Explanation:

Recently, a Consumer Culture Lab, established at the Indian Institute of Management (IIM), Udaipur, has taken up research to find out the correlation between the choices of rural populace, Internet penetration in villages and the challenges faced by those at the bottom of the pyramid.

The prime focus of the research is on the consumer needs of southern Rajasthan's tribal population.

Researchers have extensively toured the tribal-dominated region to understand the ground realities.