India’s New Obsessions: Quick Commerce & Short Drama Apps
The digital landscape in India has undergone significant transformation in recent years, with the rise of quick commerce and short drama apps revolutionizing the way people consume goods and services. In this post, we’ll delve into the world of 10-minute deliveries and 3-minute dramas, and explore how speed and personalization are redefining urban India’s digital habits.
The Quick Commerce Boom
In the financial year 2024, the quick commerce industry in India crossed a significant milestone of ₹7,500 crore, with a staggering 68% of metro users ordering at least twice a week. This rapid growth is a testament to the convenience and speed that quick commerce apps offer. With the ability to deliver products within minutes of ordering, these apps have become an essential part of urban Indians’ daily lives.
One of the key factors driving the success of quick commerce apps is the emphasis on speed. Unlike traditional e-commerce platforms, which take days or even weeks to deliver products, quick commerce apps promise instant gratification. This has led to a significant shift in consumer behavior, with people increasingly preferring the convenience of same-day or next-day deliveries over longer wait times.
Another crucial aspect of quick commerce is personalization. Many apps now offer personalized recommendations based on customers’ preferences and purchase history. This targeted approach has helped to increase customer engagement and loyalty, as users feel that their needs are being catered to in a more effective manner.
The Rise of Short Drama Apps
In addition to the quick commerce boom, short drama apps have also seen significant growth in recent years. With over 300 million users in 2025, a 40% increase from 2023, these apps have become a popular form of entertainment for urban Indians.
Short drama apps typically feature 3-minute to 10-minute episodes, often with a focus on romance, comedy, or drama. These bite-sized episodes are designed to be easily consumed during short breaks or commutes, making them an ideal fit for today’s fast-paced lifestyle.
The success of short drama apps can be attributed to their ability to offer engaging, high-quality content that is easily accessible. Many apps now feature a range of shows and genres, catering to diverse tastes and preferences. This has helped to create a loyal following, with users eagerly anticipating new episodes and storylines.
Ad Revenues Soar
The growth of quick commerce and short drama apps has also led to a surge in ad revenues. In 2024, ad revenues for these apps hit ₹2,000 crore, a significant increase from previous years.
The rise of targeted advertising has played a crucial role in this growth. Many apps now offer targeted ad options, allowing brands to reach specific demographics and interests. This has led to increased engagement and conversions, as ads become more relevant and impactful.
Innovations and Challenges
As the quick commerce and short drama app industries continue to evolve, innovation and competition will be key factors in determining their future success. With new players entering the market, existing apps will need to continue to innovate and improve their offerings to stay ahead.
One of the biggest challenges facing these apps is the need to balance speed and personalization with quality and relevance. As the demand for instant gratification increases, apps will need to ensure that they are delivering high-quality content and products, while also providing a seamless user experience.
Another challenge is the need to address concerns around data privacy and security. With the increasing reliance on personal data, apps will need to ensure that they are complying with data protection regulations and providing transparent and secure data handling practices.
Conclusion
India’s digital surge is a testament to the power of innovation and disruption. The rise of quick commerce and short drama apps has transformed the way people consume goods and services, with speed and personalization redefining urban India’s digital habits.
As these industries continue to evolve, it will be exciting to see how they adapt to changing consumer behavior and technological advancements. With the potential for further growth and innovation, one thing is clear – the future of quick commerce and short drama apps is bright, and India is at the forefront of this digital revolution.
