India’s New Obsessions: Quick Commerce & Short Drama Apps
In today’s fast-paced digital landscape, Indians are increasingly obsessed with two new trends that are redefining the way they shop and interact with entertainment content. Quick commerce, which involves the delivery of essential goods within a few minutes, has gained immense popularity in India, with the industry crossing the ₹7,500 crore mark in FY24. On the other hand, short drama apps have seen a significant surge in user base, with 300 million users in 2025, a 40% increase from 2023. Ad revenues for these apps have also hit ₹2,000 crore in 2024. In this blog post, we’ll delve into these trends and explore how they are transforming consumer behavior in urban India.
Quick Commerce: The Rise of 10-Minute Deliveries
Quick commerce, also known as instant delivery or rapid commerce, has been gaining momentum in India over the past few years. The concept involves partnering with local stores and restaurants to deliver essential goods, including groceries, fresh produce, and packaged foods, within a short span of time. This trend has been driven primarily by the rise of online food delivery platforms, which have expanded their offerings to include other essential items.
According to a report by ASCENDS, 68% of metro users order at least twice a week, with the majority opting for same-day or next-day delivery. This is because quick commerce offers a convenient and time-saving solution for busy urban dwellers who value their time and prefer to avoid long lines and crowded stores.
One of the key players in the quick commerce space is Zomato, which has expanded its offerings to include a wide range of products, from fresh produce to household essentials. The company has partnered with over 10,000 local stores and restaurants across India, enabling users to order from a vast array of options.
Short Drama Apps: The Rise of 3-Minute Dramas
Short drama apps, also known as short-form video apps, have been gaining popularity in India over the past few years. These apps offer bite-sized, engaging content that can be consumed in a matter of minutes, making them an attractive option for users with short attention spans.
One of the leading players in the short drama app space is MX Takatak, which has seen a significant surge in user base, with 300 million users in 2025, a 40% increase from 2023. The app offers a wide range of content, including comedy, drama, and entertainment, that can be consumed in 3-5 minute episodes.
Other popular short drama apps in India include MX Player, JioCinema, and Voot. These apps have been successful in attracting a large user base, thanks to their engaging content and user-friendly interface.
Ad Revenues: The New Cash Cow
The rise of quick commerce and short drama apps has also led to a significant increase in ad revenues. Advertisers are increasingly turning to these platforms to reach their target audience, thanks to the high engagement rates and targeted advertising options.
According to a report by ASCENDS, ad revenues for short drama apps hit ₹2,000 crore in 2024, a significant increase from previous years. This growth is driven primarily by the rise of programmatic advertising, which enables advertisers to target specific audiences with precision.
The Future of Quick Commerce and Short Drama Apps
As delivery platforms and content apps continue to innovate, speed and personalization are likely to remain key drivers of consumer behavior in urban India. With the rise of quick commerce, users are looking for faster and more convenient ways to access essential goods, while short drama apps are offering a new way to consume entertainment content.
In the future, we can expect to see more competition in the quick commerce space, with new players entering the market and existing players expanding their offerings. Similarly, short drama apps are likely to continue to evolve, with new features and content offerings being added regularly.
Conclusion
In conclusion, quick commerce and short drama apps are two new trends that are redefining the way Indians shop and interact with entertainment content. With the rise of these trends, we can expect to see significant changes in consumer behavior, with users demanding faster and more personalized experiences.
As these trends continue to evolve, it will be interesting to see how delivery platforms and content apps adapt to changing consumer needs. One thing is certain, however – the future of commerce and entertainment in India is likely to be shaped by the rise of quick commerce and short drama apps.
Source:
