India’s New Obsessions: Quick Commerce & Short Drama Apps
India’s digital landscape has witnessed a significant transformation in recent years, with two emerging trends that have captured the attention of urban Indians: quick commerce and short drama apps. These innovations have revolutionized consumer behavior, redefining the way people shop, socialize, and entertain themselves.
Quick Commerce: The Rise of 10-Minute Deliveries
Quick commerce, also known as instant delivery or hyperlocal delivery, has become a game-changer in the Indian market. This concept involves ordering essential goods and services online and receiving them at your doorstep within a short span of time, often within 10-15 minutes. The numbers are staggering, with quick commerce in India crossing ₹7,500 crore (approximately $1 billion) in FY24. Moreover, 68% of metro users are ordering at least twice a week, indicating a significant shift in consumer behavior.
The rise of quick commerce can be attributed to the increasing demand for convenience, especially among busy professionals and young Indians who value their time. With the rise of online shopping and e-commerce, consumers now expect faster and more convenient delivery options. Quick commerce platforms have capitalized on this trend by partnering with local businesses, offering a wide range of products, and leveraging technology to ensure timely delivery.
Some of the most popular quick commerce platforms in India include Zomato, Swiggy, Grofers, and Dunzo. These platforms have disrupted the traditional logistics and delivery ecosystem, providing consumers with a seamless and hassle-free experience.
Short Drama Apps: The Rise of 3-Minute Entertainment
Short drama apps, also known as short-form video content, have become a significant phenomenon in India. These apps offer bite-sized entertainment, ranging from 3-15 minutes, and have gained immense popularity among urban Indians. The numbers are impressive, with 300 million users in 2025, up 40% from 2023. Ad revenues for short drama apps have also seen a significant surge, hitting ₹2,000 crore (approximately $270 million) in 2024.
Short drama apps have become a staple of Indian entertainment, offering a diverse range of content, including comedies, dramas, and reality shows. These apps have also enabled creators to produce high-quality content at a lower cost, making them more accessible to a wider audience.
Some of the most popular short drama apps in India include MX Player, Voot, and Hotstar. These platforms have leveraged the power of short-form content to engage audiences, provide a unique viewing experience, and monetize their platforms through ads and sponsored content.
Speed and Personalization: The Key to Success
So, what drives the success of quick commerce and short drama apps in India? The answer lies in two key factors: speed and personalization.
Quick commerce platforms have revolutionized the way people shop by offering lightning-fast delivery times. This has enabled consumers to order essentials at any time of the day, making it an attractive option for busy professionals and families. Personalization is also a key factor, with platforms offering tailored solutions and curated product recommendations based on consumer preferences.
Similarly, short drama apps have capitalized on the power of personalization by offering content that resonates with their audience. These apps use data analytics and AI-powered algorithms to understand consumer preferences and recommend content that matches their interests. This has led to a significant increase in user engagement and retention.
Impact on Urban India’s Digital Habits
The rise of quick commerce and short drama apps has had a profound impact on urban India’s digital habits. These innovations have redefined the way people shop, socialize, and entertain themselves. Here are a few key takeaways:
- Increased demand for convenience: Quick commerce and short drama apps have catered to the growing demand for convenience among urban Indians. These innovations have enabled consumers to access essential goods and services quickly and easily.
- Rise of online shopping: The popularity of quick commerce has contributed to the rise of online shopping in India. Consumers are now more comfortable with the idea of ordering essentials online and receiving them at their doorstep.
- Shift towards short-form content: The success of short drama apps has led to a shift towards short-form content in India. Consumers are now more willing to engage with bite-sized entertainment options that offer a unique viewing experience.
- Increased use of mobile devices: The rise of quick commerce and short drama apps has led to an increased use of mobile devices among urban Indians. These innovations have enabled consumers to access essential services and entertainment options on-the-go.
Conclusion
India’s digital landscape has witnessed a significant transformation in recent years, with quick commerce and short drama apps emerging as the new obsessions. These innovations have redefined consumer behavior, offering a unique and seamless experience that caters to the growing demand for convenience and entertainment. As delivery platforms and content apps continue to innovate, speed and personalization are likely to play a key role in shaping urban India’s digital habits.
