Mumbai’s Jai Hind College has opened an undergraduate marketing science lab that sets out to replace marketing intuition with empirical testing. Inaugurated on 19 October 2026, the Jai Hind College Marketing Lab will give a selected first cohort a full academic year to work with real consumer data and established marketing laws.
What the lab will do
Students will study evidence-based principles such as the Law of Double Jeopardy and the Duplication of Purchase Law. The first describes how smaller brands lose twice: they attract fewer buyers, and those buyers are slightly less loyal. The second shows that competing brands share customers broadly in line with their market share. The cohort will test how these patterns hold up in Indian consumer categories.
The process is designed to mirror academic research, with a dedicated academic guide and a visiting statistics professor supporting the students. The stated ambition is to publish the lab’s findings in a peer-reviewed marketing journal.
Who is behind it
The lab is spearheaded by Yash Chandiramani, an alumnus and visiting faculty member at the college, and the founder of Mumbai-based independent agency Admatazz. Admatazz recently won Young Agency of the Year, among other industry recognitions. Chandiramani also trained through the Ehrenberg-Bass Institute’s How Brands Grow Live! for Executives program, which he describes as rare among Indian practitioners.
The initiative has backing from Dr. Rajesh Thadani, President of the college’s governing board, and Principal Dr. Vijay Dabholkar. The lab also acknowledges guidance from Associate Professor Justin Cohen of the Ehrenberg-Bass Institute for Marketing Science at the University of Adelaide. It was inaugurated in the presence of Dr. Saumik Paul of the University of Manchester and board member Deep Lalvani.
“Marketing is one of the most studied subjects in India. It is also one of the least understood. This lab exists to change that,” said Yash Chandiramani.
Why this matters for marketing teams
The organisers argue that marketing is widely studied in India but still poorly understood because it is often taught through frameworks and intuition. The lab is an attempt to close that gap at the undergraduate stage, before habits harden.
- Selected students get a year of hands-on research with real consumer data.
- The programme centres on laws from the Ehrenberg-Bass Institute tradition.
- Published findings could create India-specific marketing science evidence.
For agencies and brand teams, the lab could become a pipeline of junior talent who are comfortable questioning assumptions and asking for data before creative or media decisions. If the research is published, it could also add Indian market data to a discipline that has often leaned on Western datasets.
What to watch
Hiring managers can start probing candidates on how they would test a claim rather than just describe a campaign. Training leads can bring one evidence-based law into onboarding and ask early-career marketers to test it on their own category data.
Source: India Education Diary
