Utsaha - The Rural Marketing Fair By IIM - I
“UTSAHA” as the meaning goes in Hindi was started “with a passion” for understanding the consumer behaviour of people in rural India. 70% of the population residing in rural India is still not properly served products by the existing distribution network due to several reasons. We at IIM Indore via our event Utsaha – Rural Marketing Research Festival try to find out, analyse and give solutions to some of these problems of the partner companies. Utsaha started off in 2009 when PGP students of IIM Indore saw an opportunity in the Kartik Poornima Mela of Janapav Kutti as a suitable platform to understand rural consumer behaviour. Utsaha is one of the most awaited events in the b-school calendar with active support and projects from government, corporate houses, institutes and SMEs. The USP of Utsaha is ‘Disguised Market Research’, the respondents don’t know they are being subjected to market research and so all they do is enjoy the fun and fervour around and in the process give valuable, unbiased insights into consumer behaviour.
