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Press Release

Bollywood singer Shahid Mallya to perform at XLRI’s MAXI Fair in Jamshedpur

10th January, 2023

XLRI is back with the 43rd edition of the most awaited MAXI Fair to make your new year exciting. This time, for complete family entertainment, MAXI Fair is bringing to you the famous singer- Shahid Mallya. Mallya has sung songs in movies like Gunday, Student of the Year, Udta Punjab, and Jab Harry Met Sejal. He will be performing at MAXI Fair from 7 pm on January 22 at the XLRI grounds.

This fair has entertainment for the whole family. For kids, we also have a drawing competition, a fancy dress competition, as well as a dance competition. And for adults, competitions like Jamshedpur’s favorite family, Ms. and Mrs. Jamshedpur, and MasterChef. Apart from trying your luck at winning exciting gifts like beauty hampers, washing machines, televisions, etc. in these competitions, you can also enjoy various fun games and rides, Box Cricket, Water Zorbing, a Bouncy Castle, and much more. You can also indulge in your favorite foods at 35+ food stalls. Passes are available in the P&M mall. For more details contact 9130636911.

Brooke Bond tasted success to the tune of Rs 100 crore with the idea of newly packaged tea. Pepsi in 2006 decided to give a new design to its packaging. ITC decided to venture into the biscuit market. These are some of the few success stories of brands which were once just ideas but thanks to the efforts of the Xlers ( as students of XLRI are known), these ideas were converted into workable models. Every year the B-school organizes a marketing fair to study consumer behavior.

Started in 1979, the Maxi Fair is a unique effort by the students of XLRI to conduct market research within the format of a games fair. The idea was first proposed by Prof Sharad Sarin, Professor of Marketing at XLRI, in 1976.

” The success of the fair can be measured by the fact that top corporate houses approach the B-school to study the feasibility of their venture in India. Various corporate houses make a beeline for the fair to solve their problems,” said an official of the association.

He said that the simplicity and the creativity of this concept have revolutionized the way the marketing fraternity approaches research. The element of the cultural mela is exciting and appears to be a fun event to the visitor unaware that his inputs being noted by students are further used to analyze consumer behavior.

Every year, prominent Indian corporate houses bring their marketing research problems to XLRI students, who design elaborate games to solve them. The public attend the fair and play the games and, in doing so, provide data about their preferences. The students then analyze the data and answer the questions posed by the companies.

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