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Tiger Global-backed News in Shorts rebranded as inshorts

MUMBAI: Tiger Global-backed news app News in Shorts has rebranded itself as “inshorts”. In its new avatar, the application will evolve from being a news aggregator to a content discovery platform. Users will receive a broad spectrum of content streams like videos, infographics, podcasts, blogs and others.

This is in line with the company’s plan to build a recommendation engine that would serve highly targeted and contextual content to every app user.

news-in-shortinshorts CEO and co-founder Azhar Iquebal said, “With the transition from News in Shorts to inshorts, we hope to replicate the success of News in Shorts in other forms of content. This move would also enable us to provide high quality content to our users in a variety of formats and make us more relevant in a content landscape which is dominated by social media.”

“This is in a way our first move in building inshorts a customer centric company where every user would be served content based on his/her individual preference and profile. As we go along, we would aim to make inshorts the go-to app for all kinds of curated content discovery and thereby saving them from the pain of downloading multiple apps for multiple purposes.”

Flipkart founder and CEO Sachin Bansal, who is also one of the angel investors in inshorts, said, “The team has shown a lot of promise and has successfully demonstrated the power of short form in today’s mobile first economy. The opportunities of content distribution over mobile are endless and the evolution to inshorts would unlock many of them.”

Earlier this year, News in Shorts had raised more than $24 million from Tiger Global and others in two rounds of funding. The company looks to hire about 100+ content writers by end of 2015 and aims to establish a mobile content powerhouse in India.

News in Shorts began in 2013 as a Facebook page and went on to make rapid inroads in the app space with a million downloads by the first quarter of 2015 and expects to cross five million downloads soon.

The 60 word summary format of serving aggregated news items made the app a hit amongst the urban smartphone savvy youth and inshorts will stick to that format to aggregate newer content categories like opinion, analysis, lifestyle, entertainment, personal finance, sports, and career.