Thinkerbell Labs
Thinkerbell Labs is a Bengaluru-based assistive technology startup that builds Annie, the world's first self-learning Braille literacy device for visually impaired students, selling integrated hardware-software systems via B2B/B2G channels to schools, governments, and CSR-funded organizations across India, the UK, and the UAE.
- Company typePrivate
- Founded2016
- HeadquartersBengaluru, India
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Thinkerbell Labs does
Thinkerbell Labs is a Bengaluru-based assistive technology company founded in 2016 (originally as Project Mudra at BITS Pilani Goa Campus) that builds Annie, described as the world's first self-learning Braille literacy device for visually impaired students. The company sells directly to schools for the blind, special education institutions, government education departments, NGOs, and CSR-funded programs; named customers include the governments of Jharkhand, Telangana, Chhattisgarh, Uttar Pradesh, and the UT of Dadra and Nagar Haveli, alongside partners such as Tech Mahindra Foundation, SELCO Foundation, SBI Foundation, The Rotary Club, LV Prasad Eye Institute, and GEMS Modern Academy (Dubai), with additional deployments in the UK and the US.
The Annie product is a hardware-software integrated Braille literacy device built on a Raspberry Pi foundation. It combines tactile hardware modules (twin large Braille cells, six standard Braille cells, a Perkins-style keyboard, a digital Braille slate, touch sensors, and vibration motors) with embedded audio guidance in local Indian accents, gamified interactive curriculum covering Grade 1 and Grade 2 Braille in English, Bharti Braille, and multiple Indian languages, and a companion software ecosystem (the Annie Suite) that includes the Helios Suite cloud analytics platform and the Annie Companion App. The hardware is described as patent pending, and Annie was named TIME's Best Invention of 2022.
The business model is hardware-led with a software and content layer. Revenue is generated through one-time sales of Annie devices (individual units or the Annie Braille Smart Class institutional bundle with multiple connected devices, local server, and Helios analytics) to governments, NGOs, and CSR-funded deployments, supplemented by an Annie Suite subscription component (companion app, Helios access, content library, software updates) and add-on transaction-based revenue for custom Braille content and curriculum. Total disclosed funding to date is approximately Rs. 2.35 crore (USD 285K equivalent) across the Indian Angel Network (Rs. 1.3 crore, 2017) and Shark Tank India (Rs. 1.05 crore, 2022), with additional angel backing from Anand Mahindra and supporting investors including LVX Ventures, Sketchnote Partners, Let's Venture, and JioGenNext. The company employs 11-50 people, is headquartered in Jayanagar, Bengaluru, and has been incubated at MassChallenge UK, EmpoWer by Zone Startups, and Google for Startups.
Thinkerbell Labs firmographics
Firmographics- Name
- Thinkerbell Labs
- Legal name
- Thinkerbell Labs Pvt. Ltd.
- Website
- https://thinkerbelllabs.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Thinkerbell Labs is a Bengaluru-based assistive technology startup that builds Annie, the world's first self-learning Braille literacy device for visually impaired students, selling integrated hardware-software systems via B2B/B2G channels to schools, governments, and CSR-funded organizations across India, the UK, and the UAE.
- Ownership category
- akta.pro rank
Thinkerbell Labs industry classification
Industry- Product category
- Assistive Technology Devices
- NAICS
- Educational Support Services (611710), All Other Schools and Instruction (61169)
- SIC
- Ophthalmic Goods (3851)
- akta.pro primary industry
- Vision Assistive Technology (Screen Readers, Braille, Magnification) (EDAKAIAF)
- akta.pro secondary industries
- AT for Reading, Writing & Learning (Literacy/Executive Function) Tools & Training (EDAKAIAC), Assistive Vision & Screen Access (Screen Readers, Magnification, Braille Displays/Notetakers) (EDAFAKAD)
Keywords
Where Thinkerbell Labs is headquartered
LocationHeadquarters
- HQ city
- Bengaluru
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
Thinkerbell Labs business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Hardware Device Sales (Annie): Thinkerbell Labs sells the Annie hardware device — a tactile Braille literacy device — to governments, schools for the blind, NGOs, and individual buyers. The Annie Braille Smart Class bundles multiple Annie devices deployed together in classrooms. Devices come with a one-year limited warranty.
- Annie Suite (Software Tools + Content Library): Customers receive access to the Annie Suite (Companion App, Helios Analytics Platform, Content Library, Software Updates) bundled with the hardware purchase. Custom content creation and additional content packs can be purchased separately, suggesting an upsell/expansion revenue stream.
- Custom Content and Curriculum Licensing: Thinkerbell Labs offers to partner with individuals and organizations to create custom Braille content, and parents/teachers can request new creative content. This represents a professional services and content licensing revenue stream on top of the base product.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Annie Device + Annie Suite bundle |
| Transaction based/ take rate | Multi-year contract | Additional/Custom Content |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Thinkerbell Labs product offering
Product offeringCore offering
Thinkerbell Labs designs, manufactures, and sells Annie, a hardware-software integrated Braille literacy device that enables visually impaired students to self-learn to read, write, and type in Braille. The company also provides the Helios Suite cloud analytics platform, a Companion App for parents and teachers, and an institutional Annie Braille Smart Class bundle for schools, governments, NGOs, and CSR-funded programs.
