UP Startup Policy: Marketing and Rental Assistance Guide 2026

The Government of Uttar Pradesh, under its ambitious Startup Policy, aims to foster a culture of innovation and self-employment. Recognizing that high operational costs can be a barrier for early-stage ventures, the state offers significant financial cushions in the form of Marketing and Rental Assistance. This initiative is designed to help startups scale their operations and establish a physical presence without the immediate burden of heavy overheads.

What is this scheme?

The Marketing and Rental Assistance is a financial incentive program managed by the IT and Electronics Department of UP. It provides a monthly subsidy to cover office space costs (Rental) and a one-time or recurring grant to assist with launching products, attending trade fairs, and digital marketing activities (Marketing) for startups registered with Startup India and the UP State Government.

Who is eligible?

• The startup must be registered as an entity in Uttar Pradesh.
• The startup must be recognized by the DPIIT (Startup India).
• The startup must be registered on the 'Startup UP' government portal.
• The startup should be in its early stage (usually within the first 10 years of incorporation).
• Should not have received similar benefits from other state govt schemes for the same expense.

How much money?

As per latest notification, verify on official portal for current caps (Historically up to ₹5 Lakh for marketing and monthly rental subsidies for a fixed period).

Documents needed

1. Certificate of Incorporation
2. DPIIT Recognition Certificate
3. UP Startup Registration Certificate
4. Signed Lease Agreement for office space
5. Invoices and Proof of Payments for marketing expenses
6. Startup's PAN and GST Certificate
7. Bank Account details (Cancelled Cheque)

How to apply (step by step)

1. Register the startup on the official Startup UP portal (upstartup.in).
2. Log in to the user dashboard and navigate to the 'Incentives' section.
3. Select 'Marketing and Rental Assistance' from the list of available schemes.
4. Upload the required documents, including rent receipts or marketing invoices.
5. Submit the application for verification by the Nodal Agency (Invest UP).
6. Upon approval, the funds are disbursed directly to the startup's bank account.

Important dates

Conclusion

The Uttar Pradesh Startup Policy's marketing and rental assistance provides a vital safety net for founders. By reducing the burn rate associated with office space and customer acquisition, the UP government is actively enabling local startups to compete on a national and global stage. Founders are encouraged to maintain meticulous records of all expenses to ensure a smooth claim process.