Gathering quality emotion data is critical as it predicts key success metrics such as brand recall, sales lift, purchase intent and likelihood to share. Brands, advertisers and market researchers know that emotions influence consumer behaviour.

1. MAY 2021
INSTORIED
Top 10
Businesswomen’s
Start-ups To
Follow in 2021
SHARMIN ALI,
SHARMIN ALI,
Founder & CEO
Founder & CEO
Women
Entrepreneurship
Rise Of An Era
Womanhood Is a
Matter of Pride
Women In India:
Issues & Challenges
www.swiftnlift.in

2. www.pharmacoevidence.com

4. Swiftnlift Media And Tech
SwiftNLift is theBest Business Magazineacross the
globe for enterprises.

5. Nilesh Sabe
Chief Editor
- Nilesh Sabe
I
t’s always a pleasure to bring this magazine to all the readers.
The real strength for any magazine is its audience, without their
support nothing would have been possible. I am encouraged by the
feedback received from the readers and the institutions/companies
which are in association with our magazine.
I’ve wanted to be there not just by being the editor but because I
had something to say something that might join us for a moment
in that miraculous way words can. There seems to be an increasing
level of confidence displayed by our team in practice, as they realise
that the market demand for their skills is growing at an almost
exponential rate. Many thanks to my team for the work undertaken.
Actresses take on roles that encourage us to be bold, courageous,
clever and a spectrum of other traits we never thought we had.
These women aim to inspire us all so that the strong characters
they portray on-screen can exist in all of us in our everyday lives.
The cover story has featured Sharmin Ali, Founder & CEO of
Instoried, An augmented writing platform that improves customer
interest and engagement. The platform helps content writers in
e-commerce, news, FMCG and other verticals to optimise emotions
in their marketing content.
SwiftNLift magazine is not just a print or digital anymore but
everything we do derives from its long-standing character, approach
and quality - while we continue to produce the print publication
with as much dedication as ever.
From the Editor…

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Copyright © 2021 Swiftnlift Media and Tech LLP, All right reserved.
Chief Editor
Nilesh Sabe
Executive Editor
Madhuri Gadekar
Business Developement Manager
Aarti Gandlewar
Art & Design Director
Kalyani Patil
Assistant Designer
Somesh Junavane
Advertising & Promotions Manager
Vaishnavi Sabe
MAY 2021
For Marketing & Advertising
Reach us at: sales@swiftnlift.in
Marketing Manager
Snehal Bandekar
Sales Executives
Pranav Raundale
SME-SMO Executives
Sagar Pawar
Contributors
Shiva Borse
Digital Marketing
Nishigandha B
Technical Head
Anju Jangid
Technical Specialist
Ankush Katre
Circulation Manager
Satyam Mishra
Technology Consultant
Vishakha Khadse
Marketing and Sales
Technical Team
Graphic Design Team
Managing Editor
Amar Rathod

8. C
o
n
t
e
n
t
s
Instoried
Avathara Logical Hiring
Small Bites
Avimukta
16
10
20
26
22

9. Techie Dentist Career
Placements India
The Mob
28 30
34
24 32 40
BitWise Ventures
Pvt Ltd
36
Human Horizon
38
Women
Entrepreneurship
Rise Of An Era.
Womanhood
Is a Matter of
Pride
Women In
India: Issues &
Challenges.

10. “There is no rule on how to write Sometimes
it comes easily and perfectly sometimes it’s
like drilling rock and then blasting it out
with charges”
Ernest Hemingway
INSTORIED
Top 10
Businesswomen’s
Start-ups To
Follow in 2021

12. Sharmin Ali, Founder
& CEO of Instoried,
an augmented writing
platform which improves
customer interest and
engagement. The platform
helps content writers in
e-commerce, news, FMCG
and other verticals to
optimise emotions in their
marketing content.
It was a wonderful
experience to interview
Instoried for our
magazine. We are glad
to share this exclusive
conversation with all the
readers.

13. have emerged as a poster-girl in
the start-up culture.
What were the
impediments you faced
at the time of inception?
How did you manage?
There were a number of challenges
that we faced, shortage of funds,
being the biggest one. After
exhausting all our savings, I broke
my PPF (Public Provident Fund)
withdrew whatever I could and
paid salaries. My parents did
not talk to me for a month, as
withdrawing PPF was the biggest
committed crime according to
them, as PPF money essentially
is a long-term investment for life.
The money turned out to be not
enough, so I mortgaged my gold
jewellery that I had bought years
ago during my good old corporate
days and used that money to
pay salaries. But this time, I
did not inform my parents at all.
We had to go pitch to investors in
various cities, we soon ran short
of money. Sutanshu (Co-founder
& currently CTO at Instoried)
borrowed money from friends
and family and helped sponsor
our travel and stay. Soon we heard
about start-up Chile, which funds
global start-ups with grant money.
Weappliedandgotthrough.Iranto
Santiago, Chile, to get those funds
and run the company
here in India. While
I was attending the
acceleration
INSTORIED
Tell us about yourself.
What inspired you to
initiate this start-up?
Ihave10yearsofworkexperience,
out of which I spent 5 years
working with Fortune companies
in the US. My expertise lies
in enterprise sales. Post that, I
started my first company which
was into content production,
where I wrote 70 original scripts
of my own. Probably ahead of
my time with regards to content
production on OTT platforms,
I sold the copyrights of all my
content to a Mumbai-based
production house and made an
exit. Post that, I published two
books of my own and also worked
with CXOs globally to help them
build content strategies. My
deep-rooted industry experience
and understanding of how
content works inspired me to
start Instoried. Instoried has been
covered globally by various media
publications and because of it, I

14. program in extreme weather conditions in Santiago,
Sutanshu took the brunt of staying back and running
the company in India. Our relentless efforts finally
paid off when we secured half a million dollars in
funding from some of the most notable investors in
India and the UK.
How would you describe the manifesto
of your company? How does AI actually
serve here?
Understanding consumer emotional engagement
with content is key to creating the best marketing
campaigns and optimizing marketing spend.
Gathering quality emotion data is critical as it
predicts key success metrics such as brand recall,
sales lift, purchase intent and likelihood to share.
Brands, advertisers and market researchers know
that emotions influence consumer behaviour.
At Instoried, we have built an AI tool to help
large companies build personal connections with
their audiences by using technology to measure
the effectiveness of content and rewrite their
communication. Our approach is data-driven,
scalable and measurable with long-lasting, visible
results.
What efforts you took to grow your
business, achieving this amazing
benchmark?
I have personally interviewed about 500 content
creators working with enterprises, across India
and the US. The results were fascinating. The
biggest challenge globally is to predict whether
the content is engaging enough to strike a chord
with audiences. And this is a 300 billion dollar
plus market and ever growing. We, at in storied,
have a very strong technology foothold. We had
to use technology to solve this problem in order
to make writing easy for the masses and help
enterprises cut down exorbitant marketing costs
as they spend large sums of money each year in
just outsourcing content marketing.
Just for the record, I guess, finally, my parents are
coming to terms with the start-up journey and

