Pencil Startup Case Study: Empowering Writers with a Direct Path to Screen Adaptation

Publishing a book through traditional houses is often a long and exhausting journey. On average, it takes 1.5 to 3 years from the moment a manuscript is accepted until the book hits the shelves—factoring in agent searches, rounds of editing, cover design, approvals, and release schedules. Even then, there’s no guarantee it will succeed.

And when it comes to turning books into films, the timeline stretches even further: most adaptations take 3 to 10 years, and fewer than 2% of books that get optioned ever make it to the big screen.

But here’s the good news: a groundbreaking startup in India is disrupting this cycle. They’re not only streamlining how books get published, but also creating a faster, clearer path for those stories to be adapted into movies, said startup?

Pencil

Pencil is a free and accessible self-publishing platform designed for aspiring and established writers to publish and distribute their work. It provides writers a direct path to pitch their stories to film and television producers, leveraging a unique AI-powered evaluation system for adaptation potential. By creating a supportive community, Pencil links writers with readers, studios, and valuable resources to democratize publishing and open new avenues for creative success.

Company Status: Active

Founding Year: 2019

Headquarters: Mumbai, India

Industry: Publishing, Media, and Entertainment.

Business Model

B2C, Two-sided, Product & Service

• Clients: Aspiring and established writers seeking a free and accessible platform to publish and distribute their books. Readers actively searching for a diverse range of content from independent authors.
• Suppliers: Film and television studios, as well as independent producers, seeking promising story concepts for screen adaptation.

It’s Like: Medium but with a Direct Path to Screen Adaptation

Pencil offers a similar platform for writers to publish their work and engage with readers as Medium. Both platforms provide tools for writing, publishing, and connecting with an audience. However, Pencil differentiates itself by:

• Direct Pitch to Studios: Pencil offers a unique “Pitch to Studios” marketplace, enabling authors to present their stories directly to film and television producers for potential adaptation—a feature not found on Medium.
• AI-Powered Evaluation: The “Pencil Score” leverages AI to evaluate the screen adaptation potential of stories, providing authors with valuable feedback and insights, setting it apart from Medium’s focus on written content.
• Incubation and Acceleration: Pencil’s “incubated & accelerated publishing module” provides a structured path for authors to refine their work, gain readership, and potentially have their stories adapted, offering a more comprehensive approach than Medium’s publishing model.

Barriers to Traditional Publishing

• Barriers to Traditional Publishing: Aspiring authors often face significant hurdles in getting their work published through traditional publishing houses, a process that can be lengthy and highly selective.
• Limited Distribution and Reach: Independent authors often struggle to reach a wide audience for their work, limiting their potential readership and impact.
• Lack of Community and Support: Writing can be a solitary endeavor, and many authors lack a supportive community to share their work, receive feedback, and connect with fellow writers.
• Financial Barriers to Entry: Traditional publishing often requires authors to invest significant financial resources in editing, printing, and marketing, creating a barrier for many aspiring writers.

Solutions Offered by Pencil

• Free and Accessible Publishing: Pencil offers a free online platform that enables writers to create, publish, and distribute their books in both digital (eBooks) and physical (paperback) formats, thereby removing financial barriers and democratizing access to publishing.
• Global Distribution Network: Pencil facilitates the distribution of authors’ works through major online retailers like Amazon, Flipkart, and Barnes & Noble, expanding their reach to a global audience.
• Community Building: The platform fosters a sense of community through “The Pencil Clan”, connecting writers with readers and creating opportunities for interaction and engagement.
• Tools and Resources for Authors: Pencil offers a suite of tools and resources, including writing assistance, cover design, pricing guidance, marketing support, and real-time analytics, empowering authors throughout their publishing journey.
• Direct Path to Screen Adaptation: The “Pitch to Studios” marketplace connects authors directly with film and television producers, opening up new avenues for their creative work.

Founding Story

When and How: Pencil was founded in 2019 by Swarup Nanda. It was launched under One Point Six Technologies Pvt Ltd (Leadstart Publishing), which was established in 2010.

Problem and Founder Experience: Swarup Nanda, with his prior experience leading a book publishing company (Leadstart Publishing), recognized a growing disconnect between content creators and their audiences. He saw the challenges authors faced in traditional publishing and the limitations in connecting with readers.

Past Experience: Swarup Nanda’s experience with Leadstart Publishing provided him with firsthand knowledge of the publishing industry, its challenges, and the opportunities for disruption.

