Blinkit Delivers 7x More Grapes on New Year’s Eve as Indians Embrace Viral ’12 Grapes’ Tradition

As New Year’s Eve approaches, delivery apps often share lists of the most-ordered foods and grocery items among Indians. For food delivery platforms, celebratory dinners typically feature pizza or biryani, while items like chips and cold drinks dominate orders for house parties ringing in the new year.

However, there has been a trend this year that left many confused. Grapes somehow emerged as the most in-demand item on the popular 10-minute delivery app Blinkit, leaving everyone stumped. Social media saw its CEO, Albinder Dhindsa, raise his eyebrows over this trend.

What’s with the sudden craze for grapes today?? It’s one of the highest ordered items on the platform since morning! We’ve already delivered 7x more grapes than we do on a regular day,” Dhindsa shared.

The Viral ‘Grape Tradition’

Internet users soon cracked the mystery by pointing to a viral Spanish tradition as the reason for the grape frenzy. In Spain, it is customary to eat “las doce uvas de la suerte,” or the 12 grapes of luck, which will bring prosperity to each month of the upcoming year. The tradition was established in the late 19th century as Alicante winemakers encouraged the tradition to cope with a surplus of grapes.

The recent fad on social media, in which influencers are attributing luck in love and fortune to this unique tradition, has spread this tradition across the globe.

Once the chief executive officer read about the root of the grape trend, he posted an updated chart of favorites for New Year’s Eve with chips and soda. “Got grapes added to this list also,” he said; grapes were now the 8th most ordered item on the app.

That is a reminder that viral trends on social media may be increasingly able to influence what people buy or consume, not just on everyday days but during traditional celebrations also.