Aditya Birla Fashion partners with Niceorg to empower cultural entrepreneurs

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

Through this initiative, ABFRL and NICE will identify cultural enterprises with focus on rare diminishing crafts across the fashion and home décor sectors.

The selected entrepreneurs will be provided training in marketing, design, supply chain, finance, and entrepreneurship.

Commenting on the initiative, Dr. Naresh Tyagi, chief sustainability officer at ABFRL in a statement said, “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.”

Kanchana KV, CEO of NICEorg added, “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.”

Applications for the program are open on the ABFRL and Niceorg website.