By Our Reporter
SHILLONG, April 5: Roshni Kharshiing, the founder of RUSH (Roots from the Untouched Sacred Hills), a natural food and beverage brand rooted in Meghalaya's seasonal produce, is among the top 50 entrepreneurs selected under a project supported by the North Eastern Council (NEC), Shillong.
The project, titled "Establish, Develop and Manage Entrepreneurship Development Centres and Incubation Centres (ICs) in North Eastern Region's Educational Institutions," is implemented by the Indian Institute of Entrepreneurship (IIE), Guwahati.
Kharshiing was shortlisted for the Rs 5 lakh start-up grant after multiple rounds of evaluation. A total of 953 entries were received for the incubation challenge that began in 2024, from which the top 50 entrepreneurs were selected. She secured the second position among the final 50.
The idea for RUSH was conceived during an entrepreneurship programme conducted by the Entrepreneurship Development Centre (EDC), North-Eastern Hill University (NEHU). The brand has since evolved into a market-ready venture, with products including natural fruit juices and sodas, as well as chilli and cashew dip.
Her entrepreneurial journey began on August 14, 2024, when she attended an entrepreneurship awareness camp organised by NEHU. She was guided and mentored by experts from academia and industry, including EDC head Dinesh Bhatia.
She refined her business plan at the EDC and gained foundational knowledge in entrepreneurship.
Kharshiing was later selected for a week-long entrepreneurship development boot camp by NEHU, where she developed prototypes and prepared her idea for real-world execution.
From 953 business ideas across the North East, RUSH was among the top five entries from East Khasi Hills district and subsequently ranked among the top 150 business ideas in the region.
She underwent incubation and pitched her venture at IIE-JNC Boko, Assam, ultimately securing a place among the top 50 business plans eligible for the start-up grant. Of the five entrepreneurs selected from the EDC among the top 150, Kharshiing was the only one to secure the grant.
In 2025, she was invited to present her products at a BRICS event organised by the IIE, where she received feedback on product refinement, labelling, and packaging. She also showcased her products at the Tribal Business Conclave in Delhi and imparted training at a programme organised by the Directorate of Horticulture, Jaintia Hills, for local farmers.
Kharshiing acknowledged the support of EDC, IIE, NEC, IIE-JNC Boko, and the Union Ministry of Skill Development and Entrepreneurship for guiding her through the entrepreneurial process.