Tweak India by Twinkle Khanna

How Tweak India, the platform by Twinkle Khanna is augmenting the state of Women Empowerment

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The 45-year-old Twinkle Khanna, a Bollywood superstar, the founder of the interior design & decor company The White Window and the production house Grazing Goat Pictures back in September launched her digital content platform called Tweak India.

The women-centred platform aims to bring together conversations around body positivity, parenting, women empowerment, mental health, bullying, LGBTQI, beauty, wellness, sustainability, fashion, career and other related social topics under one roof to form meaningful dialogues and advice for women.

Tweak India also launched its official merchandise on the Mumbai-based e-commerce platform The Souled Store at very affordable prices. The promo of the same was posted on The Facebook page of the e-commerce company.

The Difference

Tweak India is unlike any other platform that talks about women empowerment. The platform breaks the traditional dogmas, stereotypes that block women from discussing the crucial topics and problems which women face in their daily life.

The platform is a diverse journal of stories, advice and videos contributed by common women, iconic women leaders and other celebrities and influencers aiming to inspire women in every way through various avenues including Videos, Stories, Books, and more. On top of that, the platform is also available in Hindi as a vernacular language for Indian women.

The potential

As reported by various online magazines and media platforms, Khanna also partnered with Instagram to ensure that the content of the platform readily reaches to a massive audience. Which is why the video content of Tweak is available on Instagram’s IGTV for 48 hours before it gets published on the Tweak India platform.

Speaking of which Saket Jha, Head of Entertainment Partnerships, Facebook India said…

“Instagram fosters the kindest community online where people and groups pursue their passions like food and travel, and share their voices on causes like sustainable fashion and body positivity. Creators utilise Instagram for their creativity and amazing social video moments, and that couldn’t be truer than in the case of Tweak. Their purpose seamlessly merged with that of the Instagram community and so we’re glad to have partnered with them.”

Affirming her empathy for women and the objective of Tweak India, Khanna said…

“I want Tweak to be a judgement-free place for women to ask questions, seek advice and engage in a meaningful debate on almost any subject. This is as much a space for seeing your glass as always half-full, while laughing at yourself because you really can’t see without your glasses.”

Editor’s note

Most of the digital content platforms we come across these days are available through a freemium model where the basic content is available for free but to get the real job done one has to pay for the premium features. But Tweak India is doing things way differently and impactfully. Twinkle Khanna is a renowned personality and influencer who is utilising both her passion and power gallantly to make an impact on Indian society and bringing the crucial subjects related to women in the spotlight.


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About the author

Pradeep Singh

Co-founder & CTO of LAFFAZ. A full-stack developer, possessing 6+ years of experience in working closely with tech startups in India and UAE.

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