Rural Immersion Projects

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A combined effort to bring a little change in the life of women associated with Project Upahar
(MICA, 2016) Nair, Aishwarya; Kapoor, Raunak,; Sharma, Misa; Panigrahi, Lopamudra; Varma. Nikita
Selling savoury snacks and the bakery items instead of branded snacks will bring a multi-fold benefit for them by generating additional income at low inputs and give them a word of mouth publicity.
A comparative study of Amul’s milk collection system
(MICA, 2016) Sharma, Aadya; Patni, Himanjal; Karandikar, Preshit; Chaudhary, Sneha; Bharadwaj, Sourabh
A major characteristic which set Thavar out was the community feeling which they had. They shared a bond with almost every other person in the village. One of the most difficult tasks of researching in an unfamiliar space is not being able to connect with the people, the primary source of information for any researcher. This problem was eliminated for us by not just the organizing cooperative society (Thavar Mandali), its Chairperson and Secretary but also the people who were eager to not only talk to us about their day to day life, their problems but also were equally interested in knowing about us while respecting our privacy. They took extra efforts to ensure we felt safe and secure. Every household here had at least one ATM Card Holder and most of the villagers owned a television set.
A study and development of sales strategy for Nico-Orgo
(MICA, 2016) Dave, Devendra; Gupta, Kushagra; Shertty, Sowmya; Maniyar, Manaal
This report highlights the problems faced by Nico Orgo Manures Ltd., Dakor, which is a manufacturer, wholesaler, retailer and exporter of Organic fertilizers and other farm products. Instead of being in business for almost 25 years now and having a comprehensive portfolio of all the necessary farming products, the organization hasn‟t tasted much of a success in Dakor and adjacent places nearby in Gujarat. This is despite the fact that the organization imports its products in almost 23 other countries. The organisation had already tried quite a few things such as, attending the Krishi Melas, developing a farmer literature, etc. to lure the farmers towards their products. But it seemed that, something more and different was needed to communicate and deliver to the farming community to make them use Nico Orgo products, without any perplexities. Over and above that, Nico Orgo was also trying to venture into organised retail through its exclusive retail outlets. One of the outlets located in Mansa, Gandhinagar was already operational, but wasn‟t doing that great when we looked at the returns. So, before proliferating the number of outlets, it was indispensable to analyse the incumbent store and dwell out recommendations and alterations which could help Nico Orgo to successfully venture into organised retail.
A study on Dena KCC (RuPay KCC) : NABARD
(MICA, 2016) Raghavan, Aishvarya; Majumdar, Nandan; Navani , Satija; Joshi, Pushkar; Bhattacharya, Rupsha; Das, Sreshtha
The KCC was launched because several hurdles are faced by farmers in the process of acquiring adequate finance from banks, such as: long drawn-out documentation and processing, complicated practices followed by banks and other financial institutions, delay in processing and also lack of awareness among farmers regarding banking practices and benefit. Non-institutional credit is costly and counter-productive. Traditionally, farmers were able to withdraw the loan amount in form of cash withdrawals using withdrawal slips and the Kisan credit card-cum-passbook. Regional Rural Banks, Cooperative Banks and Public Sector Commercial Banks in association with NABARD have implemented the Kisan Credit Card scheme. Other features of the KCC cards,
Action for Social Advancement (ASA), Bhopal
(MICA, 2023) Barkha,; Maheshwari, Girisha; Javeria, Laksh; Agrawal, Shubhagata; Agarwala, Jiger; Tosniwal, Shreya
ASA Bhopal: The organisation has been working in this field for decades and have started a movement in the area towards organic farming. They have a strong team of on ground volunteers both locals residing in the small villages as well experts who help supervise and manage. The local farmer producer company personnels, DAs and many other experts facilitate the on boarding, training and supervision work on ground. 2. Farmers: The most important and key stakeholder were the farmers here. Their experience with ASA and in absence of them helped us understand the impact and need gap which exists. Their candid chat, warmth and openness to share is what drove the success of this project and made it a fun experience.
Adani Foundation
(MICA, 2023) Rughani, Aditi; Varshney, Bhuvan; Agarwal, Gaurangi; Srivastava, Niyati; Dhandhania, Rachit; Krishnan, Vedaang
Established in 1996, the Adani Foundation focuses on the wellbeing of the less privileged. For more than 25 years, the Foundation has driven social upliftment programmes in the rural hinterland of India, the largest and most populous democracy in the world, its efforts aligned with the United Nations Sustainable Development Goals. The Adani Foundation believes that everyone, regardless of who and where they are, deserves equitable access to opportunities and a fair chance to a better quality of life. Over the years, the Foundation has responded to society’s changing needs – be it sustainable livelihoods, health and nutrition, and education for all or addressing environmental concerns – with an enhanced focus on the empowerment of women.
