Expect more innovations from us: Deepit Purkayastha, Inshorts

At the e4m Influencer of the Year 2023 event, Deepit Purkayastha, Co-founder and CEO of Inshorts, shared his entrepreneurial journey and thoughts on navigating the ever-evolving digital ecosystem

by e4m Staff
Published: Dec 12, 2024 4:32 PM | 3 min read

At the e4m Influencer of the Year 2023 event, Deepit Purkayastha, Co-founder and CEO of Inshorts, took centre stage in an engaging conversation with Dr Annurag Batra, Chairman and Editor-in-Chief of the exchange4media Group.

Recognised as the e4m Influencer of the Year 2023, Deepit shared his entrepreneurial journey, the genesis of Inshorts, and his thoughts on navigating the ever-evolving digital ecosystem. Responding to Dr Annurag Batra’s opening query about the brand’s name, Deepit reminisced about its origins. "Initially, we named it ‘News in Shorts,’ inspired by straightforward naming trends like ‘MakeMyTrip.’ But we soon realised it lacked a certain zing. After a year or so, we simplified it to ‘Inshorts,’ and it clicked.”

Deepit traced his connection with his co-founders to their school and college days. “We met during coaching classes. Initially, our goal was academic—secure high GPAs and pursue master's degrees abroad. But life had other plans. The online space intrigued us, and products like Wikipedia and Facebook inspired us to explore creating something unique,” he explained.

Despite the eventual success of Inshorts, Deepit acknowledged its learning curve. “Our first attempt was a product to digitise notice boards. We thought it was a brilliant idea, but colleges didn’t even have basic ERP systems. That taught us the importance of consumer validation. For Inshorts, we began as a Facebook page, testing short articles, and only then built the app. It’s been about active listening to consumers since day one,” he emphasised.

Addressing the evolving dynamics of consumer internet, Deepit stressed the importance of adaptability. “Consumer products are a reflection of their time. Eleven years in, we’ve tested over 25 products, with only two—Inshorts and Public—becoming successful. It’s about constant experimentation and not being emotionally attached to ideas. Success often comes unexpectedly, after persistent trials,” he remarked.

Discussing Public, Inshorts' hyper-local social media platform, Deepit shared its journey. “The original idea was a ‘video Twitter.’ But engagement on video comments was minimal. Pivoting to hyper-local content, we saw immense traction. From local mandi rates to electricity outage updates, users wanted relevant, location-specific information, which transformed Public into a hit.”

Dr Batra shifted the conversation to the challenges of retaining attention in today’s saturated digital environment. Deepit attributed their success to foresight and adaptability. “Relevance is key, whether through AI, personalisation, or content creation. Innovation is constant; the entire paradigm of the internet may shift with technologies like quantum computing.”

On breaking into the global market dominated by tech giants, Deepit expressed optimism. “Indian companies like Pocket FM and Dashtoon are already making waves globally. AI workflows have democratised content creation, reducing costs dramatically. For instance, Dashtoon cut webcomic production costs by 90%, enabling creators to reach global audiences,” he noted.

When asked about monetisation and competition, Deepit highlighted micro-transactions as a promising model in India. “Micro-transactions, especially with UPI integration, are outpacing traditional subscription revenues. Consumer companies must balance ad-based revenue with user transactions, leveraging propriety tech and data for bespoke client solutions.”

Dr Batra lauded Inshorts' success in maintaining sleek, non-intrusive ads, to which Deepit credited their focus on quality and client servicing. “Turning around bespoke solutions for brands is a cornerstone of what we do. It’s about creating engaging, innovative formats that resonate with consumers,” he said.

The conversation concluded with Deepit’s reflections on future plans. “Expect more innovations from us. We’ll continue testing and refining products, focusing on staying relevant in a rapidly evolving digital landscape,” he stated.