MI Impact

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Rural and Urabn Immerson reports prepared by students

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Seventh Convocation 2002 (Envelop)
(Mudra Institute of Communications, Ahmedabad (MICA), 2002)
Jaipur Rugs – Delhi Store
(MICA, 2018) Joshi, Adwait; Bharadwaj, Aniruddh; Bharadwaj, Meenakshi
Jaipur is a family’s business that combines the pursuit of profit with the spreading of kindness in the way that benefits all the stakeholders: The Consumers and their families, The Artisans and their families and Employees.
The House of MG Ahmedabad Trunk : museum quality textiles, articrafts & book
(MICA, 2018) Pawar, Aatman; Jain, Ananya; Ramesh, Padma; Rai, Vikash
Ahmedabad Trunk Textile Gallery is a subsidiary of House of MG, a state of the art, premier boutique heritage hotel in Ahmedabad. House of MG was established in 1924 for Sheth Mangaldas Girdhardas, a prominent textile industrialist at the time. The gallery, established in 2015 is situated on the first floor displays the elegant textile collections belonging to the grandmother, Mrs Leena Sarabhai Mangaldas and mother, Mrs Anjali Hutheesing Mangaldas of the current heir, Mr Abhay Mangaldas as well as museum collectibles & artefacts with auction prices. Both women were avid collectors of exquisite fabrics in the form of sarees including Bandhani, Jamdani, Brocade and Paithan silk.
Sense International India
(MICA, 2018) Singh, Udit Narayan; Mittal, Jayshree; Sahu, Ishita
We also work from the scratch on creating a campaign for Sense India called Lets Empower on social media using our cultural analysis. We also work on promoting the tax saving campaigns during the month of Feb and March so as to make people and high tax payers aware about the tax saving opportunities if they donate money to such organizations. Pitching to Corporates to donate to the organisation as part of their CSR policies by sharing the stories and work of Sense India and their followers in all social media platforms. Also, pitching to High end clubs in Ahmedabad so as to get clients who could donate funds for the benefit of deafblind people.
Green army : zero garbage MICA
(MICA, 2018) Batra, Akansha; Doshi, Bhavi; George, Rona
MICA is one of the top league B-schools in the country. Established in 1991, MICA (formerly known as Mudra Institute of Communications, Ahmedabad), is the only residential institute in the country, and perhaps in the Asia-Pacific region, dedicated to creating leadership in Strategic Marketing and Communication. MICA, an autonomous, non-profit institution, offers a wide range of academic programmes including four residential programmes. MICA is a respite from the busy roads and city lights. The institution is known for nurturing individuals that think out of the box and stay ahead of times. MICA’s spirit lies in its grasping of contemporary trends and sensibilities, addressing the needs of an ever-changing environment. Therefore, it is expected of such a prestigious institution to be a green and a zero wastage campus. We live in a time when the global concern is to maintain sustainability and a green way of life. Hence the project is literally the ‘need of the hour’.
MICAVAANI-Radio based education
(MICA, 2018) Pandey, Garima; Goyal, Anubhav; Narang, Samartha
MICAVaani is the community radio station of Mudra Institute of Communications, Ahmedabad (MICA) was established in 2005. It uses the frequency 90.4 FM to reach out to surrounding villages that lie within a 7 km of the radius of its campus, viz., Shela, Ghuma, Kaneti, and Telav. Since its inception, the station has strived to create meaningful programs for the people of these communities in accordance with their needs and demands, and also tried to bring about social change in their behavior and attitude. Over the several years since its inception, MICAVaani has developed meaningful content coveringareas like health and nutrition, travel, moral-based stories, radio dramas, films,books, poetry, etc. All our efforts have placed radio at the core to help in listeners' overall development. This paper outlines the work and efforts of the TRIVANI team from MICA to expand the listenership of MICAVaani and how we can leverage radio based education to reduce the number of dropouts from Telav Primary School after 10th standard and also to make students aware of the various opportunities that are open to them after completion of Higher Secondary Education.
Farm-On-Wheels
(MICA, 2018) Patil, Aniket; Jyotishi, Shashank; Jain, Shubham; Jain, Snigdha; Pahal, Rahul
Based on our research, we could find a need gap for the new age digital customers who still prefer offline purchases when it comes to buying fresh food products. To cater to these customers, we devised a hyperlocal fruits & vegetables delivery platform where customers can place orders for the above said items & a delivery truck will reach their location in a scheduled time slot. This truck will cater to all the orders in that building or residential establishments unlike individual delivery agents sent by existing platforms like bigbasket or grofers. We will be procuring directly from farmers in order to eliminate the middlemen & cost hikes due to their existence. This will facilitate the good old “Touch & Feel” based purchase of the fresh food items.
