India’s New Obsessions: Quick Commerce & Short Drama Apps
The digital landscape in India is evolving at a breakneck pace, and two trends have emerged as the latest obsessions among urban Indians: quick commerce and short drama apps. A recent report highlights the staggering growth of these industries, with quick commerce crossing ₹7,500 crore in FY24 and short drama apps gaining 300 million users in 2025, a 40% increase from 2023. As these platforms innovate, speed and personalization are redefining the way Indians consume goods and entertainment online.
Quick Commerce: The Rise of 10-Minute Deliveries
Quick commerce, also known as instant delivery or 10-minute delivery, has taken India by storm. The concept is simple: consumers can order products online, and they will be delivered to their doorstep within minutes. This convenience has proven to be a game-changer for consumers, particularly in urban areas where time is a valuable commodity.
According to a report by Ascendants, a leading business and finance publication, 68% of metro users in India order at least twice a week, with the majority of orders being placed through mobile apps. The report highlights the rise of quick commerce platforms, which have disrupted traditional e-commerce models by offering same-day or next-day delivery.
The growth of quick commerce can be attributed to several factors. Firstly, the rise of mobile internet penetration has made it easier for consumers to access these platforms. Secondly, the increasing demand for instant gratification has led consumers to opt for services that offer speed and convenience. Finally, the rise of food delivery apps like Swiggy and Zomato has set the stage for the growth of quick commerce.
Short Drama Apps: The Rise of 3-Minute Dramas
Short drama apps have also gained immense popularity in India, with 300 million users in 2025, a 40% increase from 2023. These apps offer bite-sized content, typically ranging from 3-5 minutes, which can be consumed on-the-go. The format has proven to be a hit among Indian audiences, who are looking for quick and engaging content.
The rise of short drama apps can be attributed to several factors. Firstly, the increasing demand for mobile-first content has led to the growth of short-form video platforms. Secondly, the rise of YouTube Shorts and TikTok has set the stage for the growth of short drama apps. Finally, the increasing disposable income and changing consumer preferences have led to a rise in demand for premium content.
What’s Driving Growth?
So, what’s driving the growth of quick commerce and short drama apps in India? Several factors come into play:
- Speed: The rise of quick commerce and short drama apps can be attributed to the increasing demand for speed and convenience. Consumers are looking for services that offer instant gratification, and these platforms have delivered.
- Personalization: Both quick commerce and short drama apps offer personalized experiences to consumers. Quick commerce platforms offer tailored product recommendations, while short drama apps offer niche content that caters to specific interests.
- Mobile-first approach: The rise of mobile-first approach has led to the growth of these platforms. Consumers are increasingly accessing these platforms through their mobile devices, making it easier to consume content and order products on-the-go.
- Changing consumer behavior: The changing consumer behavior has led to a rise in demand for premium content and services. Consumers are willing to pay for high-quality content and services that offer convenience and speed.
What’s Next?
As quick commerce and short drama apps continue to evolve, several trends are expected to emerge:
- Increased competition: The rise of quick commerce and short drama apps is expected to lead to increased competition in the market. New players are likely to enter the market, and existing players will need to innovate to stay ahead.
- Improved technology: The growth of quick commerce and short drama apps is expected to lead to improved technology. Platforms will need to invest in artificial intelligence, machine learning, and data analytics to offer personalized experiences to consumers.
- Rise of niche content: The rise of short drama apps is expected to lead to a rise in niche content. Platforms will need to cater to specific interests and genres to attract and retain consumers.
- Integration with other services: Quick commerce and short drama apps are expected to integrate with other services, such as food delivery and music streaming. This will offer consumers a seamless experience across multiple platforms.
Conclusion
Quick commerce and short drama apps have become the latest obsessions among urban Indians. The growth of these platforms can be attributed to several factors, including speed, personalization, mobile-first approach, and changing consumer behavior. As these platforms continue to evolve, several trends are expected to emerge, including increased competition, improved technology, rise of niche content, and integration with other services. As India’s digital landscape continues to evolve, it will be interesting to see how these trends shape the future of consumer behavior and digital habits.
