Explanation:

Recently, a Consumer Culture Lab (CCL), 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.

Consumer Culture Lab (CCL) is a unit of the Indian Institute of Management (IIM), Udaipur.

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

The CCL was set up in 2020 as a unique initiative to develop an atmosphere of creative research in the field of management in order to bridge the knowledge gap and shift the focus on consumer culture and qualitative explorations.

The lab has also highlighted new opportunities for the rural people to bring forth their narratives through social media platforms.

It would make available a “softer aspect” of cultural practices affecting consumer behaviour to the business analytics which had so far depended solely on data mining and statistical analysis.