HomeCurrent Students Student SocietiesMAXIMAXI Fair



Marketing Fair, or MAXI Fair as it is more popularly known, is an innovative tool for conducting market research and consumer behavior pioneered by XLRI. The fair is organized, supervised and conducted by MAXI – the Marketing Association of XLRI. Active participation from the residents of Jamshedpur, who lovingly refer to the fair as Jamshedpur mela makes the initiative not only the biggest event in the XLRI calendar but the biggest marketing event in the country organized by a student body.

Born of the vision of one of XLRI’s most eminent professors Dr Sharad Sarin 1979, the novel concept of the Marketing Fair is today an accredited marketing research tool. The MAXI Fair format integrates elements of disguised marketing research and assortments of popular entertainment to keep the crowd engaged. The XL RI ground hosts the research stalls disguised as gaming stalls and popular attractions to simulate an actual fair. The fair and the promotional aimed at relevant target group draws people from Jamshedpur and the adjoining areas who participate in the disguised research. Games and events are designed to surrogate actual research questions. This helps to elicit unbiased and accurate information about consumer perceptions and preferences. The concept has received great acclaim both in India and abroad. Over the years, stalwarts such as Philip Kotler of the Kellogg School of Management, Theodore Levitt of the Harvard Business School and Dr. Philip Adler of the DuPree College of Management, among others, have all personally commended the unique concept. The concept has been presented at several US universities and has met with great success. The University of Rhode Island has conducted this fair with very successful results. Several Indian Business schools such as IIM Ahmedabad, IIM Lucknow and MDI have adopted the idea and conduct variants of the original marketing fair idea.

The greatest testament to the power of this Market Research tool lies in the fact that companies have based their strategic business decisions on the research results which have emanated from Maxi fair.

Over the years we have provided research insights to companies like Aditya Birla Group, ANZ Group, Arvind Mills, Bata, Berger Paints, Cadbury, Citibank, Coca Cola, Colgate Palmolive, Dabur, GSK, Hindustan Unilever, HSBC, ICI, ITC, Marico, Nestle, O&M, P&G, Pepsi, Phillips, Reckitt Benckiser, SBI, ShawWallace, Tata Indicom, Tata Tea, Titan, UNICEF and Voltas.

Success Stories
  • Brooke Bond: HLL launched a tea pack using insights from MAXI Fair. This Brooke Bond tea pack has gone on to become a Rs 100 crore brand
  • Nestle: Nestle changed its business strategy to launch NesTea™ based on MAXI Fair results
  • Pepsi: Pepsi decided to implement packaging design changes based on our research
  • Richardson Hindustan: Richardson Hindustan test marketed their Herbal Vicks product at the fair before its launch.
  • Reckitt Benckiser: Brand Activation (Dettol) through a Guinness World Record For The Largest Handwashing Relay of 991 Individuals As A Part of ‘Banega Swachh India’ campaign
Highlights of MAXI fair 2019
  • The fair saw a host of events and competitions, attracting a footfall of over 10,000 people from Jamshedpur
  • The fair hosted on-ground research projects from Havells, ITC, Coca-Cola & Nestle, and carried out its first-ever digital research project with HUL.
  • MAXI also invited eminent alumni and speakers to address Apogaeum, XLRI's Inaugural edition of Marketing Conclave, held on the 12th of January

If your organization is interested in giving us a Research Problem or in sponsoring Maxi Fair, please contact us