India’s new obsessions: Quick commerce & short drama apps
In the past few years, India has witnessed an unprecedented digital surge, with two sectors emerging as the new obsessions: quick commerce and short drama apps. The numbers are staggering – quick commerce has crossed ₹7,500 crore in FY24, with 68% of metro users ordering at least twice a week. Short drama apps, on the other hand, have seen a massive 300 million users in 2025, a 40% increase from 2023. Ad revenues have reached a whopping ₹2,000 crore in 2024. As these platforms innovate, speed and personalisation are redefining urban India’s digital habits.
The Rise of Quick Commerce
Quick commerce, also known as instant delivery, has revolutionized the way Indians shop. The concept is simple – consumers order essential items, such as groceries, fresh produce, and packaged goods, and receive them at their doorstep within 10-15 minutes. The convenience is unparalleled, and the demand is immense. In FY24, quick commerce platforms raked in ₹7,500 crore in revenue, with the majority coming from metro cities.
The growth can be attributed to the emergence of new players, such as Zepto, Blinkit, and Swiggy Instamart, which have disrupted the traditional e-commerce landscape. These platforms have invested heavily in technology, logistics, and supply chain management to ensure seamless delivery. The result is a market that is growing at an unprecedented rate, with 68% of metro users ordering at least twice a week.
One of the key drivers of quick commerce is the rise of online food delivery. With foodies increasingly preferring the comfort of their own homes, online food delivery platforms have seen a surge in demand. The trend is expected to continue, with quick commerce platforms expanding their offerings to include more categories, such as fresh produce and household essentials.
The Popularity of Short Drama Apps
Short drama apps, also known as short-form video apps, have become the go-to destination for entertainment-seekers. These apps offer bite-sized content, ranging from 3-15 minutes, in various genres, such as drama, comedy, and romance. The format has proven to be a hit with Indian audiences, who crave engaging, easy-to-consume content.
The rise of short drama apps can be attributed to the shift in consumer behavior. With the rise of social media, Indians are increasingly preferring short-form content that is easy to consume on-the-go. Short drama apps have capitalized on this trend, offering high-quality content that is both entertaining and engaging.
One of the key players in the short drama app space is MX Player, which has seen a massive 300 million users in 2025, a 40% increase from 2023. The app has expanded its offerings to include original content, live TV, and movies, making it a one-stop-shop for entertainment-seekers.
The Impact on Consumer Behavior
The rise of quick commerce and short drama apps has had a profound impact on consumer behavior. With the emergence of these platforms, consumers are increasingly preferring the convenience and speed of online shopping and entertainment.
The shift towards quick commerce has led to a change in consumer behavior, with Indians increasingly preferring same-day delivery and instant gratification. This has led to a rise in demand for delivery platforms that offer fast and reliable services.
Similarly, the rise of short drama apps has led to a shift towards short-form content, with Indians preferring bite-sized entertainment that is easy to consume. This has led to a rise in demand for original content, with platforms investing heavily in producing high-quality, engaging content.
Innovations and Future Trends
As quick commerce and short drama apps continue to innovate, we can expect to see some exciting trends emerge. One of the key areas of focus will be personalization, with platforms investing heavily in AI-powered algorithms to offer consumers tailored experiences.
Another area of focus will be sustainability, with platforms exploring eco-friendly packaging options and reducing carbon footprint. With the rise of environmental consciousness, consumers are increasingly preferring sustainable options, and quick commerce and short drama apps will need to adapt to meet this demand.
In conclusion, India’s digital surge is a testament to the country’s innovative spirit and consumer appetite for convenience and entertainment. As quick commerce and short drama apps continue to innovate, we can expect to see some exciting trends emerge, shaping the future of consumer behavior in India.