Why Start: The founders were driven by the desire to democratize the creative process and empower writers by providing them with an accessible and comprehensive platform to publish their work and connect with readers globally.

Team and Solution: The earliest team member apart from the founders is Preeti Grover Chib. She has been the company’s Vice President of Product Marketing since its inception. They decided to create a free online platform that offered a suite of tools for writing, publishing, and distribution, along with community features to foster engagement.

Challenges: The initial challenge was attracting authors and building a critical mass of content on the platform. Operating in a competitive market with established players also posed a challenge.

First Results: The platform reportedly attracted thousands of writers within just a few weeks of launching.

Continued Growth: Pencil continued to grow by expanding its features, launching a dedicated reader application, and introducing the “Pitch to Studios” marketplace to connect authors with the entertainment industry. They also focused on technological improvements, including migrating to Google Cloud for scalability.

Innovation and Technology: Pencil’s use of technology was central to its success. The platform’s free and user-friendly tools for writing, publishing, and distribution made it accessible to a wide range of authors. The development of the reader application expanded its reach to a broader audience. The integration of AI for features like the “Pencil Score” further enhanced its offerings and differentiated it in the market.

Key Growth Milestones

• 2010: One Point Six Technologies Pvt Ltd, the parent company of Pencil, is incorporated.
• 2019: Pencil, the self-publishing platform, is officially launched.
• 2021: Pencil raises funding in a pre-Series A round, attracting investors like SOSV, Mumbai Angels, and Inflection Point Ventures.
• 2025: Pencil migrates its infrastructure to Google Cloud, resulting in a fivefold increase in website traffic. The brand continues to expand its platform, focusing on its reader application and integrating AI-powered features.

Market & Competition

Target Market

Writers:

• Pencil targets both aspiring and established writers seeking a free and accessible platform to publish and distribute their literary works. This includes authors who desire a high degree of control over their publishing process and the rights to their creations.
• Pencil reported having over 6,000 authors on its platform as of early 2025.
• The platform appeals to authors who are eager to receive valuable feedback and detailed analytics on how readers engage with their work, allowing them to refine their writing.
• A specific segment includes writers who harbor aspirations of having their stories adapted for the screen, as Pencil offers a direct pathway to pitch their concepts to film and television studios.

Readers:

• Pencil targets readers actively searching for a diverse range of content from independent authors, providing them with a platform to discover new stories and engage with writers.
• The app has been downloaded over 10,000 times according to Google Play Store data. This suggests a minimum reader base of over 10,000 users, though the active reader count might differ.

Film and Television Studios/Producers:

• Pencil’s “Pitch to Studios” marketplace targets film and television studios, as well as independent producers. These entities represent a crucial, though indirectly measured, part of Pencil’s value proposition to authors.

Market Growth:

• The digital publishing market was valued at $2.93 billion in 2025 and is projected to reach $4.39 billion by 2030, with a CAGR of 8.41%.
• The online self-publishing service market in particular was valued at $12.4 billion in 2024 and projected to reach $25.6 billion by 2033, with a CAGR of 8.9% from 2026.

Potential New Markets:

• Pencil’s focus on integrating AI indicates potential expansion into markets related to AI-assisted writing, translation, and content enhancement.
• The platform’s community features and reader engagement tools could also facilitate expansion into more niche literary communities or interest-based reading groups.

Growth Trends for Potential Markets:

• The AI in writing market is rapidly growing, with a projected value of $47.1 billion by 2034, indicating significant potential for Pencil’s AI-driven features.
• Niche literary communities are on the rise, driven by the increasing demand for personalized content and specialized reading experiences.

Competitor Landscape

Pencil operates within a highly competitive self-publishing market, facing competition from both established players and emerging platforms. Key rivals include:

• Amazon Kindle Direct Publishing (KDP): A dominant force in self-publishing, integrated with Amazon’s vast ecosystem.
• IngramSpark: Strong focus on publishing and distribution services, particularly for print books.
• Draft2Digital: An aggregator and distributor of eBooks to various retailers.
• Pratilipi: An Indian online self-publishing and audiobook platform with a focus on vernacular languages.
• Lulu: A well-established self-publishing platform for indie authors.
• Juggernaut: An Indian mobile-first publishing platform.
• Wattpad: A platform known for user-generated fiction.

