“The only way to know how customers see your product is to look at it through their eyes” Daniel R Scroggin, CEO, TGI Friday

In an attempt to decipher the consumer’s mind and bridge the gap between a marketer's plans and the consumer's behaviour, the student community of IIM Indore organizes Utsaha, the rural marketing research event. UTSAHA focuses on understanding the dynamics of consumer buying behaviour in untapped semi-urban and rural markets.

Utsaha is one of the most unique events in India, the projects are executed in real rural settings rather than a simulated one. Our Objective is twofold. Firstly, we strive to add value to our corporate clients by providing them cost effective and high quality research-driven solutions to live problems in the field of marketing. Secondly, we aim to leverage the immense potential of the student body by providing future marketers with real world opportunity to put their MBA learning into practice.

With onset of saturation in urban market, the rural market has been alluring to many corporate houses. The varieties of projects handled by Utsaha are market research, profiling new product launch, brand analysis and validating marketing strategy. This also offers corporate to enhance their visibility and brand image on campus and connect with prospective employees.

At IIM Indore, we believe in contribution to the society in every action we take. Utsaha has addressed this is in a unique way by doing a grassroots level research on social issues like education levels, rural healthcare and presenting to the government.

In short, Utsaha adds value to all its stakeholders and institutional growth.

http://www.iimindore.in/utsaha/