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Forever Rakhi is set to become a household name this “Raksha Bandhan,” a Hindu festival celebrating the love & duty between a brother and his sister.

As you read the story of those behind this creative new trend, take the time to recall some of your favorite Raksha Bandhan memories…

During Raksha Bandhan 2013, Meeta Manglani hand-made a rakhi to tie on her namesake brother, Jitin Hingorani. Jitin was touched by the gesture and loved the rakhi immensely, but as is the case with most rakhis, it fell apart in a few weeks.

Hingorani stated, “…my friend Meeta tied me a rakhi for the first time last year. She had designed the piece herself, but she just used regular rakhi thread, which ended up breaking in about a week or so. I loved the design of the rakhi so much that I thought why not create a bracelet for men that will last longer and men don’t have to keep on their wrist the entire time.”

Brilliant idea, don’t you agree?

Hingorani continued, “It would be a chic, men’s accessory that guys could wear as and when they please, whether at the office or for a night out on the town. So, Meeta and I collaborated, and she created a line of 13 rakhis inspired by each and every one of her brothers and cousins who she ties (one) to every year. In fact, the rakhis are even named for her individual loved ones. We want sisters to put more thought into what kind of rakhi they choose for their brothers, rather than it being a last minute decision at a grocery store.”

Just like Meeta and Jitin, I am sure we can remember when we would tie rakhis onto our brothers (or in my case, cousins or name-sake brothers, such as Jitin’s) wrists, and they would immediately fall off. It is upsetting because even though you tied it with such love and honor, it’s no longer there, and then gets thrown into the garbage. But this season, you can give your brother a rakhi which will last forever, always reminding him of the love & bond you both share.

Just as the video says, “The love for your brother lasts longer than a day. Shouldn’t his rakhi?” And Forever Rakhi allows you to do just that. The rakhis come in a selection of several different symbols, and my two most favorite are:

• Om – prosperity, success, victory
  

  The Jitin Rakhi – $15

   

   

• Ganesh – power of wisdom, knowledge, prestige
  

  The Kunal Rakhi – $15

  
  The rakhis also come in these other charm options:
  

• Lotus – purity, enlightenment, mindfulness
• Evil Eye – protection, luck, safety
• Tusk – good fortune, gratification and recognition
• Buddha – peace, serenity, patience
• Anchor – stability, power, strength
• Infinity– longevity, unity, balance

Raksha Bandhan is on August 10th, so there’s still time to visit the Forever Rakhi site and have one shipped directly to that special brother in your life. Hingorani ended with, “We are modernizing an ancient tradition by creating a rakhi for our generation, a rakhi that (your brother) will cherish FOREVER!”

Take the time out to visit Forever Rakhi, and give your brother a rakhi this year which will last a lifetime, not a few days or week. Wishing all my brothers a very HAPPY RAKHI in advance!