Adani Foundation, Business Solutions and Communication Strategy for Brand Saheli
(MICA, 2017) Shah, Tanmay; Paul, Nandita
We were working with Adani Foundation. The Foundation conceptualises its purpose by consolidating the activities under four broad working areas namely – Education, Community Health, Sustainable Livelihood Development & Rural Infrastructure Development. Their vision is to Accomplish a passionate commitment to the social obligations towards communities, fostering sustainable and integrated development, thus improving the quality of life. They are currently Touching more than 4,00,000 families across 12 States, 21 Sites, 1470 Villages and Towns in India, Adani Foundation ACTs on Education, Community Health, Sustainable Livelihood Development and Rural Infrastructure Development. Women Empowerment Training Programme in Coordination with VRTI- Vivekananda Research and Training Institute has been started for two groups - Training for preparing washing powder, phenyl, soap, shampoo, gel, tile cleaner and many more usable items. An apt example here would be the Saheli Udyog. Adani Foundation had started a training programme with two major women group of Mundra region. Both groups of women (60 women in total) post completing their training on preparing washing powder, phenyl, liquid for cleaning utensils and hand wash etc., have now started a shop at Shantivan Colony, Mundra in the name of “Saheli Mahila Gruh Udyog” and are churning profits.
Aga Khan Rural Support Programme India
(MICA, 2023) Basu, Aditya; Agarwal, Manvi; Bose, Russian; Garg, Shashwat; Gawaskar,Shivani; Thakur, Sukaran
The research objective of the project focused on understanding the business model of the emerging entrepreneurs of the villages in the districts of Netrang and Dang. The research also focuses on the various criteria on which the entrepreneurs were selected and how the various ethnographic factors weigh down or help them on their ability to raise a successful business. Furthermore, the objective was to understand the various gaps that arises due to the entrepreneurial achievement of people in a village and how other villagers can be dissuaded from emulating it based on socio-economic and ethnographic factors.
AKRSP Project Report
(MICA, 2025) S, Anandhakrishnan; Ramgiri, Anmol; Chauhan, Bhoomi; Ashtaputre, Kruti; Ramdev, Rishima
The Muzaffarpur Solar Irrigation Project aims to support women entrepreneurs in promoting sustainable agriculture through the use of solar-powered irrigation systems. Managed by AKRSP (Aga Khan Rural Support Program), the project enables women to serve as water providers for local farmers, offering an alternative to traditional diesel pumps. This initiative not only fosters economic independence for these women but also enhances agricultural productivity and promotes environmentally friendly practices. The project positions women as entrepreneurs and primary operators of solar irrigation systems, enabling them to gain financial independence and leadership experience. By integrating women into the local economy as business owners, the project aims to challenge traditional gender roles and establish women as essential contributors to the agricultural sector.
Amazon digital strategy & content for Sewa Anand weaving products
(MICA, 2017)
This was an approximately two-week long study, which was completely qualitative in nature. The reason was simply because the research was exploratory and the problem required a multi-perspective allrounding solution where every stakeholder ought was to be strategically addressed. It took place in SEWA’s office and handloom store in Anand, Gujarat and their handloom weaving center at a village called Sihol (approximately 15 km from the SEWA office). As mentioned earlier, in order to devise an allencompassing solution to strategically address every stakeholder’s grievance; the study had to form an exhaustive base of data, which included every detail w.r.t process, people, production, administration and end consumers thoroughly.
Ambuja Cement Foundation
(MICA, 2023) Jain, Ayushi; Sarkar, Neelav; Pandey, Neha; Jha, Sakshi; Rao, Siddharth; Vikash,
The solution to be proposed for bridging this gap, or connecting to the right people, is a mediating platform over the internet. The platform is a database of farmers and their corresponding profiles - data on their produce, quantity, soil quality, and so on. This database can be accessed by the 2500 or odd companies that Balaji has in its tie-ups. The consumer journey ends with the selection of the produce and farmers by the company, either ordering in anticipation and/or ordering available produce. This will also help in reducing the present telephonic communication Balaji is using as a channel to connect with their customer companies and a much more efficient, faster approach to help the farmers.
