Uttar Pradesh Startup Policy: Guide to Marketing and Rental Assistance incentives

To transform Uttar Pradesh into a global startup hub, the state government has introduced comprehensive financial incentives under the UP Startup Policy. Among the most impactful provisions are Marketing and Rental Assistance, designed to lower the operational threshold and increase the market reach for early-stage ventures. Administered by the IT and Electronics Department, these incentives aim to nurture the 'New India' spirit within the state.

What is this scheme?

The Marketing and Rental Assistance components are specialized financial subsidies provided to DIPP-recognized startups based in Uttar Pradesh. Marketing assistance helps startups participate in national and international events to showcase their products, while rental assistance provides monthly reimbursement for workspace costs to reduce the burden of physical infrastructure expenses.

Who is eligible?

• The startup must be recognized by the Department for Promotion of Industry and Internal Trade (DPIIT).
• The startup must be registered in Uttar Pradesh and have its primary place of business within the state.
• The startup must be in the 'Early Stage' or 'Growth Stage' as defined by the policy.
• The startup must not have defaulted on any state government dues.
• Preference is given to startups led by women, divyangjans, or those from the Purvanchal and Bundelkhand regions.

How much money?

As per latest notification, verify on official portal. (Historically: Up to INR 5 Lakhs for marketing and monthly rental subsidies for a fixed period).

Documents needed

1. DPIIT Startup Recognition Certificate
2. Certificate of Incorporation
3. Company PAN Card
4. Registered Office Address Proof (Electricity bill/Rent agreement)
5. Registered Lease Agreement for Rental Assistance claims
6. Invoices and payment receipts for Marketing events
7. Bank Account details and Cancelled Cheque

How to apply (step by step)

1. Register the entity on the official Startup Uttar Pradesh portal.
2. Apply for 'State Recognition' through the portal dashboard.
3. Navigate to the 'Incentives' section and select 'Marketing and Rental Assistance'.
4. Upload the required documents, including rent receipts or marketing expenditure proof.
5. Submit the application for verification by the Nodal Agency (Invest UP/IT Department).
6. Await field verification or document audit if required.
7. Receive funds directly into the registered business bank account via DBT.

Important dates

Conclusion

The Uttar Pradesh Startup Policy's focus on marketing and rental assistance addresses two of the biggest hurdles for any new business: overheads and visibility. By leveraging these state-backed schemes, entrepreneurs can focus on innovation and product development while the government supports their foundational costs. For any founder in UP, these incentives are essential milestones for scaling.