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When It Comes To Business, Dravidian Puts Brahmin On Pedestal
In Tamil Nadu, the month of Aadi (sacred month between Jul 17 and Aug 16) holds a distinct hysterical attraction for both buyers and sellers. Retailers advertise the most attractive discounts and buyers just cannot resist those drool worthy offers. But why Aadi month? For those familiar with religion and rituals, Aadi is not an auspicious time for weddings and family events. You may be surprised to know that newly-weds are not encouraged to cohabit ….a strange social custom with strong roots in superstition. Yet, Aadi is considered super auspicious for staunch devotion. Every day in the Tamil calendar has a deep religious significance. How did retail hysteria find its place in Aadi? Business and religion have coexisted profitably for ages…as religion has enabled the need to buy numerous products to appease the Gods, especially Ma Durga …offering dozens of glass bangles and sarees to the Goddess, simultaneously gifting to women devotees churning up demand for gifts galore that are sold at irresistible prices. Retailers are happy when the crowds stampede. Buyers use this opportunity of rock bottom prices to stock up for future gifting, weddings and events. Results: inventory flies out. The iconic store Chennai Silks opened Aadi sales this year with its full page ad featuring a “madisar model” draped in a nine yards saree. Religion, business and politics mesh here…the Dravidian ideology though consistently mocking Brahmin culture, is not averse to borrowing symbols of this culture to boost business. Ideology, religion, business everything has its place.

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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.