MICA and IGNCA Unite to Bring Indian Heritage to the Global Stage

MICA and IGNCA Partner to Elevate India’s Cultural Heritage Globally. This collaboration introduces a pair of joint certification courses, initiatives for craft research, student field experiences, and programs to support artisan development. The three-year agreement encompasses joint research, documentation of traditional crafts, student immersions, and empowerment efforts for artisans, alongside the launch of two curated certification programs in cultural communication and branding, available both online and on-campus.

AHMEDABAD: MICA, the country’s leading management school for strategic marketing and communication, has formalized a three-year Memorandum of Understanding (MoU) with the Indira Gandhi National Centre for the Arts (IGNCA), an autonomous trust operating under the Ministry of Culture, Government of India. This alliance merges IGNCA’s extensive mandate regarding Indian art, craft, and cultural documentation with MICA’s specialized knowledge in brand strategy, digital media, and cultural storytelling.

A key outcome of this partnership is the joint introduction of two comprehensive certification programs. One will be offered online to engage a broad national and international audience, while the other will be an immersive, on-campus experience at MICA. These courses are specifically designed to provide policymakers, artists, cultural practitioners, and subject matter experts with actionable skills in cultural communication, marketing, and global branding.

Beyond the academic offerings, the MoU creates a framework for collaborative research and case studies focused on heritage communication and the marketing of traditional arts. It opens doors for MICA students to engage in field immersions, dissertations, and internships at various IGNCA locations, including the Regional Centre in Vadodara. In turn, IGNCA will gain access to strategic insights from MICA faculty and students to support cultural campaigns. The partnership also includes capacity-building workshops designed to equip craft communities and artisans with modern branding techniques and digital market access.

Sharing her vision on this tie-up, Jaya Deshmukh Director & CEO, MICA said, "For India to become, it needs to understand the Bharat. I really feel this collaboration is our first step in integrating the two and coming up with our own definition through our MICAN lens."

Further elaborating, Prof. Falguni Vasavada, Academic Head, The School of Applied Creativity, MICA said, "I see this partnership between MICA and IGNCA extremely strategic and futuristic. Synergies across both institutions will result in interesting courses and conversations around art and storytelling. IGNCA with their interdisciplinary expertise to Indian culture and MICA at the forefront of culture, consumer and storytelling will see synergies from this association."

In his keynote address, Dr. Sachchidanand Joshi, Member Secretary, IGNCA, reminiscing about his days as a student and writer said, "The true job of a creative person is to bring humanity back to real life through emotions and sensitivity. Creativity requires daily riyaaz, and above all, two essential pillars, Commitment to a cause larger than material success and Compassion to serve as a guiding light for society. Without these, no creative pursuit is truly complete."

About MICA

Founded in 1991, MICA operates as an autonomous, non-profit post-graduate management institution focused on developing leadership in strategic marketing and communication. The institute provides a range of academic offerings, including the Post Graduate Diploma in Management – Communications (PGDM-C), Post Graduate Diploma in Management (PGDM), Fellow Programme in Management (FPM), and various executive and certificate courses. Recognized as the School of Ideas, MICA cultivates creative leadership by bridging the gaps between business, design, digital media, and storytelling.

About IGNCA

The Indira Gandhi National Centre for the Arts (IGNCA) was founded in New Delhi on 19th March 1987 as an autonomous trust under the Ministry of Culture, Government of India. It functions as an academic research institution and a primary resource center for the arts. Inaugurated on 19th November 1985 by the late Prime Minister Shri Rajiv Gandhi, the institution was built upon conceptual foundations represented by five sacred trees and the convergence of primordial elements, emphasizing introspection, interdisciplinary study, intellectual rigor, and the joy of creativity. IGNCA conducts research, documentation, publishing, and critical discourse covering tribal, folk, and classical arts, as well as humanities and indigenous knowledge systems across India.

Note: MICA – The School of Ideas is India's premier institute for Strategic Marketing and Communications in Ahmedabad. MICA is no longer an Acronym.