Allevents.in
(MICA, 2018) Mulla, Aftabahmed; Srivastava, Utkarsh; Jain, Yashika
The major problem that Allevents.in faces is that they don’t enjoy brand awareness among Indian consumers as they can among the foreign consumers. The problem statement that we are dealing with is about how to increase the brand awareness of All Events among consumers of Mumbai. The information that we had gathered till now points us in the direction that Allevents.in has strong competition with the likes of Events high, Bookmyshow when it comes consumer purchasing tickets for an event. Allevents.in also don’t possess significant amount of event organizers that sell their tickets through Allevents website. Allevents website faces also the challenge of high bounce rate as well the low average time spent on their website by the consumer.
Ahmedabad Police : Study On Perception Of Women Safety In Ahmedabad
(MICA, 2018) Sharma, Keha; Andharia, Manthan; Chidambaram, Dhananjay; Shah, Harsh
Ahmedabad has since long carried an image of being a safe city for women. It comes in the top 3 safest cities in India based on the crime and safety index. Though the perception of Ahmedabad being safe remains, A research paper co-authored by Mr. Darshini Mahadevia showed that 52% of the women using the riverfront and 57% of the women using Lal Darwaja bus terminus having experienced sexual harassment mainly verbal, visual and stalking. Keeping the mission and vision of the Ahmedabad City Police in mind, which is “Service, Security, and Belief”, a team dedicated specifically towards the safety of women was formed, named “SHE Teams”. This was done with the aim of instilling confidence among women and to enhance safety. Ahmedabad police have also launched a 181-women safety mobile application called “Abhayam” on February 01, 2014, and over four lakh women have availed the service since, while over 82,000 women were rescued from a dangerous situation.” It is critical to understand the current awareness and experience of Ahmedabad citizens regarding these initiatives by Ahmedabad police and also to take stock of their notion of safety”
Shreyas foundation: Vocational training & life skills for destitute children
(MICA, 2018) Rajpurohit, Kuldeep; Fatehpuria, Mallika; Khan, Mohammad Salman; Darbar, Zubin
As the name suggests, Urban Impact Project, it was important to have a project where we made an impact on stakeholders in an ecosystem that was part of the urban jungle. Shreyas Foundation is a very notable organization that works towards fostering destitute children, nurturing them towards a healthy lifestyle and preparing them to step out in the real world. Keeping the above in mind and the close connection that MICA has with Shreyas Foundation, it presented us with a great opportunity to work with the children and make an impact that goes beyond numbers, reach and impression. Keeping in mind the long-term impact that the project holds, it becomes extremely relevant and important to work in sync with the client and achieve the best possible results. Vocational training & Life skills for destitute children is the problem statement presented to the team for which our client is Shreyas Foundation. The problem has been identified through both primary and secondary data. We looked at global issues and organizations working towards the same cause and tried to have a better understanding of the project. Besides that, the meeting with the client also provided helpful insights into the problem areas and scope of the project.
Linencut
(MICA, 2018) Ahmad, Ahraz; Parasramka, Praniti; Vishwa, Sakshi; Shetty, Sudakshin
LinenCut is an Ahmedabad based clothing brand started in 2019 by Mr. Prasun Shah and Mrs. Anita Shah. It manufactures linen garments. LinenCut aspires to be a premium brand and they also have a separate brand called linen breathe that deals in men’s apparel. The organization wants to position its brand as a sustainable clothing alternative and hence have considered linen, as it is an eco-friendly fabric which gaining popularity across the globe. Linen was chosen as the fabric because of its cooling properties. Linen compared to other fabrics is lighter and air can easily pass through it thus keeping the wearer cool during summers. Linen also uses less water to manufacture as compared to other fabrics thus being environmentally more sustainable.
MICA merchandise
(MICA, 2018) Jha, Archita; Jain, Hrithik; Rath, Swetaprada
MICA being one of the best BB-Schools in the marketing domain, it often hosts various reputed guests in the form of lecturers, judges for competitions, recruiters,, artists or guest coming to give a talk in events like – TEDxMICA, Micanvas, MLS Sessions, etc. This makes for a great opportunity to establish industry relations and have the guests leave campus with a positive residue through providing them with high quality utilitarian gifts which are essentially MICA branded official merchandise. Alumni in the industry and students are also deeply attached to the institute and their experiences here. They are nostalgic about MICA and hence providing them a platform where they can browse through high quality customizable MICA branded merch make them a considerable set of candidates for our target group.
