Beyond sweets and vouchers: Digital gifting reshapes workplace rewards this Diwali

For decades, Diwali gifting in Indian workplaces followed a familiar script — boxes of sweets, dry fruit hampers, and branded mugs exchanged with a polite “Happy Diwali.” But this year, the narrative is changing. Corporate India is moving beyond tradition, embracing digital gifting platforms that promise personalisation, instant gratification, and data-driven insights.

The timing is fortuitous. The Diwali festive season coincides with the peak wedding season, creating a double wave of demand across sectors. According to industry estimates, India’s gifting market is now valued at over $75 billion, with corporate gifting alone accounting for roughly ₹12,000 crore. Analysts say the digital segment of workplace gifting is poised for 30–35% growth in fiscal 2025-26, driven by tech adoption, remote workforce engagement, and evolving employee expectations.

The rise of digital gifting in workplaces

“Digital gifting is completely changing how we think about recognition at work,” says Sourabh Deorah, Co-founder & CEO, AdvantageClub.ai. “For years, rewards meant giving out a box of sweets, a mug, or a voucher. They were nice, but not always personal or practical. Today’s employees want recognition that feels real, instant, and fits into their lives. Digital gifting gives people the freedom to choose what matters to them — maybe a fitness plan, a weekend experience, or a shopping card. It’s not about giving more, it’s about giving better.”

Digital gifting platforms offer choice and inclusion, enabling employees across geographies to pick rewards that matter to them. Whether in Mumbai, Manila, or Munich, recognition can now be personalised and instantaneous — a stark contrast to traditional hampers shipped weeks in advance. AI and gamification are further enhancing engagement, allowing companies to link rewards to milestones, challenges, and achievements.

Corporates and brands embrace the shift

FMCG brands, e-commerce platforms, lifestyle retailers, and luxury companies are all capitalising on the surge in festive and wedding gifting. Limited-edition assortments, premium miniature packs, curated hampers, and experiential vouchers are increasingly in demand.

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  FMCG & food brands are launching festive bundles with premium packaging, mini mithai samplers, and wellness-oriented products targeted at both household and corporate buyers.

  
  


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  E-commerce platforms are curating digital catalogs and instant redemption options for employees and clients alike.

  
  


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  Luxury brands are using the season to roll out capsule collections and bespoke gifting experiences.

  
  


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  Experience providers — from gourmet dining to short-stay travel vouchers — are integrating digital delivery with redemption flexibility, appealing to millennials and Gen Z employees.

  
  

Analysts note that corporate gifting is no longer a ceremonial expense but a strategic lever for employee engagement, culture building, and client retention. Companies that offer choice, convenience, and relevance are seeing higher redemption rates and stronger emotional connect with employees.

Sustainability and efficiency

Digital gifting is also emerging as a green alternative, eliminating packaging waste, shipping emissions, and unused inventory. In a world where ESG commitments are becoming central to corporate strategy, digital rewards offer a way to align sustainability with employee recognition programs.

“Every redemption tells a story about what people value and how they engage,” says Deorah. “Over time, that data helps leaders make smarter decisions about recognition and culture, while keeping the process seamless and sustainable.”

A new normal for recognition

This Diwali, Indian corporates are rethinking the purpose and design of gifting. No longer a transactional exchange, gifting has become an experience-first, data-informed exercise. Companies are moving from generic hampers to curated, AI-enabled digital rewards that are personal, inclusive, and instantly gratifying.

The festive season of 2025, analysts say, will mark a milestone in India’s gifting economy: one where digital platforms, choice, and personalisation define corporate recognition, while traditional sweets and vouchers increasingly take a supporting role.

With both festive and wedding seasons coinciding, businesses across sectors are bracing for a structural surge in gifting demand, setting the stage for higher sales, more strategic brand engagement, and a redefinition of employee recognition for years to come.

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