Avid Learning

What Avid Learning does

Avid Learning is the cultural philanthropy arm of Essar Group and operates as India's leading arts and cultural programming platform. Founded in 2009 under Founder & Chairperson Madhu Ruia and currently led by CEO Asad Lalljee, the organisation curates panel discussions, workshops and master classes, roundtables, lecture demonstrations, festival platforms, symposiums and conferences, multidisciplinary performances and venue walkthroughs across Visual Art, Literature, Culture and Heritage, Education, Design & Technology, the Performing Arts, and increasingly Artificial Intelligence, Sustainability, and Architecture. Headquartered in Mumbai with operating geographies spanning Delhi, Bengaluru, Jaipur and Goa domestically, and Dubai and New York internationally, it also holds the curatorship of the Royal Opera House Mumbai (since 2016) and runs the Avid Centre for Culture and Creative Expressions in Al Quoz, Dubai.

The organisation's core products are (i) the AVID Online platform launched in April 2020 to deliver virtual and hybrid programming globally, (ii) an in-person events and workshops programme with ticketed and free formats priced from approximately ₹750 to ₹6,000, (iii) curatorial and programming services for prestige venues such as the Royal Opera House Mumbai, and (iv) collaborative festival programming with the Jaipur Literature Festival, Serendipity Arts Festival, Kala Ghoda Arts Festival and the Times LitFest. Distribution combines direct registration on avidlearning.in, ticketing through BookMyShow, Stripe-based online payments, YouTube video archiving, and venue partnerships. The organisational scale is modest at approximately 10 employees supporting cumulative delivery of around 1,900 programmes to more than 2 million interested learners globally, with ISO 29993:2017 certification for non-formal learning services underpinning its institutional positioning.

Avid Learning operates as a non-profit cultural initiative wholly funded by Essar Group, with no disclosed external investment or independent financials. Earned revenue streams consist of transactional event ticketing and fees for corporate cultural programming and venue curation, supplemented by free programming in partnership with festivals and institutions (e.g. Serendipity Arts Festival collaborations). Its competitive positioning rests on a curated roster of Indian and international writers, artists, intellectuals and policymakers, a dense network of festival and institutional partnerships (including UNESCO, British Council, FICCI Art and Culture Committee, Teamwork Arts, and the Indo-American Arts Council), and programming that is increasingly tech-forward around AI's influence on creative industries.

Name

Avid Learning

Legal name

Avid Learning

Website

https://avidlearning.in

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Avid Learning is the cultural philanthropy arm of Essar Group, curating in-person and online arts and cultural programming — workshops, festivals, performances, and Royal Opera House Mumbai curation — for enthusiasts and institutional partners across India, Dubai, and New York.

Ownership category

akta.pro rank

Product category

Arts and Cultural Programming Services

NAICS

Theater Companies and Dinner Theaters (711110), Musical Groups and Artists (71113), Museums, Historical Sites, and Similar Institutions (7121)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM)

akta.pro secondary industries

Entertainment Programming & Curation (Lineups, Run-of-Show, Scheduling) (HSACAHAO), Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG), Community Theatre & Storytelling Festivals (MPAGAEAI), Performing Arts & Music Lessons (Dance, Drumming, Instrument Lessons, Theater) (THAJAKAC)

Keywords

• Arts and cultural programming
• Workshop and masterclass curation
• Literary festival partnerships
• Performing arts event management
• Cultural heritage programming

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Event ticketing and registration: Revenue generated from paid workshops, masterclasses, and events. Some events are offered free of charge. Registration fees vary by event type and duration.
2. Corporate cultural programming: As the cultural arm of Essar Group, Avid Learning provides curated arts and cultural programming for corporate clients and events.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Avid Learning curates and delivers arts and cultural programming through in-person and virtual events, including panel discussions, workshops and master classes, roundtables, symposiums, multidisciplinary performances, and venue walkthroughs across Visual Arts, Literature, Culture and Heritage, Education, Design & Technology, and Performing Arts. The organization also provides curatorial services for the Royal Opera House Mumbai and produces collaborative programming for major Indian cultural festivals, with the AVID Online platform extending reach globally.

Product overview

Avid Learning is India’s leading arts and cultural programming platform and cultural philanthropy arm of Essar Group. Founded in 2009, it operates primarily as a programming and events platform rather than a traditional software product. Its core offerings include AVID Online (launched April 2020), an online streaming and virtual event platform, combined with in-person Events and Workshops spanning panel discussions, workshops, master classes, roundtables, symposiums, and performances across Visual Arts, Literature, Culture and Heritage, Education, Design & Technology, and Performing Arts. The company also provides curatorial services for the Royal Opera House Mumbai and maintains festival collaboration partnerships with venues and festivals across India and internationally. Programming has encompassed approximately 1900 multiverse and hybrid programs reaching over 2 million interested learners globally.

Differentiator

Problem solved

Functional benefit

Products and services

• AVID Online Online programming platform launched in April 2020 to transcend geographical boundaries and reach learners globally. Delivers hybrid and virtual events, workshops, and cultural programming covering Visual Arts, Literature, Culture and Heritage, Education, Design & Technology, and Performing Arts.
• Events and Workshops Curated in-person and hybrid programs including panel discussions, workshops and master classes, roundtables, lecture demonstrations, festival platforms, symposiums and conferences, multidisciplinary performances, and walkthroughs across Visual Art, Literature, Culture and Heritage, Education, Design and Technology, and Performing Arts. Examples include Pottery workshop at ₹6,000 for 4-day course, Comedy Writing at ₹4,000 for 2-day workshop, and The Art & Style of Furnishing at ₹750. Some events offered free of charge.
• Royal Opera House Mumbai Programming Curatorial and programming services for the restored Royal Opera House Mumbai. Avid Learning curates performances, events, and cultural programming positioning the heritage venue as a cultural landmark and catalyst for arts propagation in Mumbai.
• Festival Collaborations Collaborative programming with major cultural festivals including Times LitFest, Jaipur Literature Festival, The Serendipity Arts Festival, and The Kala Ghoda Arts Festival. Long-standing collaborations for literature and multidisciplinary arts programming in India and at international festivals like the IAAC Literary Festival in New York.

