Prof. T.Prasad, Mandi, conceptualized it. It helps in integrating the theoretical principles of statistics, managerial economics, marketing and basic market research with their practical application as a part of the curriculum.
At the Mandi flag off function, Sri Ved Prakash Arya, the COO of Pantaloons, spoke of direct marketing – a concept already visited by a man who has stood on the store-floor and, by his own admission, “sold 52 shirts in a single day”.
His young daughter had a go at the toys and when asked, she insisted on solving a Tangram puzzle without any assistance. The fascination she evinced in the toys, cheered us on as we were led to the NITIE buses that were waiting to take us to various parts of Mumbai- Malad, Lokhandwala,Vashi,Thane,Parel,Vile Parle,Hiranandani, Bandra,Churchgate to name a few.The students were carrying educational merchandise consisting of 3 products- Jodo 3-D Wonder Kit, Tangram and Pyramid- designed to serve as educational aids in the teaching of maths and science.
Aiyswarya, a management student, feels that any product can be directed both at an individual and at an institution, whatever its use as long as it is projected/perceived appropriately.
She recounts from her own group’s experience at Chowpatty beach, “ Middle class people who couldn’t afford Jodo – the higher priced product- but understood the educational value of the toys, enthusiastically bought out the Tangrams and Pyramids.”
NITIE’s students have also related instances of Tangrams and Jodo boxes selling like hot-cakes on the suburban railway between Andheri and Churchgate. Interestingly, a manager from HDFC Life insurance and a manager at Shopper’s Stop, impressed by a group’s sales skills, offered its members part-time jobs and summer internships, respectively.
“A teacher from Kendriya Vidyalaya, to whom we narrated the history of Navnirmithi and its association with NITIE for the past five years, was touched to note that the proceeds of this exercise were to go towards educating disadvantaged children. She bought 3 boxes of Jodo at one go!” according to Aparna.
Abesh recollects, “Through our Rotaract club we approached an NGO, located in Hiranandani, that looked after the education of children of construction workers. Not only did they buy the products, they also requested that we carry out a live demonstration in their organization the following weekend.”
Dawn, another management student of NITIE, sums up the twin principles – “Mandi is as much about refining our management skills as giving back to the section of our community that is less fortunate than us.”
It is estimated that the 200 odd NITIE students have driven up sales to touch a record 2.25 lakhs. As in every year, the entire amount collected will go back to the NGO Navnirmiti.