Lumba Rakhi Trend: A Marketing Case study | Why Brands Are Doubling Down on Lumba Rakhi After Rakhi Day

Tanya Sharma
Aug 9
3 min read

The streamers are down, the sweets are gone, and your inbox is (finally) free from “LAST CHANCE FESTIVE SALE” emails. But here’s the thing,your customers are still there, quietly scrolling, still primed to engage. Post-festival is a marketer’s under-used goldmine. Why? Because your audience has already interacted with your brand once: now’s the time to make it stick. With the right strategy, you can turn that festive “one-time buyer” energy into repeat business, loyal followers, and a stronger brand presence… without enitely relying on the next big holiday to do the heavy lifting.

And if you’re a brand, you might want to stop scrolling reels for a second and pay attention, because trends like Lumba Rakhis just might just be your next big festive marketing move.

So… What is a Lumba Rakhi?

Traditionally, Raksha Bandhan was all about tying a rakhi on your brother’s wrist. Sweet, sentimental, straightforward.

But, lately there is a thing called 'Lumba Rakhis': an ornate, dangling style originally meant for sisters in law (Bhabhis). The idea? Extend the celebration to the entire family. Now, it’s not just a brother protection promise , it's a brother and bhabhi .....and social media moment .

And in 2025, it’s gone from niche tradition to full blown cart filling craze .

Why is Lumba Rakhi trending?

A few suspects in this mystery:

E-commerce Push : Amazon, Flipkart, and Meesho jumped on the Lumba bandwagon hard to think curated couple sets, flashy thumbnails, and buy before 6 PM for same day delivery banners.

Quick Commerce = Quick Fame : Blinkit, Zepto, Swiggy Instamart all making sure your last minute “oops I forgot the bhabhi” moment turns into a same day sale.

Instagram Reels : Cute couple videos, “My bhabhi is my bestie” captions, and full blown “Lumba Rakhis unboxing” content. (Yes, that’s a thing now.)

Why your Brand should care about trends like Lumba Rakhis?

The thing is that trends like Lumba Rakhis aren’t just about selling one product, they're about cultural expansion .

Bigger Audience : From one sibling to an entire couple = instantly doubled gifting potential.

Emotional Hooks : It’s about celebrating relationships beyond blood ties. Very shareable. Very campaign friendly.

Year Round Angle : Once you’ve roped in the Rakhi , you’ve unlocked birthdays, anniversaries, and all those micro occasions for retargeting.

Lets Study The Lumba Rakhi trend: What worked?

2025 saw brands selling these niche Rakhis to custumers, or using it to market an unrelated product as Rakhi Gifts from both Bhaiya and Bhabhi!

Bundling strategy: Lumba + Rakhis + gift box sets increased basket size.
Social media storytelling: Posts tied (pun intended) cultural background with fashion appeal.
Geo-targeted ads: Campaigns first targeted states with high Lumba awareness, then expanded.
Occasion-based urgency: “Order before X date for delivery” created natural scarcity.

From Festive Trend to Loyalty Magnet

If you’re clever, you won’t just ride this wave till next Rakhi you’ll build it into your brand story.

Example:

Jewelry brands can do “Sister in law specials” year round.

Home décor brands can market “Couple festive kits” for Diwali, Karva Chauth, Christmas.

Digital brands can turn the emotion into subscription bundles ( yes, Netflix gifting counts ).

Because the truth about Marketing is that a Lumba isn’t just a rakhi, it’s an entry ticket into a whole new customer segment.

What should Brands do Post-Rakhi

The mistake many brands make: they go silent until the next festival.

Instead:

Follow-up campaigns: Thank-you messages + special discounts for post-Rakhi gifting.
Repurpose designs: Market leftover Lumba inventory as “festive bracelets” for weddings or Diwali.
Cross-sell: Use purchase data to recommend anniversary gifts, fashion accessories, or festive hampers.
Content pivot: Post stories about the cultural significance of Lumba, positioning your brand as a cultural curator year-round.

The Lumba Rakhi trend is proof that even centuries old festivals can surprise us with fresh opportunities and the brands that spot them early are the ones that win big.

So whether you’re selling jewelry, homeware, chocolate hampers, or digital subscriptions, don't just market to the brother. Market to the relationship.

If Lumba Rakhi can own the season, imagine what your brand can do with the right strategy. At FutureSmith, we don’t just follow trends, we create them.

Or email us: Info@futuresmith.pro