India’s New Obsessions: Quick Commerce & Short Drama Apps
In the digital age, consumer behavior is constantly evolving, driven by the latest innovations and technological advancements. In India, two emerging trends are transforming the way people live, work, and play: quick commerce and short drama apps. These new obsessions are not only changing the way Indians consume products and services but also redefining urban India’s digital habits.
Quick Commerce: The Rise of 10-Minute Deliveries
Quick commerce, also known as instant delivery or same-day delivery, has become a staple in Indian cities. With the rise of e-commerce, consumers are expecting faster and more convenient delivery options. To cater to this demand, delivery platforms like Zomato, Swiggy, and Dunzo have introduced 10-minute delivery services, allowing customers to get their favorite food, groceries, and other essentials delivered to their doorstep in record time.
According to a report by Ascendants, quick commerce in India crossed ₹7,500 crore in FY24, with 68% of metro users ordering at least twice a week. This surge in demand is driven by the increasing popularity of food delivery apps, with users opting for convenience and speed over traditional ordering methods.
The success of quick commerce can be attributed to the rise of micro-entrepreneurship, where small-scale vendors and shopkeepers are partnering with delivery platforms to offer their products to a wider audience. This has not only created new opportunities for entrepreneurs but also empowered consumers to access a vast array of products and services from the comfort of their own homes.
Short Drama Apps: The Rise of 3-Minute Entertainment
Another trend that has gained immense popularity in India is short drama apps, which offer bite-sized entertainment content to viewers. These apps have disrupted the traditional television and film industry, providing consumers with a new way to consume content that is fast, engaging, and personalized.
According to the same report by Ascendants, short drama apps saw 300 million users in 2025, up 40% from 2023. Ad revenues from these apps hit ₹2,000 crore in 2024, a testament to their growing popularity.
Short drama apps have become a staple in Indian urban culture, with users consuming content that ranges from comedy skits to romantic dramas. These apps have also given rise to new talent, allowing aspiring actors, writers, and directors to showcase their skills to a global audience.
The Impact on Consumer Behavior
The rise of quick commerce and short drama apps is not only changing the way Indians consume products and services but also transforming their digital habits. Here are some key takeaways:
- Speed is key: Consumers are increasingly demanding faster delivery options, with quick commerce and same-day delivery becoming the norm.
- Personalization is key: With the rise of short drama apps, consumers are expecting content that is tailored to their interests and preferences.
- Convenience is king: With the increasing popularity of food delivery apps, consumers are opting for convenience over traditional ordering methods.
- Micro-entrepreneurship is on the rise: The success of quick commerce and short drama apps has given rise to new opportunities for entrepreneurs and small-scale vendors.
Conclusion
India’s digital surge is transforming consumer behavior, driven by the latest innovations and technological advancements. Quick commerce and short drama apps are redefining urban India’s digital habits, with consumers expecting faster, more convenient, and personalized experiences.
As delivery platforms and content apps continue to innovate, speed and personalization will remain key drivers of consumer behavior. With the rise of micro-entrepreneurship and new talent emerging, India’s digital landscape is poised for further growth and transformation.
