India’s New Obsessions: Quick Commerce & Short Drama Apps
In recent years, India has witnessed a significant surge in digital adoption, with various sectors experiencing unprecedented growth. Two areas that have particularly caught attention are quick commerce and short drama apps. Quick commerce, which involves the delivery of essential goods within a short span of time, has seen remarkable traction, with revenues crossing ₹7,500 crore in FY24. Short drama apps, on the other hand, have gained immense popularity, with 300 million users in 2025, a 40% increase from 2023.
In this blog post, we will delve into the world of quick commerce and short drama apps, exploring their impact on consumer behavior and the innovations that are driving their growth.
Quick Commerce: The Rise of 10-Minute Deliveries
Quick commerce, also known as instant delivery or rapid delivery, has revolutionized the way Indians shop for daily essentials. With the rise of apps like Swiggy, Zomato, and Dunzo, consumers can now order groceries, fresh produce, and other necessities from the comfort of their homes. The key differentiator of quick commerce is its lightning-fast delivery times, with many platforms promising to deliver goods within 10-15 minutes.
The popularity of quick commerce can be attributed to several factors. One of the primary reasons is convenience. With increasingly busy lifestyles, Indians are seeking ways to save time and simplify their daily routines. Quick commerce apps offer a seamless shopping experience, allowing consumers to browse and order products without having to step out of their homes.
Another factor contributing to the success of quick commerce is the growing demand for online grocery shopping. According to a report by RedSeer, the online grocery market in India is expected to reach ₹1 lakh crore by 2025. Quick commerce apps have capitalized on this trend, offering a wide range of products, including fresh produce, packaged goods, and even fresh meat and seafood.
The quick commerce market has also seen a significant shift towards subscription-based models. Many apps now offer recurring delivery options, allowing consumers to receive their daily essentials at their doorstep without having to place separate orders. This model has proven particularly popular among working professionals and families with young children.
Short Drama Apps: The Rise of 3-Minute Dramas
Short drama apps have taken the Indian entertainment industry by storm, offering bite-sized episodes of TV shows and movies. These apps have gained immense popularity, with 300 million users in 2025, a 40% increase from 2023.
The success of short drama apps can be attributed to several factors. One of the primary reasons is the rise of mobile-first entertainment. With the increasing penetration of smartphones and data affordability, Indians are seeking entertainment options that can be consumed on-the-go. Short drama apps offer a perfect solution, providing a range of content options that can be easily binge-watched during daily commutes or breaks.
Another factor contributing to the success of short drama apps is the growing demand for short-form content. According to a report by Ernst & Young, short-form content is expected to account for 70% of all online video consumption by 2025. Short drama apps have capitalized on this trend, offering a range of content options, including TV shows, movies, and original web series.
Ad Revenues: A New Avenue for Growth
Ad revenues have been a significant contributor to the growth of quick commerce and short drama apps. With the rise of digital advertising, these platforms have seen a significant surge in ad spends. According to a report by GroupM, ad revenues in India are expected to reach ₹1 lakh crore by 2025, with digital advertising accounting for 40% of the total ad spend.
Quick commerce apps have seen a significant increase in ad spends, with many brands opting for targeted advertising on these platforms. With the ability to target specific demographics and interests, quick commerce apps offer a unique opportunity for brands to reach their target audience.
Short drama apps have also seen a significant increase in ad revenues, with many brands opting for in-app advertising. With the ability to offer immersive ad experiences, short drama apps offer a unique opportunity for brands to engage with their target audience.
Conclusion
Quick commerce and short drama apps have revolutionized the way Indians shop and consume entertainment. With their focus on convenience, personalization, and speed, these platforms have seen remarkable growth, with revenues crossing ₹7,500 crore and 300 million users respectively.
As these platforms continue to innovate, we can expect to see even more exciting developments in the world of digital commerce and entertainment. Whether it’s the rise of voice commerce or the growth of AR/VR experiences, one thing is certain – India’s digital habits are set to continue evolving at a rapid pace.
