, a brother in Mumbai showered his sister with Rakhi gifts worth INR 11,320—the highest spend we’ve seen so far. Talk about sibling love! The order consisted of toys from Hamleys, chocolates, flowers and some make up!”