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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 Noticed By People Who Matter

Four years have zipped by and we are crossing another milestone on 31st January 2025 – it’s our 4th Anniversary. It feels good.
Looking back at the 1460 days, I must say Short Post has made its mark with people who matter via 4000 stories published in the areas of politics, business, entertainment and sports. All made possible by the unflinching commitment and dedication of our senior editors, most of whom have been part of this journey from Day One.
Small pack, big impact is in essence the story of Short Post which was launched at the height of the Covid-19 pandemic in 2021. It shows our conviction. In all humility, I can say, we have created a new niche in the news segment space like Hindustan Unilever which created a new segment, when it launched CloseUp Gel.
Yes, we have created a brand (in a limited sense), created demand (readers) and created supply (senior journalists). But we are facing teething problems like all start-ups. What makes us happy and confident is the recognition of our efforts. For instance, we have an arrangement with the OPEN Magazine, part of the $4.5 billion Kolkata-based Sanjiv Goenka-RPG Group. This arrangement sees around 10 Short Post stories posted on OPEN Magazine website every week. This arrangement is testimony that our content has been well received! Also, I may add that the Maharashtra government has recognised Short Post and has allowed our senior editor to cover the Assembly sessions. Ditto: Odisha.
Our goal is to ensure that Short Post becomes a habit. I would like people to keep checking their smartphones to know the latest Authentic Gossip. As regards AI and the fear of it disrupting all businesses including media. On that, personally, I have no such fear as I am confident AI cannot smell news particularly Authentic Gossip. That’s the place we are well entrenched.