India being pitched as start-up investment destination

The government is preparing a global campaign to attract start-ups to India and has invited proposals from advertising agencies in this regard, an official statement said.

"The objective of the campaign is to generate awareness about the investment opportunities and prospects of the country, start-up action plan and to promote India as a preferred investment destination for new entrepreneurs with innovative business ideas," said a department of Industrial Policy and Promotion (DIPP) notice, inviting proposals.

"DIPP intends to release its campaign, portraying the strengths of and opportunities in the Indian start-up ecosystem and highlighting the changes brought by the implementation of start-up action Plan," it said.

DIPP said it intends to set up an interactive portal for the campaign, to be launched both in foreign and domestic markets, as well as across media.

It also said it will undertake production of publicity and promotional material on a regular basis, including brochures, ready reckoners, leaflets and posters, which will be circulated and distributed to prospective investors, industry media, embassies and high commissions.

"DIPP proposes to appoint a creative agency for designing and production of the required creative and publicity material and to provide a creative vision and strategy for taking forward the campaign to make India a favoured investment destination for startups based on innovative business," it said.

Earlier this year, the government launched the 'Start-Up India' initiative along with a 'Start-Up Action Plan' aimed at promoting bank financing for start-ups and offering incentives to boost entrepreneurship and job creation. The incentives offered include a tax holiday for three years, capital gains tax exemption and a Rs.10,000 crore corpus to fund start-ups.