What Aadarsh Technosoft Pvt Ltd does

Aadarsh Technosoft Pvt Ltd, operating commercially as Purple Turtle, is a privately held Indian children's edutainment company headquartered in Bhopal, Madhya Pradesh. Founded in 2013 around a children's character first shown at the Frankfurt Book Fair, the company has built a multi-format IP centered on the Purple Turtle character and friends (Zing, Tadley, Roxy, Melody, Philip). The product portfolio spans 300+ printed book titles (preschool kits, talking books, story books, activity books), a 52-episode animated series co-produced with Telegael (Ireland) and Cyber Group Studios (France/USA), an Online Preschool platform with 100,000+ live sessions, a physical Preschool Franchise network in India, and licensed merchandise (apparel, toys, bags). Proprietary technology is limited to Talking Pen hardware (an electronic pen that reads pre-recorded audio when touched on printed pages) and the application of third-party ATOS and Lexile reading-level grading methodologies.

The business model combines six revenue streams: one-time book sales (DTC e-commerce and international distribution), IP licensing royalties (books, games, videos, merchandise), preschool franchise fees (minimum 10 lakh INR per location with a 60-day setup), online preschool subscription revenue, merchandise sales (including a 2022 kidswear launch), and animation licensing to broadcasters. Go-to-market is hybrid: B2B channel-partner distribution for international markets (Dar Al Zeenat in Jordan, Creative Galileo in Asia, Discovery Kids MENA for broadcasting, MX Player for Indian streaming), enterprise field sales for Indian franchise enquiries, and direct-to-consumer e-commerce (purpleturtle.us). The brand is reportedly trusted by parents across 25+ countries in 19 languages, with over 1 million book copies sold. The company is founder-led (Manish Rajoria, Founder & CEO), has 11–50 employees, has raised no disclosed institutional funding, and operates a related nonprofit arm — the Purple Turtle Foundation — focused on literacy for underprivileged children.

Name

Aadarsh Technosoft Pvt Ltd

Legal name

Aadarsh Technosoft Pvt. Ltd.

Website

https://purpleturtle.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Aadarsh Technosoft Pvt Ltd (Purple Turtle) is a Bhopal-based children's edutainment IP company offering books, animated series, online preschool, merchandise, and a preschool franchise network, serving parents and franchisees across 25+ countries.

Ownership category

akta.pro rank

Product category

Children's Edutainment & Early Childhood Education

NAICS

Software Publishers (5132), Educational Services (61)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Early Learning & Preschool Trade (Ages 0–5) (EDAGAIAA)

akta.pro secondary industries

Children’s Activity & Workbook Publishing (MPAJAFAG), Digital/Interactive Curriculum Content (Apps, Games, Multimedia Lessons) (EDACAJAK), Early Literacy & Pre-Reading Learning Tools (EDAFAOAO)

Keywords

• Children's edutainment
• Preschool books
• Talking pen technology
• Preschool franchise
• Animated kids' content

Headquarters

HQ city

BHOPAL, MADHYA PRADESH

HQ country

India

HQ region

Asia

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Personnel, Supply Chain, Marketing or Sales, Operations, Others

Revenue model

1. Book Sales: Sale of children's books including preschool kits, talking books, story books, activity books, charts, and worksheets through e-commerce platform and international distribution
2. IP Licensing: Licensing Purple Turtle IP to international partners for books, merchandise, games and videos distribution in various territories
3. Franchise Revenue: Preschool franchise model requiring 10 lakhs minimum investment and 2000 sqft property; franchisees receive curriculum materials, training, marketing support and operational guidance
4. Online Preschool: Expert-guided live classes and world-class learning materials delivered through digital platform for children
5. Merchandise Sales: Kidswear (T-shirts for ages 2-5), toys, bags, and apparel featuring Purple Turtle characters
6. Animated Content: Animated educational series, rhymes, and learning videos available through streaming platforms and YouTube

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels7 records

Core offering

Aadarsh Technosoft owns and exploits the Purple Turtle kids' edutainment intellectual property, selling preschool books (300+ titles in 19 languages), interactive Talking Books with an electronic pen, an animated kids' series, online preschool live classes, preschool franchise licenses, and character merchandise across 25+ countries. The offering integrates a proprietary Talking Pen, ATOS/Lexile reading assessment methodology, and an NCERT-aligned curriculum to deliver early childhood education through physical products, digital content, and physical franchise locations.

