India’s New Obsessions: Quick Commerce & Short Drama Apps
The digital landscape in India is evolving at an unprecedented pace, with new trends and obsessions emerging every quarter. Two of the most significant and transformative phenomena in recent times are quick commerce (also known as instant or flash commerce) and short drama apps. These two industries have taken the country by storm, redefining consumer behavior and altering the way people shop and entertain themselves.
Quick Commerce: The Rise of 10-Minute Deliveries
Quick commerce, which involves the delivery of essential items within a short span of time, has witnessed an exponential growth in India. According to a report, the quick commerce industry in India has crossed ₹7,500 crore in FY24, with a staggering 68% of metro users ordering at least twice a week. This rapid growth is attributed to the increasing demand for convenience, speed, and flexibility.
The rise of quick commerce can be attributed to the emergence of new players, such as Zepto, Blinkit, and Swiggy Instamart, which have disrupted the traditional e-commerce model. These platforms have leveraged technology to offer lightning-fast delivery times, often within 10-15 minutes, making it possible for consumers to get their essentials delivered at their doorstep in record time.
The key drivers of quick commerce’s growth are:
- Convenience: Quick commerce platforms offer unparalleled convenience, allowing consumers to order their essentials from the comfort of their own homes.
- Speed: The rapid delivery times offered by quick commerce platforms have redefined the consumer experience, making it possible for consumers to get their items within a short span of time.
- Flexibility: Quick commerce platforms often operate 24/7, providing consumers with the flexibility to place orders at any time of the day.
Short Drama Apps: The Rise of 3-Minute Dramas
Short drama apps, on the other hand, have seen a remarkable surge in popularity, with 300 million users in 2025, up 40% from 2023. These apps offer bite-sized, engaging content that caters to the increasingly short attention span of consumers. The ad revenues generated by short drama apps hit ₹2,000 crore in 2024, a testament to their growing popularity.
Short drama apps have redefined the way consumers consume entertainment, offering a range of formats, including short films, web series, and quizzes. These apps have leveraged social media platforms, influencer marketing, and paid advertising to reach a wider audience and increase engagement.
The key drivers of short drama apps’ growth are:
- Bite-sized content: Short drama apps offer bite-sized, engaging content that caters to the increasingly short attention span of consumers.
- Increased mobile penetration: The growing adoption of smartphones has led to an increase in mobile-first consumption, making it possible for short drama apps to reach a wider audience.
- Social media integration: Short drama apps often integrate with social media platforms, allowing consumers to share their favorite content and engage with others.
The Convergence of Quick Commerce and Short Drama Apps
The convergence of quick commerce and short drama apps is an interesting phenomenon that has the potential to redefine the consumer experience. Quick commerce platforms are leveraging short drama apps to create engaging content that drives brand awareness and customer loyalty.
For instance, Zepto, a popular quick commerce platform, has partnered with short drama app, Chhorii, to create engaging content that showcases its products and services. This partnership has helped Zepto increase brand awareness and customer loyalty, while also driving sales and revenue growth.
The Future of Quick Commerce and Short Drama Apps
As quick commerce and short drama apps continue to evolve, we can expect to see significant changes in the way consumers shop and entertain themselves. The key trends that will shape the future of these industries are:
- Increased adoption of artificial intelligence (AI) and machine learning (ML): AI and ML will play a crucial role in improving the consumer experience, enabling quick commerce platforms to offer more personalized recommendations and short drama apps to create more engaging content.
- Integration with emerging technologies: Quick commerce and short drama apps will integrate with emerging technologies, such as augmented reality (AR) and virtual reality (VR), to create immersive experiences that engage consumers.
- Increased focus on sustainability: As consumers become more environmentally conscious, quick commerce and short drama apps will need to focus on sustainability, reducing their carbon footprint and promoting eco-friendly practices.
Conclusion
Quick commerce and short drama apps have redefined the way consumers shop and entertain themselves in India. These industries have leveraged technology to offer unparalleled convenience, speed, and flexibility, making it possible for consumers to get their essentials delivered at their doorstep in record time and enjoy engaging, bite-sized content on-the-go.
As these industries continue to evolve, we can expect to see significant changes in the way consumers interact with them. The key to success will lie in leveraging emerging technologies, such as AI and ML, and focusing on sustainability, while continuing to innovate and improve the consumer experience.
