Aditya Birla Fashion and Retail Ltd. (ABFRL), has announced a strategic collaboration with the Network of Indian Cultural Enterprises (NICEorg) to empower India’s cultural entrepreneurs and revive rare crafts through a national accelerator program.

This initiative is designed to identify and mentor promising cultural enterprises across the fashion and home decor sectors. Focused on rare and diminishing crafts, the program will provide selected entrepreneurs with deep-dive mentorship from ABFRL’s experts in marketing, design, supply chain, finance, and entrepreneurship, while also facilitating exposure to potential brand partnerships within ABFRL’s portfolio.

“At ABFRL, we believe that true progress lies in inclusive growth - where the past, present, and future come together,” said Dr. Naresh Tyagi, Chief Sustainability Officer, ABFRL. “This collaboration with NICEorg is more than just a program; it is a movement to celebrate India’s rich craft heritage by building sustainable business models around it. Through this initiative, we aim to scale up artisan-led products & brands, strengthen rural livelihoods, and integrate timeless skills into contemporary fashion.” he added.

“At NICEorg, our mission is to build a strong foundation for cultural entrepreneurship in India. This partnership with ABFRL Jan Kalyan Trust is a significant step toward that vision. By combining ABFRL’s deep-rooted industry expertise and market access with our experience in supporting cultural brands, we aim to create meaningful opportunities for craft entrepreneurs to scale sustainably, preserve heritage skills, and drive social impact through enterprise," says Kanchana KV – CEO, NICEorg.

Through this partnership, ABFRL will further its commitment to nurturing artisan-led enterprises and integrating India’s rich craft traditions into contemporary fashion and home decor. As a leader in fashion and sustainability, ABFRL aims to create scalable, impact-driven business models that celebrate heritage while driving future growth. NICEorg will support the program by providing access to its cultural entrepreneur community and knowledge resources.

Applications for the program will open in April 2025 via www.abfrl.com & www.niceorg.in. Cultural enterprises working with heritage crafts are encouraged to apply and join this unique journey of impact-driven entrepreneurship.