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BUMBLE GLOBAL DIRECTOR OF STRATEGY PRITI JOSHI

— JASMEEN DUGAL

A game changer in online networking, Bumble prioritises giving women access to people right here, right now. People near them, relevant to them. A social network that empowers them to trust in their potential to accomplish things and champions their growth in love, life and career. Its presence and stratospheric success in India — beginning with over 500 million first moves — empowered women to make connections in all areas of their lives, be it a relationship, friendship or growing their professional network. Priti Joshi, Global Director Of Strategy, Bumble speaks to Explosive Fashion about India- specific features; how the app empowers women to make the first move to connect and chat while keeping their identity veiled; and how Bumble Bizz fosters a professional community women miss at their work space.

 

I joined Bumble in early 2018 after a decade-long career in management consulting. As Global Director of Strategy, my role largely focuses on expanding Bumble's presence internationally and in Bumble's existing markets in over 150 countries. This means bringing together data and insights with creative tools to build awareness and shape our approach to the pool of users, in each country that we are present in! I lead all the marketing and strategic efforts for India and needless to say, our formal launch in December last year was a very special one for me. It was the first country that Bumble entered as a complete social networking platform, with all three modes- Bumble Date, Bizz and BFF.

 

As we were doing our research in 2018, we spoke with many potential users of Bumble in India. One of the things we consistently heard was the desire for women to feel secure and comfortable when making online connections. So, we developed a feature specific to India — for women using Bumble Date, only her first initial will show. When she is ready to share her full name with connections, she can, but until then her identity is protected. In addition to that, we have several global features that are active in India. For example, we make it easy to block and report someone and we have photo verification to help ensure that the person you're connecting with is who they say they are. And we are thrilled to share that women in India have made the first move 2.5+ million times and are sending twice as many messages as women in other parts of the world. We're also excited to see that our female user base in India has grown 1.5x faster than males, since the launch. Across all three verticals, we have prioritised creating a digital space where women feel comfortable and empowered to lead a conversation. Features such as women making the first move, hiding the first name, matches expiring in 24 hours, photo verification, hiding the profile, block- report- unmatch or the option of only seeing female profiles on Bumble Bizz — all of this helps users in setting their ecosystem as per their comfort. Bumble has a zero-tolerance policy for harassment or hate speech. And, we have localised the user experience with versions of the app available in both Hinglish and Hindi for iOS and Android.

 

Our founder and CEO Whitney Wolfe Herd always envisioned that Bumble would become more than a dating app. In 2016, we added a friendship feature after we observed users looking for friends on our dating platform. Its an offshoot for making platonic friends. Shortly, we saw a need for professional networking and launched Bumble Bizz, rounding out our social network designed by women, for everyone to include spaces for women to connect in love, life, and work. Ultimately, we saw a need to eliminate the grey area that often exists for women in professional networking, and created Bumble Bizz to do just that. We want to empower women by encouraging users to foster the community they're missing at work. The idea is to help our community connect, find mentors or mentees, and build support systems outside the workplace. What makes Bumble Bizz different from other players? It gives users an opportunity to expand their network and grow in their profession. It includes a photo verification tool, digital resume and showcases the users talents and accolades. Whether it's internship, mentorship, potential investors, networking opportunities or a new job, users can indicate what they they are looking for and filter the matches. Since our launch in December 2018, we've observed Bumble Bizz users in India are keen to network with business leaders and users at the university level are using the platform to find an internship.

 

We recently launched 'Find Them On Bumble Bizz', a fully integrated, multi-market campaign celebrating twenty- five remarkable Indian women with success stories. This is the second #FindThemOnBumble series, following the success of the New York City launch in 2018. The campaign in India features Bumble Global Advisor and investor, Priyanka Chopra Jonas, with the twenty-five inspiring women from Mumbai, Delhi, Bangalore. As an extension to #FindThemOnBumble, through our campaign with Anusha Dandekar, we are presenting a unique opportunity to users to be a part of her team in Mumbai. To apply for this position, users must match with Anusha's photo in Bumble Bizz, and click on 'apply now.' Anusha will personally connect with potential candidates and select one to join her team. As part of her team, the new hire will directly work with Anusha on her daily scheduling and organisational tasks!!

 

That said, the future looks bright! We will be introducing a new feature worldwide, 'Private Detector,' which takes an unprecedented approach to advancing safety. The feature will blur lewd images and alert the user that they have been sent something inappropriate. From there, the user can decide whether to view or block the image, and if compelled, report the image. We recently launched 'Bumble Voice Calls And Video Chat', where users can voice or video call each other within the app, without exchanging their phone number or email, and experience a near 'real life' connection without exhausting all the time and expense associated with dating. We also recently launched 'Moves Making Impact,' a new feature where Bumble gives back on behalf of every woman who makes the first move on its app. This is the first time a global company has given each of its users the power to drive social fundraising through in-app activity. Women on Bumble can choose one of three causes — human rights, public policy or economic development — that they want to support. Each cause is associated with a woman leading meaningful change in her community. Based on the number of first moves made for each cause, Bumble will make a donation to each woman through Vital Voices, a nonprofit that works with women leaders across the world.
 

BUMBLE
Priti Joshi, Global Director Of Strategy, Bumble
 
BUMBLE
Find Them On Bumble Bizz
 
BUMBLE
Bumble Bizz presents a unique opportunity to users to be a part of Anusha Dandekar's team
 
BUMBLE
Make romantic connections!
 
03-JULY-2019
 
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