Rediffusion and the University of Lucknow have come together to launch ‘The Bharat Lab’ –a consumer insights think tank aimed at delivering cultural and consumer insights about the people of Bharat.
The Bharat Lab will be located at the University of Lucknow, it will be supported by 50 years of Rediffusion’s brand expertise and industry outreach. The Bharat Lab shall provide collaborative opportunities for faculty and students of the University to exchange knowledge with industry. The Lab will include activities such as seminars/workshops, research projects, internships, field studies, and similar initiatives. The data gathered by the Lab shall be applied for better informed consumer insights in the decision-making of brands.
As per Rediffusion, The Bharat Lab will understand Bharat, know its hopes, dreams and aspirations; uncover its motivations, its challenges and its outlook by bringing its story into the mainstream of India’s culture, commerce and conversations.
It further said that understanding ‘Who is Bharat’ is very important, as the definitions vary. One can define Bharat as the Tier 2 and Tier 3 towns of India, and the hinterlands beyond. Or Bharat can be all of India beyond the five metros and the 23 large cities. And its importance can be ascertained from the following metrics:
“Bharat is the driver of India’s tomorrow. It is home to two-thirds, or more, of India’s population. The growth economy of the future is anchored in the heartland of India. And that is the Bharat we wish to study in-depth,” said Alok Kumar Rai, Vice-Chancellor, University of Lucknow.
Rai will be the Chief Mentor of The Bharat Lab.
The Bharat Lab will aim to unlock fresh understanding and actionable insights by investigating hitherto unexplored facets of life in Bharat.
“Our ambition is to go deeper than just surveys and numbers at ‘The Bharat Lab’. For us, Bharat is not just a consumption statistic, it is a formative cultural force of the nation. Interestingly, Bharat is as much a devoted watcher of Ramayan as it is of Masterchef - Bharat is also a fan of both Mann Ki Baat and Shark Tank,” added Sandeep Goyal, Managing Director of Rediffusion and co-Chair of The Bharat Lab.
Sangeeta Sahu, Head of the Department of Business Management, University of Lucknow, who will be also co-Chair of the Lab, said, “We want to answer the most fundamental questions and curiosities about Bharat. What does Bharat eat, drink, watch? Where does Bharat travel? How does Bharat spend its free time? How has the family dynamic evolved in Bharat and how does it impact the consumer behaviour of Bharat? What relationship do residents of Bharat have with technology and the internet? Who are the heroes and role models of the people of Bharat? There is so much to study.”