Apni Shala
Apni Shala Foundation is a Mumbai-based nonprofit founded in 2013 that delivers social-emotional learning (SEL) programs to underserved children, educators, and families across 30 municipal schools in Mumbai's L and M wards.
- Company typePrivate
- Founded2013
- HeadquartersMumbai, India
- Headcount—
- GTM typeB2B and B2C
- OfferingServices
What Apni Shala does
Apni Shala Foundation is a Mumbai-based charitable trust founded in 2013 that develops and delivers social-emotional learning (SEL) programs for underserved school communities in India. The foundation operates primarily through the municipal school system in Mumbai's L and M wards, partnering with 30 schools and serving children, educators, and families through structured SEL curricula, training programs, and community-based learning experiences. Since inception, the foundation reports reaching over 15,000 children and training more than 4,000 educators, supported by a network of 40+ partner organizations.
The foundation's core offerings include the School SEL Programme (an embedded curriculum in partner municipal schools), the Khoj Community Lab School (a K-10 alternative learning space currently enrolling 320 students at an approximate cost of US$900 per child per year), and fee-based practitioner training programs — SEL Shala (₹12,000 per participant) and Diversity Shala (₹22,500 per participant, positioned nationally online). Knowledge and curriculum partners include Ummeed, Narrative Practices India, Inner Space Therapy, and the National SEED Project at Wellesley. The foundation runs two recurring public engagement and fundraising campaigns: the Mental Health Ambassador Campaign (cumulatively raising over ₹1 crore between 2021 and 2025) and an annual Back-to-School Campaign (₹9 lakhs raised from 100+ contributors in 2024). Programs are grounded in established SEL frameworks, with curriculum adapted from CASEL competencies.
Apni Shala operates as a nonprofit entity registered under the Bombay Public Trusts Act 1950, with 12AA and 80G tax exemptions under the Income Tax Act. Revenue is sourced from individual donations, institutional grants, and training program fees; no commercial product revenue is disclosed. The team has grown from 3 founders to approximately 60 staff over a 12-year horizon. Leadership comprises Rohit Kumar (CEO), Amrita Nair (Director – HR, R&D and Advocacy), and Sangeeta Zombade (Co-Director). The foundation's stated 2024-29 mission is to transform K-10 educational institutions in its operating geography into SEL-aligned learning spaces, signaling an intent to evolve from program delivery toward systemic adoption.
Apni Shala firmographics
Firmographics- Name
- Apni Shala
- Legal name
- Apni Shala Foundation
- Website
- https://apnishala.org
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Short description
- Apni Shala Foundation is a Mumbai-based nonprofit founded in 2013 that delivers social-emotional learning (SEL) programs to underserved children, educators, and families across 30 municipal schools in Mumbai's L and M wards.
- Ownership category
- akta.pro rank
Apni Shala industry classification
Industry- Product category
- Social-Emotional Learning Education Services
- NAICS
- Educational Support Services (611710), Child and Youth Services (62411), Educational Services (611)
- SIC
- Services-Educational Services (8200), Services-Social Services (8300)
- akta.pro primary industry
- School-Based SEL Curriculum & Instructional Programs (EDAKAMAA)
- akta.pro secondary industries
- Family Engagement & Caregiver Support Programs (SEL/Mental Health) (EDAKAMAK), Staff Training, Coaching & Professional Development (SEL/Mental Health) (EDAKAMAL), Classroom-Based SEL Curriculum & Lessons (Preschool/Pre-K) (EDACAOAA)
Keywords
Where Apni Shala is headquartered
LocationHeadquarters
- HQ city
- Mumbai
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
Apni Shala business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Donations and Charitable Contributions: Individual and corporate donations supporting program delivery. Registered as charitable trust under Bombay Public Trusts Act (1950), Registration No. E-29950 (M). Tax deductible under Section 80G of Income Tax Act.
- Training Program Fees: SEL Shala certificate-based training program at ₹12,000 per participant. Diversity Shala 10-month program at ₹22,500 per participant with group discounts and scholarships available.
- School Fees (Khoj): Parents pay nominal fee of ₹250/month for Khoj lab school. Some parents receive support structures or alternatives due to financial constraints.
