Ujjivan participated in Gramotsava in Orissa, the annual flagship event held by Xavier Institute of Management, Bhubaneswar (XIMB). It is a marketing event organized by RMAX (XIMB’s Rural Managers' Association), which combines brand promotion and social marketing.

Gramotsava has its roots emanating from two words, Gram and Utsava, which brings together the festivities and spirit of the countryside.

This year, Ujjivan sponsored a team of XIMB students in marketing fairs in two towns where we have just begun operations. The student organizers used communication tools such as van promotions, games, skits and jingles to promote and build awareness of Ujjivan and its services.

The B-school also conducted customized market research among the potential customers for Ujjivan. It is a need based market research and promotion activity where the products and services of business as well as social organizations are tested at the grassroots level in the form of a pilot study thereby exploring the potential opportunities. It is a comprehensive study of the tastes, choice and preferences of the rural market through qualitative and quantitative research methods and subsequent impact analysis.

The research project helps us understanding customer behavior in choosing an MFI and gain an insight into other influencing factors. This will help Ujjivan develop tailor-made products and services which cater to the unique needs of the underprivileged in these areas.