UTSAHA 2014 - A sneak Peak into Rural Minds

Innovative and fun ways to engage people of all age and gender ranging from taste tests, unstructured interviews to survey through fun games were used this year. Utsaha 2014 with myriad of hues, fun and fervor all around saw strong participation from men, women and children alike. From Magic shows to turban tying competition, Utsaha had something in store for everyone at Janpav Kutti. The team of Utsaha managed to collect over 2500 responses for their research. A welcome change at Utsaha 2014 was the active participation from the womenfolk of the villages in responding to marketing research who are generally reluctant to such activities.

Utsaha 2014 saw more than 150 senior and junior students of the PGP programme of IIM Indore come together to make the event a grand success. Several members of the faculty including the PGP, Chair visited the event to encourage and motivate the students. “This is an experience based learning for students as they can apply what they have learnt in the classrooms in live setting”- said Jayasimha K.R, Marketing professor at IIM Indore. Harsh Shah, Coordinator of Utsaha said – “What the team of Utsaha aims is to make the rural crowd feel involved. This is the key to the success of Utsaha over the years.”