India’s New Obsessions: Quick Commerce & Short Drama Apps
In today’s fast-paced digital era, consumer behavior is constantly evolving. With the rise of e-commerce, social media, and streaming platforms, Indians are increasingly opting for quick, convenient, and personalized experiences. Two of the latest obsessions in India are quick commerce and short drama apps, which have taken the country by storm. In this blog post, we’ll delve into the figures and trends that are driving this digital surge.
Quick Commerce: The Rise of 10-Minute Deliveries
Quick commerce, also known as instant delivery or 10-minute delivery, has become a staple in Indian urban lifestyle. The concept is simple: customers place orders online, and the products are delivered to their doorstep within a short span of time, usually 10-15 minutes. This convenience has led to a surge in demand, with quick commerce platforms crossing ₹7,500 crore in FY24.
According to a report by Ascendants, 68% of metro users order at least twice a week, with 42% of them preferring to use quick commerce apps for grocery shopping. The report highlights that 60% of users opt for quick commerce due to convenience, while 25% choose it for its speed. This is evident in the rapid growth of quick commerce platforms, with popular players like Zomato, Swiggy, and Dunzo expanding their services to cater to this demand.
The success of quick commerce can be attributed to its ability to cater to the changing consumer behavior in India. With the rise of dual-income households and increasing urbanization, Indians are looking for ways to save time and energy. Quick commerce platforms have successfully tapped into this demand, offering a seamless and hassle-free experience that resonates with urban consumers.
Short Drama Apps: The Rise of 3-Minute Dramas
Short drama apps have also gained immense popularity in India, with 300 million users in 2025, a 40% increase from 2023. These apps offer bite-sized content, usually 3-5 minutes long, which has become a staple in Indian entertainment. The format is designed to cater to the short attention span of Gen Z and millennials, who are always on the lookout for engaging and easy-to-consume content.
The ad revenues of short drama apps have also seen a significant spike, hitting ₹2,000 crore in 2024. This growth can be attributed to the increasing popularity of short-form content, which has become a key driver of engagement and user retention.
One of the key factors driving the success of short drama apps is their ability to offer personalized content. With the help of AI-powered algorithms, these apps curate content based on user preferences, making it easier for users to discover new shows and creators. This personalization has led to a loyal user base, with users returning to these apps for their daily dose of entertainment.
Innovation and Speed: The Key to Success
So, what’s driving the success of quick commerce and short drama apps? The answer lies in innovation and speed. Both platforms have successfully leveraged technology to offer seamless and hassle-free experiences that cater to the changing consumer behavior in India.
Quick commerce platforms have innovated by introducing features like real-time tracking, instant payment options, and scheduled deliveries. These features have enhanced the user experience, making it more convenient for consumers to order and receive their products.
Similarly, short drama apps have innovated by introducing features like AI-powered curation, personalized recommendations, and social sharing options. These features have made it easier for users to discover new content, engage with creators, and share their favorite shows with friends and family.
In conclusion, quick commerce and short drama apps have become the new obsessions in India, driven by innovation, speed, and personalization. As these platforms continue to evolve, we can expect to see even more exciting developments in the world of e-commerce and entertainment. Whether it’s same-day deliveries or 3-minute dramas, Indian consumers are eager to experience the latest and greatest in digital innovation.
