In the Tier II town of Warangal, Telangana, far from the bustling startup hubs of Hyderabad and Bengaluru, SR Innovation Exchange (SRiX), the incubator of SR University, Warangal, – is quietly doing its bit in rewriting India’s innovation narrative. At the helm is Col B.S. Rao, CEO of SRiX, whose journey spans the armed forces, corporate boardrooms, teaching and entrepreneurial ventures. His mission: to transform small-town ingenuity into nationally and globally relevant enterprises.

In a candid conversation with Indian Startup Times, Col. Rao sheds light on SRiX’s unique role, the evolving challenges for founders outside metro cities, and the uncompromising discipline required to build sustainable businesses.

Building Jobs, Raising Capital, Creating Impact

Since its inception, SRiX has facilitated the creation of over 700 jobs and helped startups raise more than ₹75 crore from investors. Col. Rao attributes this success to a multi-disciplinary approach that embraces startups from diverse industries, including IT, manufacturing, logistics, health, space, AI and food.

“Innovation thrives at the intersection of disciplines”, he explains, highlighting how cross-sector expertise equips him to guide young founders who may lack prior business exposure.

Warangal’s Incubator Advantage

SRiX, the incubator of SR University, occupies a rare position – it is the only incubator outside Hyderabad in Telangana. It is a Department of Science & Technology (DST) Technology Business Incubator (TBI). The location is not a limitation but a strength. Founders from smaller towns often design solutions rooted in local needs, creating inherently sustainable models. “We are enabling entrepreneurs to solve problems they understand intimately,” Col. Rao notes, pointing out that government support for incubation in tier-2 and tier-3 cities is growing.

Bridging the Gaps for Small-Town Founders

Col. Rao identifies language barriers, limited networks, access to resources and self-esteem issues as the biggest hurdles for small-town entrepreneurs. His solution? Access to state of the art facilities in SRiX, hands-on mentorship and gradual exposure to larger ecosystems. Initiatives like taking founders to prominent startup events, trade associations &  bodies, national expos and access to accomplished mentors help them broaden their vision and over time their confidence matches their capability.

The Discipline of a Founder

For Col. Rao, showing up, disciplined execution, and hands-on work are non-negotiables. He urges founders to be directly involved in user acquisition before delegating to marketing teams. “If you’re a tech founder, don’t hide behind the screen—go meet your prospective users,” he advises.

Mentorship: Tough Love Backed by Data

Col. Rao believes in tough conversations supported by data to prepare founders product development and investor scrutiny. By bringing in external experts, SRiX offers well-rounded feedback that identifies blind spots early. “Empathy is important, but so is candor. Founders must be ready to detach from their first ideas when the data says so,” he says.

Health Tech Without Doctors – And Why It Works

SRiX’s portfolio includes 18 assistive health tech startups— almost none founded by doctors. This, Col. Rao says, proves that with the right partnerships and advisory support, innovation can transcend formal professional boundaries.

Advice to Aspiring Entrepreneurs

His advice is clear and direct:

• Research past failures in your market before you start.
• Secure a paying customer before developing your product.
• Avoid a technology-first approach without market validation.

Learning from Founders

Col. Rao finds daily inspiration in the passion and resilience of the entrepreneurs he mentors. “Every interaction is a chance to learn something new. It keeps us as mentors growing alongside the founders,” he reflects.

Conclusion

Col B.S. Rao and SRiX , the incubator of SR University, Warangal, are proof that India’s innovation potential is not confined to metropolitan cities. By combining military precision, corporate insight, and entrepreneurial empathy, he has created a platform where small-town dreams find the tools, networks, and confidence to scale. As SRiX continues to nurture cross-disciplinary innovation, its impact will likely ripple far beyond Warangal, shaping a new chapter in India’s startup journey.