India’s New Obsessions: Quick Commerce & Short Drama Apps
The digital landscape in India has witnessed a seismic shift in recent years, with two new obsessions emerging as the country’s citizens increasingly turn to quick commerce and short drama apps for their daily dose of entertainment and convenience. In this blog post, we’ll delve into the world of quick commerce and short drama apps, exploring their impact on consumer behavior and the innovations that are driving their popularity.
Quick Commerce: The New Normal
Quick commerce, also known as instant grocery delivery, has been a game-changer in India. The sector has witnessed rapid growth, with the market size crossing ₹7,500 crore in FY24. What’s more, an astonishing 68% of metro users order at least twice a week, indicating that quick commerce has become an integral part of their daily routine.
The rise of quick commerce can be attributed to several factors. For one, it offers consumers the convenience of having their groceries and essentials delivered to their doorstep in under 10 minutes. This speed and ease of use have made quick commerce an attractive option for busy Indians who value their time.
Another factor is the increasing adoption of smartphones and the growth of e-commerce in India. With more Indians embracing online shopping, the demand for quick commerce has naturally increased. Moreover, quick commerce platforms have invested heavily in logistics and technology to ensure that orders are fulfilled quickly and efficiently.
Short Drama Apps: A New Form of Entertainment
Short drama apps have also been making waves in India, with 300 million users in 2025, a 40% increase from 2023. These apps offer bite-sized, 3-minute dramas that cater to the attention span of the modern consumer. The short format has been particularly appealing to Indian audiences, who are accustomed to consuming content in short, snackable chunks.
The success of short drama apps can be attributed to their ability to offer a new form of entertainment that is both engaging and convenient. With short drama apps, users can watch their favorite shows and stars whenever and wherever they want, making them a staple of modern entertainment.
Ad Revenues Soar
The success of quick commerce and short drama apps has also led to a surge in ad revenues. In 2024, ad revenues from these platforms hit ₹2,000 crore, a significant increase from previous years.
This growth can be attributed to the increasing popularity of these platforms, as well as the innovative ways in which ads are being served. For instance, quick commerce platforms are using location-based targeting to serve ads to users who are most likely to be interested in their products.
Similarly, short drama apps are using social media influencers and popular celebrities to promote their shows and attract new audiences. This targeted approach has been highly effective in driving engagement and conversions.
Innovations Redefining Urban India’s Digital Habits
The rise of quick commerce and short drama apps is not just a passing fad; it’s a fundamental shift in the way Indians consume content and shop online. Both platforms have pushed the boundaries of innovation, leveraging technology and data to offer a personalized experience to their users.
Quick commerce platforms, for instance, are using AI-powered chatbots to help users place orders and track their deliveries. They’re also offering personalized recommendations based on user behavior and preferences.
Short drama apps, on the other hand, are using machine learning algorithms to predict user preferences and serve them content that they’re likely to enjoy. They’re also offering interactive features, such as polls and quizzes, to engage users and encourage them to spend more time on the platform.
Conclusion
The rise of quick commerce and short drama apps is a testament to India’s growing appetite for convenience, entertainment, and personalized experiences. As these platforms continue to innovate and push the boundaries of what’s possible, it’s likely that we’ll see even more significant changes in the way Indians consume content and shop online.
As we look to the future, it’s clear that quick commerce and short drama apps will continue to play a major role in shaping India’s digital landscape. Whether it’s 10-minute deliveries or 3-minute dramas, these platforms are redefining urban India’s digital habits and offering a glimpse into a future that is faster, more convenient, and more personalized than ever before.