15. struggle, though I occasionally do get
scolded for withdrawing my PPF money.
Tell us about your recognition
and future ventures.
We have now entered the video space where
we will be analysing responses to various
video campaigns and help brands and
publishers measure the effectiveness of their
videos and publish the best one. Our strong
technology experience with computer vision
and audio analysis will help us achieve this
in the next six months.
From a 70-billion-dollar German
corporation to a mere 50-person small
enterprise, we have helped companies
increase their inbound leads by over 300
per cent, improved lead to conversion cycle
by 3X and we are growing at a month-on-
month rate of over 60 per cent. This is just
the beginning. We have seen a hockey stick
growthinthelastsixmonths.Ourcustomers
love us. We are now getting ready to scale.
We have raised $500K USD from SOSV by
Chin accelerator, Venture Catalysts and Jain
Angel Network. Our very early investors
include Axilor Ventures, IIIT Hyderabad
and the Cowrks Foundry
run by the RMZ Family
Office.

16. A
vathara is a one-stop boutique firm offering
recruitment solutions, employee engagement
initiatives, employee welfare counselling and
psychometric testing. The company was incorporated
in the year 2017. The company has gained momentum
under the mentorship of Akanksha Toor Dua who is
the founder, Along with the assistance of Paankhuri
Aggarwal who is the Talent Acquisition Head. The office
of the company is located in Delhi.
Below are the highlights of the interview conducted
between Swiftnlift Business Magazine and Avathara. We
are glad to share this exclusive conversation with all the
readers.
Tell us about your company. Its vision and
mission.
I have been in the recruitment space for close to 6 years,
where I started my career by working for a USA based
company called Philip-Yates. We worked closely with
Indian startups like askme.com, mabelkart.com, hike
messenger, etc. After understanding the struggles of these
startups in finding top talents and fetching the founders
the right team, I came up with my own start-up by the
name of Avathara in 2017.
Avathara is a one-stop boutique firm offering recruitment
solutions, psychometric testing, employee welfare
counselling and employee engagement initiatives/
activities for our clients.
Thethoughtofopeningsuchaventurecomesfromthefact
that in India we still don’t have a sustainable recruitment
method where employers also consider the “personality
traits “of the hired candidate. Fitting the candidate at the
right job comes with finding the right candidate with the
correct attitude and the aptitude towards the offered job.
The goal of our company is to not only help our clients
with finding candidates but also to make sure that “we
create a sustainable environment in the company where
people love their job, witness a healthy and interactive
ADDING TO YOUR GROWTH, ONE BOTTLE AT A TIME
Akanksha Toor Dua
Founder
16 MAY 2021 SwiftNLift

17. Top 10
Businesswomen’s
Start-ups To
Follow in 2021
culture and enjoy their work-life”.
Everyone has their own journey and story to start a
business. For us, we thought we are making a recruitment
agency but we moved to actually create a ONE STOP HR
SOLUTION company, not only helping our clients build
up the workforce but also providing solutions to them for
any HR-related issues.
Strategies
 A basic strategy will always be to keep adding more
and more clients and increase our offered services.
We are trying to engage with New-Gen startups and
broaden our work portfolio with them.
 We are moving towards permanent college campus
placement tie-ups and increase our campus hiring.
 We are trying to get more involved in creating and
sustaining cultures in these companies and work
from scratch to build up these startups (from an HR
perspective) For example, getting involved in their
induction systems, creating organizational policies for
them, taking care of all HR and Admin related ops etc.
 We would be soon investing in an Applicant tracking
system where we can look back and forth to our old
resumes and keep a tap on all our past candidates who
were not looking for a job change at a particular time
but as soon as they are willing to, we track down the
profile and look for an ideal job position which is a
correct fit for them. This will also be a move into a
digital space as we will have to build proper tech
software for the same.
What were the constraints you faced at
the time of inception?
Avathara is the first company of its sort. Normally
beginning an HR business with a Psychology
foundation isn't acknowledged by all yet we cleared
our way through it. In today’s world, everyone
needs to comprehend that mental well-being is as
significant as physical well-being since we invest a large
portion of our energy at work along these lines it's vital
that work should give us some kind of fulfilment and
permit us to keep up mental equilibrium.
What services do you provide to the
customers?
Avathara is a one-stop boutique firm offering recruitment
solutions, employee engagement initiatives, employee
welfare counselling and psychometric testing. We
help in the entire employee lifecycle. We find correct
potentials utilizing our psychometric analysis to help
recruit the right candidate. We likewise help to keep up
the organization’s healthy culture by initiating employee
engagement activities and employee counselling’s.
Which supporting skills do you think are
mostimportantwhenitcomestoleadership?
To start a new business it is vital to have a group and to
figure out the roles and responsibilities of each and every
individual who is a part of the company. Leadership style
plays a major role here. I decided to be a Democratic
Leader,Sternandfirmwhenitcametomytaskorientation
so that I can provide correct guidance and direction to
my core team, but at the same time encourage feedback
and take others opinions into account and consideration.
17
MAY 2021 SwiftNLift

18. It’s always beneficial to take everyone’s opinion, but yes
follow what you feel is right.
What are your areas of expertise/
specialization?
1.
Start-Up Specialist: We help startups- building
operations, set the required talent force and help them
start their business journey smoothly.
2. Psychometric Testing: A psychometric test aims to
provide objective data that can provide a better all-
around view of a candidate’s suitability. It can measure
a number of attributes including intelligence, critical
reasoning, motivation and personality profile. We
have has administered more than 100 tests so far for
corporates. Our strength is in the areas of profiling the
candidate's Personality type and understanding his/
her key areas of Interest and Aptitude.
3. Head Hunting: At the entry-level, we review and
source the talent pool that is designed to have a huge
impact across the organisation. In the middle, we
pick and groom a few younger leaders for success
thereby creating a leadership pool that is proven and
accepted internally. At the top level, we help hire the
best! We have a sharp focus on addressing our client’s
specific requirements built on a foundation of quality
consciousness and perseverance.
4. Corporate Counseling and Employee Engagement:
We also cater to employee engagement programs
and help corporates to build necessary skills in their
employee’s personalities. The employee-work contract
has changed, compelling business leaders to build
organizations that engage employees as sensitive,
passionate, creative contributors.
Sectors looking at the moment - Legal, E-commerce,
Media, Product Tech, FMCG and Start-Ups!
How do you manage to work in different
sectors?
With the growing demand, we have to accommodate
different sectors in order to be different from other
organisations. Being psychologists we do understand
the needs of our clients and we give them customised
solutions to their problem at hand. HR is a people-
orientated job, and we love doing it as we get to meet
different personalities every day.
ManagingHiringandCounsellingatparallelissometimes
tedious to do but we have always set our goals and
priorities right. We are also working with 2 more startups
in the health domain to equally contribute towards
mental health. I work as a counsellor with Good Lives
(goodlives.in) and I am a co-founder for Inner Buddha
(innerbuddha.in)
With Avathara and these 2 startups We are at a content
place where we are working definitely for financial gains
but at the same time working towards society by helping
them fight Mental health issues at a very affordable / no
price.
What is your approach to therapy?
There is never a fixed formula, counselling is an art, and
it has always done in a customized way as per the client’s
needs, convenience and acceptance. You can never have
one approach to it.
What are your strengths and limitations as
a counsellor?
As an organization:
 Strengths - We are definitely the most affordable and
easily available. We are working on an AI BOT that
18 MAY 2021 SwiftNLift

