This Podcast features Arunima Gupta, Principal at Network of Indian Cultural Enterprises (NICEorg). NICEorg works towards strengthening cultural entrepreneurship in India by promoting and empowering cultural entrepreneurs through training, funding, networking and policy-research initiatives. In this podcast, Arunima discusses the need to look at our culture as a valuable economic asset that can lead to livelihood creation, wealth generation and economic development. She also explains how a flourishing cultural economy can enhance India's soft power.