Amrita Tripathi & Preetha Athrey, former executives of Twitter India, create Tap In!

By: WE Staff | Tuesday, 2 May 2023

Founded by two industry veterans with 20 years of combined experience in Digital and Media, Amrita Tripathi and Tech, Media, Telecom, and CPG, Preetha Athrey, TAP IN! is an initiative by professionals for professionals that develops programming based on conversations with women in India and emerging markets.

The team began this year with a pan-India survey of 100 professional women, and since then, it has had several 1:1 deep-dive strategy sessions with early adopters as well as seminars designed to improve applicants for the unstable job market.

In conjunction with the Azaadi program, Tap In also recently held a training for young leaders from marginalized groups that focused on public speaking, developing one's brand, managing teams, and handling conflict.

The project is intended for working women in their early and mid-career stages who require mentoring, allies, and upskilling possibilities. Tap in will provide a specialized, unique experience with real skill development. This includes a discussion board for members, a network, and professional access to video-on-demand courses and modules on topics including negotiation, public speaking, leadership, overcoming imposter syndrome, interview preparation, and much more.

"I couldn't be more excited about moving this initiative forward," says Preetha Athrey, co-founder of Tap in! and former Director and Head of Global Business Marketing for Twitter Asia Pacific. “Based on the lessons I've gained from working at amazing companies like Twitter, Airtel, Time Warner, Apollo Tyres, etc., we are motivated to address the prevalent issues career women in the nation confront as well as provide assistance for those trying to enter into a competitive atmosphere. There is no denying the challenging environment we are in right now, and we believe now is the ideal moment to network, upskill, and de-risk your career.”

Amrita Tripathi, the founder of Tap in! and the former Head of Global Content Partnerships at Twitter India, states, "I'm looking forward to working with and expanding up this community with a laser-sharp focus on what works in a professional atmosphere. We will share information, courses, and speeches given by experts for professionals as we are not academics and this won't be top-down learning. Going future, we anticipate this to only increase. When we have peer support, mentors, and most importantly, an enabling environment, there is nothing that women can't achieve.”