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  • Jigger Launches with a Shot of Joy: India’s First Ready-to-Serve Alcohol Built for Celebration

    Created by Anubhav Khanna and Jashan Pahwa and developed in small tasting rooms rather than boardrooms, Jigger’s Litchi Rose, Coffee Toffee and Meetha Paan shots are redefining what alcohol means to a new generation

    For generations, alcohol branding has revolved around heritage, burn, and endurance. It was about ageing, smoky aftertastes, complicated cocktails, and rituals that often demanded decoding. Jigger enters this space not to follow that path, but to rewrite it entirely. India now has a brand that reimagines alcohol not as a challenge to survive, but as an experience to enjoy.
    Jigger is positioning itself as the anti-alcohol, alcohol brand. Not because it opposes alcohol, but because it removes the typical barriers that often come with it. There is no harsh burn. No overpowering aftertaste. No outdated machismo. Instead, it introduces a flavour-first, experience-led approach to drinking that is joyful, inclusive, and rooted in Indian memories.

    Jigger Shots, the brand’s debut line, marks the arrival of India’s first ready-to-serve (RTS) shot format. The trio of initial flavours are storytelling in a bottle: Litchi Rose (First Crush), Coffee Toffee (Sneaky Treat), and Meetha Paan (Late Night). These aren’t just taste profiles; they are curated cultural references. Litchi Rose captures the thrill of first love. Coffee Toffee evokes birthday candies and caramel secrets. Meetha Paan recreates a nostalgic pause on long drives through India’s highways. Each one is triple-distilled, gluten-free, and made using pure Himalayan water.
    There is no need for chasers, no mixers required. These 60 ml double-serve shots and 750 ml celebration bottles are designed to be served straight, poured over ice, or passed around at a party. The goal is simplicity without sacrificing character. Jigger doesn’t just rethink what’s inside the bottle, it transforms how the bottle looks and feels.

    The packaging draws inspiration from Indian fashion and jewellery. Rich colours, gold accents, and intricate patterns make each bottle festive and photogenic. Where most alcohol brands aim for understatement, Jigger aims to celebrate. The design intention is clear: these bottles belong on dance floors, in reels, and in the hands of people who want to mark a moment.
    Jigger’s launch rollout is equally thoughtful. It begins in Himachal Pradesh and Uttarakhand, followed by Delhi, Haryana, and Goa. By mid to late 2025, availability will expand state by state. The pricing is deliberate. The 750 ml bottle ranges from INR 1,670 to INR 1,900 depending on state taxes, while the 60 ml double serve is priced around INR 200. This places Jigger in a sweet spot: premium yet accessible, festive but not fussy.

    The ambition behind the brand is larger than just one product. Jigger is envisioned as the foundation of an Indian ready-to-drink (RTD) and ready-to-serve (RTS) movement. A category that’s currently underdeveloped in India, but brimming with potential. Future plans include seasonal variants, new flavour collections, and collaborations with Indian artists, fashion designers, and musicians to deepen the brand’s cultural connect.
    At its heart, Jigger is built on emotion and experimentation. Founders Anubhav Khanna and Jashan Pahwa didn’t come from legacy distilleries. They started with a single idea: that Indian taste and storytelling deserve their own place at the global bar. Their journey began in modest tasting rooms where they mixed, tested, discarded and refined until they landed on the perfect balance of taste, design, and identity.

    “Jigger is India in a bottle,” says Anubhav Khanna, Co-Founder and CEO. It’s not just a drink. It’s our memories, our celebrations, our flavours. We built something that fits how we actually party and connect with friends. It should feel like a part of the moment, not a distraction from it.
    Unlike many imported brands that market western rituals to Indian consumers, Jigger creates something that feels familiar and fun from the first sip. Its storytelling-forward identity also makes it stand out in a category where much of the communication is still masculine, exclusive or overly serious. Jigger’s tone is deliberately vibrant, nostalgic and playful. It invites consumers to pick flavour over formality.

    The RTS format is especially significant in a country where mixers and elaborate glassware are not always accessible or desired. With Jigger, the drink is the moment. And the accessibility of that moment in taste, design and pricing is what makes the product special.
    The brand’s launch comes at a time when the Indian consumer is redefining their relationship with alcohol. Younger generations are more driven by discovery, aesthetic experience and connection. Jigger taps directly into that psyche. It doesn’t preach moderation or rebellion. It simply makes the experience easier, smoother and more Indian.
    Looking ahead, Jigger is not just releasing new flavours. It is setting the stage for a broader lifestyle ecosystem. Events, pop-ups, co-branded products and creative campaigns are all in the works. Everything is anchored in a core belief: alcohol can be rooted in tradition, rich in flavour, easy to enjoy and entirely Indian.
    As India steps into a new era of celebration, Jigger offers a bottle that pours memories, connects people and invites the country to drink not more, but better.
    Prittle Prattle News proudly presents this new-age narrative – featuring you virtuously.
    At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedIn, Instagram, and YouTube.

