THE BRIJ Incubator Foundry Launches Long-Term Platform for Cultural Entrepreneurship in India  

THE BRIJ Incubator Foundry Launches Long-Term Platform for Cultural Entrepreneurship in India

~ Inaugural cohort brings together ten ventures, marking the first chapter of a multi-year initiative to  support and incubate cultural startups across India

Panaji, July 2026 – India’s cultural and creative economy is home to a growing generation of entrepreneurs building ventures rooted in craft, cultural knowledge, design, technology and community-led innovation. To address the lack of dedicated incubation, mentorship and funding for these founders, THE BRIJ Incubator and Serendipity Arts, supported by the French Embassy in India through the Fonds Équipe France (FEF) grant, have launched THE BRIJ Incubator Foundry for Cultural Startups, a long-term initiative designed to help early-stage creative ventures build resilient, scalable businesses while remaining rooted in culture.

The initiative began with a five-day residential programme in Goa, bringing together ten early-stage ventures selected from across India. The inaugural cohort includes House of Thinai (Chennai), Milimeter (Noida), The Mango House (Goa), Pusaaka Ventures (Ahmedabad), It’s All Folk (Arunachal Pradesh), Shoppism (Vadodara), Desi Art Mag (Delhi), Culture Lab (Bengaluru), CraftED (Ladakh) and Unity Trails (Bharuch). Notably, 80 per cent of the selected ventures are women-led.

Over five days in Goa, the founders participated in an intensive residential programme combining mentorship, peer learning and strategic business development. Designed as a collaborative working lab, the Foundry helped participants strengthen their ventures through sessions on market positioning, business models, customer engagement and long-term growth while staying rooted in cultural values.

over the next three years, THE BRIJ Incubator Foundry aims to support 100 early-stage cultural ventures through incubation, mentorship, strategic partnerships and access to funding opportunities.

Speaking on the initiative, Sunil Kant Munjal, Founder & Patron, Serendipity Arts and Chairman, THE BRIJ, said, “India’s cultural and creative sectors are home to extraordinary entrepreneurial talent. Across the country, founders are building enterprises rooted in craft traditions, cultural knowledge and creative innovation, generating livelihoods while strengthening communities. Yet many still lack access to the support systems available to conventional startups. The BRIJ Incubator Foundry was created to bridge that gap. The diversity and ambition of this inaugural cohort reaffirm our belief that cultural entrepreneurship will play a vital role in shaping India’s future creative economy.”

The initiative reflects a broader commitment to strengthening cultural entrepreneurship through international collaboration. Grégor Trumel, Counsellor for Cooperation and Culture and Director of the French Institute in India, said, “France is proud to support initiatives that empower entrepreneurs across the Cultural and Creative Industries. The inaugural cohort of THE BRIJ Incubator Foundry reflects the diversity and innovation of India’s creative economy. By providing founders with mentorship, networks and entrepreneurial tools, the programme is helping build sustainable cultural enterprises while strengthening collaboration between France and India.”

Throughout the programme, founders engaged with industry experts including Ayush Kasliwal (AKFD Studio), Manish Saksena (Aadyam Handwoven), Rajeev Lunkad (Direct Create), Payal Nath (Kadam Haat), Roma Narsinghani (Future Collective), Surucchi Khubchandani (Third Soil), Rachna Chandrashekhar (Upaya Social Ventures), Prakash Sharma and Reshma Tonse (1001 Stories), and D.S. Prashant (Startup & IT Promotion Cell, Goa), gaining practical insights into building sustainable creative businesses.

Emphasising the importance of long-term support for creative entrepreneurs, Shefali Munjal, Co-Founder & Patron, Serendipity Arts, said, “Creative talent flourishes when it is supported by the right ecosystem. This diverse cohort, spanning artisan-led businesses, publishing, cultural tourism and technology-driven ventures, had the opportunity to learn from one another and build relationships that we hope will extend well beyond the programme.”

Following the residential programme, select ventures will continue with THE BRIJ Incubator, receiving extended incubation, strategic mentorship, ecosystem partnerships, investment opportunities and market access, marking the beginning of a long-term effort to strengthen India’s cultural entrepreneurship ecosystem.

Photo caption  1: Abhishek Singh from Atal Incubation Centre, Goa Institute of Management (AIC-GIM) conducts a session during the inaugural Foundry Bootcamp organised by Serendipity Arts Foundation in partnership with THE BRIJ Incubator and supported by the French Institute in India.

Photo caption 2: Incubatees attending the inaugural Foundry Bootcamp organised by Serendipity Arts Foundation in partnership with THE BRIJ Incubator and supported by the French Institute in India.