Title: India’s new obsessions: Quick commerce & short drama apps
India has been witnessing a digital surge in recent years, with various sectors experiencing rapid growth and innovation. Two areas that have particularly caught the attention of consumers and investors alike are quick commerce and short drama apps. These platforms have disrupted traditional modes of consumption and entertainment, offering speed, convenience, and personalization that has redefined urban India’s digital habits.
Quick commerce, which involves delivering goods and services within a short span of time, has taken the country by storm. According to a recent report, the quick commerce industry in India crossed ₹7,500 crore in FY24, with a staggering 68% of metro users ordering at least twice a week. This growth is a testament to the increasing demand for instant gratification and the willingness of consumers to pay a premium for convenience.
One of the key drivers of this growth is the rise of app-based food delivery platforms. These platforms have made it possible for consumers to order their favorite food items and have them delivered at their doorstep within a matter of minutes. The likes of Zomato, Swiggy, and Foodpanda have become household names, with their apps featuring prominently on the home screens of Indian smartphone users.
However, quick commerce is not just limited to food delivery. Other categories such as groceries, pharmaceuticals, and electronics are also witnessing significant growth. The rise of platforms like BigBasket, Grofers, and Amazon Now has made it possible for consumers to order essential items and have them delivered at their doorstep, often within a matter of hours.
Another area that has seen significant growth is short drama apps. These apps have become incredibly popular among Indian users, with over 300 million users in 2025, up 40% from 2023. Ad revenues for these apps have also seen a significant surge, hitting ₹2,000 crore in 2024.
Short drama apps, as the name suggests, offer short-form content that is designed to be consumed quickly and easily. These apps often feature a mix of fiction and non-fiction content, including dramas, sitcoms, and reality shows. The likes of Netflix, Hotstar, and MX Player have become popular destinations for consumers looking for short-form content.
So, what’s driving this growth? One of the key factors is the increasing adoption of smartphones and internet connectivity in India. With more and more people having access to the internet, they are seeking out new and innovative ways to consume content and services.
Another factor is the rise of millennials and Gen Z, who are driving the demand for quick commerce and short drama apps. These generations are comfortable with digital technologies and are looking for ways to make their lives easier and more convenient.
Finally, the COVID-19 pandemic has also played a significant role in driving growth in these sectors. As people were forced to stay at home, they turned to digital platforms for entertainment and convenience, leading to a surge in demand for quick commerce and short drama apps.
In conclusion, India’s new obsessions with quick commerce and short drama apps are a reflection of the country’s digital surge. These platforms have disrupted traditional modes of consumption and entertainment, offering speed, convenience, and personalization that has redefined urban India’s digital habits. As these platforms continue to innovate and evolve, it will be interesting to see how they shape the future of consumption and entertainment in India.
