Background:
Rajasthan, India’s largest state by area, is renowned for its rich cultural heritage and progressive strides in innovation. With a Gross State Domestic Product (GSDP) of INR 15.28 lakh crore in 2023-24, Rajasthan is the seventh-largest economy in India. Its unique traditions, iconic architecture, and vibrant arts provide an inspiring foundation for creative industries like Animation, Visual Effects, Gaming, Comics, and Extended Reality (AVGC-XR).
Recognizing the immense growth potential of the AVGC-XR sector, valued at $3 billion in India and projected to grow to $26 billion by 2030, Rajasthan aims to position itself as a hub for innovation, entrepreneurship, and digital storytelling. By leveraging its cultural richness, youthful workforce, and robust policy framework, the state is committed to becoming a national leader in this dynamic sector.

The Opportunity:
With its diverse cultural heritage and growing talent pool, Rajasthan has the potential to emerge as a leading destination for AVGC-XR development. The Rajasthan government identified AVGC-XR as a strategic priority to create employment opportunities, attract investments, and establish the state as a global player in creative industries.
Primus Partners supported the Rajasthan government in building a robust framework for AVGC-XR sectoral growth, encompassing policy development, stakeholder engagement, and ecosystem development in the state.

Key Contributions:
1.    Development of the Rajasthan AVGC-XR Policy:
        Objective:To establish a robust policy framework to guide and accelerate the development of the AVGC-XR sector in Rajasthan.

        Approach:
         •    Drafted the Rajasthan AVGC-XR Policy, focusing on incentives, grants, and infrastructural support for startups and other enterprises.
         •    Designed the policy to address critical areas such as financial viability, market access, skilling, and talent development, and promote local culture through the AVGC-XR sector.
         •    Provided fiscal assistance through a dedicated website for streamlined applications to access grants, subsidies, and other support.
         •    The policy encourages the regional content production by using the cultural heritage of the state.
         •    Ensured alignment with the national AVGC-XR policy framework while customizing it to Rajasthan’s unique needs.

2.    Establishment of a Hub-and-Spoke Infrastructure Model
       Objective: To create a state-of-the-art infrastructure for the AVGC-XR sector, ensuring equitable access to modern facilities for startups, enterprises, and students across Rajasthan.

       Approach:
        •    Developing a hub in Jaipur, equipped with advanced labs and cutting-edge studio spaces.
        •    Preparing to set up spokes in Bikaner, Bharatpur, and Udaipur, providing regional access to world-class infrastructure.
        •    Adopted the hub-and-spoke model to promote balanced regional development and foster innovation statewide.

3.    Partnership with Industry Leaders
Objective: To provide industry-relevant skills and training to students and professionals in Rajasthan to meet the growing demands of the AVGC-XR sector.

Approach:
       •    Collaborated with NVIDIA and CEA to design and deliver specialized training programs and courses.
       •    Established partnerships to integrate industry expertise into educational frameworks, ensuring students are equipped with practical, cutting-edge skills.

4.   Capacity Building and Skilling Initiatives:
Objective:To nurture a skilled workforce in AVGC-XR technologies and create employment opportunities for the youth of Rajasthan.

Approach:
      •    Designed skilling programs in collaboration with industry leaders and academic institutions to align with AVGC-XR industry requirements.
      •    Set a target to create 50,000 employment opportunities, encompassing roles in animation, VFX, gaming, and extended reality.

5.    Budgetary Allocation and Support
Objective: To ensure financial backing for the rapid growth and development of the AVGC-XR ecosystem in Rajasthan.

Approach:
      •    Allocated INR 1,000 crore under the 2024-25 State Budget to fund the Atal Innovation and Studio Accelerator Program.
      •    Focused on supporting startups, enterprises, and training programs by providing infrastructure and operational assistance.

6.    Promotion and Awareness Initiatives:
Objective: Showcase Rajasthan as a prominent AVGC-XR destination to national and international stakeholders.

Approach:
      •    Supported the organization of the Rajasthan AVGC-XR Summit, featuring industry leaders and policymakers.
      •    Facilitated networking opportunities between academia, industry, and government through participation various regional, national and international events.
      •    Highlighted Rajasthan’s AVGC-XR potential through targeted promotional campaigns.

Impact
•    The formulation of Rajasthan’s first-ever AVGC-XR Policy provides a clear roadmap for sector growth.
•    The hub-and-spoke model will ensure startups, enterprises, and students are able to access the facilities in Jaipur, Bikaner, Bharatpur, and Udaipur access world-class infrastructure and resources.
•    Specialized courses and training programs in collaboration with NVIDIA and CEA will prepare students with globally competitive skills and fulfil the skilled workforce demand from the industry
•    The initiatives will create 50,000 new jobs, supporting sustainable livelihoods and boosting economic activity in Rajasthan.
•    INR 1,000 crore budget allocation and streamlined financial assistance programs provide a conducive environment for startups and enterprises.
•    Integration with the iStart program empowers startups with financial, technical, and infrastructural support, fostering innovation and entrepreneurship.
•    Attracted significant investments and positioned Rajasthan’s cultural heritage as a unique selling point globally.
Primus Partners played a pivotal role in conceptualizing and executing a comprehensive strategy for the AVGC-XR sector in Rajasthan. By aligning global best practices with local aspirations, we delivered a tailored approach that empowered the state to unlock its potential as a hub for creativity and innovation. 
This initiative stands as a testament to Primus Partners’ expertise in policy development, stakeholder collaboration, and sectoral transformation, setting a benchmark for other states to follow in India’s growing AVGC-XR landscape.