It's easy to talk about Twinkle Khanna's new venture by describing what waiting by her office, part of her home, feels like. There's the clanking of cutlery and hashtags being thrown around like confetti by women in the adjacent room. Even if, in the middle of all this raging energy, you didn't guess that Khanna is about to launch a digital media company, she emerges from the chatter with a t-shirt, yoga pants and a coffee mug. But there isn't a hint of exhaustion on her face. "You're early," she says. I tell her I took the Met Department's advice about the expected thunderstorms and fled home. She laughs it off saying, "but it is better to be early than late."

Either the weather is a good conversation starter or Khanna is terribly good at oozing ease into a conversation with a warm welcome. And in many ways, her demeanour embodies what Tweak India, her digital platform that launches on September 30 aims to be—a bilingual, judgement-free space for women to engage in dialogue on any subject.