In a boost to the art sector the 10th Serendipity Arts Festival, 2026, December 12-21, resulted in the launch of the BRIJ Incubator that will support early-stage cultural, craft-based, and creative ventures in India. Serendipity Arts, founder patron Sunil Kant Munjal, in the presence of Vivek Aggarwal, secretary, ministry of culture, launched the incubator.
The incubator supports early-stage founders, artisans, and cultural practitioners who are building sustainable, future-oriented enterprises rooted in heritage, material innovation, and community-led practices. Its first cohort of incubatees includes startups such as Ekatra, Golden Feathers, and Karghewale.
“The idea behind the incubator came from a simple realization. India has an extraordinary depth of cultural knowledge and craft practice, but there are very few clear, structured pathways for these ideas to grow into sustainable, future-facing enterprises. The BRIJ Incubator is our way of bridging that gap- bringing tradition and entrepreneurship together in a way that is thoughtful, responsible, and rooted in community. Launching it at the festival felt appropriate, because festivals are where ideas get tested, conversations spark, and new ecosystems begin. This is not about quick outcomes. It is about building long-term value for artisans, founders, and for India’s cultural economy as a whole,” said Munjal.
The incubator aims to bring arts within India’s startup and innovation ecosystem thereby creating structured pathways for cultural entrepreneurship and long-term sectoral growth.
BRIJ Incubator, spokesperson and Hero Enterprise president investment office, Mohit Dhawan, added, “The incubator has grown from many years of listening to founders, artisans, and innovators who are doing remarkable work but often without the structured support that allows an idea to mature into an enterprise. Our goal is to create pathways for cultural ventures to evolve responsibly, while staying true to their art. Serendipity, in its milestone year, felt like the right place to begin this journey because it brings together people who are genuinely invested in the future of India’s creative economy.”
The incubator is spread across an 8-acre land parcel in Delhi. It will be a cultural center that will host multiple artistic projects and expressions, based on the principles of innovation, sustainability, accessibility, and inclusion. The centre is currently under construction, and will have a museum, an academy & workshop, a gallery, library, a Stepwell Gallery, an arena, theatre and Black Box, and much more. The facility will also house a crafts centre and an artisanal village, where dying and fringe art and craft forms will be brought back to life, through research, practice, and incubation. The entire campus has been designed in a way to be 100 percent accessible to the differently abled.
