India’s new obsessions: Quick commerce & short drama apps
India, a country known for its vibrant culture, diverse population, and rapid technological advancements, has been witnessing a significant shift in the way its citizens consume goods and services. Two trends that have been gaining immense popularity in recent times are quick commerce and short drama apps. In this blog post, we’ll delve into the world of these two phenomena, explore their impact on Indian consumers, and examine the innovations that are driving their growth.
Quick Commerce: The Rise of 10-Minute Deliveries
Quick commerce, also known as instant delivery or hyperlocal delivery, has taken the Indian market by storm. This concept involves ordering essential items or food online and receiving them within a matter of minutes. The quick commerce industry in India has grown exponentially, with a whopping ₹7,500 crore (approximately $1 billion) in FY24. What’s more, a staggering 68% of metro users order at least twice a week, indicating a significant shift in consumer behavior.
So, what’s driving this growth? Several factors contribute to the success of quick commerce in India:
- Convenience: With increasingly busy lifestyles, Indians are looking for ways to save time and effort. Quick commerce offers an attractive solution, allowing consumers to order goods online and receive them at their doorstep within minutes.
- Urbanization: As more and more Indians shift to urban areas, the demand for convenience and speed has increased. Quick commerce platforms have capitalized on this trend, offering a solution that caters to the urban dweller’s needs.
- Technology: The rise of digital payments, GPS tracking, and data analytics has enabled quick commerce platforms to streamline their operations, ensuring faster delivery times and improved customer experience.
- Diversification of offerings: Quick commerce platforms are no longer limited to delivering food and beverages alone. They now offer a wide range of products, including groceries, household essentials, and even fresh produce.
Short Drama Apps: The Rise of 3-Minute Dramas
Short drama apps, also known as web series or OTT (over-the-top) content, have been gaining immense popularity in India. These apps offer bite-sized, engaging content that can be consumed on-the-go, with episodes typically lasting between 3-15 minutes. In 2025, short drama apps saw a massive 300 million users, a 40% increase from 2023. Ad revenues for these apps hit ₹2,000 crore (approximately $270 million) in 2024, indicating a significant growth trajectory.
So, what’s driving the popularity of short drama apps in India?
- Bite-sized content: The attention span of Indian consumers is increasingly fragmented, and short drama apps offer a solution that caters to this trend. With episodes lasting mere minutes, consumers can easily consume and engage with content on-the-go.
- Diversity of content: Short drama apps offer a wide range of content, including genres such as romance, thriller, comedy, and drama. This diversity ensures that there’s something for every taste and preference.
- Accessibility: With the proliferation of smartphones and affordable data plans, short drama apps have become easily accessible to a large portion of the Indian population.
- Innovative storytelling: Short drama apps are pushing the boundaries of storytelling, experimenting with new formats, and exploring fresh themes. This innovative approach has helped to captivate audiences and keep them engaged.
Innovations Redefining Urban India’s Digital Habits
Both quick commerce and short drama apps have been driving significant innovations that are redefining urban India’s digital habits. Some key trends and innovations include:
- Personalization: Both quick commerce and short drama apps are leveraging data analytics and AI-driven algorithms to offer personalized experiences to consumers. For instance, quick commerce platforms use consumer data to recommend products based on their purchase history, while short drama apps use viewer data to suggest content that’s likely to appeal to their interests.
- Speed: The emphasis on speed is a common thread between quick commerce and short drama apps. Both industries are focused on delivering high-quality content and products at lightning-fast speeds, ensuring that consumers receive what they need, when they need it.
- Integration: Quick commerce platforms and short drama apps are increasingly integrating with other digital services to enhance the consumer experience. For instance, some quick commerce platforms are integrating with popular food delivery apps, while short drama apps are partnering with social media platforms to promote their content.
Conclusion
India’s digital surge is revolutionizing the way its citizens consume goods and services. Quick commerce and short drama apps have emerged as two of the most exciting trends in the Indian digital landscape. As these industries continue to innovate and evolve, we can expect to see even more exciting developments in the years to come. Whether it’s 10-minute deliveries or 3-minute dramas, India’s digital habits are redefining the way we live, work, and play.
Source
