UTSAHA 2014 - A sneak Peak into Rural Minds

With 72% of the Indian population living in villages and accounting for 50% of FMCG and Durable product sales, go rural is the new slogan for most companies. But a lack of knowledge about rural consumer behavior proves to be a major hindrance. This is where Utsaha comes in, a student run initiative aimed at gaining insights into rural consumer behaviour.  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 behavior. Since then Utsaha has gone from an idea to the 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.