Marketing & Sales

Main Positioning Values: Time and Access

Website & Socials

Website: thepencilapp.com

According to SimilarWeb, the website receives about 15,586 monthly visits. Most of its traffic comes from organic search, followed by direct visits and smaller contributions from social networks and referrals. Traffic from ads is minimal. The largest percentage of users comes from India at around 47%, followed by the United States at about 43%, with the remainder split among other countries. Although the site attracts some visitors through social media, the overall share remains modest.

Media Coverage

• India Entrepreneur: Published an article on Pencil’s pre-Series A funding round.
• Mumbai Live: Did a feature story about Pencil’s disruption of the book publishing industry.
• IPVentures: Highlighted Pencil’s innovative book publishing and distribution channels.
• Booked For Life: Published a detailed article on how to publish using the Pencil platform.

Marketing Strategies

• Freemium Model: Pencil’s core offering, the self-publishing platform, is available for free, attracting writers seeking an accessible entry point. This is a key strategy for customer acquisition.
• Global Reach: Pencil targets a global audience of both aspiring and established writers. It also targets readers interested in diverse content.
• Community Building: “The Pencil Clan” fosters interaction among authors and readers, encouraging organic growth through word-of-mouth and network effects.
• Content Marketing: Pencil’s blog and “Pencil Masterclass” provide valuable resources on writing, publishing, and marketing, attracting writers and establishing the platform as a helpful resource.
• App Distribution: The Pencil Reader App, available in app stores, serves as a direct acquisition channel for readers.
• Social Media Marketing: Pencil maintains an active presence on Facebook, Twitter, Instagram, and LinkedIn to engage with the writing and reading community, announce updates, and promote success stories.
• Strategic Distribution: Distribution of published books through major online retailers like Amazon, Flipkart, and Barnes & Noble expands the reach of authors’ work and can lead to organic discovery of the Pencil platform by readers.
• Testimonials and Social Proof: Pencil leverages testimonials from authors on its website to build credibility and showcase positive experiences.
• “Pencil Select” Program: This invite-only initiative curates creators and content based on popularity and expertise, highlighting high-quality content and influential creators within the Pencil community.
• Targeted Demographic: The target audience primarily consists of writers and readers. The platform advises parental guidance for users under 16, suggesting a broad age range but with a focus on adults.
• Data-Driven Insights: Pencil provides authors with real-time reader analytics, empowering them to make data-driven improvements to their work and potentially increasing author satisfaction and retention.

Product & Innovation

Free Publishing with Omni-Channel Distribution

Pencil distinguishes itself by being the “world’s first free publishing platform”  that offers authors distribution across various channels, making publishing accessible and maximizing potential reach. The platform allows authors to publish their work without upfront costs, making it accessible to all writers, and then ensures that the published books are available on multiple sales channels or retail platforms like Amazon, Flipkart, Barnes & Noble, and Google Play Books, among others. This Omni-Channel Distribution means the book is available simultaneously in various stores and formats, maximizing reach and sales opportunities.

“Pitch to Studios” Marketplace

Pencil’s dedicated marketplace for pitching stories directly to film and television studios is a unique feature that sets it apart from traditional self-publishing platforms, opening doors to new opportunities for authors.

AI-Powered “Pencil Score” for Screen Adaptation

The platform’s AI-driven evaluation system analyzes stories for their screen adaptation potential, providing authors with data-backed insights and feedback to enhance their chances of success. This is equally valuable to producers who are seeking quality stories for their next big project.

Real-Time Reader Analytics

The Critic platform serves as a feedback and engagement interface where readers, critics, and reviewers can interact with the published content. It gathers valuable insights such as reader reviews, ratings, and engagement analytics, which feed back to the authors to inform their content revisions and marketing strategies. This feedback loop transforms the traditional publishing model by providing authors with real-time data on reader engagement, enabling data-driven improvements to their work and a deeper understanding of their audience.

Incubated & Accelerated Publishing Module

Pencil positions itself as the world’s first incubated and accelerated publishing platform, combining entrepreneurial principles from startup incubators and accelerators into the publishing journey. This module works in three key stages:

• Publishing: Enables free creation, publishing, and wide distribution of books with features like ISBN generation and conversion to EPUB/POD formats, emphasizing high royalty shares.
• Incubation: Provides authors with detailed analytics on reader engagement, such as demographics, reading patterns, and drop-off points, to understand their audience better.
• Acceleration: Allows authors to dynamically edit their published content based on analytics and reader feedback through features like “Request New Version,” enabling continuous improvement and increased sales potential.

