Launched in 2014, PhotoSparks is a weekly feature from YourStory, with photographs that celebrate the spirit of creativity and innovation. In the earlier 1,020 posts, we featured an art festival, cartoon gallery. world music festival, telecom expo, millets fair, climate change expo, wildlife conference, startup festival, Diwali rangoli, and jazz festival.
The gifting industry is becoming more thoughtful, personalised and environmentally responsible than ever before. That creates a very exciting opportunity for Indian brands that can combine good design with a meaningful story, according to exhibitors at the recent Gifts World Expo Bengaluru, organised by MEX Exhibitions and Messe Frankfurt Asia Holdings.
The exhibitor lineup, some of whom are featured in this photo essay, includes Coconut Sugar, EcoCradle, Haath ka Bana, Kalaspoorthi, Nutraj, Rene Kolkata, and Smartivity. In a series of interviews, the exhibitors point to emerging trends in this space and also offer tips for aspiring entrepreneurs.
“I believe the gifting industry is going through an important transition,” Roshan Ray, Founder of Seed Paper India, tells YourStory.
He observes: “The question is no longer simply, What can we give someone? but What does this gift say about us?”
“For us, sustainability is not just a trend. Seed Paper India was built around the idea of turning waste into something valuable, and then giving that product a second life,” he affirms.
Companies increasingly want their gifts to reflect their own brand values rather than simply putting a logo on a standard product. “This works particularly well for us because Seed Paper India turns sustainability into an experience — the gift can eventually be planted and become a plant,” Ray says.
“The most effective designs in this space are simple, useful, aesthetically pleasing, and connected to the brand's story. We have found that corporate buyers do not necessarily want something that looks heavily branded – they prefer subtle branding combined with a product that the recipient will actually use or remember,” he explains.
Ravi Lalwani, Head of Corporate Communications at consumer electronics firm XECH, observes that corporate gifting is moving towards premium, functional, tech-enabled, and lifestyle products rather than conventional merchandise.
“Minimal, contemporary designs with strong functionality and subtle branding are proving most effective,” he says.
Dhruv Natani, Founder of digital song gifting platform RAAAG, observes that physical hampers are giving way to experiences and personalisation. “Buyers are trading unit economics for emotional recall,” he says.
“Gifting is becoming moment-based rather than festival-based. Companies used to gift twice a year. Now they are gifting for onboarding, work anniversaries, promotions, retirements, Women's Day, and personal milestones like weddings and newborns, and so much more,” he adds.
Vernacular gifting is finally being taken seriously. “A Gujarati gift for a Marathi employee does not create the same recall as ones in their own culture,” he suggests.
As for design principles, the format has to match the moment. “A townhall gift is broadcast content. A retirement gift is a private handover moment. Same brand, different formats,” Natani says.
Specificity beats generosity. “A cheap gift that mentions the employee by name outperforms an expensive generic one every time. Restraint also beats spectacle. Corporate India tends to over-produce. In our experience, understated, well-crafted gifts land harder than lavish ones,” he affirms.
“For corporate gifting in particular, it is important to showcase the company brand and synchronise the packaging theme with the corporate identity once the product is finalised,” advises Kanika Agarwal, Co-founder of Gulaab Jaipur – House of Gulab.
Designs which are simple and have variations of colour and size are appreciated. “Furthermore, handmade products as well as sustainable and reusable packaging are preferred,” she adds.
Founders like Roshan Ray of Seed Paper India also offers tips for aspiring entrepreneurs planning to enter this space. “First, don't look at gifting as simply selling products. You are selling an emotion, an experience and a relationship,” he emphasises.
“Find a clear differentiation. The market is crowded with products, so having a strong story and a reason for customers to choose you is critical. Understand your customer before developing a large product range – start with a few strong products, test them, listen to buyers, and then expand,” he adds.
Strong execution capabilities are key as well. “In gifting, it is quality, customisation, packaging and—most importantly—delivery timelines that can be just as important as the product itself,” he cautions.
“Don’t be just another sourcing or trading company. Build differentiation through product, design, quality, and service. Understand the end recipient and create products that people genuinely want to receive and use,” Ravi Lalwani of XECH recommends.
Gautam Mukhopadhyay, co-founder of sustainable lifestyle brand Wander Weaves, advises designers to focus on the SIDE framework: situational, identity, deliverable, and emotion.
“For each target segment, the gift provider must have clarity in terms of the identity that needs to be established in the minds of its clients, how it meets their aspirations, and what kind of emotional connect is desired,” he explains.
House of Gulab’s Kanika Agarwal also advises entrepreneurs to first focus on client needs. “Differentiate yourself by way of your offerings and service. Find a niche,” she says.
“Do the math: take into account logistics, damages, and advertising. And have lots of patience: corporate gifting has longer business cycles,” she adds.
RAAG’s Dhruv Natani reminds aspiring entrepreneurs that gifting is an emotional business, not just a product business. “If you cannot articulate the feeling your gift creates in the recipient, you do not have a business yet,” he cautions.
“Price for the emotion, not the cost. A hamper company competes on cost per unit. An emotional gifting company competes on cost per memory,” he explains.
It is important to build for the long tail of occasions. “Diwali and weddings are the obvious ones, but there are 15-20 giftable moments per employee per year, and 8-10 personal ones. Founders who see the full calendar build much larger businesses,” he adds.
“Finally, be honest about what is AI-assisted and what is human-crafted. Buyers are getting sophisticated fast – hiding it damages trust,” Natani signs off.
Now what have you done today to pause in your busy schedule and harness your creative side for a better world?
(All photographs taken by Madanmohan Rao on location at Gifts World Expo.)
