Street vendors are losing business as more people turn to online shopping.

As the auspicious festival of Raksha Bandhan approaches, the city of Bhubaneswar is alive with the hustle and bustle of preparations. This annual celebration of the enduring bond between siblings has a special place in the hearts of people, and this year, it's no different. The festival, where sisters of all ages tie a Rakhi–a sacred thread around their brothers' wrists, is witnessing a fusion of traditional and modern elements, reflecting the changing ways in which people celebrate.

The market is filled with a diverse variety of Rakhis, catering to a wide range of preferences and budgets. From eco-friendly options to extravagant designs priced at over `500, the options are endless. Personalized Rakhis, with names or photos, have also gained popularity, adding a special touch to this festival. However, local vendors have noticed a shift in consumer behavior. With the rise of online shopping, footfalls at their stalls have significantly decreased. "In comparison to previous years, we haven't seen the usual rush at our stalls. Many people now prefer the convenience of ordering Rakhis online and having them delivered directly to their loved ones," shared Toofan Rout, a vendor at Sai Season Centre in Rasulgarh.

The tradition of sending Rakhis to brothers living far away has also evolved over the years. While in the past, sisters would send Rakhis through couriers and brothers would respond with letters, technology has simplified this process. With just a few clicks on their smartphones, sisters can now order Rakhis and gifts for their brothers, making the distance between them seem smaller.

Amidst these changes, the true essence of Raksha Bandhan remains unchanged. This festival continues to symbolize the unbreakable bond of love, respect, and commitment between siblings. "No matter how much time passes, the bond between siblings and the love and respect for each other remains unwavering," shared Ritu Bhagat, an 18-year-old resident of the city. Rakesh Kumar, a 25-year-old working professional, added, "Although the festival has become more focused on gifting, the true essence of Raksha Bandhan lies in the promise of protection. It is a celebration of the deep love and respect between siblings and the universal values that bring the community together, standing the test of time."

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