Mumbai, 19th October 2026 – Jai Hind College, one of Mumbai’s most storied academic institutions, today inaugurated the Jai Hind College Marketing Lab a one-of-a-kind undergraduate marketing science lab dedicated to the study of empirical marketing research using real consumer data.
The lab was inaugurated in the presence of Dr. Saumik Paul, Senior Lecturer (Associate Professor) at the University of Manchester, alongside the college’s principal, faculty, board members including Mr. Deep Lalvani, and the first cohort of students selected to be part of this programme.
The Jai Hind College Marketing Lab is built on a simple but significant premise that marketing, one of the most widely studied subjects in India, has for too long been taught through frameworks and intuition rather than evidence. The initiative was conceived with the support of Dr. Rajesh Thadani, President of the Jai Hind College’s governing board, whose encouragement gave the programme the institutional backing it needed to take shape. The lab aims to change that by giving undergraduate students the tools, the data, and the rigour to study how markets and brands actually behave.
What the lab will do
Students selected for the lab will spend the academic year studying established marketing laws; including the Law of Double Jeopardy and the Duplication of Purchase Law — and working with consumer data to understand how these laws play out in Indian consumer categories. The research process will mirror real academic practice, and the lab intends to attempt to publish its findings in a peer-reviewed marketing journal.
The team behind it
The lab is spearheaded by Yash Chandiramani, an alumnus of Jai Hind College and currently visiting faculty in advertising and marketing at the college. Chandiramani is the founder of Admatazz, a Mumbai-based independent creative agency recently awarded Young Agency of the Year among other industry recognitions, and built on the principles of marketing science and evidence-based advertising. Yash participated in the Ehrenberg-Bass Institute’s How Brands Grow Live! for Executives program, becoming one of the few practitioners in India to gain first hand training from the experts on the evidence-based principles of marketing.
The lab is also guided by a dedicated academic research guide and a visiting statistics professor who brings deep expertise in quantitative methods and data science. Together, the team will work with a carefully selected cohort of undergraduate students who have demonstrated genuine curiosity and aptitude for marketing research.
The Jai Hind College Marketing Lab draws on the published research of the Ehrenberg-Bass Institute for Marketing Science. The Jai Hind College Marketing Lab extends its gratitude to Associate Professor Justin Cohen of the Ehrenberg-Bass Institute for Marketing Science at Adelaide University for their guidance and mentorship.
“The Jai Hind College Marketing Lab is a natural extension of what this institution has always stood for — academic ambition and a willingness to do things differently. We are proud to be home to a programme that brings genuine marketing science to our students.”
— Dr. Vijay Dabholkar, Principal, Jai Hind College
“Our students are not just reading about marketing — they are working with real data and developing the kind of analytical thinking that will stay with them for the rest of their careers. This is exactly the kind of programme Jai Hind College should be leading.”
— Dr. Rakhi Sharma, Director- AICTE programs, Jai Hind College
“Marketing is one of the most studied subjects in India. It is also one of the least understood. This lab exists to change that. We are working with real data, real laws, and real students who are serious about understanding how brands and markets behave. What we are building here is new and exciting and we are grateful to have the college support this initiative.”
— Yash Chandiramani, Founder – Admatazz, Visiting Faculty, Jai Hind College.