19. makes us 24X7 available for our clients.
 Limitation - Of course, the BOT is still under training
yet we are working really hard towards the betterment
of the product.
On the personal front: A good counsellor needs to be
sympathetic and empathic, a good listener, confident, be
patient and flexible. We believe we make an honest effort
to occupy every one of these qualities yet sometimes
because of multiple commitments, we get restricted to
time commitment per client, additionally, we can help
an individual just when they need to help themselves.
Family psycho-education plays an important role here
where they need to be proper guided about how to behave
with the identified patient. In order to upgrade my skills
on the same, I am currently pursuing another master in
Counseling and Family Therapy.
How do you respond to constructive
criticism?
From a personal view, Criticism makes a person more
progressive and leads to growth. We always encourage
feedback so that we can work towards betterment.
Tell us about your accomplishments?
Growth is crucial for the long term survival of any
business. We always need to maintain a backup and
create a funnel for onboarding new clients and for future
business opportunities. Avathara is a self-funded sole
proprietorship firm. We started our business in 2017 in
just Delhi/NCR with only 2 clients and booked revenue
of 6L in 2017-18. We consider it to be a good start for
us, soon we expanded and moved to pick up more clients
from Mumbai, Ahmedabad, Bangalore etc. and increased
our revenue to 16L in 2018-19. Currently, we are working
with more and more startups and have booked revenue of
38L in the 2019-20 financial years. We have shown more
than 100% growth every year and we hope to keep up our
hard work. From the achievement perspective, we assume
that we are one of the very few Indian Recruitment firms
that engage with Psychologists and provide the option of
psychometric testings to our clients. I am a psychologist
myself and our company’s right hand Ms Paankhuri
Aggarwal also holds a Master’s degree in Psychology.
We have been awarded under TOP 10 Women Leaders in
Recruitment in India in March 2021.
Paankhuri Aggarwal
TA Head
19
MAY 2021 SwiftNLift

20. L
ogical Hiring is an end-to-end HR Solutions
company with a focus on Permanent Staffing,
Temporary Staffing, and Executive Search &
Business Consulting Services. We specialize in the
search and recruitment of top-notch professionals
at all levels across industries/domains including IT,
Digital Marketing, Analytics, Telecom, Semiconductor,
Insurance, Retail, Banking, and Consulting.
Recruitment, staffing, Permanent recruitment, HR
services, human resource, hiring, recruiting, manpower
services, recruitment agency, executive search, contract
to hire recruitment, and placement services.
Our vision
We Logical Hiring are recruitment specialists, talent
scouts and HR consultants that are dedicated to create
solutions for jobseekers & companies.
Our Journey
Logical Hiring was established in 2009 with a
commitment of providing quality services in
recruitment. We are specialised in IT, Telecom,
Embedded, Semiconductor, Analytics, Digital
Marketing & other domains. We assist companies
of all shapes & sizes in finding the right candidate
for a variety of positions across domains. We have
a strong network & database of candidates to choose
from. Our recruitment team can help you find a good
resource starting from an entry-level to a managerial
position.
We have clients across India in all the major cities which
include – Bangalore, New Delhi, Gurugram, Mumbai,
Chennai, and Pune & Hyderabad. We work with the
client’s global teams in different time zones. We provide
services ranging from permanent staffing to temporary
staffing solutions, executive search solutions and
Business consulting solutions.
 Timely & Punctual: We focus on timely & efficient
delivery thereby leading quick closures.
 Expert Advisors: Highly talented & responsible
team which focuses on quality delivery
 Wide Network & Huge database: We have a huge
database of candidates & wide professional network
Over the years, we have become the preferred talent
acquisition partner to many MNCs and leading Indian
businesses. With our recruitment services, we help
companies build their businesses and candidates build
their careers.
Whether you need to find top talent, your next great job
opportunity or a consulting solution for managing your
business and resourcing challenges, we can help.
Our services
Withanexperienceof10+yearsintheIndianMarket,we
provide range of solutions in recruitment in a variety of
Logical
Hiring
Bindu Raghunath
Founder & Director
20 MAY 2021 SwiftNLift

21. Top 10
Businesswomen’s
Start-ups To
Follow in 2021
Industries / domains including IT, Telecom, Finance,
Semiconductor, etc. Some of our services include –
1. Permanent staff solution: We provide permanent
staff in India quickly, compliantly, and reliably. Our
permanent staffing Solutions enable companies to
hire top talent across Asia. Our recruitment team
is committed to expanding your business goals and
making sure that the right people are put in place
to execute your vision. We work to understand your
organization’s goals and will create a search strategy
to find the best talent for your open positions. We
present the best candidates to you for final review,
arrange interviews and offer ongoing advice on
the final decision. Once you have found the right
candidate, we will support you in negotiating salary
packages, and managing ongoing administrative
matters.
2.
Temporary staffing : We provide flexible, on-
demand recruitment to help manage dynamic
workloads, project work or employee absences. Get
on-demand access to highly skilled temporary staff
and contractors.
3. Executive search services: Our Executive Search
team is primarily focused on Board level leadership
hiring. Our aim is to deliver value to each client we
serve and to help you attract top talent. We seek
to understand client’s strategic goals, the specific
leadership roles and competencies needed to meet
those goals. Our executive recruiting team possesses
the required expertise and contacts to support our
search. Our team has good professional network and
industry knowledge to identify the right people.
4.
Business consulting services: Attracting and
retaining talent is the biggest challenge for many
Human Resources professionals. We offer advice
on aligning internal policies with industry best
practices, and more importantly. We assist clients
in manpower planning, performance management,
learning and development, employee engagement
and salary benchmarking.
Our industry specialization
As one of the best recruitment service provider in
India, we help candidates find great opportunities
across sectors with some of the best organisations in the
country. From entry level positions to senior roles, we
have roles across domains / industries. Over the years,
we have developed expertise in the following industry
segments:-
1. Information Technology
2. Telecommunication
3. Digital Marketing
4. Analytics / KPO
5. Semiconductor
6. Embedded
Explore current opportunities!
Your job search ends here. Help us know you better
so that we can help you find the right job opportunity.
Be the first to hear about new roles as they become
available. Receive our latest jobs directly to your inbox.
Logical Hiring is one of the best recruitment service
providers across India. Whether you need to find top
talent, your next great job opportunity or a consulting
solution for managing your business and resourcing
challenges, we can help.
21
MAY 2021 SwiftNLift

