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Consumers In Tamil Nadu Up In Arms As Aavin Stops Distribution Of Popular Green Pack Milk
Aavin, the largest dairy cooperative controlled by the Tamil Nadu government has hit headlines. Set up in 1981, this popular brand like Amul in Tamil Nadu has stopped distribution of its popular Green pack milk which enjoys 40% market share. Green pack which contains 4.5% fat content has been replaced by lavender coloured Delite which has 3.5 % fat content. This move has sent consumers and Opposition parties into a tizzy of anger. TN’s former CM Edappadi Palaniswami and AMMK’s supremo TTV Dinakaran condemned the move to sell less fat content Delite at the same price. This move is to popularise private milk brands through the back door says BJP leader K Annamalai. It may be recalled a few months when Amul was making inroads into TN, the DMK government raised hue and cry how local brands are being cannibalized. Neighbouring Karnataka during elections time saw similar protests by politicians saying how local brand Nandini was being killed with the entry of Amul. Interestingly, TN’s minister for milk production, Mano Thangaraj has come up with an ingenious justification, “Look how health conscious people are…they don’t want fat in any form. We have public health as our main concern.” Aavin which processes 30 lakh litres of milk every day ranks eight in consumer packaged goods category of 10 most famous brands. Several private sector players have tried to compete but are unable to sustain Aavin’s reach, price point and popularity.

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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.