India’s New Obsessions: Quick Commerce & Short Drama Apps
In the past few years, India has witnessed a remarkable surge in digital adoption, with urban Indians embracing new habits and technologies that are transforming the way they live and consume content. Two of the most fascinating trends that have emerged in this digital landscape are quick commerce and short drama apps. In this blog post, we’ll delve into the world of 10-minute deliveries and 3-minute dramas, exploring how these innovations are redefining urban India’s digital habits.
Quick Commerce: The Rise of 10-Minute Deliveries
Quick commerce, also known as instant delivery or rapid commerce, has become a phenomenon in India. This concept involves ordering essential goods and services, such as groceries, food, and household items, and receiving them at one’s doorstep within a remarkably short span of time – often within 10-15 minutes. The popularity of quick commerce can be gauged by the fact that it has crossed ₹7,500 crore in FY24, with a staggering 68% of metro users ordering at least twice a week.
The rise of quick commerce can be attributed to several factors. Firstly, urban Indians are increasingly busy and lead hectic lifestyles, making it difficult for them to spare time for shopping or cooking. Quick commerce provides a convenient solution, allowing them to order what they need and receive it quickly. Secondly, the rise of e-commerce has made it easier for consumers to shop online, and quick commerce has built upon this foundation by offering even faster delivery options.
Some of the most popular quick commerce players in India include Zepto, Blinkit, and Swiggy Stores. These platforms have innovated by offering a wide range of products, including groceries, fresh produce, and even household essentials, all of which can be delivered within minutes. The success of quick commerce can be attributed to its ability to provide speed, convenience, and personalization, which are essential for urban Indians who value their time.
Short Drama Apps: The Rise of 3-Minute Dramas
Short drama apps, also known as short-form video platforms, have become a rage in India. These apps provide bite-sized, engaging content that can be consumed within a few minutes. The popularity of short drama apps can be gauged by the fact that they saw 300 million users in 2025, representing a 40% increase from 2023. Ad revenues for these apps have also hit ₹2,000 crore in 2024, a testament to their immense popularity.
Short drama apps have become a staple in urban Indians’ daily routines, providing a welcome respite from the stresses of daily life. These apps offer a wide range of content, including drama, comedy, romance, and even educational content. Some of the most popular short drama apps in India include MX Player, SonyLIV, and ZEE5.
One of the key factors driving the popularity of short drama apps is their ability to provide personalized content. These apps use algorithms to understand users’ viewing habits and preferences, serving them content that is relevant and engaging. Additionally, short drama apps have innovated by offering interactive features, such as quizzes, games, and even live streaming, which have become a major draw for users.
Speed and Personalization: The Keys to Success
So, what sets quick commerce and short drama apps apart from other digital trends? The answer lies in their ability to provide speed and personalization. Quick commerce platforms have innovated by offering fast delivery options, while short drama apps have personalized content to cater to users’ individual tastes.
Speed has become a critical factor in urban Indians’ digital habits. With increasingly busy lives, consumers are looking for ways to save time and energy. Quick commerce and short drama apps have leveraged this demand by offering convenient and engaging experiences that can be consumed on-the-go.
Personalization is another key factor that has contributed to the success of quick commerce and short drama apps. These platforms have used data and analytics to understand users’ preferences and serve them content that is relevant and engaging. This approach has helped to build loyalty and retention, as users are more likely to return to platforms that offer content that resonates with them.
Conclusion
In conclusion, quick commerce and short drama apps have become the new obsessions in India, transforming the way urban Indians live and consume content. These innovations have leveraged speed and personalization to offer convenient and engaging experiences that cater to users’ individual needs. As these trends continue to evolve, it will be fascinating to see how they shape the digital landscape in India and beyond.