Product overview

Purple Turtle is a premium kids' edutainment brand (intellectual property owned by Aadarsh Technosoft Pvt Ltd) offering a comprehensive portfolio of educational products and services. The core offering includes award-winning books (300+ titles in 19 languages across 25+ countries) featuring the Purple Turtle character and friends (Zing the Rabbit, Tadley the Bear Cub, Roxy, Melody, Philip). Key products include: Talking Books with an electronic pen that reads text aloud, Pre-school Kits, Story Books, and Activity Books using ATOS and Lexile reading assessment methodologies; an animated series (52 x 7-minute episodes Season 1) co-produced with Telegael and Cyber Group Studios, airing on Discovery Kids MENA and MX Player; online preschool live classes and franchise opportunities; and merchandise including bags, toys, apparel, and NFTs. The portfolio also includes Purple Turtle Foundation, a non-profit providing education resources to underprivileged children. The offering represents a single unified brand (Purple Turtle) with multiple product lines spanning physical books, digital content, physical franchise locations, and licensing.

Differentiator

Problem solved

Functional benefit

Brands

• Purple Turtle Online Preschool: Expert-guided live classes and world-class learning materials for preschoolers delivered online.
• Talking Pen
• Purple Turtle Foundation

Products and services

• Purple Turtle Books Award-winning preschool books featuring the Purple Turtle character and friends. Includes Pre-school Kits, Talking Books, Story Books, and Activity Books. Over 300 titles published in multiple languages, sold in 25+ countries. Books use ATOS and Lexile methodology for reading level assessment.
• Talking Books with Talking Pen Interactive books with an electronic pen that reads text aloud when touched on printed words. Includes 36 graded readers across 3 levels (scoring 1.5 ATOS, 200L Lexile). Beneficial for self-reading, pronunciation, rural areas with teacher shortages, and children with visual impairments or dyslexia.
• Purple Turtle Online Preschool Expert-guided live online preschool classes with world-class learning materials. Includes online classes in English and Hindi across 3 levels covering English, Maths, and EVS subjects. Over 100,000 live sessions conducted featuring rhymes, stories, and learning videos.
• Purple Turtle Preschool Franchise Preschool franchise opportunity for entrepreneurs in India. Requires minimum investment of 10 lakhs and 2000 sqft property. Setup possible in 60 days. Includes marketing support, operational training, international curriculum, course materials, teacher training, and site layout design.
• Purple Turtle Animation Series Animated children's series featuring Purple Turtle and friends. Season 1 comprises 52 x 7-minute episodes. Curated by Emmy Award-winning writers including Karl Geurs, Dev Ross, Carter Crocker, Paul Parkes, and Phil Harnage. Co-produced with Telegael (Ireland) and Cyber Group Studios (France/USA). Aired on Discovery Kids MENA and MX Player India.
• Purple Turtle Educational Videos Educational video content including Edutainment Series, Purple Turtle Stories, Purple Turtle Rhymes (English and Hindi), and Learning Videos. Social-emotional learning (SEL) focused content created by Emmy Award-winning writers. Available on YouTube channel PurpleTurtleClub.
• Purple Turtle Merchandise Licensed merchandise including preschool bags, toys, charts, worksheets, apparel, and baby diapers. Distribution agreements with partners across various territories. Includes Pratap Plastics Back to School collection featuring Purple Turtle and Colour Fairies characters.
• Purple Turtle Kidswear Children's apparel line launched in 2022. Includes T-shirts for ages 2-5 made from 100% cotton with skin-friendly fabric. Available in regular fit in 3 sizes and 4 colors (white, black, blue, yellow). Features cute animal character designs with sustainable water-based inks.
• Purple Turtle NFT Collection Non-fungible token (NFT) collection available on OpenSea. Digital collectibles for the Purple Turtle brand.

Quantifiable outcome

• Over 1 million copies of books sold across 25+ countries
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered regional, core and minor.

