India’s New Obsessions: Quick Commerce & Short Drama Apps
The digital landscape in India has undergone a significant transformation in recent years. With the rise of quick commerce and short drama apps, urban Indians are increasingly relying on these platforms to fulfill their daily needs and desires. In this blog post, we’ll explore the phenomenon of quick commerce and short drama apps in India, and how they’re redefining urban India’s digital habits.
Quick Commerce: The Rise of 10-Minute Deliveries
Quick commerce, also known as instant delivery or 10-minute delivery, has taken the Indian market by storm. This concept involves ordering food, groceries, or other essentials online and receiving them at your doorstep within a short span of time, usually within 10-15 minutes. The quick commerce market in India has grown exponentially, crossing ₹7,500 crore in FY24. What’s more, a staggering 68% of metro users order at least twice a week, making it a staple in their daily routine.
So, what’s driving this growth? The answer lies in the convenience and speed offered by quick commerce platforms. With the increasing busy-ness of urban life, people are looking for ways to save time and energy. Quick commerce platforms have stepped in to fill this gap, providing customers with the flexibility to order food or groceries at any time of the day or night. The ability to track orders in real-time and receive updates on the status of the delivery adds to the convenience factor, making it an attractive option for many.
Short Drama Apps: The Rise of 3-Minute Entertainment
Short drama apps, on the other hand, have become a sensation in India, with 300 million users in 2025, a 40% increase from 2023. These apps offer bite-sized entertainment, with episodes ranging from 3-15 minutes, making it easy for users to fit in a quick dose of entertainment into their busy schedules. Ad revenues for short drama apps have also seen a significant surge, reaching ₹2,000 crore in 2024.
The popularity of short drama apps can be attributed to the changing preferences of Indian audiences. With the rise of social media and online content, people are looking for more personalized and bite-sized entertainment options. Short drama apps have capitalized on this trend, offering users a wide range of genres, from romance to thriller, and even educational content.
The Common Thread: Speed and Personalization
What’s common to both quick commerce and short drama apps is the emphasis on speed and personalization. Both platforms have revolutionized the way Indians consume products and services, offering them the flexibility to choose what they want, when they want it. The ability to track orders and receive instant updates on the status of the delivery has made quick commerce a convenient option. Similarly, the bite-sized format of short drama apps has made it easy for users to fit in a quick dose of entertainment into their busy schedules.
The Impact on Consumer Behavior
The rise of quick commerce and short drama apps has had a significant impact on consumer behavior in India. With the increasing availability of these services, consumers are becoming more demanding and wanting more. They expect instant gratification, whether it’s a delivered meal or the latest episode of their favorite show. This shift in consumer behavior has forced businesses to innovate and adapt to changing consumer needs.
Conclusion
Quick commerce and short drama apps have transformed the way Indians consume products and services. With the emphasis on speed and personalization, these platforms have become an integral part of urban India’s digital habits. As businesses continue to innovate and adapt to changing consumer needs, it will be interesting to see how these trends evolve in the future.
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