- Campaign-Based Crowdfunding: Annual Mental Health Ambassador campaign and Back-to-School campaigns raising funds through volunteer ambassadors and direct donations. Goal of ₹60,00,000 for MHA campaign 2024.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time/ perpetual license | Donation tiers for SEL programs |
| Subscription | Annual | Khoj Lab School annual education |
| One time/ perpetual license | One time/ perpetual license | SEL Shala Training Program 2026 |
| One time/ perpetual license | One time/ perpetual license | Diversity Shala 10-month Program 2026-27 |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Apni Shala product offering
Product offeringCore offering
Apni Shala Foundation delivers school-based social-emotional learning (SEL) programmes for children in grades 1-10, using experiential methods such as games, art, stories, drama, and community service rooted in the CASEL framework adapted to the Indian context. It also runs the Khoj community lab school in Mankhurd, Mumbai, and offers professional development training (SEL Shala and Diversity Shala) to educators, counselors, and practitioners.
Product overview
Apni Shala Foundation operates as a social impact organization focused on social-emotional learning (SEL) in education. The portfolio consists of: School SEL Programme and Khoj Community Lab School as core educational offerings; SEL Shala and Diversity Shala as professional development training programmes for educators; various advocacy campaigns including Mental Health Ambassador Campaign, Back-to-School Campaign, and #DikhtaNahiHotaHai; plus support initiatives like Communities of Wellbeing during COVID. The organization also runs a one-year Fellowship programme and engages volunteers. The annual SELebrating Inclusion Summit brings together stakeholders in the SEL and inclusion space.
Differentiator
Problem solved
Functional benefit
Brands
- Khoj: Community lab school - an SEL-integrated school initiative operating at Limbuni Baug Mumbai Public School in Mankhurd, Mumbai. Serves as a model school for holistic education centering students' psychosocial wellbeing.
- SEL Shala
- Diversity Shala
Products and services
- School Social Emotional Learning (SEL) Programme A year-long whole-school SEL programme for students in grades 1-10 (25-30 weekly experiential workshops of 1 hour each), paired with teacher training and three parent engagement workshops per year, based on the CASEL framework adapted to the Indian context. Delivered directly in municipal and private partner schools in Mumbai.
- Khoj Community Lab School A community lab school operating within the National Curriculum Framework that delivers SEL-integrated holistic K-10 education to students from low-income families in Mumbai's M-East ward (Govandi, Mankhurd, Chembur). Incorporates counseling, mindfulness, life skills, service learning, arts, and science programmes.
- SEL Shala Training Programme A certificate-based professional training programme in social-emotional learning for educators, parents, caregivers, social workers, counselors, and mental health professionals, delivered in English and Hindi to deepen understanding of SEL competencies and their integration into educational and caregiving settings.
- Diversity Shala Training Programme A 10-month experiential learning programme based on the National SEED Project framework, building capacity for diversity, equity, and belonging in educational spaces through monthly 3-hour facilitated sessions covering gender, caste, mental health, disability, and power.
- Apni Shala Fellowship Programme A one-year full-time paid fellowship programme that trains individuals to deliver SEL to students, providing over 350 hours of SEL to 300+ students, with a monthly allowance of Rs. 25,000 plus travel reimbursement.
Quantifiable outcome
- 15,000+ children reached since inception
- +4 more outcomes
Companies that use Apni Shala
Customer profileNamed customers3 records
Segments6 records
Ideal customer profiles4 records
Apni Shala technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Apni Shala partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, knowledge partner, outreach partner and supporters.
- Ummeed Child Development CentercoreCo-host the annual SELebrating Inclusion Summit (SIS) to advocate for SEL and Inclusion and create platform for stakeholders in the education ecosystem. Knowledge partner for mental health and child development practices.
- National SEED Project (Wellesley College, USA)corePhilosophy and framework provider for Diversity Shala program. National SEED Project (Seeking Educational Equity and Diversity) provides the framework for diversity, equity, and inclusion work.
- The Akanksha FoundationcoreCollaborated for Khoj school development and shares expertise in school transformation initiatives. Also co-facilitates diversity workshops and has staff who have worked with Akanksha.
- Narrative Practices Indiaknowledge partnerKnowledge partner for mental wellbeing work. Informed by Narrative Practices, a postmodern therapy practice. Provides ongoing support to the facilitating team.
- Inner Space Therapyknowledge partnerKnowledge partner for mindfulness practices. Informs the promotive and preventive mental health approach.
- Atmaoutreach partnerOutreach partner for Communities of Wellbeing COVID support initiative, creating support pathways and resources for diverse communities.
- The Yellow Umbrellaoutreach partnerOutreach partner for COVID mental health support initiative, creating access for wellbeing to diverse communities.
- Catalyst for Social Actionoutreach partnerOutreach partner for COVID mental health support, building larger outreach for emotional wellbeing support.
- Tata Institute of Social Sciences (TISS)coreMultiple team members hold degrees from TISS. DBS-TISS Social Entrepreneurship Programme association. Dr. Disha Devi Prasad Nawani is Dean and Professor, School of Education at TISS and serves on Apni Shala's Board.
