Rural Urbanization CoE
The Rural Urbanization CoE at Jagriti Enterprise Centre Purvanchal (JECP) is a pioneering initiative focused on sustainable, decentralized urban development in Eastern Uttar Pradesh. It aims to transform small towns and emerging urban centers into planned, resilient, and economically vibrant “rurban” zones, integrating local strengths with modern infrastructure.
Through research, innovation, and enterprise incubation, the CoE addresses challenges in energy, mobility, waste management, construction, and clean environment – aligning with national frameworks like AMRUT and Swachh Bharat. Supported by public-private partnerships, it will serve as a model for inclusive and sustainable urbanization across Tier 3 and Tier 4 districts in India.
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MSMEs Incubated
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Handicraft Enterprises Incubated
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Total Revenue Generated
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Jobs Supported / Enhanced
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% of Enterprises with Revenue Growth
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Average Revenue Growth
Objectives of the Handicrafts Centre of Excellence – Purvanchal
1. Preserve Heritage Through Responsible Design
Promote design as a bridge between tradition and innovation – honoring the cultural grammar of crafts while adapting them to modern needs. Engage artisans in design thinking that supports sustainable, context-driven evolution of their skills and products.
2. Rebuild Holistic Craft Identities
Restore the role of artisans as designers, scientists, and entrepreneurs by reviving integrated craft knowledge systems. Through education, exposure, and enterprise support, reposition crafts as expressions of pride rather than labor struggle.
3. Shift Perception and Celebrate Craftsmanship
Lead a change in how crafts are perceived – moving beyond commercial value to cultural significance. Facilitate awareness through storytelling, branding, policy advocacy, and collaborative platforms that promote the dignity and creativity of artisans.
4. Strengthen Distribution for Equity and Scale
Enhance transparent, efficient distribution systems to ensure fair market access and economic growth. Encourage delegation, job creation, and knowledge-sharing among artisans, empowering them to scale sustainably in a competitive landscape.
5. Foster Regional Impact and Cultural Revival
Mobilize efforts across 10 districts to uplift diverse crafts like Bhakira brass, Black Pottery, and Jute. Enable heritage preservation and economic development through incubation, partnerships, workshops, and targeted programs that drive long-term artisan prosperity.
Focus Areas
Access to Energy
Distributed renewable
micro-grids
Public Transport & Mobility
Electric mobility and public transport infra
Sustainable Construction
Local material sourcing, green spaces
Clean Environment
Solid waste, sewage, air, and water management
Our Approach
Build enterprises leveraging local strengths (economic + cultural)
Develop “rurban” zones (rural-urban hybrid)
Switch to infrastructure-led growth
Involve local leaders, private sector, and government
Align with MoHUA (Government of India) frameworks like AMRUT, PMAY, Swachh Bharat
Supported Enterprises
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| ID | Name of Enterprise | Founder | About the Enterprises | Sector |
|---|---|---|---|---|
| 1 | Rural Shores | Rahul Mani | Establishment of a BPO Center at Baitalpur to provide backened support services | Digital/Tech |
| 3 | Rural Roots | Shagun/Keshaw | A manufacturing unit for production of products like pickles, Jams,Jellies, Candies | Agri & Allied and Food Processing |
| 2 | Sakhi Pads | Vibha Pandey | Ensuring supply of Sanitary pads to rural villages by creating a distributionn network of Mahila Mitra | Healthcare & Sanitation |
| 4 | Purvanchal Mushroom | Swatantra Singh | Supply of raw and processed mushroom products | Agri & Allied and Food Processing |
Abhivyakti
Under Abhivyakti (Design thinking and adaptive leadership workshop) with a total of 60 artisans and leaders from the 3 value chains of Moonj, Banana Fibre, and Terracotta, in Deoria, Kushinagar and Gorakhpur respectively we experienced and enabled a space for artistic and human expression. Through exploration of various mediums like colouring, body movement, storytelling and more we unfolded cultural influences in design and product development.
The assessment of these workshops outlined the necessary steps for associated enterprises to scale in appropriate direction, including an indicative growth plan in the context of design development for all enterprises.