22. Avimukta
A
Highly Driven Group Partnering With Global
OrganisationsToEnhanceGrowth,Productivity
And Efficiency By Identifying World Class
Manpower. Avimukta is a startup by a legal recruitment
consultant, Neha, with almost 10 years of experience,
she specializes in providing recruitment solutions for
both private practice and in-house.
Her core expertise includes recruiting legal and
compliance professionals for across verticals. She was
last associated with Hughes Castell, Singapore, a legal
recruitment firm where she specialised in recruiting for
private practice firms for mid to senior level.
Roles we recruit
Your privacy and the privacy of others are important.
By you supplying us with your personal data, which
includes your CV and/or details of your referees, you
have agreed to our collection, use and disclosure of such
data to assist you in finding a job now or in future, as
well as for marketing purposes. You agree that you have
obtained appropriate consent to provide to us data from
other person(s)
We have a name that means a lot to us.
One may ask, especially today when the name of an
enterprise is chosen on its sheer catchy tone, what’s in
the name? But in this regard, we carry a conventional
outlook. A name suggests the core soul of an entity.
Hence, ‘AVIMUKTA’ never forsaken.
Please let us introduce Flexible Path, Well
Determined Goal
The founder, Neha, has hands-on industry experience
of almost 10 years in the high impact Legal Recruitment
space, with leading international recruiting firms. After
serving as an exceptional contributor to her employers
for 8 years, both in India and overseas, Neha, knew that
she was ready to launch her passion and combine it with
her valuable expertise to start her own independent
legal recruiting venture offering world-class customized
plans and cost-effective solutions for organizations and
individuals. She was aware that plunging into this new
trajectory in her career would encounter considerable
challenges and competition; however, she only knew
one direction, which is to move forward into bringing
her vision to life.
Neha bid goodbye to the employer in Singapore
and returned to Mumbai, India, which marked the
beginning of an incredible story of ‘Avimukta’, founded
in August 2016. Based out of Mumbai, Avimukta, as an
organizationpromises,delivers,understands,researches
and identifies world-class manpower and keeps your
organization’s goals on the forefront. Avimukta is
focused on identifying trends, customer requirements
and building customized solutions for organizations.
Top tier Law firms in India and overseas have chosen
Avimuktaastheirleadinglegalpartnerandwevaluetheir
association and trust in us. Avimukta has partnered to
provide recruitment solutions to corporate enterprises
for hiring talent in the in-house space. We have gained
an association with corporates from various industries,
including, but not limited to banking, hospitality, real
estate, transport & logistics, and entertainment industry.
Aswegrowglobally,wewelcomelawfirmsandcorporate
houses to partner with us to identify the best practices
for their organization; and, invite individuals looking
for a new opportunity in the legal space to collaborate
with us in their journey to success.
Why should one hire our services?
Weunderstandhowthoroughanddiligentlyrecruitment
business works. Fully understanding the mandate given,
to diligently screening the profiles, to finally scheduling
a meetup is not the only process we work through.
22 MAY 2021 SwiftNLift

23. Top 10
Businesswomen’s
Start-ups To
Follow in 2021
Neha Sharma
Founder & Director
Once we are hired we make sure to deliver on
every necessary aspect, whether its reference
check or salary negotiation or even a replacement,
if necessary. Of course, the idea not being to only get
business, rather a prospective business partner.
We give utmost importance to the privacy and
confidentiality of the candidate ensuring that no
unsolicited practices are used. Over the years, we
have also created expertise in crisis hirings, effectively
bridgingthegapbetweenthecandidateandthebusiness.
Services we offer
Over the past 3 years, we have successfully established
ourselves amongst all the top tier law firms and boutique
practices in India as their go to consultants for all their
hiring requirements.
We have gained their trust by successfully closing
numerous roles with our partnered law firms, especially
in their crisis situations by placing people in the niche
practice areas, closing roles for clients which they had
been struggling to close for over a year and we have
also helped set up the NICHE practice area desk from
scratch for some of the established law firms.
We offer recruitment assistance for all level hirings
includingPartner&teams,Associates,SeniorAssociates,
Principal Associates, Counsels and Partners. A highly
driven group partnering with global organizations
to enhance growth, productivity and efficiency by
identifying world class manpower. Avimukta is a startup
by a legal recruitment consultant, Neha, with over 9 years
of experience, she specializes in providing recruitment
solutions for both private practice and in-house.
Conclusion
Our core expertise includes recruiting legal and
compliance professionals for across verticals. Since
our inception we have hired for top tier law firms
in India and Singapore, in private practice space,
for the following roles: corporate M&A, tax, dispute
resolution, competition, international arbitration, US
Securities, project finance lawyer, energy lawyer, FCPA
and Investigations and white collar crime litigation,
shipping lawyer, general counsel for international
banks, legal counsel for pharmaceutical firms. With
our dedication and unmitigated vigour we intend to
establish, ‘Avimukta’, as one of the best legal recruitment
firm globally.
23
MAY 2021 SwiftNLift

24. B
efore the 20th century, women used to operate
businesses as a way to supplement income.
They were considered as homemakers with
little to do with the economy or commerce. The word
‘entrepreneur’ was only reserved for men. However,
with the turn of the century, the status of women
in India has drastically improved due to growing
industrialization,globalization,andsociallegislation.
With the spread of education and awareness, women
have now shifted from their household chores to the
higher level of professional activities.
Recent years have seen a substantial rise of women
in the various spheres of life. Women have made a
mark in the corporate world, breaking through the
barriers of social compliance, both at home and
workplace to become successful entrepreneurs.
Today, they are progressively putting their steps at
par with men in the business arena.
According to a recent study, nearly half of India’s
entrepreneurs are women. However, there are still
perceptions about the role of women in business
as most people believe that women can only set
up businesses in designing, fashion, or something
creative.
Being in a progressive country like India where there
is no dearth of women entrepreneurs, there are still a
few challenges that young women face who aspire to
become an entrepreneur.
Women Entrepreneurship
Rise Of An Era
24 MAY 2021 SwiftNLift

