PRIF’s Rs 2 Cr CSR Push Powers Green Innovation in North East through IIM CIP’s ‘Prakriti’ Incubator

In a major push to promote sustainable entrepreneurship in the North East, Pernod Ricard India Foundation (PRIF) has committed Rs 2 crore through its Corporate Social Responsibility (CSR) fund to power Prakriti Incubation Launchpad, a unique initiative by the IIM Calcutta Innovation Park (IIM CIP). The fund will support early-stage entrepreneurs and innovators from the eight Northeastern states who are working in the green economy space.

In an exclusive interaction with Business North East (BNE), Pankaj Baruah, Portfolio Head at IIM CIP, said the funding will be deployed to support ten entrepreneurs in the first year, with each receiving a fellowship grant, and the top five performers vying for a maximum grant of Rs 20 lakh each. “We looked at what would be an effective amount, not too small to be meaningless, not too big to overwhelm an early-stage entrepreneur. After careful evaluation, RS 20 lakh per selected innovator felt like the right balance,” said Baruah.

PRIF’s backing marks a significant milestone for the region’s startup ecosystem, especially those engaged in sustainability, circular economy, and indigenous innovation.

The Prakriti Incubation Launchpad is more than just a funding initiative, it is a full-fledged incubation and capacity-building program. Designed specifically for the North East, the program aims to bring structure and visibility to local innovations in sustainable living. “This initiative is not just for startups. Anyone from the region, even a sole proprietor working with sustainable products or processes rooted in local practices, is eligible to apply,” Baruah clarified. 

The North East, long known for its eco-friendly way of life, be it in using bamboo, agarwood, kona grass, or kadam stems, has lacked a formal platform to commercialise and scale these practices. Prakriti fills that gap by offering entrepreneurs both financial support and technical mentoring. “People here have been practising sustainability for centuries. We aim to turn these practices into structured enterprises that can lead the green economy wave in India,” he said.

One of the standout features of Prakriti is the inclusion of fellowship grants for all selected participants. These fellowships are designed to cover basic travel and participation expenses, making sure that logistical challenges don’t become a barrier to innovation. “We didn’t want anyone to skip this opportunity just because they couldn’t afford to attend a workshop or travel for a meeting. This grant ensures that money is not a hurdle,” Baruah added.

Once applications close, the first round ended on May 14, a rigorous evaluation process kicks in. A panel of experts from industry, academia, and the investment community will review the submissions, followed by structured pitching sessions. “If we find 12 promising entrepreneurs instead of 10, we might even take all 12. The focus is on quality and commitment to sustainability,” Baruah shared.

The selected entrepreneurs will enter a structured incubation journey that includes capacity-building bootcamps, thematic webinars, and one-on-one mentorship. Each participant will be paired with a dedicated mentor to guide them through the technical, strategic, and emotional challenges of early entrepreneurship.

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“Mentorship isn’t a checkbox. It’s a real support system, tailored to each innovator’s journey,” Baruah emphasised.

While the first phase is underway, Prakriti is set to become a recurring initiative under PRIF’s CSR strategy in collaboration with IIM CIP. “If you missed the May deadline, don’t worry. Prakriti will return with more opportunities. We’re also exploring complementary programs that focus on the green economy,” Baruah noted.

The outcomes expected include not just the creation of new green startups but also the amplification of traditional knowledge systems and the mainstreaming of indigenous practices into national and global sustainability conversations.

In a startup ecosystem often dominated by urban tech-centric ventures, Prakriti offers a region-specific, sector-specific, and culturally-rooted alternative. By supporting entrepreneurs from the grassroots and aligning with global sustainability goals, it aims to structure unorganised innovation, promote cultural preservation, strengthen the circular economy, and build a green business identity for the North East. “This is not a one-off initiative. It’s the beginning of a long-term shift, one where the North East becomes the face of green innovation in India,” Baruah concluded.