  • Daily Nutrition Reinvented as HRX and Country Delight Launch Mission Protein for Mass Access

    Targeting India’s 3-in-4 protein-deficient population, the campaign introduces clean-label dairy essentials with 2X protein content, delivered direct to home via Country Delight’s nationwide platform

    HRX, India’s leading fitness and lifestyle brand co-founded by Hrithik Roshan and Exceed Entertainment, has joined hands with Country Delight to launch Mission Protein, a national campaign aimed at tackling India’s widespread protein deficiency.
    According to national health data, three out of four Indians do not consume adequate protein. With this collaboration, HRX and Country Delight aim to address this challenge by offering high-protein, clean-label dairy products such as milk, paneer and curd, delivered directly to homes across India.

    Speaking about the initiative, Hrithik Roshan, Founder of HRX, said,
    “The foundation of fitness is in nourishment and Mission Protein is here to bridge the gap and ensure your daily protein intake is met with. Our partnership with Country Delight is to ensure your health needs are met, right in your homes.”
    Afsar Zaidi, Founder of HRX, added,
    “Mission Protein marks an exciting expansion of HRX’s purpose of making holistic wellness more accessible. With Country Delight’s reach and HRX’s fitness ethos, we are addressing a real, everyday need.”

    On behalf of Country Delight, Chakradhar Gade, Co-founder and CEO, said,
    “Country Delight is built with a single purpose to help India live better. With HRX, we are proud to launch Mission Protein India, making clean, natural protein a daily habit, not a luxury.”
    The newly launched high-protein milk delivers 30 grams of protein per 450 ml pack, meeting 50 percent of an adult’s daily requirement. Unlike many fortified products, it contains no added powders, emulsifiers or artificial ingredients, and uses advanced filtration technology to retain nutrients while reducing water content.

    As part of the campaign, the two brands have also released a video on Instagram that has already garnered over 11 million views, sparking conversations about protein awareness across fitness communities and households.
    Watch the video here: Instagram Reel
    Mission Protein also includes a larger line of natural high-protein foods, including dahi, paneer, bread, batter, eggs, and atta all accessible through the Country Delight app.
    Certified by ISO, USFDA and FSSC, Country Delight’s processing and quality systems ensure safety, purity and freshness. These products are positioned for a wide range of consumers including fitness-conscious individuals, children, working adults and families seeking natural nutrition.
    At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedIn, Instagram, and YouTube.

  • EV Uptake and SUV Demand Fuel Kia India’s Historic Sales Milestone in October 2025

    Sonet led the charge with 12,745 units. Carens Clavis and Seltos followed close behind, helping Kia India post a record 29,556 units in October 2025, its highest-ever sales month, supported by festive demand, SUV popularity and EV adoption.

    Kia India recorded its strongest monthly sales since entering the Indian market, clocking 29,556 units in October 2025. This marks a 30 percent year-on-year growth compared to the 22,735 units sold in October 2024.
    The performance was led by the Sonet, which contributed 12,745 units. Carens Clavis and Carens Clavis EV together added 8,779 units, while the Seltos contributed 7,130 units. These three models were key to Kia’s record-breaking milestone.

    The Carens Clavis EV, Kia’s first locally manufactured seven-seater electric vehicle in the mass-premium segment, has gained traction for its family-friendly layout and sustainable drive, making a notable entry in the Indian EV space.
    Commenting on the achievement, Mr Atul Sood, Senior Vice-President and National Head, Sales and Marketing, Kia India, said, “October 2025 marks a historic milestone in Kia India’s journey. This is a testament to the trust of millions of customers who believe in Kia’s promise of innovation and progress. Our diverse product portfolio continues to connect strongly with evolving consumer needs. The growing contribution of our EV range further validates our direction toward future-ready, sustainable mobility solutions for India.”

    Kia India has also reported approximately 10 percent Year-to-Date growth with 236,138 units sold in 2025 so far, compared to 215,443 units in the same period last year. According to the company, this growth has been propelled by festive season momentum, a strong SUV lineup, and favourable taxation under revised GST slabs.

