e-commerce
Grape expectations as new year luck goes viral on Instamart
MUMBAI: Some traditions travel quietly. Others arrive with a scroll, a meme and a shopping cart. As the clock ticked towards midnight on New Year’s Eve, India found itself gripped by an unlikely ritual: eating 12 grapes under the table to manifest luck, love and good fortune in the year ahead.
What began as a Spanish superstition turned viral social media challenge quickly spilled into real life, sending demand for grapes soaring on quick-commerce platforms. According to data from Instamart, searches for grapes surged 22x last New Year’s Eve, while orders jumped a staggering 40x in Delhi alone, with Mumbai and Bengaluru close behind. Once a humble fruit, grapes emerged as one of the most unexpected New Year essentials of the night.
Sensing a cultural moment ripening in real time, Instamart leaned into the trend with a playful on-ground activation in Mumbai. A giant grape, escorted by four “bodyguards” carrying Instamart bags, was spotted cruising through Bandra and Carter Road, instantly turning heads and cameras. The visual joke was clear: grapes had officially achieved VIP status.
The internet, unsurprisingly, ran with it. Within hours, the grape convoy was everywhere across meme and troll pages. Jokes ranged from grapes getting Z-plus security to last-ditch attempts at manifesting luck before 2025 arrived. One post quipped, “2026 mein duniya khatam ho jaaye, par luck toh le lo,” while another declared New Year prep officially incomplete without grapes.
Commenting on the phenomenon Swiggy head of Brand Mayur Hola said culture often reveals itself not through announcements, but behaviour. “Last New Year’s Eve, we saw grapes move from fruit bowls to shopping carts in cities like Delhi, Mumbai and Bengaluru. India gave the 12-grape ritual its own twist, and we decided to have a little fun with it. When a moment becomes a movement, Instamart wants to be right there delivering it.”
Crowds stopped to snap photos, social feeds filled up fast, and a viral superstition became a shared cultural wink. By blending real-time data, street-level humour and internet energy, Instamart once again underlined its growing role beyond convenience as a mirror to how India shops, celebrates and scrolls its way into the new year.
After all, if luck comes in dozens, it helps when they arrive in minutes.
e-commerce
Flipkart rolls out 105 per cent bonus for 20,000 employees
Strong FY25 performance drives payouts even as layoffs and shifts unfold.
MUMBAI: In a year where belts were tightened and rewards loosened, Flipkart seems to be playing both offence and defence trimming roles on one hand while handing out a generous 105 per cent bonus on the other. The Walmart owned e commerce major has rolled out a 105 per cent bonus payout for 2025, covering nearly 20,000 employees, signalling a year of steady operational momentum even as the company navigates restructuring pressures. The payout, communicated internally by chief human resources officer Seema Nair, is tied to performance across key metrics including growth, operational efficiency, financial outcomes and people indicators, a combination that suggests the company is inching closer to its long stated goal of sustainable profitability.
Employees at SD level and below are set to receive their bonuses in March, while payouts for senior leadership, including vice presidents and senior vice presidents, will follow after the close of the performance cycle. The elevated 105 per cent multiplier stands out in a sector where cautious payouts have increasingly become the norm, pointing to what appears to be a relatively strong internal scorecard for FY25.
Yet, the announcement arrives with a noticeable contrast. Earlier this year, Flipkart reduced its workforce by around 300 roles as part of its annual performance review process. While officially framed as performance driven, the juxtaposition of layoffs alongside above target bonuses reflects a more nuanced balancing act, one that prioritises cost discipline while continuing to reward and retain high performing talent.
This dual approach is becoming increasingly common across the technology and e commerce landscape, where companies are navigating an uneven hiring environment while under pressure to deliver profitability. Rewarding top contributors, even amid selective workforce reductions, allows firms to maintain morale and retain critical talent without losing sight of financial prudence.
At the same time, Flipkart is also undergoing leadership shifts that hint at a broader strategic recalibration. Nishant Verman has been appointed senior vice president for corporate development and partnerships, while group chief financial officer Sriram Venkataraman is set to step down. Ravi Iyer will take on expanded responsibilities within the finance function, marking a reshuffle at the top as the company gears up for its next phase.
These changes come amid reports that Flipkart is planning to shift its holding structure back to India, a move widely interpreted as groundwork for a potential public listing. While timelines remain fluid, the combination of stronger financial discipline, leadership restructuring and employee incentivisation suggests a company preparing itself for greater scrutiny and scale.
For employees, the 105 per cent payout offers a welcome boost in what has otherwise been a period of adjustment. For Flipkart, it is a signal that even as it cuts where necessary, it is willing to spend where it counts. In the high stakes game of growth versus profitability, the company appears to be hedging its bets carefully, rewarding performance while reshaping itself for what could be its most defining chapter yet.
