By Prashant Maheshwari
Partner gifting is a strategic tool that goes beyond mere gestures of goodwill. It’s an investment that can yield significant returns, from building stronger relationships and boosting brand recognition to driving business growth. By carefully selecting personalized gifts, tracking key metrics, and analysing ROI, businesses can maximize the impact of their gifting initiatives.
The gifting industry in India, valued at $84 billion, continues to grow, driven by growing demand for personalised gifts and expanding online gifting platforms. Notably, 52% of gift recipients engage in business with the company that gifted them.
Gifting plays a key role in building trust and collaboration between startups and their partners. With prominent industry players like Zomato, Paytm, and Swiggy utilising innovative gifting strategies, it’s clear that startups prioritise partner gifting. The holiday season, which accounts for 19% of annual retail sales worldwide, presents an ideal opportunity to maximise the impact of these strategies.
Measure the effectiveness and ROI of partner gifting
To measure the effectiveness and ROI of partner gifting, start by setting clear, measurable objectives. Define goals such as boosting engagement, brand recognition, or enhancing partnership satisfaction. Personalised gifting, for example, has proven to increase renewal rates by building loyalty. Nearly 68% of businesses prioritise brand awareness in corporate gifting, while 73% believe gifting influences client purchasing decisions, underlining its strategic importance.
To track the engagement and satisfaction metrics utilise CRMs, tracking software, and surveys to measure impact. Key metrics include partnership renewal rates, deal closures, and recipient feedback, offering a direct view of gifting’s effectiveness.
For tangible ROI, measure direct results such as increased deal sizes or shortened negotiation times linked to gifting campaigns. Tracking post-gift sales from specific clients can reveal the financial impact.
Brand recognition can also be assessed by analysing indirect results, such as mentions on social media or improved partner sentiment. Regularly review and refine your gifting strategy based on feedback and performance data to ensure it aligns with overall organisational goals.
New trends in corporate gifting
There is a growing preference for personalised experiences and branded gifts as businesses aim to create deeper connections with their partners. Platforms that automate the gifting process, track deliveries, and measure feedback are gaining popularity, offering efficiency and enhanced insights.
Sustainability is also shaping the industry, with eco-friendly, health & wellness, and tech gifts seeing significant growth. Corporate gifting is becoming more aligned with values such as environmental consciousness and employee well-being.
Digital gifts are another emerging trend owing to the ease of use and inherently environment friendly nature. A significant 93% of Indians consider digital gift cards ideal for holiday gifting. Companies like Pluxee are at the forefront, offering customisable digital gift cards that cater to the modern needs of both businesses and recipients, making gifting more streamlined and relevant.
Aligning thoughtful gifting with strategic goals
India’s gifting market, projected to expand at a 3.35% CAGR from 2025 to 2028, offers substantial opportunities for businesses. Strong cultural traditions and evolving consumer preferences are driving this growth. The shift towards personalised and sustainable gifting aligns with global trends, making this the ideal time to refine corporate gifting strategies.
By investing in personalized, sustainable, and tech-enabled gifting solutions, businesses can unlock the full potential of business relationships.
(The author is Prashant Maheshwari, Finance Director, Pluxee India, and the views expressed in this article are his own)
