The BRIJ Incubator was officially unveiled this evening by Sunil Kant Munjal in the presence of Vivek Aggarwal, Secretary, Ministry of Culture, Government of India at The Stage, Art Park during the 10th edition of the Serendipity Arts Festival, introducing a new platform dedicated to supporting early-stage cultural, craft-based, and creative ventures in India. The launch marks the Incubator’s first public appearance and sets the tone for a week of programming across making, entrepreneurship, and cultural innovation at the festival.
Designed as an initiative that bridges traditional knowledge systems with contemporary entrepreneurial thinking, The BRIJ Incubator supports early-stage founders, artisans, and cultural practitioners who are building sustainable, future-oriented enterprises rooted in heritage, material innovation, and community-led practices. Its debut at Serendipity offers audiences and industry stakeholders an early look into the Incubator’s mission and the first cohort of incubatees – Ekatra, Golden Feathers, and Karghewale.
Speaking about The BRIJ Incubator, Munjal, Founder Patron of Serendipity Arts and The BRIJ, expressed: “The idea behind the BRIJ Incubator came from a simple realisation: India has an extraordinary depth of cultural knowledge and craft practice, but there are very few clear, structured pathways for these ideas to grow into sustainable, future-facing enterprises. The Incubator is our way of bridging that gap—bringing tradition and entrepreneurship together in a way that is thoughtful, responsible, and rooted in community.
Launching it at the Serendipity Arts Festival felt appropriate, because festivals are where ideas get tested, conversations spark, and new ecosystems begin. This is not about quick outcomes. It is about building long-term value—for artisans, founders, and for India’s cultural economy as a whole.”
At the inauguration, Vivek Aggarwal acknowledged the festival’s evolving role in strengthening India’s cultural infrastructure, highlighting how platforms such as Serendipity are increasingly engaging with initiatives like The BRIJ Incubator to bridge the arts with India’s startup and innovation ecosystem, thereby creating structured pathways for cultural entrepreneurship and long-term sectoral growth.
Adding to that, Mohit Dhawan, spokesperson for The BRIJ Incubator and President Investment Office, Hero Enterprise shared: “This incubator has grown from many years of listening to founders, artisans, and innovators who are doing remarkable work but often without the structured support that allows an idea to mature into an enterprise. Our goal is to create thoughtful pathways for cultural ventures to evolve responsibly, while staying true to the communities and practices they come from. Serendipity, in its milestone year, felt like the right place to begin this journey because it brings together people who are genuinely invested in the future of India’s creative economy.”
The launch evening introduced the Incubator’s broader SAF 2025 programme, which includes:
● A flagship panel on 19 December titled Business Model Innovation and Funding Landscape in Arts & Crafts, featuring leaders from the Government of Goa, Catalyst AIC, Caspian Equity, HCL Foundation, and IFMR.
● Spark Idea: Pitch Opportunity, India’s first pitch platform dedicated to craft and culture-led startups, where six shortlisted ventures will present to a distinguished jury.
● Hands-on Maker’s Asylum workshops running daily through the festival, merging technology, creativity, and DIY culture.
● Craft Hub sessions led by incubatees Ekatra and Karghewale, offering participants an immersive experience of sustainable gifting, textile upcycling, and handloom weaving.
● Silent panels and making-led conversations exploring themes such as Jugaad vs. Maker Culture and the evolving relationship between humans, materials, and craft.
The BRIJ Incubator’s presence at Serendipity marks the beginning of a long-term plan to build a dedicated ecosystem for cultural entrepreneurship in India. Upcoming initiatives will be anchored at The BRIJ, a new cultural district currently under development in Delhi, envisioned as a space for interdisciplinary learning, making, research, and incubation.