25. Poor Support System
In India, women are often stuck between traditions
and their dreams. Even today, the impact of family
and society on women has not dwindled. This trend
is more prominent among married women in tier II
and III cities, who have multiple responsibilities at
home; and this restricts them from entering into the
business field.
Insufficient Monetary Conditions
Many women are monetarily dependent and
therefore look at financial institutions as a source
to inject funds into the business. However, banks
generally hesitate while lending loans because
they don’t consider women as serious applicants.
Moreover, since women in our country usually
don’t own assets directly in their name, recovery of
funds can be daunting for banks, in case the business
doesn’t generate profits.
Lack of an Ideal Role Model
There may be many successful female entrepreneurs
throughout the world, but male entrepreneurs get
better visibility across platforms. Due to this, aspiring
women entrepreneurs are often unable to identify
role models, caught behind the limelight. This limits
them to learn from somebody else’s experience,
thoughts and vision.
Building a profound Network
One of the biggest challenges for women
entrepreneurs today is to pave their own path to
facilitate introductions and connections into an
elite business network. It is tough for a majority
of women because they have zilch or limited links
at the professional forefront. With the core being
assembled around family, they tend to have fewer
connections when compared to men.
Not Enough Practical Experience
Women may have the required expertise, skill and
knowledge to exercise their idea in the business
showground but one important thing that they lack
is practical proficiency. An entrepreneur who has
prior real-world experience is likely to eliminate
mistakes and undertake better decisions in trade.
Opportunitiesandchallengesarepartofthebusiness.
Today, the delight lays in seeing the way women
are increasingly taking the road- less travelled and
positively making a successful impression. The
challenges faced by women while commencing
their entrepreneurial journey makes them stronger
and better decision-makers than most men. The
ultimate mission is to never give up and rise above
the challenges endured.
25
MAY 2021 SwiftNLift

26. S
mall Bite is a specialized pediatric dental
centre in Indiranagar, Bangalore. We are
entirely child-oriented and the clinic is child-
friendly & theme-based. As an ISO certified dental
clinic, Small Bites handles complex pediatric
cases, including the management of children
with autism and other developmental disorders.
Dr Premila Naidu has been awarded the Indian
Dental Excellence Award. She has consulted for
Fortis Hospital & Narayana Dental Clinics, has
several research & scientific papers to her name
and has attended research conferences in India
and abroad.
About the company.
Founded by Dr Premila Naidu, in 2007, Small
Bites goes out of the way to ensure that kids who
visit for dental checkups have the time of their
lives in addition to getting the best dental care.
The founder, Dr Naidu identified a gap in the
existing dental care clinics in India that there were
no clinics which were no real child-friendly clinics
and no place that could actually make a visit to
the dentist, one to remember. This drove
her inspiration to have her own completely
child-friendly dental clinic.
Introduction about Flexible Path and Well
Determined Goal
Small Bites is the first exclusive Kids Dental
clinic in Bangalore. The team of Best Dentists in
Bangalore at Small Bites will go the extra mile to
ensure that children are provided with the best
dental care that they have to offer while making
sure the children are comfortable.
Small Bites has spacious playing areas, themed
rooms, and many more goodies to ensure that kids
overcome their fear of going to the doctor, and
instead have a lovely time while at the clinic. With
animal themes for young children, superhero-
themed rooms for older children and even a bike-
themed room for young adults, Small Bites has it
all to make your kids’ experience one that they will
never forget
Best doctors
Dr Premila Naidu has been awarded the Indian
dental excellence award for being the best
pediatric dentist in Bangalore. She has worked
with Fortis and Narayana Hrudalaya group dental
clinics. Working at multi-speciality hospitals has
exposed her to the dental needs and special dental
requirements for kids with special health care
needs. She is well versed with various behaviour
management techniques and up to date with the
developments in the field of pediatric dentistry.
Small
Bites
Dr. Premila Naidu
Founder
26 MAY 2021 SwiftNLift

27. Top 10
Businesswomen’s
Start-ups To
Follow in 2021
Child-friendly ambience
Small Bites is the only dental centre in Bangalore
that is entirely child-oriented and has a theme-
based design. It has a lavish play area, a specially
designed oral examination area and playful wall
themes that are changed frequently.
Strict Sterilization Protocol
Small bites is an ISO certified dental centre
with a strict sterilization protocol. After use, all
instruments are washed, disinfected, pouched,
sterilized under high temperature and pressure
and finally stored in UV chambers. The “no-touch”
protocol ensures that all instruments are 100%
sterile at the time of use. The entire sterilization
protocol is monitored regularly and is evaluated
by internationally certified labs.
Latest technologies
At Small Bites, it is our constant endeavour to be in
sync with the latest technology and development
in the field of pediatric dentistry. We strongly
believe that every child deserves the best and we
advocate and follow Minimally Invasive Dentistry
in every aspect.
27
MAY 2021 SwiftNLift

28. Techie Dentist
W
e are a new age digital marketing firm
formed by blend of technology leaders
and dentist themselves. We exist to make
your clinic a BRAND in dentistry. With expertise
in digital marketing and dentistry, we provide you
the best of both worlds. Our customized solutions
are designed & crafted by skill full dentists who
understand the key points to be highlighted on your
website from a patient point of view.
Please tell us about your journey.
You can shift the complete responsibility of your
marketing on us and focus on dental implants as we
execute it with a master plan. With Well researched,
in depth, engaging and informative content, your
potential international patients will find the content
they are looking for on your website and take the
step of getting in touch with you.
Dental Websites, Web Design, Dental Tourism,
Digital Marketing for Dentist, Social Media
Marketing For Dentist, PPC, Dental Ad words,
Content Writing , Content Marketing, Dental Blogs,
SEO for Dentist, Email Marketing for Dentist, and
Dental Logos. We don’t need any proof or statistics
to show that maximum number of patients are
going online to find reliable and affordable dental
practices. The question which arises is how do you
get their attention and present yourself where they
aresearching.DigitalMarketingisasvastasdentistry
28 MAY 2021 SwiftNLift

29. Top 10
Businesswomen’s
Start-ups To
Follow in 2021
Dr Andaleeb Zaidi
Founder & CEO
with many areas to choose from. Dental SEO
marketing, PPC for dentist, Facebook ads for
dentists, Local SEO, International SEO, social
media marketing, email marketing etc. For these
methods to be undertaken, you must start with
creating a website for your dental clinic.
Why Choose Techie Dentist?
We at Techie Dentist will design a website to
showcase the efficiency of your practice and build
trust in your website visitors turning them into your
regular patients. Through your dental clinic website,
you can attract new patients through various
channels and remarket yourself to old patients.
With mix of various dental marketing strategies
for both new local and international patients, you
can gain more loyal patients than conventional
marketing methods.
What Makes Techie Dentist Different?
Techie Dentist is founded by a Dentist, for dentists.
With thorough understanding of dentistry and
digital marketing, we provide you the best in both
fields.
At Techie Dentist, we understand a dentist is busy
withmultiplecommitmentsandhavelittletonotime
for marketing. After initial meetings to understand
your requirements, we create exclusive digital
marketing plan for your dental clinic to attract the
right kind of patients to your dental practice.
We carry out the plan with efficiency and take the
burden of marketing from your shoulders as you
begin to see the visible results.
By studying psychology and behavior of Dental
Patients, we market your unique specializations to
them for high conversion of website visitors into
patients.
When you work with Techie Dentist, you don’t have
the need to monitor your content for blunders as it
is created by dentists themselves and concentrate on
treating patients with no worries.
29
MAY 2021 SwiftNLift