Ambuja Cement Foundation, Group 21
(MICA, 2023) Patni, Keyur; Bhayana, Geetanshi; Brahma, Ritwik; Patil, Ruchita; Kharolkar, Shreyas; Chhillar, Shweta
The report focuses on the learnings of our group based on the Rural Immersion that we undertook at Jaitaran, Pali in Rajasthan from 15th September 2022 - 25th September 2022 with the Ambuja Cement Foundation. During our ten-day stay, we visited Kasturba Mahila Vikas Samiti, a Women’s Federation of more than 600 women at Rabriyawas village, to understand their pickle-making and selling process. We then proceeded to Jodhpur to establish connections with new retailers and study existing competitors to make strategic recommendations to the federation related to the packaging, branding, supply chain management, channel building, and pricing of the products. Our interactions with the people of Balada, a nearby village, also helped us better understand rural life.
Ambuja cement foundation: kodinar
(MICA, 2016) Bhatnagar, Aarushi; Bijaya, Swati; Roy, Diganta; Chamaria. Sneha; Prabhu, Sumedh
Ambuja cement foundation is playing an active role in eradicating the menace of open defecation from kodinar taluka. It operates in all 64 villages of the taluka addressing pertinent issues like salinity, drinking water and open defecation to name a few. ACF was facing various communication as well as marketing issues in their initiatives against open defecation in the villages at Kodinar. As a part of our rural immersion program, we went to study and suggest a feasible solution for these issues. Our area of work involved making recommendation to address the Sociological and marketing problems at Kodinar. Following were the details of the problems and our research objectives: Sociological Problem: Ambuja cement foundation was covering Kodinar taluka under its Sanitation for Life Project. Many villagers have got converted and built toilets in their homes but some people are not comfortable with the idea of making toilets and giving up open defecation thus acting as a roadblock in the success of the Sanitation for Life Project (S4) due to their ineffective participation.
An ethnographic research undertaken at Assangthang Village of Namchi District in Sikkim to find opportunities for Communication and Marketing in the area.
(MICA, 2015) Ganguly, Surankita; Pant, Saumya; Pradhan, Prasanna Devi; Mishra, Ashwani Kumar
Assangthang is a Village in Namchi Tehsil in South District of Sikkim State, India. It is located 96 KM from State capital Gangtok. Developed by the Rural Management and Development Department, Assangthang Model Village is located 8 kms away from Namchi, the South district headquarters. Assangthang (Sikkim) is almost 2200 kilometers far from Ahmedabad. There is only one Government Primary School present which have Anganwadi present along it. The school support education till class 8th, after which if a student is willing to go for higher education, they have to attend the private school which supports education from nursery to 12th standard. However, this school is not present within the village, and a student attending the school has to cover about7-8 km on road. Also, the fees of the private school is about Rs. 700-800 per month for education, and if students avail any transportation facilities, have to pay more for the vehicle provided by the school itself for pick up and drop facilities. However, apart from some text books, no other stationary or dresses or any other items are not distributed to the pupils in the private school. Assangthang Primary
Analysis of the effective marketing strategies for the Products of SHGs Federation With Ambuja Cement
(MICA, 2023) Jagadi, Isha; Bajaj, Madhur; Kanodia, Sakshi; Pradeep, Shubham; Chauhan, Yash; Oza, Sushama; Gopal,; Sachin,
For the rural immersion, we got a chance to work on the development of a training module and study the cultural landscape of the villages. The program aimed to help us understand the differences between rural and urban landscapes and study the ethnographic changes and observations. The Ambuja Cement Foundation (ACF) was our collaborative partner for the rural immersion program. Our fieldwork was conducted in Beawar, Jodhpur, and Soliyana in Rajasthan, along with the client organization. While the field reporting was conducted at Rabrivyas with market trips in Beawar and Jodhpur, our primary ethnographic research occurred in and around the Soliyana village, where farms were situated. Our daily transportation was first to Beawar and then to Jodhpur for market trips while we stayed at Rabrivyas in the Beawar area for the first part of our immersion. The second portion of our immersion took place in Mundhwa, where the farmers and nearby staff helped with an ethnographic field study in the village of Soliana.
