India’s New Obsessions: Quick Commerce & Short Drama Apps
India, a country known for its vibrant streets, diverse culture, and rapidly evolving digital landscape, has recently witnessed a surge in two new obsessions: quick commerce and short drama apps. These innovations have not only transformed the way Indians shop and entertain themselves but have also redefined urban India’s digital habits.
Quick Commerce: The Rise of 10-Minute Deliveries
Quick commerce, a type of e-commerce that promises lightning-fast delivery, has taken India by storm. In the fiscal year 2024, the quick commerce market in India crossed ₹7,500 crore, with a staggering 68% of metro users ordering at least twice a week. This rapid growth can be attributed to the increasing demand for convenience, flexibility, and speed in the way people shop.
Companies like Zomato, Swiggy, and Blinkit have been at the forefront of this revolution, offering customers a wide range of products and services, from groceries to electronics, with delivery times as quick as 10 minutes. This convenience has been a major draw for consumers, especially in urban areas, where time is a precious commodity.
Short Drama Apps: The Rise of 3-Minute Dramas
Another trend that has been making waves in India is the rise of short drama apps. These apps, which offer bite-sized, engaging content, have seen a massive surge in popularity, with 300 million users in 2025, a 40% increase from 2023. Ad revenues for these apps have also reached ₹2,000 crore in 2024, a testament to their growing appeal.
Companies like Moj, MX Takatak, and Josh have been leading the charge, offering users a wide range of content, from comedy sketches to dramatic serials, all in the span of just a few minutes. This format has been particularly popular among young, urban Indians, who are looking for quick, entertaining content that can be consumed on-the-go.
Speed and Personalization: The Key to Success
So, what’s behind the success of quick commerce and short drama apps in India? The answer lies in two key factors: speed and personalization.
In the case of quick commerce, speed is the key. With the ability to deliver products in just 10 minutes, companies like Zomato and Swiggy have been able to tap into the growing demand for convenience and flexibility in the way people shop. This speed has also enabled these companies to offer personalized experiences to their customers, with features like real-time tracking and customized recommendations.
Similarly, short drama apps have also leveraged the power of speed and personalization to achieve success. With bite-sized content that can be consumed in just a few minutes, these apps have been able to offer users a wide range of choices, from comedy to drama, in a format that is both engaging and personalized.
The Future of Quick Commerce and Short Drama Apps
As the quick commerce and short drama app markets continue to evolve, there are several trends that are likely to shape the future of these industries.
One trend that is likely to gain traction is the increasing focus on sustainability. With concerns about climate change and environmental degradation on the rise, companies like Zomato and Blinkit are likely to focus more on sustainable delivery practices, such as electric vehicles and reduced packaging.
Another trend that is likely to shape the future of short drama apps is the increasing focus on original content. With the rise of creator-led platforms like Moj and MX Takatak, there is likely to be a growing emphasis on producing high-quality, original content that resonates with users.
Conclusion
In conclusion, quick commerce and short drama apps have been two of the most significant trends in India’s digital landscape in recent years. With their focus on speed, personalization, and convenience, these apps have been able to tap into the growing demand for convenience and entertainment in urban India.
As these markets continue to evolve, there are likely to be several trends that shape their future, from sustainability to original content. One thing is certain, however: India’s quick commerce and short drama apps are here to stay, and are likely to play a major role in shaping the country’s digital habits for years to come.