30. Our Mission
Inclined towards having a global reach in all major
cities, providing our patrons with the experience,
business intelligence to attract and retain talent.
Focusing on building lasting relationships across
levels, industries, and geographies; enabling us to
become a preferred job consultancy in Pune and
all over India for all your manpower needs.
To be a global benchmark in shaping people’s
professional lives, through a ‘win-win’ approach
thus creating an environment in which all
stakeholders are empowered and enriched.
Providing top not manpower service in Pune and
India.
Why People Choose Us?
• As always, partners grow with you!
• One of the few job consultancies in Pune
operating for 25 years.
• Presence in 18 major cities in India.
• 3 countries (India, UAE, and USA)
• Well experienced team of 29 recruiters.
• Collectively we have 100 Man years of work
experience.
• We have transparent ERP software that handles
our day to day activity.
Corporate Register
MCPIPL is a manpower consultancy in Pune for
the last 25 years and has grown Pan India. Click on
this link and upload your manpower needs here
to enable us to serve you better. We have an active
database of candidates suiting your mandates.
Franchise
As recruitment consultants in Pune, we are
well established. We have expansion plans to
have a presence in all cities. We are looking for
entrepreneurs who want to start a profitable
venture under our brand. We provide all the
necessary training and hand-holding to ensure
that your venture is a success.
We take pride in caring for all our stakeholders,
giving them the right advice based on our
experience and knowledge.
Job Seeker
Every job seeker’s career is important to us. He
Career
Placements
India
Ruhi Mirchandani
Founder & Director
30 MAY 2021 SwiftNLift

31. Top 10
Businesswomen’s
Start-ups To
Follow in 2021
may be an entry-level trainee or a senior-level
executive. We have helped thousands of candidates
find their dream careers.
Corporates
We do a complete study of every job opportunity
provided to us by our hiring managers. We ensure
that we give the right candidate within 48 hours.
Our Recruiters
We take pride in housing a well experienced and
trained team of recruitment executives pan India.
Our team brings together more than 100 man-
years of interviewing and placement experience.
Business Partners
Our Franchise partners are a highly motivated
team of experienced individuals from various
walks of life. All of them are very successful in
their ventures.
Our Services
Temporibus autem quibusdam et aut officiis debitis
is aut rerum necessitatibus saepes eveniet ut etes
seo lage voluptates repudiandae sintt et molestiae
non mes for Creating futures through building
pres preservation. Lorem ipsum dolor sit amet,
consectetur adipiscing elit, sed do eiusmod. Rising
commodity prices tend to push bond prices lower,
while falling commodity prices lead to higher bond
prices. In other words.
31
MAY 2021 SwiftNLift

32. T
hink about how a working woman has to cope
with the pressure of balancing her personal
and professional commitments. She is an
independent, empowered woman of today but that
does not make her immune to the need to live up to
people’s expectations from her as a caregiver. More so
when she is a working mother–constantly grappling
with the guilt of not doing enough–because many of
us feel a strong need to manage all duties with equal
prowess, even if it is exhausting.
As women, we mostly want to fight the norms of
patriarchy, but while being accepted in our evolved
identities by society. Nobody wants to be ostracised,
so we settle for a middle ground. We talk about
owning our bodies but also make sure to get waxed
every month; we embark on risky sexual adventures
but stealthily. And in the process, we keep evaluating
our greater worth by comparing ourselves to other
women who have “no control” or whom we call
“loose”, at the risk of being sexist.
Studies have shown how women tend to conform
more than men. A study published in the Psychology
of Women Quarterly found that females tend to
conform more than males, especially when under
surveillance as well as when subjects formed
impressions of one another’s likability. It is because
of the strong need for approval, in case it opens up
the chance for women to be heard, something we
continue to struggle with.
I believe it is futile for a woman to fight for equality.
It is like fighting to equalize apples and oranges. The
only commonality between them is that they are both
fruits. Similarly, the only commonality between a
man and woman is they are both humans. However,
they both differ in appearance, choices, behaviour,
expression, and mental and physical strength.
Also, at the same time, I’m in no way discounting
the similarities in mindset, achievements and
professional capabilities between both these sexes.
There is no doubt that women are more expressive,
vulnerable, and welcoming than others, but in
addition, women have these 3 unique abilities, due
to which they own their shine and have an edge over
their male counterparts. These abilities make her a
true leader without her even knowing it:
1. Endurance: Women are the strongest, most
resilient human beings. Right from bearing a child,
to dealing with the problems that arise monthly
and yearly to prep the body for childbearing is
awe-worthy. The strength to face the world, the
strength to stand up for oneself, for her family
and for her kids is in every women’s DNA.
Women, of all sizes, ages and races are strong in
their own right. They row their own boat, ride
their own bike, drive their own car and run their
own families. Women lead teams, organizations,
Womanhood
Is a Matter of
Pride
32 MAY 2021 SwiftNLift

33. schools and businesses. They are making a change
in the lives of themselves as well as others. Each
time a woman stands up for herself, she inspires
many other women to do so too.
2. Adaptability: Women adapt to change unlike
anyone else. No one other than a woman has the
heart to accept their partner’s family as her own.
Back in the day, women used to move to their
male counterpart’s house and what a challenge
that must have been to live with a whole new set
of people, a new lifestyle and amidst new family
culture. The strength of adaptability also shows
up in a women’s life juggling between work, life,
social commitments, kids and their schedules etc.
In a heterosexual parenting equation too, there is
an unsaid rule with a skewed responsibility share
favouring the men. Women are clever and realize
that it is better to change ourselves than to change
others.
3. Inclusivity: Let’s take a look at what this one
means to a woman. She takes on the name of
her husband and his family name without any
inhibition and owns them. She makes them an
important part of her life, her identity and strives
to become an important part of the family too.
Women know how to give, appreciate, celebrate
and cooperate with others more than anyone else.
Woman know the pain of not feeling included and
have strived for generations to gain the ‘seat on
the table’. Women are empathetic and know when
we do not include everyone, we are less, weak and
more vulnerable.
We are in 2020 and the woman of 2020 is
 An expert at what she does
 Smart and successful
 A model employee
 Having the right attitude
 Rowing her own boat
 Focusing on what she can do best
 Knowing the power of a team and has team spirit
 Ready to fly
33
MAY 2021 SwiftNLift

