Amidst Digital Tide, Rakhi Festival Keeps Tradition Alive

Visakhapatnam: In times when celebrations are increasingly going digital, the traditional Indian festival of Raksha Bandhan continues to stand out.

It remains one of the few instances, where physical presence of the brother is essential for the sister to tie the sacred Rakhi thread, a symbol of love and protection.

It is not so with New Year, Friendship Day and Valentine’s Day celebrations, which have seen a surge in e-cards and virtual greetings.

For Raksha Bandhan, however, local markets, particularly sweet and gift shops in Visakhapatnam, are witnessing a massive rush, as people are flocking to buy Rakhis, gifts and sweets, upholding a tradition that has spanned over centuries.

Yashwant, a gift shop owner at Siripuram Junction, shared his experience with Deccan Chronicle. “I stock gifts for every occasion throughout the year. But this year has so far been tough for business. Sales have dipped due to the economic slowdown. However, Rakhi season has brought in the much-needed relief. People are showing up in large numbers. We have seen a good spike in sales,” Yashwant explained

He said a wide variety of Rakhis, including those with popular themes for children, are available for prices starting at just Rs.30.