Reforming Bihar’s Public Education System
(MICA, 2018) Sarkar, Roopkatha; Basu, Samprit; Shivprasad
20% of the habitation in India has a secondary school. 60% of the schools have less than two teachers each. 76% of the students drop out of school before tenth grade. 27% of 14-18-year old can perform a simple division problem. EdJustice is a unique people’s campaign completely run by volunteers who are deeply involved in the effort to rejuvenate the public education system. Begun and now functional in Bihar, this initiative by Mr. Sanjay Kumar who was a former student and resident of Katihar, Bihar is focused on that region and other neighboring areas. Edjustice’s campaign Bihar Jan Shikha Yatra is aimed at spreading awareness and creating a movement. The People’s campaign is divided into three phases:
Telav/Shela Village Upliftment
(MICA, 2018) Agarwal, Deepanshu; Upadhyay, Kaushal; Srivastav, Astha
A large amount of garbage is accumulated at the juncture of Sanand Highway (H-947) and Shela road and two other spots on the Shela Road to MICA. The garbage which is accumulated at these places is majorly dumped by the residents of Telav Village. Also, the garbage contains a lot of singleuse plastic and is not segregated which makes the task of removing plastic garbage a lot tougher. In comparison, Shela village does not have such large accumulations of the garbage but they too have the issue of the presence of single-use plastics in the garbage collected from the region as well as no segregation of wet and dry waste by residents.
Sewa
(MICA, 2018) Sharma, Aanchal; Saraf, Gaurangi; Sethi, Paricheet
Since all these enterprises and cooperatives are selling with their own brands individually, they are not able to leverage the SEWA brand. Each initiative is trying to reinvent the wheel by setting up the processes and systems for their enterprise and facing multiple challenges. There is definitely a potential for scaling up and onboarding close to a million entrepreneurs. This calls for designing a proper strategy and setting up a Digital Social Enterprise that focuses on creating both internal markets within the SEWA’s 2 million members as well as preparing the Micro-Entrepreneurs to tap into national and then later on international markets through this online retail platform. One of the major findings of the past 18 months’ sales and marketing efforts has been to have one collective common brand rather than currently having 10 different brands. Having multiple brands creates confusion amongst the customers. Objectives of
Jaipur Rugs
(MICA, 2018) Grover, Aanchal; Verma, Ananta; Kokate, Ketki
Jaipur Rugs is one of India's largest manufacturers of hand knotted rugs. It’s purpose is to create beautiful lives for the customers, their families and friends, the artisans who create the products, and the employees. The holy grail of strategy for any firm especially retailers, is to create a store concept and experience that is so different and compelling that it renders competitors irrelevant — and then to implement that concept in such a way that core customers are bonded and the competitors find it hard to copy or react.
Identifying creativity and potential of innovation among underprivileged children
(MICA, 2018) Vijaywargi, Dimple; Tiwary, Shweta; Abraham, Mathew
This paper outlines the work and efforts of the SARJANA team from MICA to promote creativity and innovation among underprivileged children. It briefs how creativity and innovation can serve as a bridge for the underprivileged children to overcome the challenges they experience in their daily life. The paper explains the framework developed by the team to help children exercise their creativity to provide innovative solutions for the problems they face, the innovations generated as outcome, its valuation and impact on the lives of the children and in the society as a whole. The paper also discusses the future long-term impacts which can be derived out of the project.
Gammat : The house of MG it feels like coming home
(MICA, 2018) Kar, Adyasha; Madan, Divye; Agarwal , Ayushi; Balasubramanian, Pranitha
Gammat is the latest offering by The House of MG, catering to children between ages 4 and 12. The idea behind creating this space is to provide learning as well as entertainment for kids who are visiting The House of MG with their parents and also to capitalise the unused area near Greenhouse café. It is an engaging space for children within the premises of HoMG while instilling an appreciation for India’s cultural heritage while retaining modern relevance. Space away from screens and plastic that will help children live their parents’ childhood, an experience shared nostalgia and pique their interest in Indian crafts and traditional toys. Gammat is a new product/ service being offered within the family of services of the House of MG. In this vein, this play area/ child experience zone had to be integrated synergistically with the rest of HoMG, while at the same time providing for a gap in the existing HoMG setup.
Alliance Française d’Ahmedabad
(MICA, 2018) Pattanayak, Milind; Tripathi, Nachiketa; Naik, Nishtha
Alliance Française d’Ahmedabad (AFA) is an Indian association that aims at developing bonds between France and India by promoting French Language, Culture, Science & Technology exchanges. It had been established in 1981 by a group of local eminent personalities; among them Ms. Mrinalini Sarabhai, Mr. B. V. Doshi and Mrs. Devi Mangaldas just to mention a few of them. Since then, AFA has gained recognition from the French Embassy in India, which supports its activities, from the Alliance Française network in India and from the Foundation Alliance Française in Paris.
Snackables
(MICA, 2018) Devrani, Aakash; Jayakumar, Ashwin; Sreenath, Bharath; Roy, Bipasha Ghosh; Madan, Kshitij
Snackables is an environment conscious brand and avoids plastic usage as much as possible. The cookies and other snacks come in a Glass jar in the first purchase. The following multiple purchases can be made of refillable packs that come with a paper packaging. We at Snackables not only care about the health of our customers but also of our mother nature, who we believe provides us with all the ingredients that we need. This way we feel one with mother nature and hopefully our customers would share the same feeling.

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