India’s New Obsessions: Quick Commerce & Short Drama Apps
India, the land of innovation and technological advancements, has seen a surge in new obsessions in recent times. Two of the most fascinating trends that have caught the attention of urban Indians are quick commerce and short drama apps. In this blog post, we will delve into the world of these two phenomena and explore how they are transforming consumer behavior in India.
Quick Commerce: The Rise of Fast Food and Grocery Delivery
In the past few years, the concept of quick commerce has taken India by storm. Quick commerce refers to the delivery of essential goods, such as food, groceries, and other household items, within a short span of time, usually within 10-15 minutes. The idea is simple: customers place an order online or through an app, and the items are delivered to their doorstep in record time.
The quick commerce industry in India has grown exponentially, with the market size crossing ₹7,500 crore in FY24. What’s more, a staggering 68% of metro users are ordering at least twice a week, indicating a significant shift in consumer behavior. The growth of quick commerce can be attributed to the increasing demand for convenience, busy lifestyles, and the need for instant gratification.
Some of the most popular quick commerce platforms in India include Zomato, Swiggy, and Dunzo. These platforms have disrupted the traditional way of ordering food and groceries, offering customers a seamless experience with features like real-time tracking, easy payment options, and a wide range of products to choose from.
Short Drama Apps: The Rise of Bite-Sized Entertainment
Another trend that has captured the hearts of urban Indians is short drama apps. Short drama apps are designed to provide bite-sized entertainment, usually in the form of short videos, web series, or even short films. The idea is to offer customers a quick and engaging way to relax and unwind.
The short drama app industry in India has seen tremendous growth, with 300 million users in 2025, a 40% increase from 2023. Ad revenues have also seen a significant boost, hitting ₹2,000 crore in 2024. Some of the most popular short drama apps in India include MX Player, Voot, and SonyLIV.
These apps have disrupted the traditional way of consuming entertainment, offering customers a wide range of content options, including original shows, movies, and even live events. The short drama app format has also given rise to new talent and creators, who are producing high-quality content that resonates with urban Indians.
Innovations in Quick Commerce and Short Drama Apps
Both quick commerce and short drama apps have innovated in recent times to cater to the changing needs of urban Indians. Here are some examples:
- Quick Commerce:
- Same-day delivery: Many quick commerce platforms now offer same-day delivery, allowing customers to get their orders within a few hours.
- Live tracking: Some platforms provide live tracking of orders, enabling customers to stay updated on the status of their delivery.
- Personalized recommendations: Many platforms now offer personalized recommendations based on customer preferences, making it easier for customers to discover new products and brands.
- Short Drama Apps:
- Original content: Many short drama apps now produce original content, including web series, movies, and even live events.
- Personalization: Some apps provide personalized recommendations based on customer viewing habits, making it easier for customers to discover new content and creators.
- Interactive features: Some apps offer interactive features, such as polls, quizzes, and even live streaming, to enhance the viewer experience.
Impact on Consumer Behavior
The rise of quick commerce and short drama apps has had a significant impact on consumer behavior in India. Here are some key observations:
- Convenience: Both quick commerce and short drama apps offer customers the convenience of accessing essential goods and entertainment from the comfort of their own homes.
- Speed: The speed at which orders are delivered and content is consumed has redefined urban India’s digital habits.
- Personalization: The personalized recommendations and features offered by these apps have made it easier for customers to discover new products, brands, and content creators.
- Increased screen time: The rise of short drama apps has led to an increase in screen time, with many Indians now consuming entertainment content on their smartphones.
Conclusion
In conclusion, the rise of quick commerce and short drama apps in India has transformed consumer behavior in significant ways. These two trends have disrupted traditional industries and offered customers a new way of accessing essential goods and entertainment. As these apps continue to innovate and improve, it will be exciting to see how they shape the future of consumer behavior in India.
Source:
