Thakur, SukaranShah, RishabhDave, AayushiShah, AnjaliChangkakati, KrishanuRana, Prachi2024-01-272024-01-272023-02http://ir.mica.ac.in/handle/123456789/7840MI IMPACT Immersion report - Team MICASA, Batch - 2022-24Conceptualized during the pandemic after being inspired by the personal experiences of Mr.Rishabh Shah and, Mr. Pritesh Shah, Maksika was launched in December 2020. Maksika honey brings unheated, untreated, and organic nectar honey with a unique flavor profile. It provides high-nutrient unpasteurized honey while being mindful of the bees and the local farmers, creating a high social impact. The brand aims to understand its audience's behavior patterns and needs better so that they can add value to their honey consumption experience. They also aim to educate consumers about the benefits of pristine honey, inculcate new consumption behaviors by offering alternate uses, and influence the current honey consumption patterns.enIdentifying ConsumptionPatterns and CraftingCommunication Strategy