Product overview
Thinkerbell Labs offers Annie, the world's first self-learning Braille literacy device, along with a comprehensive software ecosystem. The portfolio consists of the Annie hardware device (core product) for tactile Braille learning with reading, typing, and writing modules, paired with the Annie Suite including Helios Suite analytics platform for classroom management and progress tracking, and the Annie Companion App for parents and teachers to monitor and customize learning. The Annie Braille Smart Class represents a deployment configuration for schools using multiple connected devices.
Differentiator
Problem solved
Functional benefit
Brands
- Annie: The world's first self-learning braille device for the visually impaired. Enables students to self-learn to type and read in braille with gamified interactive content.
- Helios Suite
Products and services
- Annie The world's first self-learning Braille literacy device for visually impaired students. A tactile hardware device combining reading, typing, and writing modules with twin large Braille cells for beginners and six standard Braille cells for advanced learners, a Perkins-style keyboard, and a digital Braille slate. Designed for governments, schools for the blind, NGOs, and individual buyers.
- Annie Suite (Software Tools + Content Library) Companion software ecosystem including Helios Suite analytics, Annie Companion App, and a multi-language content library with Grade 1 and Grade 2 Braille lessons. Bundled with Annie hardware purchase; additional content packs and custom content can be purchased separately.
- Annie Braille Smart Class Institutional classroom bundle of multiple Annie devices connected through a local server with centralized Helios analytics, over-the-air content/software updates, and collaborative learning features. Designed for schools for the blind and government education deployments.
- Helios Suite Cloud-based web analytics platform that enables teachers to track student progress, schedule tests and homework, visualize usage and performance insights, generate classroom reports, and manage Annie devices via admin panel and progress dashboard. Supports both online and offline deployment.
Quantifiable outcome
- One student can learn Braille basics (reading, writing, typing) in significantly less than one full year under constant supervision, reducing teacher dependence
- +3 more outcomes
Companies that use Thinkerbell Labs
Customer profileNamed customers19 records
Segments6 records
Ideal customer profiles3 records
Thinkerbell Labs technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability4 records
Feature8 records
Thinkerbell Labs partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and minor.
- MassChallenge UKcoreThinkerbell Labs was incubated at MassChallenge UK in 2016, which provided mentorship, workspace, and resources. The program led to the opportunity to present Annie to the Duke and Duchess of Cambridge at Buckingham Palace, a pivotal visibility moment for the company.
- SELCO FoundationcoreSELCO Foundation partnered with Thinkerbell Labs to deploy Annie in two schools in Bengaluru. SELCO Foundation focuses on sustainable energy solutions for underserved communities and supports technology interventions for social impact.
- Tech Mahindra FoundationcoreTech Mahindra Foundation (CSR arm of Tech Mahindra) has deployed Annie in three schools across Nagpur, Delhi, and Chandigarh. The foundation funds and supports education technology for underserved communities, effectively acting as a channel for distributing Annie to end beneficiaries.
- SBI FoundationcoreSBI Foundation (CSR arm of the State Bank of India) partnered with Thinkerbell Labs to deploy Annie as part of its social impact initiatives. The Mumbai-based foundation supports disability inclusion and education programs.
- The Rotary ClubminorThe Rotary Club of Pune has partnered with Thinkerbell Labs to support Annie deployments, likely through Rotary's global grant programs for disability and education initiatives.
- LV Prasad Eye InstitutecoreLV Prasad Eye Institute (Hyderabad) is a premier eye care and rehabilitation institution that partnered to deploy Annie for visually impaired patients/students. Their clinical expertise in visual impairment adds credibility to Annie's educational methodology.
- Government of JharkhandcoreThe Government of Jharkhand, through the Harmu Government Blind School in Ranchi, deployed the first Annie Braille Smart Class in the district. The District Collector and District Magistrate actively championed the deployment as a meaningful change for visually impaired children.
- Government of TelanganacoreGovernment of Telangana deployed Annie in schools in Karimnagar and Mahabubnagar districts as part of state education programs for visually impaired students.
- Government of ChhattisgarhcoreGovernment of Chhattisgarh deployed Annie in schools in Jashpur Nagar district as part of state-supported inclusive education initiatives.
- Government of Uttar PradeshcoreGovernment of Uttar Pradesh, through its education department in Lucknow, partnered to deploy Annie in state-run schools for visually impaired students.
- UT Administration of Dadra and Nagar HaveliminorThe Union Territory Administration of Dadra and Nagar Haveli deployed Annie in a school and a SEN (Special Educational Needs) Centre under its jurisdiction.
