Accelerator for Punjab's cultural brands launched

CHANDIGARH: Atal Incubation Centre of Indian School of Business (AIC-ISB), in collaboration with Punjab Cultural Project (PCP), a social organisation, and Network of Indian Cultural Enterprises (NICEorg), has launched an accelerator program, Culture Catalyst 2025-26, aimed at revitalising Punjab's cultural heritage.Ten cultural entrepreneurs will be selected from sectors like fashion, home decor, food and beverages, experiential tourism, and health and wellness. The six-month program will offer in-person immersions, virtual masterclasses, industry-specific deep dives, mentoring sessions, and access to investor-mentors. Participants will also receive a grant of Rs 1 lakh to support their businesses.The initiative aims to strengthen the cultural economy, with a particular focus on revitalising Punjab's cultural heritage as a key economic driver. Historically, Punjab's culture, including its art, heritage, craft, food, and ecology, played a significant role in the nation's economy. However, its commercial potential has diminished. The program seeks to address the challenges faced by cultural businesses in Punjab, such as scaling artisanal supply chains and balancing profit with purpose.