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Tinder lends support to women-led business with free in-app ad inventory: Meet Career Guide and Mech Mocha and the women behind them

Meet Surabhi Dewra, revolutionizing how career guidance works in India; and Arpita Kapoor, the woman behind India’s first vernacular live social gaming platform.

ET Spotlight
India’s entrepreneurial economic growth has often excluded women. According to the Sixth Economic Census released by the Ministry of Statistics and Programme Implementation, Women constitute only around 14% of the total entrepreneur base in India. It takes gumption to start a new business, especially as a woman and support goes a long way. Tinder is committed to amplifying voices and helping women achieve professional goals. Here’s celebrating two demonstrable examples of businesswomen.

This article is a part of Tinder’s $1 Million dollar pledge to offer free in-app ad inventory to start-ups that are led by women. In every article, we profile 2 of the 10 recipients focusing on their journey as female founders, their company’s goal, achievements and their road ahead.

Meet Surabhi Dewra of Career Guide


Surabhi Dewra



Careerguide.com is an On Demand career guidance provider based in India. It is a marketplace of professional career counsellors and experts where these people get an instantaneous answer to their career-related questions via Live interactive Call sessions with career experts and/or through the Q&A Forum,” said Surabhi, introducing her company.

Career counselling in India has always been rather challenging. We all know someone who wanted to pursue a career they were passionate about but instead were forced to choose the rather traditional option that their parents thought was right for them. This is one of the biggest challenges that Surabhi has been tackling ever since the launch of Career Guide - an AI-driven Human + Hybrid Counsellor that has been helping thousands of kids and adults to find the most suitable career option. 65% of our population is below the age of 30 and close to 28% between the age of 0-14. Uncompromised quality education for their kids remains the biggest priority.

“Being a woman-founder and building CareerGuide.Com right from scratch has made me realise the difficulties around being a woman founder. I understand as women entrepreneurs, we have to dedicate ourselves a little more than our male counterparts to show that our career is not merely a hobby to us.” A BITS Pilani graduate, Surabhi’s education in tech and her love for teaching played a key role in building CareerGuide.com into the successful business that it is today.

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Talking about the impact that the on-going lockdown has had on her business, Surabhi said, “Thankfully Edtech is positively affected by COVID. It has pushed the adoption to maybe 5 years ahead in time. So it turns out to be an opportunity in crisis. We are seeing positive growth during this time.”

It was in this lockdown that Surabhi also received the news of her company’s association with Tinder. Talking about this opportunity and the prospects it holds, she said, “I see Tinder as a great place to be talking about career planning. Building a good career is key to build our self-esteem and leads to confidence and enhanced personality. And self-esteem is the foundation of relationships. So, yes CareerGuide & Tinder is a Match!”

Meet Arpita Kapoor of Mech Mocha


Arpita Kapoor


Mech Mocha is the company behind Hello Play, a live social gaming platform, founded by Arpita Kapoor. In Aprita’s words, “Hello Play is India’s first live social gaming platform for vernacular users. Our platform is in 8 Indian languages and allows our users to play real-time live multiplayer games such as Ludo, Carrom, Cricket with skilled gamers, friends and family over voice/video chat. Our users spend over 35 minutes per day on our platform and we do around 15 Million multiplayer games per month.”

While gaming has been an easy way of destressing for many, the growth of this sector in the non-English aspect was negligible. This is what pushed Arptia to develop something that vernacular users would enjoy. “Games allow interactive entertainment and we have always been very passionate about the space. Monetizing vernacular users is a challenge today but I am confident it will solve as digital payments grow in India,” added Arpita.

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Hello Play has seen an impressive surge in its user base since the beginning of the lockdown. With people looking for a fun way of passing their time indoors, online games have been gaining increased popularity. And Arpita hopes that this would further grow, thanks to the partnership with Tinder.

“As a live multiplayer gaming platform - our key target age group is 18-30 years of age and it will be interesting to see how Tinder users adapt to live multiplayer gaming. It will allow us to reach newer types of users and we are excited to see what we achieve with this partnership,” she concluded.
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