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Let's Grow Together

Rural India is about see an unprecedented phase of development in the next 3 to 5 years, enabled by new technologies. So far, the small-town Indian has largely relied on two options to uplift themselves – migration to a metro city, or awaiting a large operation to create job opportunities near their town or village.


The NOVA KENDRA initiative allows you to take control of your future, by playing an active role in India’s next phase of growth. You can partner with us, using whatever resources available to you. There are 3 ways to do this.



A Village Level Entrepreneur is a local businessman who will be in charge of one KENDRA. VLEs are the most important partners in the KENDRA’s upcoming entertainment revolution. In fact, the concept of a KENDRA was born after identifying rural India’s potential for enterprise. Instead of depending on the traditional forms of livelihood in his/her village, any young, dynamic Indian with a zeal to uplift their village’s environment along with their own, can become a VLE.

To Become a VLE:

An individual must own, or should be able to source the requisite plot of land in their village. With a minimum initial investment of Rs 10L, one can take charge of the most exciting project of their village – a KENDRA! This capital requirement can alternatively be filled by a Master VLE if the same is not accessible to the VLE.


If you can partner with us in more than one KENDRA, our Master VLE program is more suitable for you. Our ultimate aim is for every VLE to upgrade into a Master VLE one day.

Marketing Associate

You can become a Marketing Associate for the KENDRA initiative if you feel you can identify a land and a VLE suitable for the project. A Marketing Associate is involved in the

a) Pre-construction phase:  Project identification, site visits, due diligence, execution of agreements and assistance in funding if needed

b) Construction phase: Assistance for licenses, SOP adherence and status reports.

c) Operations phase: Continued support to the VLE in ensuring optimal business operations at the KENDRA.

Typically, a Master VLE is an experienced citizen, who has built a deep local network and resources. A common drive among them, is a desire to fuel development in their region of origin. You can mentor and provide opportunities to multiple VLEs by becoming a Marketing Associate. Even before launch, there has been tremendous response from investors to become Marketing Associates with the KENDRA initiative.



A Strategic Partner can be a brand looking to penetrate and grow in India’s rural market. An SP has the ability to optimise a part of or the entirety of the multi-utility services space in the KENDRA.

A need gap analysis will be performed for every potential KENDRA in India, and Strategic Partners will step in to solve those needs. For example, if our analysis identifies ~50 villages in India where there is a lack of retail stores in the particular region with enough aspirational products, an assisted e-commerce platform will step in to fill this need in those ~50 villages.


Another example, is medical facilities. A telemedicine partner can go a long way to fulfill the requirements of villages with traditionally poor quality medical facilities. Similarly, an Edutech partner can strategically target villages as per the region’s skill requirements. We encourage entrepreneurs and subject matter experts to step forward to help satisfy rural India’s varied needs through the KENDRA initiative.



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