34. The Mob
F
ormer Rediffusion Y&R NCD Chraneeta
Mann, and former NCD, Dentsu and till
recently Partner at From Here On, Nitin Suri,
have launched a ‘mobile first’ agency, christened
The Mob. The agency is based in Gurgaon and
launches with a team of 16.
The Mob is a new-age communication agency
that provides brand solutions on the “all in one”
platform of the ‘personal screen’. Reaching out to
the emergent technology connected consumer
through mediums relevant to him. The tools used
could be social media networking, app and website
design, interactive technology, mobile films or
online films, all putting forth the Big Brand Idea
through mediums that reach the target by talking
his language and engaging him on his terrain.
Two former national creative directors, Chraneeta
Mann and Nitin Suri have come together to set
up an advertising company, The Mob, joining the
growing league of senior advertising professionals
who are launching independent agencies.
Mann has worked with agencies including Dentsu
Marcom, Leo Burnett and Rediffusion Y&R while
Nitin Suri is a former national creative director of
Dentsu and until recently partner at From Here
On. The venture will be funded by Sandeep Goyal,
Dentsu India’s founder and chairperson, and
current promoter of Mogae Group, according to
executives familiar with the development.
GoyalrecentlylaunchedTangoMedia,atechnology-
driven company that aims to marry television
commercials and content with mobile phones. The
platform, launched by the wholly-owned subsidiary
34 MAY 2021 SwiftNLift

35. Top 10
Businesswomen’s
Start-ups To
Follow in 2021
Chraneeta Mann
Co Founder
of Mogae Media, is expected to go live from
August 15. Gurgaon-based The Mob, which
will be positioned as a “mobile-first agency”,
has already started work with a bunch of clients
including Yes Bank.
“The venture will eventually become part of Goyal’s
ecosystem at Mogae Group but will continue to be
led by Mann and Suri,” said one of the executives,
whodidnotwishtobeidentified.NitinSuri,theCo-
founder of The Mob, said, “Tango Media is one of
our early clients. We are doing the entire corporate
identity.” Goyal, whose five-year noncompete clause
with Dentsu ends this year, refused to comment on
The Mob.
The new company aims to create mobile solutions
that can magnify the impact of mainstream
communication. “More and more communication
is being consumed through the increasing plethora
of devices available at our fingertips, allowing a
convergence of brand speak, digital and interactive
communication on what we call the ‘personal
screen’,” Mann said.
Mann, designated co-founder at The Mob, said,
“Moreandmorecommunicationisbeingconsumed
through the increasing plethora of devices available
at our fingertips, allowing a convergence of brand-
speak, digital and interactive communication on
what we call the ‘personal screen’ - our window
to the way the world lives, buys, chats, works/
networks and entertains itself today. The nuance of
the mobile is very interactivity driven and weaving
exceptional design and ease of interaction into the
UI is essential today. We see a big opportunity in
crafting content particularly for this space and
hope to lead the way in creating mobile solutions
that enhance the relevance and impact of mainline
communication.”
The agency has begun work on a couple of projects,
according to Suri, the other co-founder. He said,
“The Mob has already started work on a couple of
large brands including some initial work with Yes
Bank. A corporate identity project is also being
done for Sandeep Goyal-owned Tango Media
(Mogae). A team of 16 is already on board. Yes,
business is good. We should be signing on at least
one large client next week.”
35
MAY 2021 SwiftNLift

36. About Us
It is our mission to get the best out of your business.
Who We Are?
The Bitwise Ventures is a team of young professionals
who are classically trained, seasoned and have a wide
horizon for marketing and innovation. From the
marketing perspective, we help old fashioned businesses
to have an easy transition in the digital world, position
their business on the top and help these businesses boom.
For the innovation point of view, we help them create a
striking brand, help them promote their products and
services in a unique way.
Our Philosophy - DRIVEN
• D – Dedicated: Dedicated Digital Marketing team
who is obsessed with creating digital solutions that
leaves our clients awe-struck always.
• R – Reliable: With over 5 years of experience and
havingserveddifferentsectors,youcanmostdefinitely
put your head on our shoulders.
• I – Innovative: We find innovative
solutions for content strategy, lead generation,
SEOand360-degreestrategytodigitalmarketing.
• V – Valiant: By focusing on creating your online
visibility, we drive profitable customer action through
our versatile marketing strategies.
• E – Energetic: Our hyperactive team seamlessly
integrates online marketing to lead clients to their one
grand objective.
• N – Noteworthy: We have a noteworthy contribution
to our clients’ online presence and drawing them
to grow more business with our powerful online
marketing practices.
Grow Your Business
We are a 360-degree digital marketing company based
in Ahmedabad, specializing in strategizing, design, copy,
SEO, social media, online marketing and research to
boost your business. Being the best digital marketing
service provider in India we are a performance- driven
internet marketing company and we help brands to
optimize their online presence and performance.
We make brands – ICONIC. Sales are a BY-PRODUCT
We as the top advertising agency in Ahmedabad believe
that brands have their own character. They are defined by
the beliefs, purpose and mission that they express. If you
take care of that, the brand takes care of itself.
We at BitWise a digital marketing agency and a digital
marketing consultant try to build brilliant campaigns
withthesimpleobjectiveofwinningheartsandoccupying
minds. As a 360 degree digital branding and advertising
agency, specializing in digital marketing, web research,
BitWise
Ventures
Pvt Ltd
Shweta Jain
Founder
36 MAY 2021 SwiftNLift

37. Top 10
Businesswomen’s
Start-ups To
Follow in 2021
strategize, design, do content and
advertise to catalyse your brand.
Essentials of a good brand
1. Brand Perception: Define how you want to be
perceived. When your customers have finished using
your product or service, how do you want them to
describe their experience?
2. Brand Promise: Every business makes a promise.
Keeping the promise that sets you apart from your
competitors.
3. Brand Communication: All your communication
– from the colours of your logo to your website text
– must be developed as a function of your promise.
Your brand is central to your advertising campaigns.
4.
Brand Consistency: You must be consistent.
Consistency develops trust. Your customers must no
longer see your brand as a promise but as a reality. A
well-managed brand stops being a company promise
and becomes a customer expectation.
The steps to building your brand
• SEO
• Social Media Optimization
• Adwords/PPC
• App Store Optimization
• Reputation Management
• E-Commerce Store Optimization
• Logo & Print Designs
• Web & Mobile UI
• Copy Writing
• Videos
We as the SMO service provider in Ahmedabad believe
that social media marketing is an indispensable tool
for businesses who want to establish their brands and
reach out to the maximum. But a very common question
people have is that if you are geared for search engine
optimization then should you care about social media?
The two are very closely related – but each is important
in its aspect.
Some of the key elements to define a brand
strategy
1. Purpose: A clear purpose needs to be defined for each
brand. It also serves as a diffentiator in a competitive
market. The purpose has to be more than achieving
profitability.
2. Consistency: Be consistent in all your messages and
designs. Everything needs to be cohesive. Consistency
brings in brand recognition – resulting to customer
loyalty.
3. Emotion: Buying is not always rational. People pay
thousands more to buy a mercedes which almost
serves the same core purpose as any other car. It’s the
emotion that plays the part here. Only a brand can
bring in such customer behaviour which overrides
rationality and logic.
4. Flexibility:Brandsandbusinessesshouldbeconsistent
yet flexible enough to accommodate to changing
times. The world is very fast-changing and businesses
should stay relevant or they will perish.
37
MAY 2021 SwiftNLift

