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MICA’s rural immersion programme

Every once in a while, life gives you the opportunity to step out of your comfort zone; to really push yourself and live a life that may have seemed so distant at one point. When you are presented with such an opportunity, don’t think twice before grabbing it by the lapels. This is what 180 odd of us second year MICAns did for the last two weeks of September, and these two weeks will stay with us for a long time to come.

I was one of the 40 students who was assigned the organization, Jaipur Rugs as part of MICA’s rural immersion programme. 3 of us stayed with a lovely family in a tiny village called Divrala, about 2 hours away from the rustic charm of Jaipur.

Books, articles, and classroom lectures can teach us only so much. India’s rural market involves addressing over 700 million potential consumers, making it a vital source of growth for many companies. After conducting my first ethnographic research by spending two weeks in a rural setting and experiencing life as is, not only am I a better marketer, but also, a more balanced individual.

Name : Malvika Adukia

PGP : 24

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