Mumbai: IGP, a global D2C multi-category gifting platform, is marking Raksha Bandhan with more than gifts — it’s celebrating the 10,000+ women artisans whose skilled hands transform rakhis into intricate pieces of wearable art. Each handcrafted rakhi is a symbol of tradition, cultural richness, and sibling love, brought to life through the brand’s ‘Rakhi Wali Feeling’ campaign.

Working closely with its in-house community of women artisans, IGP provides a sustainable source of income for thousands of families while taking Indian artistry to global audiences. This year’s campaign video captures the heartfelt journey of these women, who have not only mastered their craft but also found empowerment, identity, and a sense of community through their work.

“Raksha Bandhan isn’t just one of India’s biggest gifting moments, it’s a celebration of love, tradition, and the bonds that hold us together. At IGP, it’s also a reminder of the meaningful role we can play in empowering over 10,000 women artisans whose skill and creativity bring each rakhi to life,” said Tarun Joshi, Founder & CEO of IGP.

By sourcing handcrafted rakhis directly from women-led artisan groups, IGP preserves traditional craftsmanship while ensuring vital seasonal income for these communities. Each delivery becomes more than a gift — it’s a celebration of heritage, empowerment, and fine artistry shared with the world.

Here’s the video link:- https://www.instagram.com/reel/DM17YaTzcdE/?igsh=bmV1ZTRyYnpqYzZx