Play is serious business.
Bored kids are the most creative kids. No screen needed. Just space, time, and something worth playing with.
Screens can wait.
Childhood cannot.
We make toys that get kids away from screens and into their own wonderfully messy, loud, creative world. You know, the world they actually belong in.
Our Story
It started with a scroll.
Like many families, we noticed something become normal. Phones and tablets were everywhere. At restaurants, airports, homes, and gatherings, to hand over a phone and call it keeping kids busy has become the norm. We have all done it. No judgment.
Then one day, Anjana noticed her four-year-old granddaughter confidently scrolling a social media app content meant for adults.
When she shared what she had seen with her son, Sudeep, it provoked flashes of judgments for strangers keeping their kids busy with phones.
Around the same time, Shubham was preparing to become a father.
From different roles, but with the same concern, we found ourselves asking one question.
Were children growing up with screens simply because better alternatives were missing?
Those conversations became The Screen Free.
Don't get us wrong. We are not anti-technology. We simply believe childhood deserves more than doomscrolling.
Our mission is simple: to create screen-free products that encourage curiosity, confidence, and joyful learning.
The people behind it
We are three very different people with one very shared obsession.
Anjana has spent her whole life surrounded by children. Her own two. Then her grandchildren. Then the cousins, the neighbours' kids, the ones who just sort of wandered into her kitchen and never left.
Shubham and Sudeep have been best friends since high school. Shubham built manufacturing businesses, is a coffee guru & scientist, and a very new father to an eight-month-old boy who has, so far, zero interest in screens.
Sudeep pursued camera after studying engineering and ended up in Spain. He has watched children play in 27 different countries. The ones who play freely have something in their eyes that is very hard to describe and very easy to recognise.
We started The Screen Free because each of us, in our own way, had seen what childhood looks like when screens are not the default. And we wanted that for every Indian kid.
We are not anti-technology. We are just very pro-childhood.
Our Philosophy
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Three things we will never compromise on.
Simple toys. Big moments.
No Wi-Fi. No app. No distractions. Just a curious kid, maybe one enthusiastic parent, and a whole lot of fun.
No parent deserves guilt.
No guilt. No second guessing. You are not picking the screen-free option. You are picking the better one.
Just getting started
Follow us on Instagram to see what is upcoming
One toy was never going to be enough.
Right now, we have one product we are really, really proud of. And this is just the beginning.
Over the next few months, we are adding more products to the family. All built around the same idea: screen-free fun that actually teaches kids something, and that parents actually enjoy playing too.
Different ages, different skills, same promise.
Ready to give them something to remember?
Start with our bestseller. Watch what happens when you put it in front of a kid.
