Spanish New Year Tradition Creates Grape Rush on Indian Quick Commerce Platforms
The Spanish New Year tradition 'Las Doce Uvas De La Suerte' has created massive grape demand on Indian quick commerce platforms like Blinkit, Zepto, and InstaMart. Blinkit CEO Albinder Dhindsa reported record single-day grape orders on December 31, 2024, as the ritual of eating 12 grapes under a table at midnight for good luck gained viral popularity through social media and word-of-mouth promotion.
*this image is generated using AI for illustrative purposes only.
A centuries-old Spanish tradition has created an unexpected surge in grape demand across Indian quick commerce platforms, leaving delivery services like Blinkit, Zepto, and InstaMart struggling to maintain stock levels. The phenomenon stems from 'Las Doce Uvas De La Suerte' or the 12 grapes of luck, a New Year ritual that has gained viral popularity among Indian consumers.
The Grape Rush Phenomenon
Quick commerce platforms experienced unprecedented grape orders as December 31, 2024 approached. Blinkit CEO Albinder Dhindsa confirmed that the platform recorded its highest number of single-day grape orders on December 31, 2024. This surge positioned grapes among the top-ordered items alongside traditional New Year essentials like ice cubes, cocktail mixers, and snacks.
| Platform Activity: | Details |
|---|---|
| Peak Order Day: | December 31, 2024 |
| Record Type: | Highest single-day grape orders |
| Platform: | Blinkit |
| Trend Status: | Expected to continue |
Social Media Amplification
Swiggy InstaMart acknowledged the trend with a playful social media post highlighting the day's top trending searches. The platform listed milk, chips, chocolate, grapes, and paneer as the most searched items, specifically referencing the grape phenomenon with humor directed at customers following the tradition.
| Top Trending Searches December 31, 2024: | Rank |
|---|---|
| Milk: | 1 |
| Chips: | 2 |
| Chocolate: | 3 |
| Grapes: | 4 |
| Paneer: | 5 |
The Spanish Tradition Explained
The 'Las Doce Uvas De La Suerte' tradition originated in Spain and parts of Latin America before spreading globally through social media platforms. The ritual involves specific steps performed at midnight on December 31:
- Place 12 grapes on a plate over a table minutes before midnight
- Move under the table with the plate as the clock approaches 12:00 AM
- Eat the grapes while focusing on goals and wishes for the new year
- Associate each grape with a specific wish or intention
Cultural Adoption and Belief Systems
The tradition has gained traction in India through word-of-mouth promotion and personal belief systems. Many practitioners claim positive results from performing the ritual, contributing to its growing popularity. The practice allows for flexibility, with participants either writing down their wishes for better recall or simply thinking about them consciously during the grape-eating process.
Market Impact and Future Outlook
The viral nature of this tradition has transformed grapes from a regular fruit purchase into a seasonal commodity with peak demand concentrated around New Year's Eve. The trend's continuation into 2025 suggests that quick commerce platforms may need to anticipate and prepare for similar demand spikes in future years, making grape inventory management a crucial consideration for New Year planning.
19
