Our goal for the culture vertical is to increase people-to-people understanding and exchange between India and other countries by facilitating the exchange of contemporary culture, lifestyle and popular cultural expressions.

Despite deep historical relations, India and its Asian neighbours  have seen limited cultural exchange from the mid-20th century onwards. We aim to create opportunities for people, especially millennials to interact with each other, engage with and explore each other’s cultures, traditions, customs, beliefs, societies, language and much more – thereby enabling them to move beyond stereotypes and gain a new perspective on other countries and their people.