Twinkle Khanna: An entrepreneur who dons multiple hats

Twinkle Khanna dons multiple hats with effortless ease. She runs a successful interior decor company, The White Window, and a  production house, Grazing Goat Pictures. Khanna is the author of best-selling books, Funnybones and Pyjamas are Forgiving. She has forayed into public space as a DNA and Times of India columnist. She also produced a National Award-winning movie, Padman, based on the life of a social activist from Tamil Nadu who introduced low-cost sanitary pads. It is the first mainstream film in Hindi cinema to dispel taboos around menstruation.

In 2019, Twinkle Khanna launched her digital content company, Tweak India -a collective and collaborative space for women that spotlights complex topics ranging from sex education to feminine health while championing women to be financially independent and socially confident. Tweak India bears Khanna’s signature wit, nonpartisan perspective, and empathy. 

“What we’re trying to do is address issues that women need to know about, but not in a pedantic manner,” she says.

The inspiration behind Tweak

 Women reached out to Khanna after the success of her books. 

“I wanted to help them find realistic solutions to their problems,” she says.

She chose a digital platform because it is the most effective way to connect to the masses.

Tweak: The Name

The literal meaning of Tweak, according to the dictionary, is ‘to improve by making fine adjustments to something.’

“I don’t think we’re reinventing the wheel; we’re just making it a better ride, filling a few potholes, so Tweak fits well,” she explains.

About Tweak India

The platform —with contributions from experts in various fields, eminent writers, and celebrities — encompasses multiple verticals banded together. The content is available in English and Hindi.

Unlike most platforms that focus on a particular subject, Tweak has created a space to discuss subjects that are uncomfortable to talk about. It spotlights multiple issues ranging from parenting with a view on such topics as bullying, LGBTQ+ sensitization, and gender equality to wellness, fitness, positive body image, and mental health awareness.

Twinkle’s objective is to make the readers look at things realistically, sans the embarrassment. 

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

It also provides a deep dive into culture with a thrust towards sustainability; and beauty, career, and lifestyle, with content in the form of short and long reads, podcasts, videos, and events.

Khanna has partnered with Instagram to ensure that the content of the platform readily reaches a massive audience and the video content of Tweak is available on Instagram’s IGTV for 48 hours before it gets published on the Tweak India platform. Its content is available on YouTube, Facebook, and its website. 

A profitable proposition 

Tweak has been one of the first start-ups to break even in its first year, boasting of strategic partnerships with brands like Bumble, Kohler, Puma, Marico, and Asian Paints, to name a few.  It has 434,000 followers on Instagram, 45,000  on Facebook, and 243,000 on YouTube.

Tweak Initiatives

One of their most successful series has been the What’s In Your Dabba series – where Tweak cast the spotlight on healthy home-cooked food  – brought together celebrities.

The property, which also featured a second successful iteration called #WhatsInYourKidsDabba, had an organic reach of over 2.87 million.

Another offering from Tweak Books is ‘WHEN I GROW UP I WANT TO BE’.. a delightful look into the lives of some honest-to-goodness Indian superheroes.

The Tweak storyteller initiative was a five-week free workshop aimed at helping amateur writers take that step towards publishing their very first story.

Tweak also has a successful merchandise collaboration with The Souled Store.

Tweak has started ” The Icons” series in which Khanna talks to on-screen icons and real-life heroes as they share the lessons they’ve learned over the years.

Twinkle Khanna: A champion for  women empowerment:

Twinkle Khanna feels it is easier for women to be fearless when financially independent.

“There is no need for a woman to rely on anyone except herself so that no matter what life brings, you are prepared,” she says.

She feels that the next generation needs to be raised differently to bring a change in society.

“We need to bring up our sons to be as much the caregivers of the family as we do our girls. We can do that by walking the talk,” she adds.

In 2017, Khanna participated in the United Nations Women’s Entrepreneurship Summit in a panel titled, Sparking Confidence in Girls with Stars of Today. At the event, Khanna asked young entrepreneurs in the crowd to trust their instincts – “Your instinct is your experiences, knowledge in your subconscious speaking to you.”

Twinkle: The person

The outspoken Twinkle has a penchant for speaking her mind and often shares her unique take on the raging current affairs through her social media. Her wacky sense of humour makes her a total entertainer.

“I’ve often said Twinkle Trouble Khanna should be my name. I’m a motor mouth and often need to be reeled in”, she quips.

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