In an attempt to decipher the consumer’s mind and bridge the gap between a marketer’s plan and the consumer’s behaviour, the student community of IIM Indore organizes Utsaha, the rural marketing research event. Utsaha is an annual marketing research fest founded in the year 2003-04 by Mr. Saurabh Bajaj, an alumnus of the Batch of 2004. The fest focuses on understanding the dynamics of consumer buying behaviour in untapped semi-urban and rural markets.
Utsaha, with its disguised marketing research structure, is one of the most unique events in India. 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 opportunities to put their MBA learning into practice.
With the onset of saturation in the 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 launches, brand analysis and validating marketing strategy. This also offers corporates 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 in a unique way by conducting career sessions for students, guiding unemployed people about business opportunities and by conducting various knowledge sharing sessions on sanitization for children.
In short, Utsaha adds value to all its stakeholders and institutional growth.In an attempt to decipher the consumer’s mind and bridge the gap between a marketer’s plan and the consumer’s behaviour, the student community of IIM Indore organizes Utsaha, the marketing research event. UTSAHA focuses on understanding the dynamics of consumer buying behaviour in different markets. The
Traditionally, Utsaha has been a rural marketing research fest where the projects are executed in real rural settings rather than a simulated one. However, this year, the vision is different. For the first time ever, Utsaha will expand to the urban markets in an online mode while keeping the rural roots intact. As always, our primary objectives remain the same: provide corporates cost effective but high quality, research driven solutions to live problems faced in marketing products and services; give students a chance to implement classroom B-school knowledge to real problems; and hone marketing, operations and other skills that future managers would need in leadership roles.
Take a note of the following details, to be a part of Utsaha 2020
Dates: 21st-22nd November, 2020
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Pragya Mittal | Jhilmil Anurag
Utsaha 2021 | IIM Indore
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