    Beyond products, Kia’s growth has been supported by its strategic expansion into Tier 2 and Tier 3 markets, along with investment in digital platforms and localized manufacturing. The company has also maintained focus on customer-centric innovations, technology upgrades, and overall ownership experience.
    Kia India’s latest numbers not only highlight its market competitiveness but also strengthen its positioning as one of the fastest-growing automobile brands in the country.
    At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedIn, Instagram, and YouTube.

  • In Push for a Slum-Free Mumbai, SRA Rolls Out Tech-Based Reforms to Fast-Track Delayed Projects

    Led by CEO Dr Mahendra Kalyankar, the Authority gains support from CREDAI-MCHI, NAREDCO and BDA for its structured, transparent and time-bound approach to tackling bottlenecks in urban redevelopment

    With over half of Mumbai’s population living in slums or unstructured housing, the Slum Rehabilitation Authority (SRA) has taken a decisive step forward in revamping its processes to accelerate slum redevelopment projects. Led by CEO Dr Mahendra Kalyankar, SRA is leveraging technology to improve transparency, reduce approval delays, and enhance confidence among developers and citizens alike.
    As part of a recent interaction with real estate and infrastructure associations CREDAI-MCHI, NAREDCO, BDA, and PEATA Dr Kalyankar extended an invitation to visit the SRA office to present the latest digital initiatives and streamline long-pending challenges in slum rehabilitation.

    What began as a request from developers for Ease of Doing Business turned into a session of shared optimism, with SRA’s presentation showcasing wide-ranging reforms already underway. These include the use of a STQC-certified website in over 25 languages, modular access systems for officers and stakeholders, and blockchain integration to securely store file approvals. Chatbots, auto-DCR systems, and real-time mapping are among the tools now being used to promote efficiency and reduce human error.
    Dr Kalyankar has also set a bold internal target to digitally map every slum structure in Mumbai by the end of this year, creating a real-time inventory that will guide future project planning.

    A notable development is the automation of Annexure-2s, the critical document listing legitimate slum dwellers eligible for rehabilitation. The new system enables instant generation using data drawn from Aadhar, electoral rolls, electricity bills, and PAN details a process that previously took several months. This automation, coupled with Aadhar linkage for verification, ensures one-flat-per-household eligibility and removes duplication across projects.
    Industry leaders attending the session expressed strong support for SRA’s structured and tech-led vision.

    Sukhraj Nahar, President of CREDAI-MCHI, shared that although his company had never entered the slum rehab space due to concerns over feasibility and red tape, the presentation changed his view. The integration of technology and the proactive mindset of the Authority has created the right environment for private players to consider these projects, he said, adding that CREDAI would conduct a workshop to encourage participation from its members.
    Rajan Bandelkar, Vice Chairman of NAREDCO, praised the SRA’s transparency and determination: The reforms are restoring developers’ faith in the system. We are witnessing a governance model that’s accountable and ready to deliver on its promise of a slum-free Mumbai.

    Abhay Chandak, Vice President, NAREDCO Maharashtra, cited successful examples such as the eviction of nearly 1,000 structures in a Worli project within weeks, as evidence of how newly defined SOPs and implementation of Sections 33 and 38 of the Slum Act are making tangible impact.
    Vikram Mehta, President of the BDA, emphasized that redevelopment must go hand-in-hand with prevention. He noted the creation of a dedicated encroachment tracking cell using satellite data to monitor and flag illegal construction a step that reinforces the dual goals of slum clearance and containment.

    Throughout the session, SRA’s leadership reiterated its mission to create a transparent, efficient and humane redevelopment ecosystem. The Authority acknowledged past criticisms, including judicial rebukes over delayed implementation, but stressed that this version of SRA powered by digitisation and collaborative intent is built to overcome historical inefficiencies.
    As urban Mumbai continues to evolve, the SRA’s 2.0 avatar may well be the turning point in realising the long-standing goal of equitable rehabilitation not just in policy, but in delivery.
    At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedIn, Instagram, and YouTube.

  • From Builders to Caretakers: NAREDCO Maharashtra Channels ₹3.12 Crore for Farmers’ Flood Relief

    With Pune and Mumbai members joining hands, the contribution to the CM Relief Fund aims to rebuild lives and restore livelihoods for farmers devastated by recent floods.

