XLRI: MAXI Fair to be organized from Jan 17

Every year, Indian corporates bring their marketing research problems to XLRI students, who design games to solve them. The Aditya Birla Group, RPGas Spencer Retail and Tata Steel are the three corporates participating in MAXI Fair this year. Spencer Retail had, in fact, used strategies suggested by XLRI students to facilitate its entry into Jamshedpur the previous year.

In order to celebrate the thirtieth year of the Fair, students have taken MAXI Fair down the social route this year – for the first time, there are three social organizations participating in MAXI Fair 2009. UNICEF, NEEV and Byrraju Foundation are the three organizations that have chosen MAXI Fair as a means to solve their research problems. Another new initiative by the students is an attempt to assure increased quality for the research conducted at MAXI Fair. An external agency has been engaged to evaluate and provide feedback on the games and research conducted at the fair.

MAXI Fair had started a rural component in the past couple of years, and this will again be implemented this year. The student will travel to a village outside Jamshedpur and set up stalls there to get data about the product preferences of people in the rural community.