Ringing in the New Year: Indians Go on a Quick Commerce Spree

2025-01-01

India welcomed 2025 with a burst of celebratory energy, as households across the nation hosted lively New Year’s Eve parties. This festive spirit was reflected in a surge of orders on leading quick commerce platforms like Blinkit, Zepto, and Swiggy Instamart.

The night witnessed a frenzy for party essentials, with snacks emerging as the undisputed champions. Blinkit delivered a staggering 2.3 lakh packets of aloo bhujia by 8 PM, while Swiggy Instamart saw chip orders soar to an impressive 853 per minute around 7:30 PM. Popular searches on Swiggy Instamart included milk, chips, chocolate, grapes, and paneer, further emphasizing the focus on festive snacks and refreshments.

Keeping the party cool, ice cubes and cold drinks were in high demand. Blinkit delivered 6,834 packets of ice cubes by 8 PM, and BigBasket experienced a remarkable 1290% surge in ice cube orders. Reflecting this frenzy, Phani Kishan A, co-founder of Swiggy and Swiggy Instamart, tweeted, “Ice hit its peak at 7:41 PM with 119 kgs delivered in that minute!”

Non-alcoholic beverages also saw a significant boost, with BigBasket reporting a 552% increase in sales. Disposable cups and plates experienced a 325% rise, indicating widespread house parties. Soda and mocktail sales followed suit with over 200% growth, contributing to the overall festive cheer.

Albinder Dhindsa, CEO of Blinkit, shared insights on X (formerly Twitter), highlighting the generosity of customers. He noted that someone from Hyderabad had given the highest tip of the day (₹2500) to a delivery partner, while Bengaluru emerged as the city with the highest total tips at ₹1,79,735. In another tweet, Dhindsa playfully remarked, “Nimboo orders spiking right now! Is it officially tequila time? 🍋”, hinting at the growing demand for lemons, often used in cocktails.

What Undercode Says:

This New

The data reveals several key trends:

Snacking Culture: Indians embraced a snack-centric approach to their celebrations, with chips and aloo bhujia emerging as top favorites.
Convenience is King: The high demand for ice cubes, cold drinks, and disposable ware underscores the desire for hassle-free party preparations.
Festive Spirit Reflected in Spending: Generous tipping by customers reflects the festive spirit and appreciation for the swift and efficient service provided by delivery partners.

This incident provides valuable insights into the evolving consumer behavior in India. Quick commerce platforms are not just for daily essentials anymore; they are becoming integral to special occasions, offering convenience and fulfilling the immediate needs of consumers during celebratory moments.

Furthermore, the data suggests a growing preference for at-home celebrations, with households opting for intimate gatherings with friends and family. This trend is likely to continue, with quick commerce platforms playing an increasingly crucial role in facilitating these celebrations.