Father’s Day 2024 sees experiential gifts rise & emotional tributes trend. Spending surges as modern dads redefine roles. India’s celebration trends explored.
NEW DELHI – Father’s Day (June 16) has evolved beyond ties and greeting cards, becoming a ₹4,000+ crore retail event in India. With social media amplifying heartfelt tributes and Gen-Z rejecting stereotypes, today’s celebrations reflect changing family dynamics and a growing appreciation for active fatherhood.
Origins & Evolution: From Sonora Dodd to Social Media
The day began in 1910 when Sonora Smart Dodd campaigned to honour her Civil War veteran father. India adopted it in the 1990s via globalisation. Now, #FathersDay trends annually with 2M+ Instagram posts in India, shifting from commercial tokens to public emotional expressions.
Spending Surge: India’s Booming Market
Retailers report 20% YoY growth:
- Average spend: ₹4,200 per urban family (ASSOCHAM 2024)
- Top sellers: Smart gadgets (32%), gourmet hampers (28%), custom experiences (23%)
- E-commerce spike: 35% sales jump (Flipkart/Amazon data)
2024’s Hottest Gift Ideas
- Tech Upgrades: Noise smartwatches, Sony headphones
- Experiences: Brewery tours, adventure sports vouchers
- Personalised: Engraved wallets, custom comic books
- Sentimental: “Memory journals” with family photos
Modern Fatherhood: Celebrating Active Dads
Campaigns highlight evolving roles:
- Brand narratives: Titan Raga’s “Dad & Daughter Goals”, Dove Men’s “Care Makes Strength”
- Social media: Viral reels of fathers participating in childcare, cooking
- Research: 68% urban Indian dads now share parenting duties equally (UNICEF 2023)
India’s Regional Celebrations
- Metros: Fine-dining bookings up 40% (Dineout)
- Tier 2/3 cities: 65% growth in online gift orders
- Unique traditions: Bengali “Baba’s Recipe” cook-offs, Punjabi family cricket matches
Controversies & Criticisms
While embraced commercially, critics highlight:
- Exclusion of single mothers/father figures
- Commercial pressure overshadowing sentiment
- Rural-urban participation gap (Only 18% rural awareness per LocalCircles)
Future Trends: What’s Next?
- Digital tributes: AI-generated memory videos gaining traction
- Inclusive marketing: Brands featuring stay-at-home dads
- Sustainability: Eco-friendly gifts projected to grow 150% by 2026
The Bottom Line: Father’s Day 2024 mirrors India’s societal shift – blending commerce with genuine emotional connection. As younger generations reject stoic stereotypes, celebrations increasingly honour vulnerability and involvement. The day’s future lies in personalisation over presents, cementing fathers’ transformative role in modern families.