These steps provide a structured path for broader distribution, screen adaptation consideration, and overall success.

Financials & Metrics

Revenue Sources

• Premium Services: Pencil offers premium services such as professional editing, design assistance, and marketing support for authors seeking additional assistance.
• Book Publishing: Writers can choose from four subscription plans (Essential, Plus, Elite, and Pro). Each plan provides different levels of access to publishing tools and services, with the Pro plan offering the most comprehensive features, covering all aspects of book publishing.
• Pitching for Screen Adaptations: Writers who want to pitch their books to producers must register under either the Classic or Premium plan. The Classic plan provides the basic access needed to submit a pitch, while the Premium plan offers added benefits such as enhanced visibility, priority consideration, and access to broader pitching opportunities.
• Potential Revenue Streams: The “Pitch to Studios” feature could generate revenue through commission fees on successful adaptations or partnerships with studios.

Metrics

• Annual Revenue: According to Tracxn, Pencil’s estimated annual revenue was ₹1.51Cr, approximately $181,200 as of March 2024.
• Funding and Investments: Pencil has raised $1 million in pre-Series A funding, with participation from investors like SOSV, Inflection Point Ventures, and Artesian.
• Employee Count: Pencil’s employee count is estimated between 51 – 200.

Structure & Culture

Management

Pencil’s top management includes:

• Swarup Nanda, Founder and CEO.
• Preeti Grover Chib, Vice President, Product Marketing.
• Dean Wilfred Menezes, Board Member.
• Monica Mehta, Board Member.

Values

• Pencil’s “About Us” section highlights its core values as democracy, transparency, and flexibility. The company emphasizes a unique work environment that avoids excessive processes and policies, believing that shared values empower team members to achieve great things. This indicates a culture of trust, autonomy, and collaboration.

Impact & Success

Customer Feedback

• App Store Reviews: The Pencil Reader App has a rating of 4.3 out of 5 stars based on 11 ratings on the Apple App Store. Rohit_walia comments, “A good app to expand your knowledge. Pencil gives you short summaries of the key points in a large number of Non-Fiction books ranging through categories from sciences, psychology, business, personal wellness, and many more. It’s a very intuitive way to expand your knowledge and make good learning habits without taking hours of your time.”
• Reviews on Quora are mainly negative, with users referring to the platform as a fraudulent venture.

Growth & Future

Challenges and Risks

• Competition: Pencil operates in a highly competitive self-publishing market with established players and emerging platforms. Attracting and retaining both authors and readers in this landscape is an ongoing challenge.
• Content Quality: Maintaining a consistent level of high-quality content on a platform with a free basic publishing model can be challenging.
• Monetization: Balancing the provision of free services with the need to generate revenue for sustainability is crucial.

Future Plans

• Reader App Expansion: Pencil aims to further develop and enhance its reader application, focusing on improving reading habits and content discovery.
• AI Integration: Pencil plans to incorporate generative AI solutions for features like audio generation, translation, proofreading, and enhanced content recommendations.

Key Takeaways for Entrepreneurs

• Embrace the Power of Free: Don’t be afraid to offer your core product for free, like Pencil does with its publishing platform. Freemium models can be powerful for attracting users and building a critical mass, especially in crowded markets.
• Turn Users into a Community: Foster a sense of belonging among your users. Pencil’s “Pencil Clan” and community-building features demonstrate the value of connecting users with shared interests. This can lead to organic growth, valuable feedback, and increased user engagement.
• Think Beyond Your Core Product: Pencil isn’t just about publishing; it’s building an ecosystem. Consider how you can expand your offerings to solve related user needs. Pencil’s integration of a reading library and community features shows how to create a more holistic and engaging user experience.
• Leverage Existing Networks: Distribute your product strategically. Pencil’s presence on major online retailers and app stores expands its reach. Think about where your target audience already gathers and find ways to integrate your product into those ecosystems.
• Data is Your Friend: Use data to understand your users and improve your product. Pencil’s real-time analytics empower authors to make informed decisions. By tracking key metrics and gathering user feedback, you can iterate and refine your offerings to better meet user needs.
• Don’t Underestimate the Power of Content: Content marketing can be a powerful tool for attracting and engaging your target audience. Pencil’s blog and masterclasses establish its expertise and provide value to writers. Consider how you can create valuable content that resonates with your users’ interests and challenges.