As the final hours of the year tick away, India slips into celebration mode. Party playlists are queued, group chats are buzzing, dinner plans are locked, and hopes for a better year quietly settle into everyone’s hearts. But alongside fireworks, resolutions, and midnight countdowns, one surprisingly simple ritual has taken over New Year’s Eve conversations across the country: eating 12 grapes under the table.
What was once a centuries-old Spanish superstition has now evolved into a full-blown Indian internet phenomenon, powered by quick commerce apps like Blinkit and Zepto. In 2025, this grape ritual isn’t just a belief anymore; it’s a viral cultural moment, fueled by social media storytelling, manifestation culture, and lightning-fast deliveries.
And yes, people are ordering grapes at 11:59 PM.
How Ordering Grapes Became a New Year’s Eve Obsession?
The rise of quick commerce has fundamentally changed how Indians celebrate festivals and milestones. From midnight cake deliveries to last-minute party snacks, apps promise convenience at unimaginable speed. But on New Year’s Eve, grapes unexpectedly emerged as the star product.
The trend hit a new high when Blinkit’s CEO revealed that on December 31, the platform delivered seven times more grapes than on an average day. That single data point turned a quirky ritual into headline-worthy news, instantly validating just how deeply the trend had sunk into popular culture.
Blinkit and other platforms leaned into the moment, offering special packs containing exactly 12 grapes, sometimes with 'a few extra for good luck.' The packaging, messaging, and timing were perfect, transforming an ancient superstition into a modern, meme-friendly product.
This wasn’t just e-commerce. It was a cultural meeting convenience.
What Is the 12 Grapes Tradition?
The ritual originates from Spain, where it’s known as Las doce uvas de la suerte, The Twelve Grapes of Luck.
According to tradition:
- You must eat one grape with each chime of the clock
- All 12 grapes must be eaten within the final 60 seconds of the year
- Each grape represents one month of the coming year
- Successfully finishing them is believed to bring good luck, prosperity, love, and success
- Failing to do so is said to invite misfortune
In Spain, this ritual has been practised for over a century. In India, it found new life through reels, Reddit threads, Instagram stories, and, crucially, quick commerce apps that removed the last barrier: availability.
Why This Tradition Clicked With Indians
The Indian adaptation of the grape ritual makes perfect sense when you look closer.
India already has:
- A strong belief in rituals and symbolism
- A growing obsession with manifestation and self-improvement
- A digital-first population that loves sharing personal stories
- And now, ultra-fast delivery platforms that turn trends into transactions
The grape ritual sits at the intersection of hope, habit, and humour. It’s harmless, fun, low-effort, and gives people a sense of control over the unknown year ahead.
You don’t need a temple. You don’t need a long ceremony. You just need grapes, preferably delivered in under 10 minutes.
What truly cemented the trend was not marketing; it was personal stories.
One Reddit user shared that after following the grape ritual on New Year’s Eve, she met her partner the very next year. Her post sparked thousands of reactions, with users debating whether the grapes worked or whether coincidence deserved the credit.
Another user humorously wrote that while everyone else was busy making resolutions, they would be under the table at exactly midnight, quietly eating grapes, refusing to take chances with the universe.
Some users admitted mixed results. One person revealed that their wish came true the first year, which made them confident, but the next year, nothing happened. Others shared videos confessing that the ritual didn’t work at all, and this time they were eating grapes purely for nutrition.
Perhaps the most honest reflection came from a user who said they manifested love, but not the kind they expected. They didn’t fall for someone else. They fell in love with themselves.
And somehow, that felt like a win.
The Real Hero of the Trend
What makes this story truly modern is the role of quick commerce platforms.
Without Blinkit, Zepto, and similar apps:
- Last-minute grape shortages would kill the trend
- Viral moments wouldn’t convert into actual participation
- Superstitions wouldn’t scale at a national level
By delivering grapes at record speed, sometimes in specially curated packs, these platforms didn’t just fulfil demand. They created ritual readiness.
They transformed belief into behavior.
This is a textbook example of how quick commerce doesn’t just respond to culture, it actively shapes it.
Given last year’s numbers, it’s almost inevitable.
With increased social media reach, higher participation among Gen Z, brands leaning into emotional micro-moments, and India’s growing comfort with instant delivery, the humble grape may soon become as symbolic as fireworks or champagne on New Year’s Eve.
Whether the ritual truly brings luck or not is up for debate. But one thing is undeniable: it brings joy, hope, and a shared experience, which might be the real magic behind it.
So, Are You Eating the Grapes Tonight?
Maybe you believe in destiny. Maybe you believe in coincidence. Or maybe you’re just here for the fun.
Either way, as the clock strikes midnight and the year turns over, a lot of people will be under tables, counting grapes, chewing quickly, and quietly hoping, just in case.
After all, when luck can be ordered in minutes, why not try?
About the Author:
Akanksha Sinha
I’m Akanksha Sinha, a dedicated Sports Content Writer and Blogger with proven expertise in creating engaging sports blogs, news stories, and entertainment-driven articles. With a passion for storytelling and a strong command of research, I strive to deliver content that not only informs but also captivates readers across all age groups. At Possible11, she covers fantasy sports, match previews, and trending topics, making her a trusted voice for sports enthusiasts.
Over the years, I have developed a keen ability to analyze matches, players, and sports trends, turning raw information into reader-friendly narratives that spark conversation and build engagement. My work balances insightful analysis with entertainment value, making it appealing to both casual fans and dedicated sports enthusiasts.
I specialize in:
- Fantasy Sports Analysis
- Sports News & Updates
- Feature Writing
- Long-form storytelling & feature writing
- Entertainment, lifestyle, and sports culture content
With a blend of creativity and credibility, I aim to be a reliable voice in sports content, contributing to the growth of platforms while engaging a diverse global audience. My goal is to inspire, inform, and entertain through every piece I write.
