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News in Shorts rebrands itself as ‘inshorts’

News in Shorts, a
India based mobile app company that publishes news stories in 60 words
summaries, 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,

News in Shorts, a
India based mobile app company that publishes news stories in 60 words
summaries, 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. 

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 5 million downloads soon. Brevity is a key contributor to the success of
News in Shorts.

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, Career, etc.

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.

On this
announcement, Azhar Iqubal, CEO and Co-founder, inshorts 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.”

Sachin Bansal,
Founder and CEO of Flipkart, 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
month, News in Shorts raised $20
million Series B funding from Tiger Global
. In February this year, the
company had raised $4 million through a Series A round led by Tiger Global with
participation from Rebright Partners of Japan and existing angels Ankush
Nijhawan, Gaurav Bhatnagar, Manish Dhingra and Flipkart Founders Sachin and
Binny Bansal.

The company is
looking to hire about 100+ content writers by end of 2015 and aims to establish
a mobile content powerhouse in India.

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