ABFRL to revive India’s rare arts in partnership with Nicorg

Aditya Birla Fashion and Retail (ABFRL) has partnered with the national accelerator program, Network of Indian Cultural Enterprises (Niceorg) to empower India’s cultural entrepreneurs and revive rare arts.

This partnership aims to identify entrepreneurs engaged in rare diminishing crafts across the fashion and home décor sectors and train them in marketing, design, supply chain, finance and entrepreneurship.

The program celebrates India’s crafts tradition by building sustainable business models around it, says Dr Naresh Tyagi, Chief Sustainability Officer, ABFRL.  It aims to expand the scope for artisan-led products and brands and upgrade contemporary fashion by integrating timeless skills into the sector.

Kanchana KV, CEO, Niceorg adds, the merger of ABFRL’s deep-rooted industry expertise and market access with Niceorg’s support of cultural brands helps create meaningful opportunities for craft entrepreneurs to not only expand sustainably but also preserve heritage skills, and drive social impact.