Swizel Mascarenhas, a product manager from South Goa, is making waves in the digital space with her social networking platform, “Gelo.” Graduated with an MBA from Great Lakes, Gurgaon, Swizel's dedication and hard work have been consistent throughout her academic and professional journey. With a strong background in building fintech and e-commerce apps, she recognised a significant problem plaguing existing platforms—“catfishing.” This realisation sparked a mission for her and her co-founder and sister, Swarica Mascarenhas, to create a platform that nurtures genuine connections. “A lot of people get catfished on these networking and dating apps, and this was a really big problem,” she explains. Another major issue Gelo aims at tackling is that of only having virtual interactions and a lack of in-person meet ups, hence we launched Gelo Events, “I wanted to find a way to eliminate this, and that’s what I’m trying to incorporate into Gelo—to ‘gel’ with someone,” Swizel emphasises.
Swarica completed her BMM from Sophias College, Mumbai, and coming from a creative background, she has worked across diverse roles that have helped her build a foundation in both creative and technical areas. Together, the sisters aim to address the challenges users face in the digital dating landscape. “I stumbled into product management during college placements,” Swizel recalls. “Product management is about bringing ideas to life, solving real problems, and making a tangible impact.” Despite lacking a technical background, she excelled in communicating her thought processes during interviews.
Before launching Gelo, Mascarenhas faced challenges due to her limited technical expertise. “Understanding and implementing technical aspects was difficult,” she admits. However, she found solutions through continuous learning and upskilling, attending sessions on leveraging low-code platforms to build a prototype. “I then used Flutter to create prototypes and validate the idea for Gelo,” she explains.
Getting started with Gelo isn't as simple as downloading the app and logging in; users must meet specific requirements for on-boarding. Currently, there’s a waitlist with over 500 registrations, and Swizel’s team verifies each individual through a ten-step manual verification process. “Only once their profiles are approved can they access the app,” she adds. As of now the app is currently in the pilot testing phase.
Gelo is designed with two separate verticals: networking and dating. Users can choose which space to engage in at any given time. “When a user is on the networking side, they can only interact with networking profiles, and vice versa. However, switching between the two sides is easy,” she emphasises.
Swizel reports positive feedback for the networking vertical during the pilot testing phase, highlighting the need for a platform where users can find genuine connections. “This is a major problem; people aren’t finding the right platform to network. Gelo will only suggest profiles that match your requirements, giving you the confidence to approach like-minded individuals,” she claims.
Building an app is no small feat, and Mascarenhas shares her insights into effective teamwork. “What worked for us was learning to let go and focusing on our core strengths,” she explains. “We divided responsibilities based on what we’re best at.”
“I oversee external affairs, handling collaborations, partnerships, and sponsorships—elements crucial for Gelo’s growth while Swarica focuses on creative direction, shaping the brand’s visual identity both offline and across digital media. She ensures everything is consistent and perfectly aligned with our mission,” Swizel notes.
As product managers, both sisters oversee the app to ensure it aligns with their vision while continuously enhancing the user experience. The outcome? Higher quality output, a clearer vision, and, most importantly, less stress!
A few months ago, Gelo wrapped up its first singles event in Mumbai, which proved to be a success. “We introduced a unique concept to India—using an algorithm to match people—and it was a huge hit,” she shares. “We were a bit nervous about trying something so different, but we took the plunge.” The planning process was not without its hurdles. However, as the night unfolded, they realised the risk was well worth it. “It was truly humbling to see our vision come to life, validating our idea,” Swizel reflects.
“We also curated a Founders Connect by a beachside restaurant in Goa,” a fun, informal way of meeting founders rather than in formal meeting rooms, Mascarenhas notes. “We have a few more events lined up in metro cities in the upcoming months.”
With regards to funding, she admits that as of now, both she and her co-founder are on top of everything, given Gelo’s bootstrapped nature. “We are looking to raise funds soon in order to scale and operate in different cities efficiently, and we’re looking forward to all the support we can get.”
Building a tech product without coding or a BTech background is challenging, but Swizel believes it’s possible. “You don’t need to be an engineer to build something. If you want to create, there are many ways to do it,” she insists.
As Gelo prepares for its official launch, Swizel’s journey is proof that collaboration, passion, and resilience in the tech industry are of utmost importance. With a strong commitment to growing authentic connections, Gelo is set to become a unique player in the digital networking and dating landscape.
