India’s New Obsessions: Quick Commerce & Short Drama Apps
In today’s fast-paced digital landscape, consumers are increasingly demanding instant gratification. Two trends in India have been driving this shift: quick commerce and short drama apps. These innovations have been revolutionizing the way Indians shop and entertain themselves, redefining urban India’s digital habits.
Quick Commerce: The Rise of 10-Minute Deliveries
Quick commerce, also known as instant or fast delivery, has taken the Indian market by storm. The segment has grown exponentially, with revenues crossing ₹7,500 crore in FY24. What’s driving this growth? The answer lies in the convenience and speed offered by these platforms. 68% of metro users now order at least twice a week, opting for the convenience of having their favorite food, groceries, or essentials delivered to their doorstep within 10 minutes.
The likes of Zomato, Swiggy, and Dunzo are leading the charge, leveraging technology to streamline their operations and ensure lightning-fast deliveries. These platforms have implemented innovative solutions such as hyperlocal logistics, AI-powered routing, and real-time tracking to ensure that orders are delivered quickly and efficiently.
Short Drama Apps: The Rise of 3-Minute Entertainment
Short drama apps, on the other hand, have been making waves in the entertainment space. With 300 million users in 2025, up 40% from 2023, these apps have become a staple in many Indian households. Short drama apps like MX Player, ALTBalaji, and ZEE5 offer bite-sized entertainment in the form of short films, web series, and original content.
The success of these apps can be attributed to the changing viewing habits of Indian consumers. With the rise of mobile-first internet, users are increasingly seeking content that can be consumed on-the-go. Short drama apps cater to this demand, offering engaging stories that can be devoured in a matter of minutes.
The Impact on Consumer Behavior
The growth of quick commerce and short drama apps has had a profound impact on consumer behavior. Speed and personalization are now the key drivers of consumer loyalty. Consumers are increasingly willing to pay a premium for convenience and instant gratification.
For brick-and-mortar businesses, this shift presents both opportunities and challenges. To stay relevant, they must adapt to the changing consumer landscape by embracing digital solutions and offering seamless, personalized experiences.
The Future of Quick Commerce and Short Drama Apps
As delivery platforms and content apps continue to innovate, we can expect to see even more exciting developments in the future. Here are a few trends that are likely to shape the future of quick commerce and short drama apps:
- Voice Commerce: With the rise of voice assistants, we can expect to see a growth in voice-based ordering and navigation for quick commerce apps.
- Hyper-Personalization: Short drama apps will focus on offering more personalized content recommendations, leveraging AI and machine learning to understand user preferences.
- Omnichannel Experiences: Both quick commerce and short drama apps will focus on creating seamless, omnichannel experiences that integrate online and offline channels.
Conclusion
India’s digital surge is transforming consumer behavior, and quick commerce and short drama apps are at the forefront of this revolution. As these trends continue to evolve, it’s essential for businesses to adapt and innovate to meet the changing demands of consumers. By embracing speed, personalization, and convenience, businesses can thrive in this rapidly changing landscape.
This article has been written based on the news story provided by Ascendants, a leading business and finance publication.
