Public relations firm PR 24x7 has unveiled a new startup support initiative aimed at helping young innovators and entrepreneurs from rural India and smaller cities overcome funding barriers. The programme, titled PRAGATI (PR 24x7 Resource Allocation for Growth, Advancement, and Transforming Ideas), will provide financial assistance ranging from ?50,000 to ?50 lakh to 100 early-stage startup ventures.
The initiative is designed to identify and support promising business ideas emerging from rural regions and Tier-2 and Tier-3 cities, where entrepreneurs often struggle to secure seed capital despite having commercially viable concepts.
India has emerged as the world's third-largest startup ecosystem, producing thousands of new ventures each year. However, industry studies continue to highlight significant challenges facing early-stage founders. A large proportion of startups fail within their first five years, with limited access to funding, investors and mentorship frequently cited as key reasons.
Startup funding in India also remains heavily concentrated in major metropolitan centres such as Bengaluru, Delhi-NCR and Mumbai, creating a funding gap for entrepreneurs based outside the country's primary technology and investment hubs.
Announcing the initiative, PR 24x7 founder Dr Atul Malikram said the organisation wants to ensure that talented young innovators are not forced to abandon promising ideas because of financial constraints.
"The real stars and future business leaders of India are living in our rural areas and small towns. These young people possess vision and determination; what they often lack is access to financial support at the right time. Through this initiative, we want to bridge that gap and help transform innovative ideas into successful enterprises," Malikram said.
According to the organisation, the application process has been designed to remain simple and accessible, particularly for entrepreneurs who may not have experience navigating complex funding procedures. Applicants will only need to submit their business ideas or proposals for evaluation by a dedicated selection committee.
PR 24x7 said no application fees will be charged at any stage of the process, and there will be no intermediaries involved in the selection procedure. Shortlisted candidates with high-potential and future-focused business ideas will be contacted directly by the organisation for the next stages of assessment and funding consideration.
The company added that documentation requirements will be kept to a minimum, with the final decision resting with the selection committee.
Through PRAGATI, the organisation aims to create opportunities for aspiring entrepreneurs outside India's major startup hubs, providing access to crucial early-stage capital that could help transform innovative concepts into scalable businesses.
For founders in smaller cities and rural communities seeking their first funding opportunity, the initiative could provide a pathway to bring locally developed ideas to a wider market and accelerate their entrepreneurial journey.