- MCGM (Municipal Corporation of Greater Mumbai)coreGovernment partner for SEL programs in 30 municipal schools across L and M wards in Mumbai.
- 4AM WorldwidesupportersCreative communications firm. Anand Nair serves as Advisor for Branding and Communications. Co-founded by advisor to Apni Shala.
Scale indicators13 records
Recent moves6 records
Expansion highlights5 records
Apni Shala competitors and assessment
Company assessmentBroad incumbents
- Pratham Education Foundation: One of India's largest education non-profits, focused on literacy and learning outcomes in low-income communities. Comparable as a large, established education non-profit operating at national scale; potential collaborator or competitor for school-level SEL/whole-child programs.
- Teach For India: Large pan-India education non-profit placing fellows in low-income schools. Comparable in mission (equity in education for underserved children) and scale, with potential overlap on SEL/holistic learning agendas.
- Committee for Children: US-based non-profit that created the Second Step SEL curriculum used widely in schools worldwide. Comparable as an established SEL curriculum developer; represents a potential global curriculum partner or competitive reference point for Apni Shala's CASEL-adapted approach.
Emerging players
- Mantra4Change: Bengaluru-based education non-profit working on systemic improvement in government schools through teacher capacity building. Comparable in targeting Indian public school systems with capability-building (SEL-adjacent) interventions.
- Magic Bus India Foundation: Pan-India non-profit using sports and life-skills curricula to develop socio-emotional competencies in adolescents from low-income communities. Comparable in mission, target demographic, and SEL/life-skills methodology at national scale.
- STiR Education: International non-profit supporting teacher motivation and skill development in low-income education systems, with India operations. Comparable in SEL-adjacent teacher development and government school engagement.
- iTeach Schools: Pune-headquartered non-profit running secondary schools for first-generation learners from low-income communities. Comparable in mission and model (non-profit, low-cost, underserved geographies) and a natural peer for SEL-integrated school design.
Others
- CASEL (Collaborative for Academic, Social, and Emotional Learning): US-based research and field-building organization that defined the dominant SEL framework Apni Shala has adapted. Functions as a knowledge/standards body and ecosystem convener rather than a direct service competitor.
Direct peers
- Ummeed Child Development Center: Mumbai-based non-profit supporting children with developmental disabilities and mental health needs. Directly comparable as a Mumbai child-development/mental-health non-profit; co-hosts Apni Shala's SELebrating Inclusion Summit and serves as a knowledge partner.
- Akanksha Foundation: Mumbai-based non-profit running English-medium schools and after-school programs for children from low-income communities. Directly comparable as a Mumbai education non-profit working with underserved populations; also an explicit partner of Apni Shala on the Khoj school and diversity workshops.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Apni Shala social profiles
Digital presenceApni Shala financial estimates
Financial estimateRevenue estimate
Valuation estimate
Apni Shala leadership team
Management profileNumber of profiles
Profiles5 records
Apni Shala funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Apni Shala 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 Apni Shala
What does Apni Shala do?
Apni Shala Foundation delivers school-based social-emotional learning (SEL) programmes for children in grades 1-10, using experiential methods such as games, art, stories, drama, and community service rooted in the CASEL framework adapted to the Indian context. It also runs the Khoj community lab school in Mankhurd, Mumbai, and offers professional development training (SEL Shala and Diversity Shala) to educators, counselors, and practitioners.
Is Apni Shala a public or private company?
Apni Shala is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Apni Shala founded?
Apni Shala was founded in 2013.
Where is Apni Shala based?
Apni Shala is headquartered in Mumbai, India, in the Asia region.
How does Apni Shala make money?
Four revenue lines are on record. Donations and Charitable Contributions are the primary driver. The others are training Program Fees, school Fees (Khoj) and campaign-Based Crowdfunding.
Who are Apni Shala's main competitors?
Broad incumbents on record are Pratham Education Foundation, Teach For India and Committee for Children. Emerging players are Mantra4Change, Magic Bus India Foundation, STiR Education and iTeach Schools. CASEL (Collaborative for Academic, Social, and Emotional Learning) is listed as an others. Direct peers are Ummeed Child Development Center and Akanksha Foundation.
Does Apni Shala have an API?
No public API is recorded for Apni Shala.
What industry is Apni Shala in?
Apni Shala's product category is Social-Emotional Learning Education Services. Its primary akta.pro industry code is EDAKAMAA, School-Based SEL Curriculum & Instructional Programs, with a secondary code of EDAKAMAK, Family Engagement & Caregiver Support Programs (SEL/Mental Health). Its NAICS code is 611710 and its SIC code is 8200.