News in Shorts revamps its application, rebrands as "inshorts"

By Nirupama V

News application News in Shorts will now allow users to receive content from videos, infographics, podcasts and blogs and enable content discovery on a wide range of topics.

With this change, the Tiger Global-backed company has rebranded itself as “inshorts”. The app, available on Android and iOS platforms, will allow existing users access this version through an update.

The app, which offers condensed news from major publications and provides it in about 60 words on its app within 10 categories, has now expanded to include Opinion, Analysis, Lifestyle, Personal Finance, and Career.

CEO and Co-founder Azhar Iqubal, who called this the first move in making the app customer-centric, said, "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.”

The company said this was a step towards its plan to build a recommendation engine that would serve highly targeted and contextual content to the user.

Sachin Bansal, Founder and CEO of Flipkart, who is also one of the angel investors in the company said, “The opportunities of content distribution over mobile are endless and the evolution to inshorts would unlock many of them.”