• Dar Al ZeenatregionalChannel Partner/ Reseller/ DistributorJordanian publishing company distributing Purple Turtle books, school products, and direct retail via stores across Jordan. Initial partnership focuses on direct distribution and retail channels.
• Creative GalileoregionalChannel Partner/ Reseller/ DistributorEdTech company acquiring licensing rights for Purple Turtle games and videos for children ages 3-10 in Asia except China and UAE. Partnership aims to expand preschool learning through digital education.
• Telegael (Ireland)coreStrategic or Co-development PartnerIrish animation studio co-producing Purple Turtle animated series. First Indian IP with international co-production. Partner in India-Ireland creative collaboration.
• Cyber Group Studios (France/USA)coreStrategic or Co-development PartnerTop 10 global distributor co-producing Purple Turtle animation series. International co-production between India, Ireland (Telegael), and France/USA (Cyber Group Studios).
• Rotary International (Rotary India Literacy Mission)minorStrategic or Co-development PartnerPurple Turtle Foundation collaborating with Rotary India Literacy Mission to provide edutainment content to NCERT for TV telecast on Doordarshan and Diksha App.
• Muskaan NGOminorStrategic or Co-development PartnerNGO working for education of slum children in Bhopal since December 1998, operating in 24 slum settlements and 27 government schools.
• Parvarish - THE MUSEUM SCHOOLminorStrategic or Co-development PartnerUNESCO Asia-Pacific Awarded innovative education model providing quality education to underprivileged urban slum children through museums. Listed among 100 innovative education models in the world.
• Aadhar CenterminorStrategic or Co-development PartnerCenter for Child Development, Psychological counseling and Career Counselling formed by Doctors, Therapists & Professional Counselors.
• Turtle Foundation GermanyminorStrategic or Co-development PartnerGerman organization working on sea turtle conservation. Jointly published 'Purple and the Hatchling' book with Purple Turtle Foundation for children in Indonesia and Germany to create awareness about endangered sea turtles.
• Mr. Devesh Agarwal (Master Franchise UP)regionalChannel Partner/ Reseller/ DistributorEducationist and entrepreneur appointed as Master Franchisee for Uttar Pradesh. Running Purple Turtle preschool franchise in Aliganj, Lucknow.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Vooks: Vooks provides animated children's storybooks through a digital content platform. Its combination of children's books and animated delivery is directly comparable to Purple Turtle's digital and interactive publishing strategy.
• LeapFrog: LeapFrog combines educational books, electronic learning devices, and curriculum-linked children's content. Its device-and-book ecosystem makes it a strong analogue for Purple Turtle's Talking Pen technology.
• PlayShifu: PlayShifu develops interactive educational play systems that combine physical products with digital learning experiences. Its technology-led edutainment model is closely comparable to Purple Turtle's Talking Pen and book-based learning products.
• Kidzee: Kidzee is an established preschool franchise brand offering curriculum, teacher support, and a network of physical early-learning centers. Its preschool franchise model directly overlaps Purple Turtle's physical preschool and curriculum-licensing activities.
• Epic: Epic operates a digital children's reading platform with a broad library and subscription access. It is directly comparable to Purple Turtle's efforts to distribute early-reading content through digital channels.
• Lingokids: Lingokids offers a play-based digital learning application for preschool-age children. Its online early-learning model is comparable to Purple Turtle's expert-guided online preschool and subscription learning content.
• Smartivity: Smartivity offers educational toys, games, and activity kits that encourage hands-on learning in children. It overlaps with Purple Turtle's activity books, toys, and curriculum-linked physical learning materials.
• ChuChu TV: ChuChu TV produces educational nursery rhymes, songs, and animated children's content distributed through digital channels. It competes for the same young audience and overlaps Purple Turtle's animation and educational-video distribution.

Broad incumbents

• Scholastic: Scholastic is an established children's publisher and education-content provider with books, literacy programs, and digital learning resources. Its larger educational-publishing portfolio overlaps Purple Turtle's core books and curriculum content.

Emerging players

• Kutuki: Kutuki is an India-focused early-learning platform using stories, rhymes, games, and animated characters for young children. Its digital preschool and edutainment content substantially overlap Purple Turtle's online preschool and animated-content offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/purpleturtleclub
• Facebookfacebook.com/mypurpleturtle
• LinkedInlinkedin.com/company/aadarshtechpvtltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Aadarsh Technosoft Pvt Ltd