iNTELLYJELLY
How a children's publishing house turned young readers into published authors, winning hearts and disrupting a $10.4 billion industry.
Interviewer: Animesh, iNTELLYJELLY has been described as a "revolution" in India's children's publishing industry. What inspired you to build such a platform?
Animesh Tiwari:
When I looked at children's publishing in India, I saw two things. First, we had a $10.4 billion book market dominated by traditional publishers. Second, children were slowly moving away from reading. I asked myself, how can we make reading alive again? The answer was simple yet radical: by transforming children from readers into writers. At iNTELLYJELLY, a child is not just a consumer of stories, they become the creator of stories. And that changes everything.
Interviewer: That sounds visionary. But how do you actually transform children into published authors?
Animesh Tiwari:
We don't run workshops. We build journeys. Each child who joins us experiences a carefully structured pathway-writing, reflection, peer learning, leadership. They are mentored to create something that ultimately turns into a book. Imagine a 10-year-old holding a book in their hands with their name on the cover. The pride, the confidence, the transformation, it's beyond words.
And here's the magical part: the children love it. In every workshop, they aren't just students; they are explorers. They laugh, debate, question, and in the process, they produce a book together. Parents often write in their Google reviews, "My child found a guide, not a teacher." That's the highest compliment I can receive.
Interviewer: You mentioned parents' reviews. What do they usually say about iNTELLYJELLY and you personally as a mentor?
Animesh Tiwari:
Our Google reviews read like stories themselves. Parents often share how their shy child found their voice, how writing became a daily habit, how resilience and leadership showed up in unexpected ways. One parent wrote, "Animesh didn't just teach my daughter how to write. He taught her how to think, how to lead, and how to believe in herself."
That's why I don't call myself a mentor, I am a guide to life skills. Writing is just the medium. But what children actually learn are empathy, critical thinking, collaboration, and courage.
Interviewer: Beyond the emotional side, how does this model fit into the larger publishing and education industry?
Animesh Tiwari:
We operate at the intersection of publishing, education, and technology. On one hand, we are a publishing house with over 12,000 publications in circulation and 1,650 children who are now published authors. On the other hand, we are an EdTech platform with AI-powered writing labs, gamified learning, and institutional partnerships.
Our hybrid business model-subscriptions, workshops, institutional collaborations, government curriculum integration makes us sustainable and scalable. We charge anywhere between â¹12,000 and â¹2,00,000 per author, depending on the stage of readiness, which makes this both accessible and aspirational.
Interviewer: Your work has also been adopted into Delhi Government's Happiness Curriculum. How did that happen?
Animesh Tiwari:
That was a landmark moment. Our modules were integrated into Delhi Government's Happiness Curriculum, reaching 1.2 million children. The idea was simple: make learning joyful, make children resilient. To see our philosophy of creativity and empathy being scaled at that level, co-developed with His Holiness the Dalai Lama, was humbling. It validated that iNTELLYJELLY is not just an experiment-it's a model for the future of education.
Interviewer: You've been endorsed by global figures like Sir Richard Branson and Amitabh Bachchan. What do these endorsements mean for you?
Animesh Tiwari:
Endorsements are wonderful, but what truly matters is the child who smiles when they see their name in print. Having global leaders stand behind our vision adds credibility and opens doors-but the real validation comes every time a child tells me, "Sir, I never thought I could do this. Now I want to write more."
Interviewer: What challenges do you face in scaling such a personalized model?
Animesh Tiwari:
The biggest challenge is maintaining quality and personal touch while scaling. Every child deserves individual attention. Technology helps us scale, but empathy is what sustains us. Striking that balance is a constant journey.
Interviewer: Where do you see iNTELLYJELLY in the next 5-10 years?
Animesh Tiwari:
I see iNTELLYJELLY as the world's largest ecosystem of young authors-a place where millions of children can become published writers, thinkers, and leaders. Our next phase involves deeper technology integration, expanding government collaborations, and entering international markets.
But the heart will remain the same: children discovering their voice. I believe that when you give a child the pen, you give them the power to change the world.
