Jamshedpur: The Marketing Association of XLRI Jamshedpur, popularly known as MAXI, is set to host the 46th edition of the iconic MAXI Fair on January 17 and 18 in the Steel City. The two-day event will be held at the XLRI Football Ground and carries the theme “Marketing Manoranjan”. The fair promises a lively mix of films, music, competitions, and consumer engagement, reinforcing its reputation as one of India’s most unique marketing platforms that blends entertainment with serious research.
From Academic Idea to Citywide Festival
What started as a classroom experiment over four decades ago has today evolved into an annual cultural and academic landmark for Jamshedpur. The origins of the MAXI Fair can be traced back to 1979 and to the vision of Prof. Sharad Sharin, regarded as the founder of the fair. He drew inspiration from his student days at the Indian Institute of Management Ahmedabad between 1970 and 1972, where blind taste tests were used to study consumer preferences for soft drinks.
These exercises highlighted the effectiveness of disguised research, where participants offered honest feedback without realizing they were part of a marketing study. After joining XLRI in 1976, Prof. Sharin introduced this concept to students, proposing a fair that would seamlessly integrate marketing research with entertainment.
Strong Student and Industry Backing
The idea quickly gained traction among students, with Sridhar Pugazhi playing a key role in championing the launch of the first MAXI Fair. The corporate response was equally encouraging. Companies such as ITC and Bata not only agreed to participate but also sponsored the inaugural edition, giving the initiative early credibility and momentum.
Research Through Entertainment
A hallmark of the MAXI Fair is its student-led research model. XLRI students form teams, design games and interactive activities aligned with corporate objectives, and pitch these concepts directly to companies. Participants engaging in these games are often unaware that they are contributing to structured marketing research, ensuring unbiased insights that reflect genuine consumer behaviour.
Shaping Iconic Indian Brands
Over the years, insights generated at the MAXI Fair have influenced some of India’s most well-known brands and campaigns. Hindustan Unilever leveraged fair-based research during the launch of its Brooke Bond tea brand, Nestlé introduced Nestea, and PepsiCo revamped its packaging based on consumer feedback. Procter & Gamble also pre-launched Herbal Vicks using insights gathered at MAXI.
Even legendary advertising slogans such as “Yeh Dil Maange More” for Pepsi and “Thanda Matlab Coca-Cola” are linked to consumer insights drawn from MAXI Fair games, reflecting the pulse of Jamshedpur’s market and shaping national marketing strategies.
A Unique Industry–Academia Ecosystem
With more than 200 research projects conducted for leading FMCG players, including ITC, P&G, and Reckitt Benckiser, the MAXI Fair stands as a rare example of how academic learning, industry requirements, and community participation can converge. As the 46th edition approaches, the fair continues to underline XLRI’s legacy of innovation, making marketing research both impactful and engaging for generations of students and consumers alike.