    In a powerful gesture of community solidarity, the National Real Estate Development Council (NAREDCO) Maharashtra has extended support to flood-affected farmers across the state with a contribution of ₹3.12 crore to the Chief Minister’s Relief Fund. Of this, ₹1 crore came from Pune members, with the remainder pooled by Mumbai MMR-based developers and stakeholders.
    This donation comes in response to the widespread devastation caused by heavy rainfall and flash floods in agrarian districts such as Kolhapur, Sangli, Satara, Nashik, Raigad, and Ratnagiri. The natural calamity has disrupted thousands of rural households, submerging crops, farmland, and homes leaving behind immense financial and emotional distress.

    Addressing the initiative, Mr. Prashant Sharma, President of NAREDCO Maharashtra, stated, “Maharashtra’s farmers are not just the providers of food, they are the pillars of our rural economy. Through this contribution, we wish to affirm our support to the state’s efforts to restore livelihoods, rebuild homes, and bring hope to those who have lost the most.”
    The ₹3.12 crore relief amount was raised collectively by around 20 members of NAREDCO Maharashtra. The organisation highlighted the need for real estate and allied industries to participate in rural relief and rehabilitation efforts, especially in the face of such large-scale natural disasters.

    Over the years, NAREDCO Maharashtra has been actively involved in several social initiatives including disaster relief, education, and healthcare. The organisation emphasised that meaningful development is not limited to urban infrastructure alone, but also includes investing in the resilience and well-being of the rural backbone of the state.
    The Maharashtra government, led by Chief Minister Eknath Shinde, has already disbursed over ₹8,000 crore in aid to nearly 40 lakh farmers across affected regions. NAREDCO Maharashtra’s contribution stands as a testament to how industry players can come together to support the government’s relief efforts in times of crisis.

    As the rebuilding process continues, NAREDCO Maharashtra reaffirmed its commitment to playing a responsible role in the state’s social development narrative not just as urban developers, but as committed contributors to Maharashtra’s holistic progress.

  • India’s Spookiest Halloween Bash: Wendy’s Turns Up the Fear Factor Across Bangalore, Hyderabad and Pune

    Devil horns, unlimited burgers, and haunted diner vibes, Wendy’s teams up with Rebel Foods to bring a Halloween rave experience like no other.

    In a growing trend of themed pop-up events across Indian cities, Wendy’s is marking Halloween with a one-night transformation of its outlets in Bangalore, Hyderabad, and Pune. On October 31, the American fast food chain will host the Wendy’s Rave – Halloween Edition, blending elements of street-style décor, light entertainment, and unlimited food to create a festive gathering rooted in global youth culture.

    Organised in collaboration with Rebel Foods, the event will see Wendy’s outlets turned into night-themed spaces with ambient lighting, costumed staff, curated music, and Halloween-inspired elements like glowing devil horn headbands. According to the organisers, the experience aims to offer more than a typical themed promotion drawing from live entertainment and social dining trends already visible in urban India.
    What sets this event apart is its format a three-city edition that offers unlimited burgers, fries, beverages and desserts at a flat entry price of ₹299. The set-up includes surprise performances and intermittent jump scares designed to evoke Halloween atmospheres common to nightclubs or immersive events in the West. The musical selection will range from Bollywood remixes to electronic sets, providing a sonic backdrop that supports the party-like format.

    Speaking to the intent behind the initiative, Nishant Kedia, Chief Marketing Officer at Rebel Foods, noted that the event is an invitation to communities to come together in a way that’s playful and expressive, adding that the campaign ties in with a larger movement of cultural adaptation in QSR spaces.
    Wendy’s is one of several brands experimenting with nightlife-adjacent themes in the Indian quick-service space, which continues to expand both offline and digitally. The collaboration with Rebel Foods, which manages Wendy’s operations in India through its cloud-kitchen model, has enabled more agile activations across cities.

    India’s quick commerce and experience economy are seeing rapid adoption among younger urban consumers, many of whom are looking for new ways to participate in global festivals and social rituals. With themed food events becoming a touchpoint for this demographic, Halloween is emerging as an unexpected but growing occasion in Indian metros.
    While the long-term impact of such one-day events on brand loyalty remains to be seen, the turnout and reception from this year’s Halloween edition may set the tone for similar format experiments in the coming months.
    At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedIn, Instagram, and YouTube.