38. Human Horizon
A
t Human Horizon, we believe the right job
can transform a person’s career, and the
right person can transform a business. This
is where our expertise lies. We Provide End To End
Recruitment Solutions To Our Clients. Apart from
recruitments, Human Horizon has laid its steps in
other fields of HR as well.
Please tell us about your journey.
We have catered to the needs of Training and
Performance Management for some hotels in
India. At Human Horizon, we believe the right
job can transform a person’s career, and the right
person can transform a business. This is where our
expertise lies; finding the candidate and closely
matching them to your business requirements. We
also do career counselling, IT Hiring, Salesforce
Hiring, .Net, Java, Javascript, QA, Hybris Hiring,
Hospitality Hiring, Data Engineer, and Data
Scientist.
• AsanEntrepreneur:Adynamicandaccomplished
professional with a successful track record of
handling various aspects of senior leadership/
executive search, Business Development, client
coordination and streamlining operations to
increase business efficiency and positioning.
An effective leader with demonstrated ability to
lead cross-functional & diverse teams.
• As a recruiter: I have had invaluable experience
inallareasofresourcing,includingmanagingthe
end to the end recruitment process, the design
and delivery of competency-based interviewing
materials, direct sourcing strategies to attract
candidates using all types of media including
social media and new technologies.
Continuous Integration
Core Competencies: Senior Executive Search
& leadership hiring, QSR Hiring, Pre Opening
hiring, Marketing and Business Development,
Client Coordination.
Our services are refined and honed to optimal
standards in a manner that ensures our clients are
fully satisfied. We validate every candidate and
38 MAY 2021 SwiftNLift

39. Top 10
Businesswomen’s
Start-ups To
Follow in 2021
Shilpa Maheshwari
Co-Founder
every requirement through a rigorous
documentation process that ensures that
weonlyworkwithqualityrequirementsand
quality candidates ensuring that all parties
involved in the process are working towards
the same conclusion. Our staff is committed to
providing a comprehensive, effective recruitment
service and are able to cope with every recruitment
need.
• Industries - Human Resources
• Company size - 11-50 employees
• Headquarters - Jaipur, Rajasthan
• Type - Sole Proprietorship
• Founded – 2012
39
MAY 2021 SwiftNLift

40. A
woman is a very strong character than a man
as she not only has to take care of herself but
the whole family as a daughter, granddaughter,
sister, daughter-in-law, wife, mother, mother-in-law,
grandmother, etc. No mean task by any stretch of the
imagination. Add to this her role as an active member
of society as a working lady in different spheres of life.
The woman has come of age.
Earlier women in India were facing problems like child
marriage, sati pratha, parda pratha, restriction to widow
remarriage, widow exploitation, devadasi system, etc.
However, almost all such old practices have almost
vanished. But that doesn’t mean an end to the challenges
women face. New and modern-day challenges have
cropped up making life uneasy for women.
Issues facing women still consume the attention of
researchers in social sciences, governments, planning
groups, social workers and reformers. Approaches to
the study of women’s problems range from the study
of gerontology to psychiatry and criminology. But one
important problem relating to women for which have
been vastly ignored is the problem of violence against
women.
Since ancient times women are facing problems. Their
oppressionispersistentanduniversalanditssolutionsare
complicated. Many prophets of women’s emancipation
have come and gone, but discrimination against women
and violation of human values still persists. Gender
issue is basically one that affects women directly or
indirectly. In other words, any social evil perpetrated at
the cost of women, any law or custom that reinforces
and institutionalises women’s inferior status in society,
or any event or series of events that affects large number
of women can be regarded as a gender issue. Gender
issues are also those that galvanise large numbers of
women into action, any such issues, which catch the
attention of women’s groups, and subsequently of the
media.
Women In India: Issues &
Challenges
40 MAY 2021 SwiftNLift

41. • Gender discrimination
• Lack of Women Education
• Female infanticide
• Financial constraint
Violence against Women
Violence against women is perhaps as old as mankind.
At present, it is found not only in underdeveloped or
developing countries but even in the developed world.
In Indian society, the woman is still viewed primarily
as her husband’s property. The husband has the same
proprietary right over her as he has over other assets
in the house. In such a situation it is considered that an
effective way of penalizing the man is to snatch away his
property i.e., his wife.
Unfortunately in India, there is a unique situation
of co-existence of all forms of violence, especially of
elimination of women e.g. selective female foeticide,
female infanticide, bride burning and sati. The women,
right from the moment of stepping into the husband’s
home tries to forget her own identity and adjust
everything according to the needs of the new place and
the people living in it. But the violence against women
(like dowry-related harassment, death, marital rape,
wife battering, sexual abuse, deprivation of healthy
food, female genital mutilation, etc) from the womb to
the tomb continues.
Violence against women in India is a very big and
serious social issue that mainly happens due to social
ills or economic dependence. This issue of violence
against women comes forth time to time in the form of
brutal gang-rape, sexual harassment at the workplace,
acid attack, etc. The brutal gang rape and murder of an
8-yearoldgirl,AsifaBano, inRasanavillagenearKathua
in Jammu province, on the 10th of January in 2018 is a
case in point. Perpetrators enjoying the backing of the
ruling party wanted to scare away her nomadic tribe
from the land and they choose that innocent young girl
as the target to send a message.
Violenceagainstwomenhappensbecauseofaninefficient
legal justice system, weak rules of law and male-
dominated social and political structures. According
to the research, it is found that violence against women
begins at home at an early age especially in the rural
areas by family members, relatives, neighbours, and
friends. Time is the real eyewitness of all the sufferings
(like sex discrimination, exploitation, oppression,
aggression, degradation, humiliation, etc) borne by
helpless women. In the Vedas, women are glorified as a
mother means one who can create and nourish life. On
the other hand, they have found themselves suppressed
and subjugated by the men in the patriarchal society.
Violence against women can be domestic as well as
public, physical, emotional or mental. Women have
fear of violence in their mind which hampers their full
participation in many areas of life.
41
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