The assignment is administered by the Punjab Cultural Project (PCP), in collaboration with ISB Mohali and NICEorg. They are helping small, lifestyle-pushed companies to enlarge, earn extra, and get right of entry to large markets.
Punjab is renowned for its vibrant phulkari, hand-stitched juttis, folk songs, delicious cuisine, and celebratory fairs. Yet, maximum artisans and small industries are locating it difficult to live to tell the tale. Usually, they do not have access to finances, new generation, or modern-day advertising.
A Launch Full of Punjabi Energy
The release ceremony resembled a mini Punjabi mela. There have been dhol beats, road food stalls, and colourful-clad people. Guests had makki di roti, gur, lassi, or even selfmade pickles. Events of folk tune and dance have been the centre of appeal.
Over two hundred marketers, artists, and network leaders gathered. They all are running toward a single motive-to broaden their businesses at the same time as proudly taking Punjab's tradition forward.
Who Can Apply to the Program?
The Culture Catalyst accepts small organizations from Punjab and surrounding regions. The application seeks folks that:
Produce or offer products or services based totally on Punjabi culture
Operate agencies which includes handmade crafts, local cuisine, style, domestic decor, or tourism
Have had a business for not less than one year
Desire to make bigger but require assistance with branding, advertising, and finance
It's best for phulkari weavers, jutti makers, village homestay owners, home chefs, and folks musicians alike.
What Assistance Will They Receive?
The shortlisted brands will receive six months of complete help. The initiative gives:
Training for businesses through workshops and training
Guidance by seasoned mentors
Seed cash of 1 lakh
Marketing, packaging, and storytelling help
An possibility to pitch their enterprise to buyers
Growth assistance to scale up their enterprise in India and across the world
All the schooling can be accomplished on line, with three face-to-face meet-united states of america ISB Mohali.
Why Now?
Punjab's way of life is enjoyed globally whether or not its music or food. But sadly, the unique artists and small organizations don't usually get the rewards. And the goal of this system is to change this convention.
"Punjabis love Punjabi track, apparel, and delicacies. But the artisans and small shopkeepers don't always get a number of money. We desire to rectify this by using making what they do into a hit businesses," added Chitra Iyer, some other co-founding father of PCP.
The spirit of Punjab lies in its villages, tune, fairs, and festivals. This initiative urges organizations to hold the ones roots sturdy. Entrepreneurs can be brought about:
Apply Punjabi styles, language, and historical past of their products
Identify eco-friendly, hand-crafted, and proper products
Relate the genuine stories in the back of their products
Generate employment opportunities in nearby villages and small towns
For example, a jutti craftsman can marketplace their footwear as home made with a circle of relatives heritage. A home chef can marketplace pickles or laddoos with village memories. A homestay operator can lure vacationers via supplying authentic Punjabi meals and people experiences.
Voices of Hope
A young businesswoman from Patiala, Nimrat, wants to be part of it. She designs hand-embroidered dupattas with phulkari motifs. "I want the world past Punjab is aware of our paintings and knows our tradition. But I am unable to promote it. This application can assist," she said.
In the same manner, Balbir of Jalandhar has a small pickle commercial enterprise. "We use my grandmother's recipes. People love the flavor, however I need higher packaging and a much broader market. Maybe this will be my chance," he smiled.
The Culture Catalyst isn't always merely approximately profiting. It's about cultivating pride, keeping heritage, and developing employment. It's about proclaiming to the arena that Punjab is extra than music and delicacies — it's also approximately skilled arms, tough exertions, and ingenuity.
The organizers hope this model could be capable of create actual trade, specially in rural areas. With proper business acumen and funding, more people can remain in Punjab, earn a very good earnings, and switch their cultural expertise to the next era.
Looking Ahead
The initial batch of selected companies may be announced in July. They will begin their training manner shortly afterwards.
If this software succeeds, it may be replicated in other projects throughout India. The different states can also make their subculture into livelihoods and satisfaction.
Pride as a Product and Culture as a Business
The life-style of Punjab is colorful — complete of colours, song, flavors, and love for the network. With the Culture Catalyst now, that lifestyle can be transformed into a hit brands by means of small organizations.
The technique of the initiative is huge. It isn't always pretty much selling stuff. It is set promoting testimonies, maintaining traditions, and introducing the sector to the proper, proud, and revolutionary face of Punjab.
It is a concrete step to make artisans, marketers, and dreamers shine . Punjab's subculture has usually been wealthy. Now it can additionally grow to be every body’s enterprise. It is a large step now not simply to preserve but additionally to sell punjabi culture.
