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TN’s Masala Market In Throes Of A Hot & Spicy Battle
Tamil Nadu’s masala market is put at a sizzling Rs 715 crore, the highest among the southern states. And 93% of this lip smacking, aromatic and jazzed up taste is delivered to the homemaker by the two top players of TN, Aachi Masala and Sakthi Masala, brands that have held the ready to go masala market captive with a slew of spice combos that send taste buds into culinary stratosphere. Not surprising that the scent of these spices has tickled the competitors across the country to zero in on TN. Take Bengaluru-based MTR Foods, with a turnover of Rs 1,000 crore. They have already put up a Rs 125 crore product infrastructure to take on the Aachis with Sakthi. According to MTR Foods CEO Sanjay Sharma, even product differentiation has been planned, “Our masalas are pounded, according to tradition, not ground like others.” With an average of Rs 35 crore ad spend, the masala brands are pounding, grinding and literally stomping their aromatic way into kitchens, which now witness more home cooking, gourmet experiments and taste adventures while a family is locked down. Coimbatore’s Annapoorna, a 45 year food brand, plans to pepper the TN masala market and more than double their turnover to Rs 90 crore in 2021-22. And the promos by TN’s masala players including entrants from the Punjabi belt, MDH, Badshah, Everest are getting more creative. Actor Jyotika’s hiatus in film appearances was hardly noticed. As Brand Ambassador, she carried the Sakthi Masala ads with as much aplomb as she did the Saravana Store Diamond Jewellery brand. From the days of standalone ground spices like turmeric powder and pepper, when homemakers would rather make their own sambhar and rasam mixes, every household now reaches out to popular ready mixed spices, podis and even easy do kits for homemade Biryani. The right masalas matter.

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Editor’s Note: Short Post Is Here To Stay…

Time, they say, flies—and how true that is. Here we are celebrating our 5th Anniversary. Five years ago, when Covid-19 was wreaking havoc across the globe, I took a leap of faith and launched Short Post, India’s first website for Authentic Gossip. That was on January 31, 2021. I was convinced there was a clear gap in the market for gossip that was credible, sharp, and impactful—especially if told in just 250 words.

In this, I was fortunate. Scores of senior editors across diverse verticals bought into the idea and, in the process, gave wings to my dream. Quite honestly, Short Post could not have crossed these milestones without the unflinching support of its contributing editors. Like all start-ups, we have seen our share of ups and downs, but these editors have stood by us like a rock. I take this opportunity to doff my hat to them.

Thanks to their commitment, we have published close to 5,000 stories spanning politics, business, entertainment, and sports. I say this with pride: we made our mark as people who matter read us. “Small packs, big impact” truly captures the essence of Short Post.

We all know that Covid-19 has reset businesses worldwide, and the media sector is no exception. In the post-Covid era, investors have become more cautious and selective—and advertisers too. To compound matters, the entry of AI has disrupted the media landscape in equal measure. So far, we have managed to hold our ground, hopeful that some angel investors will take a shine to us.

What gives me confidence is this: AI cannot smell news—especially the gossipy kind. In other words, AI cannot churn out Short Post-type stories, no matter the prompt. That puts us in a safe zone. As someone rightly said, “AI is a co-pilot, not a pilot.”