India’s New Obsessions: Quick Commerce & Short Drama Apps
The digital landscape in India has been witnessing a significant transformation in recent years, with new trends and habits emerging among urban consumers. Two of the most notable obsessions that have taken the country by storm are quick commerce and short drama apps. In this blog post, we’ll delve into the world of 10-minute deliveries and 3-minute dramas, and explore how these innovations are transforming consumer behavior in India.
Quick Commerce: The Rise of 10-Minute Deliveries
Quick commerce, also known as instant delivery or 10-minute delivery, has become a staple in Indian urban life. According to a report by Ascendants, the quick commerce market in India crossed ₹7,500 crore in FY24, with 68% of metro users ordering at least twice a week. This surge in demand is driven by the increasing need for convenience and speed in daily life.
Companies like Zomato, Swiggy, and Dunzo have been at the forefront of this revolution, offering a wide range of products, from food to groceries, and even pharmaceuticals, to customers. Their business model is centered around rapid delivery, with a focus on speed, convenience, and personalized experiences.
To cater to this demand, quick commerce players have been investing heavily in technology, logistics, and last-mile delivery. They are leveraging data analytics to optimize routes, reduce delivery times, and improve the overall customer experience.
Short Drama Apps: The Rise of 3-Minute Dramas
Short drama apps have also seen a significant surge in popularity in India. According to a report by Ascendants, these apps saw 300 million users in 2025, up 40% from 2023. Ad revenues hit ₹2,000 crore in 2024, making it one of the most lucrative segments in the digital advertising space.
Short drama apps, such as MX Player, Hotstar, and Voot, offer bite-sized content, ranging from 3-15 minutes, to cater to the increasingly attention-deficit nature of urban consumers. These apps have been successful in attracting a large audience, with 60% of users tuning in daily.
The success of short drama apps can be attributed to their ability to offer personalized content, with algorithms curating content based on individual preferences. This has led to a significant increase in engagement, with users binge-watching multiple episodes in a single sitting.
The Impact on Consumer Behavior
The rise of quick commerce and short drama apps has significant implications for consumer behavior in India. Here are a few key takeaways:
- Speed and Convenience: The emphasis on speed and convenience has led to a culture of instant gratification. Consumers are now accustomed to getting what they want, when they want it, and expect rapid delivery and quick access to entertainment.
- Personalization: The use of algorithms and data analytics has enabled companies to offer personalized experiences, catering to individual preferences and needs. This has led to a significant increase in engagement and loyalty among consumers.
- Digital-first approach: The success of quick commerce and short drama apps has cemented India’s position as a digital-first nation. Consumers are increasingly turning to digital platforms for their daily needs, and businesses must adapt to this new reality.
Conclusion
In conclusion, India’s obsession with quick commerce and short drama apps is a reflection of the country’s rapid digitization and changing consumer behavior. As these trends continue to evolve, businesses must innovate and adapt to the changing landscape, focusing on speed, personalization, and convenience to stay ahead of the curve.
In the words of the report by Ascendants, “The key to success lies in understanding the evolving digital habits of Indian consumers and responding with innovative solutions that cater to their needs and preferences.”
