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That is not a marketing outcome. It is a parenting outcome and it happened because a small team of mostly mothers decided to build something that had never existed before.
No structured platform for native-language early childhood development existed in Marathi. Not one. ChikuPiku did not enter a category. It created one.
And then spent three years proving it worked not with campaigns, but with a connected ecosystem that made Marathi the medium through which families lived their best moments together.
A 3-year-old who asks her mother to read instead of reaching for a screen. A family that rediscovered dinner table conversations after 21 days without phones. A child who says "Aai, Marathi goshta sang" in France.
The numbers tell one story. The parents tell the real one.
This entry tells both.
In Marathi-speaking homes across Maharashtra, something quiet was disappearing. Not dramatically no headlines, no alarming statistics. Just a slow, steady erosion. Marathi becoming the language of heritage rather than of daily life. Early childhood becoming something parents managed rather than experienced.
1.
Native language is largely reduced to passive use in Marathi-speaking homes.
2.
Early learning is increasingly English-led, often without depth of understanding.
3.
Native language is largely reduced to passive use in Marathi-speaking homes.
4.
Those who do know, struggle to find time or usable formats that fit daily life.
5.
Screens have filled this gap, becoming the default engagement tool.
6.
Existing regional content is fragmented and not designed for everyday parenting use.
03 - The Objective
Business Objective
Create and own the category.
To create and own the category of native-language early childhood development platform for modern Marathi parents.
Marketing Objective
Establish the authority.
To establish ChikuPiku as the definitive authority in this category trusted, essential, and irreplaceable in a Marathi parent's journey.
Behavioural Objective
From concern to participation.
To move parents from passive concern to active participation using native-language children’s content and live experiences to confidently engage with their children and unlock their full developmental potential.
04 - The STRATEGY
02 - The EXECUTION
For ChikuPiku, the product and the marketing were never separate. Every initiative was built to deliver real value to parents first the brand grew as a consequence. There were no campaigns promoting a product.
Intimate dramatised storytelling for ages 1–10, in Marathi. Slow-paced, immersive performances where screens are forgotten and imaginations run wild. Families relive the moments, retell the stories, and carry the joy home.
Soft toys, mosaic, umbrella painting, wall painting - made by children and parents, together. Bonds built over creation, not consumption.
Theatre for Early Years For children aged 3–6. Leaves, sticks, tubs, buckets - turned into pure imaginative play. All it takes is simple props and an attentive parent.
Artist-led sessions where children fall in love with art. No borders, no rules, no right answers.
Powada, Bharud, Vasu Dev - Maharashtra's folk traditions reimagined for modern children and parents. Culture made irresistible.
An entire day curated for parents and children to experience theatre, art & craft, musical performances, games and more - together, without any phones.
A 21-day Screenfree Mealtime Challenge on
ChikuPiku became a daily parenting coach: planning activities, running polls, celebrating wins. Take your child to the market. Talk about food and farmers. Involve them in cooking. Parents didn't just participate. They trusted.
Outdoor Ads
Theatre Ad
Parent Influencers
Easy Aai and Stories with Bhakti brought ChikuPiku into their communities naturally - parent voices endorsing a brand built for parents.
Storytime with ChikuPiku
A growing initiative bringing live storytelling to Marathi homes -real people, real expressions, real energy. Stories enacted, songs sung, dances performed on special occasions like Diwali and Children's Day. Not passive screen consumption - an interactive, language-rich experience. Good screentime, by design. Three sessions in. Already loved.
Taking Chiku Piku where Parents are
06 - Impact
The Results
Business Impact
₹1.35 Cr
Revenue 2025 - up 16.7%
from ₹1.16 Cr in 2024
₹43 L
Q1 2026 revenue - up
26.6% over Q1 2025
170 M+
Views across platforms. In Marathi.
370 K+
Community across platforms
Digital Reach
Live Experiences
60+ events across Pune, with expansion into Thane, Nashik, and Sambhajinagar 10,000+ parents and children choosing presence over screens. Every event a proof point that Marathi families will show up for experiences designed for them.
Behavioural Impact
Google Reviews
We had dinner together for 21 days straight. The phone never came out. My son now asks if we can do it again.
- Parent, Screenfree Mealtime Challenge
My daughter started asking me to read her stories at bedtime instead of asking for the tablet. I didn't expect that.
- Parent, ChikuPiku Magazine subscriber
We went to Natukli thinking it would be a nice afternoon. We left talking about what we'd build together that weekend.
- Parent, Natukli live experience
My child speaks Marathi fluently — and she's growing up in France. ChikuPiku is the reason.
- Parent, Marathi diaspora
Parent Testimonials
Parent Testimonials
Vallari made friends with nature.
Ira became a fearless, free-spirited storyteller.
Krushna learned how to connect with his culture.
Why This Matters
This award will not just recognise what a small team of parents built.
