This Deepavali, sustainability is the focus of festive gifting

From wellness products to traditional crafts and thrift pop-ups, sustainability is the focus of festive gifting this Deepavali

With Deepavali round the corner, a growing community of people who are ecologically conscious, mindful of the brands they endorse, are celebrating the spirit of sustainability. There is an increasing preference for eco-friendly festive gifting choices and a shift from fast fashion. With celebrities such as Aliaa Bhatt and Dia Mirza endorsing conscious gifting in the festive season, the trend is fast catching on.

Earlier this week, Young Indians (a non-profit organisation that is an integral part of the Confederation of Indian Industry) organised its second annual thrift pop-up ahead of Deepavali in Visakhapatnam and raised close to ₹one lakh. The event, that was part of its Climate Change initiative led by Dr Sravani Bellam and Sravya Kuchipudi, saw a warm response from people in a city where the concept is relatively new.

“The idea was to send out a message on reducing the impact of climate change and highlight mindful consumption, especially during the festive season which is associated with extravagance. Thrifting helps us change our consumption habits. It’s a way to upcycle our festive style,” says Deepa Kodali, chair for branding and communication at Young Indians, Vizag. The pop-up had brands like Polo Ralph Lauren, Hugo Boss, Louis Vuitton, Ferragamo, Karl Lagerfeld, Gant, Armani Exchange, Zara and H&M.

The corporate gifting market in India is pegged at ₹12,000-crore and is slated to grow by over 200% annually, according to a recent industry report. Interestingly, the report says that there is an 80% preference for eco-friendly gifts this festive season.

Corporate Connections, a global community of business owners, has adopted a sustainable gifting strategy in festivals as well as in other events.

“Gifts should leave a positive impact not only on the recipient but also on the environment. We have been supporting traditional Indian crafts like Bidri, Etikopakka and indigenous brands like Araku coffee along with sustainable initiatives such as seed pens in our gifts to our key partners and members,” says KVT Ramesh, national director, Corporate Connections.

Similarly, the Visakhapatnam chapter of Business Network International, a global business networking and business referral organisation, recently conducted an event on waste disposal strategies to embrace the concept of sustainability. The session was led by Neha Giduturi, who works in plastic waste management and is a part of India Youth For Society organisation.