Theory of Change - Pillars of our work
Creative Hubs and Centres of Excellence:
We design and support a network of creative hubs and centres of excellence, co-located with colleges, incubators, and urban regeneration projects. These hubs provide studios, labs, mentoring, and market linkages to creators, helping them develop export-ready products, content, and brands. The focus of these hubs it to support product development and enable a thriving community of creative entrepreneurs, unlocking and preserving Indian Cultural Heritage.
Market Access and Global Linkages
We connect Indian creators and enterprises with global buyers, platforms, and audiences. This includes support for export readiness, participation in international showcases, digital distribution partnerships, and building “Brand India” hubs in key cultural and commercial markets. We focus on ‘consumer led’ product and service development- to ensure, that the products developed are market ready. We also enable B2B business building for products and services.
Policy, PPP’s and Eco-system Design
We collaborate with governments and private sector partners to co-create policies, public–private partnerships, and enabling schemes for the creative economy. Our work focuses on integrating existing initiatives, simplifying access, and leveraging private distribution networks to scale Indian creative supply.
Capacity Building and Talent Development
We run and curate programs that build skills across content creation, IP development, post-production, product design, branding, and export management. By partnering with leading institutes and industry experts, we help creators and entrepreneurs meet global standards and opportunities.
Research, storytelling and Soft Power
We commission and curate research, playbooks, and narratives that showcase India’s creative strengths and global potential. Through strategic storytelling, collaborations with media and platforms, and cross-domain cultural projects, we work to strengthen India’s cultural brand and soft power worldwide. We enable capacity building in heritage documentation and preservation and also translating the learnings to the modern world.