India’s New Obsessions: Quick Commerce & Short Drama Apps
In recent years, India has witnessed a significant surge in digital adoption, with consumers embracing various online platforms to meet their daily needs. Two emerging trends that have caught attention are quick commerce and short drama apps. As per recent reports, quick commerce in India has crossed ₹7,500 crore in FY24, with a staggering 68% of metro users ordering at least twice a week. On the other hand, short drama apps saw a massive 300 million users in 2025, representing a 40% increase from 2023. Ad revenues for these apps hit ₹2,000 crore in 2024. In this blog post, we’ll delve into the world of quick commerce and short drama apps, exploring how they’re redefining urban India’s digital habits.
The Rise of Quick Commerce
Quick commerce, also known as instant delivery or 10-minute delivery, has become a game-changer in India. The concept involves ordering food, groceries, or other essentials online and receiving them at one’s doorstep within a remarkably short period. This convenience-oriented model has disrupted traditional e-commerce and brick-and-mortar retail, offering customers the flexibility to shop whenever and wherever they want.
Several factors have contributed to the rapid growth of quick commerce in India. Firstly, the rise of smartphones has made it easier for consumers to access online platforms and order products. Secondly, increasing urbanization and busy lifestyles have created a demand for quick and convenient services. Finally, the growth of online payment systems and logistics infrastructure has made it possible for quick commerce players to deliver products efficiently.
Some notable quick commerce players in India include Zepto, Blinkit, and Swiggy Instamart. These companies have invested heavily in technology, logistics, and marketing to establish a strong presence in the market. For instance, Zepto claims to deliver products within 10 minutes, thanks to its proprietary logistics system. Blinkit, on the other hand, offers a “5-minute” delivery guarantee, while Swiggy Instamart has partnered with local kiranas to offer same-day delivery.
The Popularity of Short Drama Apps
Short drama apps have also gained immense popularity in India, with over 300 million users in 2025. These apps offer bite-sized, engaging content that caters to the attention span of modern consumers. Short drama apps often feature daily soap operas, crime thrillers, and romantic stories, each lasting between 3-30 minutes.
The success of short drama apps can be attributed to several factors. Firstly, the rise of streaming services has changed the way people consume content. Consumers now prefer short, snackable content that they can watch on-the-go. Secondly, the proliferation of affordable smartphones and data plans has made it easier for consumers to access online content. Finally, the increasing demand for entertainment has created a void that short drama apps are filling.
Some popular short drama apps in India include MX Takatak, Josh, and Moj. These apps have partnered with popular content creators and producers to offer a wide range of content. For instance, MX Takatak has collaborated with Indian filmmakers to produce original content, while Josh has partnered with popular influencers to create engaging stories.
Speed and Personalization: The Key to Success
So, what sets quick commerce and short drama apps apart from other digital platforms? The answer lies in their focus on speed and personalization.
Quick commerce players understand the importance of speed in delivering products. They have invested in advanced logistics systems, real-time tracking, and AI-powered algorithms to ensure that products reach customers quickly. For instance, Zepto uses AI to optimize delivery routes, reducing delivery times by up to 50%.
Short drama apps, on the other hand, focus on personalization. They use data analytics and machine learning algorithms to understand consumer preferences and serve targeted content. For instance, MX Takatak uses AI-powered recommendations to suggest content based on user behavior and preferences.
The Impact on Consumer Behavior
The rise of quick commerce and short drama apps has had a significant impact on consumer behavior in India. Consumers are increasingly adopting online platforms to meet their daily needs, and the lines between online and offline shopping are blurring.
Quick commerce has changed the way consumers shop, offering them the convenience of ordering products at any time and having them delivered at their doorstep. This has led to a significant increase in online shopping, with many consumers opting for quick commerce over traditional brick-and-mortar stores.
Short drama apps, on the other hand, have changed the way consumers consume entertainment content. Consumers are now accustomed to watching short, bite-sized content on-the-go, and the traditional 30-minute TV show format is no longer appealing.
Conclusion
India’s digital surge is transforming consumer behavior, and quick commerce and short drama apps are at the forefront of this revolution. These platforms have disrupted traditional e-commerce and entertainment industries, offering consumers the convenience, speed, and personalization they demand.
As these platforms continue to innovate, we can expect to see further changes in consumer behavior. Quick commerce players will focus on improving logistics and reducing delivery times, while short drama apps will continue to offer more personalized and engaging content.
In conclusion, India’s obsession with quick commerce and short drama apps is here to stay, and it’s exciting to see how these platforms will shape the future of digital consumption in the country.
