Thirike: Kerala’s Campaign to Reverse the Brain Drain and Fuel a Startup Renaissance
For decades, Kerala’s narrative has been shaped by a paradox: renowned for producing world-class professionals, yet watching them leave for opportunities abroad or in other Indian metros. Now, the state is launching a strategic and symbolic counter-offensive. The Kerala Startup Mission (KSUM) has unveiled the ‘Thirike’ campaign—a powerful, emotionally resonant call meaning “return” in Malayalam. More than a recruitment drive, Thirike is a visionary state-building initiative aimed at transforming Kerala’s famed “brain drain” into a sustainable “brain gain,” using its returning talent as the primary fuel for its ambitious startup economy.
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