In India, only 1 out of 10 students in grade 5 can read an entire sentence in English. This forces around 6 million students to drop out of high school. They also miss out on a 38% wage premium in any job sector. Mainly because for over 200 years, Indian teachers have learnt English in English. Not in their respective regional languages. Add to that the limited access to technology. And no formal place to learn. All this has forced teachers to continue teaching English incorrectly through rote learning. Our brief was to create an educational tool that teachers could use to re-learn English the right way. With a budget of 29 million, we targeted more than 100k school teachers in rural India.

Nihar Shanti Amla, India’s highest-selling hair oil, has been dedicating 5% of its profits from each bottle sold towards children’s English education. Impacting 3.9 million rural children in the past 9 years. Staying true to its core belief - 'Look Good, Do Good.'

But we needed to create a more significant impact on children's English education. So we started by aiming to re-teach 100k rural teachers. In collaboration with LeapForWord, an educational NGO, we created the English Equation. A mathematical formula that can teach English in all Indian regional languages. We realised that these teachers might not be good at English, but they're naturally great at math. So, we coupled that with phonetics to re-design how teachers can decode English. We then delivered learning modules with classroom instructions, quizzes, and videos through WhatsApp. An instant messaging platform with a 530 million user base in India.

We reinvented how teachers across the country will learn English for years to come. In the first 6 weeks of the launch, we impacted 100k+ teachers and 600k+ students. Who consumed over 1.2m+ content files, solved 600k+ quizzes, and spent an average of 8 hours per concept.

Nihar Shanti Amla was also awarded the 'Best Education Project' at the India CSR Awards and recognised for its efforts by the State Govt. of Madhya Pradesh.

Exceeding the initial expectations the tool helped teachers in more than 80 villages. And in the coming months is expected to help millions of teachers and students. Nihar Shanti Amla also saw a 6% increase in sales. More and more people are now aligning themselves to the brand's purpose of 'Look Good, Do Good.' Making it a category leader with an 18.4 % market share.

We re-designed the way English was learnt in India with the help of a simple mathematical formula. Adding logic and math, a natural strength for Indian teachers, to the English language. We created an educational tool for teachers to re-learn English in their own mother tongue.

In collaboration with LeapForWord, we designed a foolproof equation in about 18 months. Using English, Math, phonetics and various Indian regional languages. Resulting in a construct that can be replicated across the length and breadth of the country. We also designed an entire English program. Including quizzes, video lessons, and classroom teaching modules. That was disseminated to India's most remote corners through WhatsApp. Aimed at 80 villages in the first six weeks.

In just 6 weeks from the launch, we impacted 100k+ teachers and 600k+ students. Who consumed over 1.2m+ content files, solved 600k+ quizzes, and spent an average of 8 hours per concept. Additionally, Nihar Shanti Amla was awarded the 'Best Education Project' at the India CSR Awards and recognized for its efforts by the State Govt. of Madhya Pradesh.

Having helped teachers in more than 80 villages, we exceeded our expectations. Nihar Shanti Amla also saw a 6% increase in sales. More and more people are now aligning themselves to the brand's purpose of 'Look Good, Do Good.' Making it a category leader with an 18.4 % market share.