Mumbai: Jai Hind College has launched a specialised undergraduate Marketing Science Lab aimed at transforming the way students learn marketing through empirical research, real consumer data and evidence-based analysis.

The lab was inaugurated in the presence of Dr. Saumik Paul, Senior Lecturer (Associate Professor) at the University of Manchester, along with the college principal, faculty members, governing board representatives, including Deep Lalvani, and the first batch of selected students.

The initiative seeks to bridge the gap between conventional marketing education and scientific research by encouraging students to examine how consumers make purchasing decisions and how brands compete in real markets. Supported by Dr. Rajesh Thadani, President of the college’s governing board, the programme aims to introduce undergraduate students to rigorous, data-driven marketing research.

Students to Explore Marketing Laws Using Consumer Data

During the academic year, selected students will study established marketing principles, including the Law of Double Jeopardy and the Duplication of Purchase Law. Using actual consumer data, they will investigate how these principles apply across different Indian consumer categories.

The programme is designed to give students practical exposure to the methods used in academic research, from analysing data and testing established theories to interpreting findings. The lab also intends to pursue publication of its research in a peer-reviewed marketing journal.

Industry Expertise Meets Academic Research

The lab is spearheaded by Yash Chandiramani, a Jai Hind College alumnus and visiting faculty member in advertising and marketing. He is also the founder of Admatazz, a Mumbai-based independent creative agency recognised for its work in advertising and marketing.

Chandiramani has participated in the Ehrenberg-Bass Institute’s How Brands Grow Live! for Executives programme, gaining first-hand exposure to evidence-based marketing principles. His experience in the advertising industry is expected to help connect academic concepts with practical marketing challenges.

The initiative is further supported by an academic research guide and a visiting professor of statistics with expertise in quantitative methods and data science. Together, they will mentor a carefully selected group of undergraduate students with an interest in marketing research and analytical thinking.

The lab draws on published research from the Ehrenberg-Bass Institute for Marketing Science. The college has also acknowledged the guidance and mentorship of Associate Professor Justin Cohen of the institute at Adelaide University.

Focus on Evidence-Based Marketing Education

Highlighting the significance of the initiative, Dr. Vijay Dabholkar, Principal of Jai Hind College, said the lab reflected the institution’s commitment to academic ambition and innovative learning. He expressed pride in bringing a programme focused on marketing science to undergraduate students.

Dr. Rakhi Sharma, Director of AICTE Programmes at Jai Hind College, said the initiative would enable students to move beyond textbook learning and work directly with consumer data, developing analytical skills that could benefit them throughout their careers.

Chandiramani said the lab was established to address the gap between the widespread study of marketing and a deeper understanding of how brands and markets actually function. He emphasised the importance of using real data, established marketing principles and systematic research to build a stronger understanding of consumer behaviour.

With its emphasis on data analysis, scientific inquiry and practical application, the Jai Hind College Marketing Lab seeks to create a new learning experience for undergraduate students while encouraging a more evidence-based approach to marketing education in India.