Quantifiable outcome

• Reached more than 2 million interested learners globally
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

16 partnerships are on record, tiered major, core and minor.

• Serendipity Arts FestivalmajorStrategic or Co-development Partner · 1 January 2017Avid Learning partners with the multidisciplinary arts festival in Goa, presenting discussions and programming under the aegis of the Serendipity Arts Trust.
• Royal Opera House, MumbaicoreStrategic or Co-development Partner · 1 January 2016Asad Lalljee, CEO of Avid Learning, was appointed curator of the newly restored Royal Opera House in 2016 after its 25-year hiatus. Avid Learning designs robust programming that has re-established the venue as a performance space of international quality and cultural venue par excellence.
• Indo-American Arts Council (IAAC)majorStrategic or Co-development Partner · 1 January 2016Annual partnership for the IAAC Literary Festival in New York featuring authors with Indian heritage.
• Essar GroupcoreOthersAvid Learning is the cultural philanthropy arm of Essar Group, a diversified conglomerate with assets in Energy, Infrastructure & Logistics, Metals & Mining, and Technology & Retail. Essar Global Fund Limited invests in and builds world-class assets across these core sectors.
• Jaipur Literature FestivalmajorStrategic or Co-development PartnerLong-standing collaboration with the world's largest free literary gathering, presenting programming and curating events.
• Kala Ghoda Arts FestivalmajorStrategic or Co-development PartnerFestival platform collaboration where Avid Learning co-curates the Literature Section.
• Museum of Art and Photography (MAP)majorStrategic or Co-development PartnerCollaboration for G20 Bengaluru Cultural Tracker symposium and ongoing cultural programming at MAP Bengaluru venue.
• Federation of Indian Chambers of Commerce and Industry (FICCI)majorStrategic or Co-development PartnerAvid Learning CEO Asad Lalljee serves on the FICCI Art and Culture Committee. Partnership for creative industries symposiums and policy discussions.
• UNESCOmajorStrategic or Co-development PartnerCollaboration for cultural sector mapping and preservation discussions. UNESCO New Delhi officials participate in Avid Learning symposiums.
• British CouncilmajorStrategic or Co-development PartnerPartnership for arts and culture programming, including intersections of arts and technology discussions.
• Bangalore International CentremajorChannel Partner/ Reseller/ DistributorHost venue for cultural symposiums and conferences in Bengaluru.
• Teamwork ArtsmajorStrategic or Co-development PartnerProducing partner for festivals including Jaipur Literature Festival, with shared involvement in creative industries programming.
• Art Links LearningcoreStrategic or Co-development PartnerCo-founder Sadhana Rao leads Art Links Learning, collaborating on cultural sector mapping symposiums and arts education initiatives.
• Jaipur Virasat FoundationminorChannel Partner/ Reseller/ DistributorPartner for Jaipur Literature Festival programming and cultural heritage initiatives.
• DSCminorChannel Partner/ Reseller/ DistributorDSC creating infra wealth sponsor for literature festival programming.
• BookMyShowminorChannel Partner/ Reseller/ DistributorTicketing and event registration partner for performances at Royal Opera House Mumbai.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• British Council India: A larger institutional player that runs arts and cultural programming across India, including UK-India collaboration. Comparable as a cultural programming intermediary, with much broader institutional scale and funding.
• Esplanade — Theatres on the Bay: Singapore's national performing arts centre, programming across theatre, music, dance, and visual arts. Comparable as a multi-format arts presenter and venue-based curator at much larger public-institution scale.
• National Centre for the Performing Arts (NCPA) Mumbai: India's premier multi-genre performing arts venue. Comparable in producing and presenting performing arts programming in Mumbai; a larger incumbent against whom Avid's Royal Opera House curation competes.
• Asia Society India: Global cultural organization with India programming spanning visual arts, performing arts, and policy convenings. Comparable in curatorial, panel-discussion and convening model; operates at much larger institutional scale.

Emerging players

• Museum of Art and Photography (MAP): Bengaluru-based museum and cultural venue running exhibitions, talks, and symposia. Comparable as a programming/curation peer in visual arts and cultural discussions; active collaboration partner with Avid.

Direct peers

• Kala Ghoda Association: Organizer of the Kala Ghoda Arts Festival in Mumbai. Direct peer in Mumbai-based multi-format arts festival programming; CEO Asad Lalljee sits on its Executive Committee.
• Teamwork Arts: Producer of the Jaipur Literature Festival and other major Indian cultural events. Direct peer in festival/literary programming and curatorial services, and an active co-producing partner with Avid Learning.
• Raza Foundation: Indian foundation supporting visual arts, heritage, and cultural programming. Comparable as a privately-funded, India-based cultural philanthropy with curation, grants, and event programming.
• Serendipity Arts Foundation: Curator of the multidisciplinary Serendipity Arts Festival in Goa. Direct peer in large-scale multi-arts festival programming with overlapping Indian heritage and contemporary art focus; existing Avid Learning partner.
• Prakriti Foundation: Chennai-based foundation promoting Indian classical dance, music, and heritage arts. Comparable as an Indian cultural programming/curation non-profit with similar philanthropic backing and event-led model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@AvidLearning
• LinkedInlinkedin.com/company/avidlearning

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Avid Learning