India welcomed 2025 with remarkable excitement on New Year’s Eve, as the demand for grapes soared, along with party essentials delivered through instant services like Blinkit and Swiggy Instamart. This surge highlights the growing trend of convenience-focused shopping habits among Indian consumers, reflecting how social media influences traditional practices.
According to Blinkit co-founder Albinder Dhindsa, the evening saw significant spikes in orders. By 8 PM alone, they had delivered over 2.3 lakh packets of aloo bhujiya and 6,834 packets of ice cubes—essential elements for many celebrations. Swiggy Instamart reported up to 853 orders of chips per minute at peak times, with BigBasket noting remarkable increases of 552% for non-alcoholic beverages and 325% for disposable cups and plates. Dhindsa expressed on social media, “What’s with the sudden craze for grapes today?? 🤔 It’s one of the highest ordered items on the platform since morning!”
The unexpected rise of grape orders was particularly amusing to many, as Dhindsa observed the sale of grapes had skyrocketed, indicating cultural curiosity and connection. The increase wasn’t just random; it coincided with the Spanish tradition of eating 12 grapes at midnight—an age-old custom where each grape eaten signifies making one wish for the upcoming year. Modern Family fans also played a role, as many recall the tradition from the show where character Gloria explains the significance of the grapes, sparking wider interest.
Social media played its part, with images and memes circulating rapidly, prompting many Indians to embrace this quirky new custom as they rang in the New Year. By the end of the night, Blinkit had reported it sold more than seven times the regular amount of grapes compared to any other day. This phenomenon demonstrated not only the lure of social media but also how viral moments can propel traditional practices to new heights.
Other interesting orders surfaced during this busy night. Customers were seen purchasing blindfolds and handcuffs alongside classic snacks—an indication of the changing social dynamic. The importance of fun and unique experiences during celebrations is clear, as non-alcoholic beverages gained popularity. BigBasket saw mocktail and soda sales spike by 200%, showing the cultural shift toward more inclusive, non-alcoholic festivities.
The rising trend of amusing and diverse orders is met with both humor and curiosity. Many shared their experiences online, with users across different platforms sharing how grapes were sold out on Blinkit, Zepto, and Swiggy Instamart. The traditional practice, once unique to Hispanic cultures, quickly turned viral as it gained traction among urban Indian populations.
Rashmi, 33, from Bengaluru, joined her friends to celebrate the tradition. Reflecting on her experience, she remarked, “I do not know if I believe in it, but I have many things I am hoping for in 2025, especially in my personal life. So, what is the harm in trying? I got together with friends, and we all did it, it was fun!”
This New Year celebration didn’t just highlight the joy of gathering with loved ones; it also underscored how instant delivery platforms have revolutionized shopping habits across India. The COVID-19 pandemic accelerated the growth of these services, as consumers now favor quick deliveries. Places like Blinkit and Swiggy Instamart have launched innovative solutions to cater to these changing consumer preferences, stretching their reach beyond major urban centers.
By embracing the changing dynamics of celebration, along with traditional customs, urban Indians illustrated how new habits are formed and solidified through social media and instant gratification trends. The blend of cultural heritage with modern conveniences paints a picture of contemporary festive life, all captured through the surprising rise of grape orders on New Year’s Eve.
Through 2025, it will be intriguing to see if this grape-eatering trend stands the test of time or remains an annual novelty fueled by the interesting intersection of tradition, modern media, and the demand for instant delivery services. The celebration of the New Year has opened doors to entire new experiences—ones shaped by consumer behaviors and rooted traditions alike.