Amit Ratan. Ten years building for India's teachers.

It started in 2016 in Allahabad, now Prayagraj. I was a student of G.N. Singh, a Polity teacher and an outstanding educator. He had the teaching. He did not have the reach, and he could not fix that on his own.

Big coaching institutes had advertising budgets large enough to reach every student in the city, while their faculty was often ordinary. The individual teacher next door could deliver the same result for a fraction of the fee, but almost nobody knew he existed. The difference was never teaching. It was reach. Referral and word of mouth were his entire marketing.

It was not a G.N. Singh problem. It was every good teacher's problem in India, and nobody was building the fix.

— The 2016 observation

In 2018 I founded the first AllCoaching. It was tiny: a two-page website, a directory of Prayagraj's coaching institutes. Each institute got a clean page with its address, phone number, batch timings and a YouTube demo class, and teachers could update it themselves.

My friend Mangal Yadav and I went to work, institute by institute. Within months we had listed more than 90% of Allahabad's coaching institutes, and educators started receiving leads from students who had found them online.

For the first time, the missing discovery layer existed, in a simple form. It worked.

Then the developer I had hired stopped working on it. I could not write code. Nobody else could fix it. The site fell apart, and the first AllCoaching ended in 2018 itself, along with every listing Mangal and I had collected.

That failure taught me the most important lesson of my working life: if a teacher's business depends on someone else's developer, it can disappear overnight. It is the reason AllCoaching today is built so an educator never needs one.

AllCoaching v1 ended not because the idea was wrong, but because it depended on one developer to stay alive.

— Amit Ratan

I did not stop. From 2019 I worked directly with individual educators: running their ads, building landing pages, helping them turn enquiries into enrolments. Every one of them taught me the same thing. Their teaching was never the bottleneck. Owning a place online where students could find them, trust them and pay them was.

When COVID sent every class online, I watched good teachers stitch together WhatsApp groups, Google Drive folders, Zoom links and Excel sheets, or pay an agency for an app they could not change. They were online, but they did not own anything.

In 2021 I gave everything I had to building AllCoaching properly. I failed hundreds of times. Each prototype taught me something the next had to fix. I did not want to release one more "okay" platform into a market already full of them.

One rule held through every version: an educator must be able to build, brand and run their whole academy alone, in a few clicks, without a developer. Everything that broke in 2018 had to be impossible in 2026.

Today AllCoaching works like Shopify, for coaching. An educator signs up, chooses a plan, uploads a course, connects their own domain and starts selling. Payments, student access, their own app and hosting run on their own. The academy carries the educator's name, logo and colours, not ours.

G.N. Singh did not need a marketing team. He needed a place of his own on the internet that worked without him being a technician. Every teacher like him deserves the same.

That is what I have spent the last ten years working on.
That is what AllCoaching is for.