Utsaha, the brainchild of Mercur-I, the IIM Indore marketing club strives to apply classroom learning on the field. Utsaha is IIM Indore’s annual marketing fest, which in a short span of time has become a premier marketing event in the Indian B-School circuit. A marketing connoisseur’s delight, Utsaha provides the perfect platform for companies to obtain key consumer insights on their products and brands. Utsaha stepped into new territory with an aim to unravel and decipher the rural consumer’s mind.