Anganwadi / School Transformation Program: With YUVA Foundation
(MICA, 2025) Nair, Abhinand; Vishwanath, Ajeya; Dutta, Ankita; Gupta, Kshitij; Mohta, Riya; Arohan, Yash; Das, Kallol; Joshi, Hemang
The Anganwadi Transformation Project at Nasmed is a collaborative initiative undertaken as part of MICA’s rural immersion program in partnership with Yuva Unstoppable, a leading non-profit organization in India. This initiative aims to provide MICA students with experiential learning opportunities to engage with rural communities, understand challenges, and propose actionable, sustainable solutions. The project aligns with MICA’s mission to integrate academic rigor with social responsibility and Yuva Unstoppable’s vision to drive grassroots change by addressing gaps in education, health, and infrastructure. Yuva Unstoppable has a proven track record of transforming over 330 Anganwadis and schools across India, with significant improvements in attendance, health outcomes, and learning environments. Their approach combines infrastructural upgrades, health interventions, and community engagement to create sustainable impact. Nasmed, a semi-rural village located 20 kilometers from Ahmedabad, was identified as the focus of this project due to its unique socio-economic dynamics and the potential for meaningful interventions within its educational and nutritional systems.
ASA – Action for social advancement
(MICA, 2023) Kashyap, Ambuj; Khalid, Osama; Vaidya, Prabhuti; Shah, Rohan; Chanana, Shireen; Sharma, Udit; Panda, Rasananda
Founded in 1996, ASA or Action for Social Advancement is a group of professionals who work towards natural resource development with the tribal communities of central India. A public charitable foundation, their aim is to promote field-based occupations for small and marginal farmers. They strive to develop livelihood security at a community level and wish to ensure that people get their livelihoods based solely on a natural resource development approach. They are registered under the Societies Registration Act 1860 and the Bombay Public Trust Act 1950. For the farmers across the nation, the organization has worked for land and water resources development, promotion of sustainable agriculture and creation of market access for the farmers for produce, inputs and services. Previously they have worked on projects like implementing MGNREGAs in various districts/villages of Madhya Pradesh, accelerating the production of Organic cotton in small and marginal farmers, constructing dug wells in tribal regions and etc.
Assess ROI for extended microfinance to SHGs Developing success stories on enhancement of income post microfinance support to women members: With Vivekanand Research and Training Institute (VRTI)
(MICA, 2025) Gandhi, Aakanksha; Vijaykumar, Abhiram; Trivedi, Deeksha; Khatri, Lokit; Maithani, Shubham; Johri , Sonali; Kumar, Mayank; Bhakat, Kamalendu Thacker, Vipul
The SHG program facilitated by VRTI has had a significant impact on the financial well-being of its members. Our survey data shows that on average, SHG members have experienced a 62% increase in their household incomes since joining the groups. Among those engaged in income-generating activities like tailoring, jewellery-making, and small-scale agriculture, the average monthly income has risen from 7,500 INR to 12,000 INR Additionally, 78% of SHG members have been able to start a new business or expand an existing one with the support of microfinance loans provided by their groups. The average loan size accessed by members is 35,000 INR1, with a repayment rate of 92% across the groups we studied.
Assessing the efficacy of GEC initiatives at Varsamedi
(MICA, 2017) Walech , Arushi; Bucha, Rishabh; Humble, Ishaan; Singh, Ishita
In the context of this research we are to Assess the efficacy of the initiatives taken by partner organization GEC - Gujarat ecological commission in Varsamedi, Distt. Morbi, near town of Maliya and a small port called Navlakhi port. Even though being a small village with population less than 1000 the society was divided in 3 very different sections. On basis of this research we are supposed to derive a marketing plan for GEC to better communicate their efforts to all the relevant stakeholders and make sure that they understand the needs of the residents of Varsamedi which creates a channel of effortless 2 way communication.
Assessment of ROI for extended micro finance groups in the Abdassa cluster
(MICA, 2023) Doshi, Avi; Gupta, Isha; Deb, Rohan; Sharma, Shresth; Goyal, Tanvi; Kampani, Yashvi
The mission of VRTI is to advance sustainability by increased attention on local psycho-socio-economic and environmental factors that are specifically targeted at the wellbeing of rural communities in agriculture, animal husbandry, and rural art and craft. Because of its careful and focused execution of programmes aimed at social and community development in consonance with local needs based on the principles of motivating, empowering, and transferring the responsibilities on participatory approach involving wholesome community, the Government of Gujarat has bestowed it with high grade NGO status. The final activities include disaster management, livelihood, health & hygiene, education, and capacity building. They also include rainwater harvesting, developing drinking water resources & distribution systems, developing watersheds, preventing salinity ingress, and developing crops resistant to salinity. Activities also include environmentally oriented endeavours like smokeless chulhas, eco clubs, and tree planting.

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