- Mitsubishi Heavy IndustriesminorMitsubishi Heavy Industries (Mysuru, Karnataka) deployed Annie at its CSR-supported facility as part of the company's community welfare and disability inclusion initiatives.
- Sensory ServicescoreSensory Services (London and Wales, UK) partnered with Thinkerbell Labs to deploy Annie in the United Kingdom, representing one of the company's key international channel partnerships.
- GEMS Modern AcademyminorGEMS Modern Academy in Dubai, UAE deployed Annie for visually impaired students, marking Thinkerbell Labs' presence in the Middle East education market.
- Chantry Primary AcademyminorChantry Primary Academy in Luton, England is a UK school partner using Annie for Braille education, alongside Sensory Services deployments.
- EmpoWer / Zone StartupsminorThinkerbell Labs was initially incubated at EmpoWer by Zone Startups before its MassChallenge UK incubation, making Zone Startups one of its earliest institutional supporters.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Thinkerbell Labs competitors and assessment
Company assessmentDirect peers
- Humanware: Humanware manufactures BrailleNote notetakers and Brailliant braille displays — refreshable Braille hardware products competing in the same assistive Braille-learning device category for visually impaired students that Annie targets.
- APH (American Printing House for the Blind): APH produces educational Braille products, tactile graphics, and assistive learning tools for blind schools across the U.S., directly comparable to Annie's institutional Braille-literacy offering for K-12 students.
- Dot Incorporation: Korea-based Dot Inc. developed the Dot Mini and Dot Pad refreshable Braille/wearable devices for the India and broader Asia market, directly rivaling Thinkerbell Labs in Braille-accessible learning hardware for visually impaired users.
- HIMS Inc (Selvas AI subsidiary): HIMS produces the BrailleSense notetakers and QBraille smart displays — refreshable Braille devices with integrated learning and productivity features that overlap with Annie's read/write/type learning functionality for the visually impaired.
- ViewPlus: ViewPlus makes tactile Braille embossers and the IVEO tactile graphics learning system used in blind-education settings, competing for the same assistive-education procurement budgets that Annie targets in schools for the blind.
Emerging players
- OrCam: OrCam's MyEye AI-wearable camera device assists visually impaired users with reading text and faces — an adjacent assistive AI-based approach to the same problem Thinkerbell Labs addresses for Braille-literate independence.
Broad incumbents
- Perkins School for the Blind: Perkins is a long-established U.S. institution for the blind that also develops and distributes Braille literacy curricula and assistive education tools, overlapping with Annie's school-level Braille education mission though via a non-profit/service model.
Others
- Benetech: Benetech operates Bookshare, the world's largest accessible ebook library for people with print disabilities, and the born-accessible Global Braille Publishing Initiative — thematically aligned with Annie's Braille literacy mission though it operates as a content platform rather than a hardware competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Thinkerbell Labs social profiles
Digital presenceThinkerbell Labs financial estimates
Financial estimateRevenue estimate
Valuation estimate
Thinkerbell Labs leadership team
Management profileNumber of profiles
Profiles6 records
Thinkerbell Labs funding detail
Funding detailFunding overview
Funding rounds5 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Thinkerbell Labs M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Thinkerbell Labs
What does Thinkerbell Labs do?
Thinkerbell Labs designs, manufactures, and sells Annie, a hardware-software integrated Braille literacy device that enables visually impaired students to self-learn to read, write, and type in Braille. The company also provides the Helios Suite cloud analytics platform, a Companion App for parents and teachers, and an institutional Annie Braille Smart Class bundle for schools, governments, NGOs, and CSR-funded programs.
Is Thinkerbell Labs a public or private company?
Thinkerbell Labs is a private company. It is classified as venture growth investor backed and is currently operating.
When was Thinkerbell Labs founded?
Thinkerbell Labs was founded in 2016. It employs 11 to 50 people.
Where is Thinkerbell Labs based?
Thinkerbell Labs is headquartered in Bengaluru, India, in the Asia region.
How does Thinkerbell Labs make money?
Three revenue lines are on record. Hardware Device Sales (Annie) is the primary driver. The others are annie Suite (Software Tools + Content Library) and custom Content and Curriculum Licensing.
Who are Thinkerbell Labs's main competitors?
Direct peers on record are Humanware, APH (American Printing House for the Blind), Dot Incorporation, HIMS Inc (Selvas AI subsidiary) and ViewPlus. OrCam is listed as an emerging player. Perkins School for the Blind is listed as a broad incumbent. Benetech is listed as an others.
Does Thinkerbell Labs have an API?
No public API is recorded for Thinkerbell Labs.
What industry is Thinkerbell Labs in?
Thinkerbell Labs's product category is Assistive Technology Devices. Its primary akta.pro industry code is EDAKAIAF, Vision Assistive Technology (Screen Readers, Braille, Magnification), with a secondary code of EDAKAIAC, AT for Reading, Writing & Learning (Literacy/Executive Function) Tools & Training. Its NAICS code is 611710 and its SIC code is 3851.