Rediffusion and University of Lucknow launch The Bharat Lab

Rediffusion has collaborated with the University of Lucknow to launch The Bharat Lab, a consumer insights think tank. 

 

The launch is aimed at delivering cultural and consumer insights about the people of Bharat, primarily in the tier 2 and tier 3 towns of India and beyond.

 

The lab will also bring its story into India’s mainstream culture, commerce and conversations.

 

Alok Kumar Rai, vice chancellor, University of Lucknow, will be the chief mentor of The Bharat Lab, which will be located at the University of Lucknow. 

 

Rediffusion will support the lab with its brand expertise and industry outreach. 

 

The Bharat Lab will include initiatives like seminars/workshops, research projects, internships, field studies, among others. The data gathered by the lab shall be applied for better informed consumer insights in the decision-making of brands.

 

Sandeep Goyal, managing director, Rediffusion and co-chair of The Bharat Lab, said, “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.”

 

Rai added, “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.” 

 

Sangeeta Sahu, head of the department of business management, University of Lucknow and 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.”