AP Unveils Orange Economy Plan to Revive Arts and Empower Artists

Andhra Pradesh has unveiled an ambitious plan to revive its cultural sector by adopting an Orange Economy model that treats creativity as a driver of growth and employment. At a high-level review meeting in Vijayawada, Culture and Tourism Minister Kandula Durgesh outlined measures to integrate culture , tourism , film tourism, handicrafts and creative industries to strengthen Brand Andhra Pradesh globally. The government aims to convert artistic talent into sustainable livelihoods through festivals, heritage circuits, digital platforms and international collaborations, positioning the state as a global cultural destination.

A key focus is the revival of Kuchipudi heritage by examining restoration of the discontinued instructors’ scheme, which would create jobs, expand access in rural communities and promote the classical dance worldwide. To protect the fading Telugu theatre tradition Padya Natakam , structured training programs and weekly classes with guest faculty are planned from Ugadi . The Centre has also expressed support for establishing a National School of Drama branch in Rajahmundry, potentially transforming it into a regional theatre hub, while pending cultural grants are being pursued to strengthen regional arts initiatives.

The government is introducing reforms to ensure transparency in Ugadi Awards , prioritizing grassroots talent without political influence, and is considering official ID cards to improve artist welfare and access to schemes. Infrastructure expansion is another priority, with plans for government buildings for music colleges and one music college in every district to nurture local talent. A proposed Girijan Utsav will showcase tribal culture and livelihoods, while Konaseema cultural festivities are set to be expanded as tourism attractions.

Looking ahead, the cultural department will play a major role in the Pushkarams , integrating performances, crafts exhibitions and cultural showcases to boost tourism and local employment. Officials say the initiative marks a shift toward a sustainable cultural ecosystem that ensures year-round opportunities for artists while preserving the state’s rich heritage.