India’s New Obsessions: Quick Commerce & Short Drama Apps
The digital landscape in India has undergone a significant transformation in recent years, with two emerging trends gaining immense popularity among urban Indians: quick commerce and short drama apps. These innovations have not only changed the way people shop and consume content but have also redefined their digital habits.
Quick commerce, in particular, has witnessed a staggering growth in India. According to recent reports, the quick commerce market in India crossed ₹7,500 crore in FY24, with a significant 68% of metro users ordering at least twice a week. This trend is expected to continue, with more people opting for the convenience of having their essentials delivered to their doorstep in a matter of minutes.
One of the key factors driving the growth of quick commerce is the increasing demand for instant gratification. In today’s fast-paced world, people want everything now, and this desire for speed is fueling the growth of delivery platforms. With the rise of e-commerce, consumers are no longer willing to wait for hours or even days for their orders to arrive. Quick commerce apps have capitalized on this trend, offering a range of products, from groceries to fashion items, with lightning-fast delivery times.
Another significant factor contributing to the success of quick commerce is the popularity of mobile payments. With the proliferation of digital wallets and UPI-based transactions, consumers can easily pay for their orders with a few taps on their smartphones. This convenience has made it easier for people to adopt quick commerce, as they no longer need to worry about carrying cash or cards.
Short drama apps, on the other hand, have also seen a significant surge in popularity. With over 300 million users in 2025, up 40% from 2023, these apps have become a staple of urban Indian entertainment. Short drama apps offer a range of content, from romantic comedies to thriller series, all of which are designed to be consumed in a matter of minutes.
One of the key factors driving the growth of short drama apps is the increasing demand for bite-sized content. In today’s busy world, people have limited time to dedicate to watching long-form content. Short drama apps have capitalized on this trend, offering a range of short-form series that can be easily consumed during commutes, breaks, or even while doing chores.
Another significant factor contributing to the success of short drama apps is the rise of mobile-first entertainment. With more people relying on their smartphones for entertainment, short drama apps have become a convenient and accessible way to consume content on-the-go.
Ad revenues have also seen a significant surge in the short drama app space, with ad revenues hitting ₹2,000 crore in 2024. This growth is expected to continue, with more brands recognizing the potential of short drama apps as a platform for reaching urban Indian audiences.
In conclusion, quick commerce and short drama apps have become the latest obsessions in urban India. These innovations have not only changed the way people shop and consume content but have also redefined their digital habits. As delivery platforms and content apps continue to innovate, speed and personalization are redefining urban India’s digital habits.
