Gramotsava at XIMB: Rural Marketing Festival

It’s the season of festivities and Gramotsava at XIMB goes on to epitomise celebration and colour. It started all the way back in 2006 as a flagship initiative of RMAX (Rural Management Association of XIMB) and has only been growing bigger with every passing year. The main intent of RMAX is to connect the rural people with the mainstream masses and Gramotsava provides an ideal platform for different institutions to showcase their products in front of the rural market.

Gramotsava 2014 had taken place on 17th and 18th of October. The theme for the 2014 edition of Gramotsava was “Rural Sanitation”. The fair was held in association with corporate and social entities like TAFE, Spring Health, Shailija Organics, HUL, Mahindra and Mahindra, Piaggio, Britannia, Everest etc.

The event is effectuated in three phases- namely – Aadi Parva (Pre-fair phase), Madhya Parva (Fair day) and Iti Parva (Post-fair phase). This ensures a comprehensive study of the tastes, choice and preferences of the rural market through qualitative and quantitative research methods and subsequent analysis. More importantly, it is a huge learning experience for all the rural managers as they get exposed to the dynamics of rural India.


The inauguration of the event took place with great opulence. The ceremony kick-started with the faculty members lighting the inaugural lamp. Father Arockia Das unveiled the Gramotsava 2014 poster and declared it officially open. Esteemed faculty members, D.V.Ramana, Dr. S. Peppin and Kajri Misra spoke a few words on the initiatives taken by RMAX team to organize the event and how it created a nexus for the industry and the rural market. RMAX also launched its annual magazine ‘Dhwani’ on this occasion.

The cultural events soon followed. There was a breath-taking dance recital by the students of Rural Management. The students also performed a drama based on the life of Bindeshwar Pathak as a small tribute to commemorate his contribution to the lives of many. Brindeshwar Pathak was the propagator of the ‘Sulabh Shauchalay’ which was one of the most ground breaking reforms taken for a Swachh Bharat. RMAX then launched the mascot for the event ‘Bonny Bhaina’! Bonny Bhaina is an Olive Ridley Turtle – an endangered animal that lays its eggs only in the coastal regions of Odisha. This was chosen to depict the institution’s philosophy of working towards nurturing the culture of the state and its holistic development.

The event concluded with the students performing on the Gramotsava Anthem filling the atmosphere with a sense of joy and merriment.

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