  • Mazzo’s New Menu at Marriott Executive Apartments Hyderabad Celebrates South India with Memory, Elegance, and Flavour

    Curated by Chef Suresh Rajan Pillai, the refreshed menu draws from temple-town kitchens, Malaysian-Indian roots, and rooftop dining sensibilities, offering a modern take on South India’s soul food

    Perched atop Marriott Executive Apartments Hyderabad, Mazzo’s rooftop opens to a new chapter in modern Indian dining with a menu that speaks in the language of memory and reinvention. Curated by Chef Suresh Rajan Pillai, the refreshed offering travels through temple towns and toddy shops, verandas, and spice-laced streets drawing from the chef’s Malaysian lineage and Madurai roots to reinterpret South Indian traditions with grace and restraint.
    Every dish is designed with a story. The velvety Wild Mushroom Cappuccino, served with crisp goat cheese crostini, pairs comfort with finesse, while the Tarbooz-e-Murabba playfully brings pickled watermelon to a fine-dining table. The Rajwadi Dhungar Paneer adds smoky drama to a vegetarian plate, and the Shahi Chicken Burger balances Mughlai depth with the flaky embrace of a Malabar parotta. Each course is carefully constructed to offer warmth and innovation in equal measure.

    Ashwin Vaidya, General Manager, Marriott Executive Apartments Hyderabad, describes the new direction as “a return to comfort, elevated by elegance, where Hyderabad’s cosmopolitan palate meets regional storytelling on every plate.
    The cocktail program curated by The Mixology Studio deepens this regional homage. Using ingredients like gongura, vetiver, palm jaggery, and filter coffee, drinks like Filter Flip and Paan-e-Mahal reimagine Hyderabad’s Nizami heritage through a Southern gaze. These cocktails serve as liquid companions to the dishes, rich in storytelling and structure.

    Desserts include a reimagined Sheer Khurma, where festive sweetness is rebalanced with finesse a final nod to tradition and thoughtfulness. Whether for a family dinner, a business lunch, or sunset cocktails, the menu invites diners into a slower, shared experience of South India’s layered culinary identity.
    Chef Pillai sums it up best: “Every dish is a lived memory, meant to be retold at the table.”

    At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedIn, Instagram, and YouTube.

  • Dextrus Secures Second Place for Flexible Workspace at 2025 GRI Awards

    Recognised among India’s top real estate entries, the Robin Chhabra-led brand earns national acclaim for its people-first design approach across Mumbai coworking centres.

    Dextrus, the design-led coworking company founded by Robin Chhabra, has been awarded second place in the “Flexible Workspace of the Year” category at the GRI Awards 2025. Organised by the Global Real Estate Institute, the awards recognise leading organisations across India’s real estate, infrastructure, and built environment sectors.
    The recognition marks a key milestone for Dextrus, which operates three centres across Mumbai in BKC, Lower Parel, and Andheri. Each location is designed to support both productivity and well-being, integrating ergonomic layouts, biophilic elements, and community spaces. The company’s approach positions coworking not just as a shared service, but as a thoughtful environment where design and purpose intersect.

    Speaking about the recognition, Founder and CEO Robin Chhabra said the award reflects a deeper belief: that spaces must empower people as much as they provide utility. His leadership has focused on building workplaces that enhance not only output, but also how individuals feel, connect, and collaborate.
    Dextrus has grown steadily in a competitive market by combining design principles with seamless operations, offering flexible workspaces to startups, creative professionals, and large teams. Its centres serve as hubs for both quiet productivity and collective exchange, with a growing emphasis on sustainable practices and meaningful experience.

    The GRI Awards are known for spotlighting companies that are redefining the future of workspaces. The 2025 edition included entries from a wide range of developers and firms working at the intersection of real estate, innovation, and infrastructure.
    Dextrus’s recognition at the national level comes at a time when India’s flexible workspace sector is undergoing structural transformation, with greater demand for premium, human-centric offerings.

    At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedIn, Instagram, and YouTube.

  • Cosmo Plastech Develops PET Packaging Sheets for Pharmaceutical Use as Sector Needs Evolve

    Cosmo Plastech introduces PET sheets built to meet international pharma packaging standards, offering moisture resistance, FDA and EU compliance, and recyclable formats to support safer drug delivery and long-term sustainability goals

    Cosmo Plastech, the rigid packaging division of Cosmo Films, has announced its expansion into the pharmaceutical segment with the introduction of PET sheets designed for drug packaging. The company stated that these sheets are developed with a focus on safety, compliance, and sustainability three core priorities for today’s healthcare packaging ecosystem.
    Known for their durability and clarity, PET sheets are commonly used in pharmaceutical formats such as blister packs and unit-dose packaging. Cosmo Plastech’s new offering is manufactured using food-grade, non-toxic materials that meet both FDA and EU regulatory standards. The company noted that the sheets provide resistance to moisture, oxygen, and chemical exposure, and are compatible with tamper-evident and thermoforming formats.

    The initiative is part of a larger strategy to meet the packaging needs of a growing pharmaceutical market while aligning with global circularity goals. According to Cosmo Plastech, all PET sheets in this category are 100% recyclable and offer printability for traceability and anti-counterfeit protections.
    Mr. Himanshu Gupta, Business Head – Rigid Packaging at Cosmo Films, stated that the company’s experience in film technology and packaging systems supports its entry into pharma-specific applications. “Pharmaceutical packaging is about much more than containment. It requires consistent quality, verified compliance, and long-term reliability especially in transport and storage,” he said. With our in-house capabilities, we’re ready to provide a packaging solution that meets the highest standards of safety and sustainability.

    The company added that the PET sheet range allows customisation across thicknesses, finishes, and dimensions, helping pharmaceutical brands meet varying regulatory and product delivery requirements.
    With this expansion, Cosmo Plastech enters a critical sector where packaging performance directly influences patient safety and product efficacy areas where precision and consistency are key.

    At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedIn, Instagram, and YouTube.

  • MSDE, BITS Pilani, and Aditya Birla Capital Foundation Launch Innovation Challenge for NSTI

    With over 10,000 trainees in focus across 33 NSTIs, the national challenge will drive grassroots entrepreneurship through incubation, mentorship, and prizes bringing long-overdue start-up access to vocational training institutes

    In a pivotal move to bring structured entrepreneurship access to India’s technical training ecosystem, the Ministry of Skill Development and Entrepreneurship (MSDE) has partnered with BITS Pilani’s Pilani Innovation and Entrepreneurship Development Society (PIEDS) and the Aditya Birla Capital Foundation (ABCF) to launch a national innovation challenge for students in National Skill Training Institutes (NSTIs) across India.
    The challenge, titled Navonmesh Protsahan Spardha: Kaushalta se Udyamita, aims to provide students pursuing vocational training at NSTIs with a platform to transform technical knowledge into viable start-up ideas. It is set to benefit over 10,000 students across 33 NSTIs, including NSTI(W) institutes dedicated to women’s vocational training.

    NSTIs, under the Directorate General of Training (DGT) within MSDE, are institutions offering training under the Craftsmen Training Scheme (CTS) and Craft Instructor Training Scheme (CITS) to create a qualified pool of skilled manpower and instructor-level talent. However, while support for start-up incubation exists in schools and higher education institutions, the Technical and Vocational Education and Training (TVET) space home to more than 13 lakh students across ITIs and NSTIs — has lacked structured exposure to innovation and entrepreneurship.
    At the program launch, Ms. Debashree Mukherjee, Secretary, Ministry of Skill Development and Entrepreneurship, remarked,
    At the Ministry of Skill Development and Entrepreneurship, we believe that every skilled individual carries within them the potential to become a job creator. Through this partnership with the Aditya Birla Capital Foundation, we are enabling NSTI students to channel their technical skills into innovation and enterprise. The Navonmesh Protsahan Spardha will empower our young innovators to transform ideas into sustainable ventures, strengthening India’s vision of becoming an Aatmanirbhar and innovation-driven nation.

    The program focuses on five high-impact sectors IT/ITeS, Automotive, Apparel, Electronics & Hardware, Power, and Manufacturing. Selected students will receive end-to-end support, from ideation and mentoring to prototyping and market validation. Finalists will also receive incubation support from PIEDS, the business incubator of BITS Pilani, ensuring technical and strategic handholding.
    The initiative also reflects the growing alignment between government, academic institutions, and philanthropic arms of the private sector to bridge systemic gaps in technical education. Aditya Birla Capital Foundation is supporting the program through its CSR efforts, enabling PIEDS to manage outreach, evaluation, and mentorship infrastructure at scale.

    By anchoring the challenge within the NSTI ecosystem, the program repositions vocational institutes as not just training hubs, but as early-stage innovation accelerators, aligned with India’s broader start-up and skilling vision.
    The Navonmesh Protsahan Spardha is also in line with the goals of NEP 2020, which advocates for entrepreneurship, critical thinking, and experiential learning across all levels of education. By infusing a structured innovation ecosystem into the vocational space, the challenge will help students shift from traditional job-seeking mindsets to building sustainable enterprises.
    Beyond awards and incubation, the challenge will create a blueprint for embedding start-up support in India’s skill development framework a step long overdue and essential for inclusive economic growth.
    At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedIn, Instagram, and YouTube.