MAM
Kantar Insights & Airtel bag top honour at MRSI’s 33rd research seminar
MUMBAI: Held in Mumbai, the event crowned Kantar Insights and Bharti Airtel Ltd as winners for their paper, ‘Reconstructing Bharat: A scientific approach to estimating India’s population demographics at a district level.’ The research tackled the challenge of building a sharper, district-level picture of India’s vast and varied population.
The runner-up slots went to Knowledge Excel for ‘Guardians of the survey: Fighting fraud to protect research integrity and data quality benchmarking’ and to Zee Entertainment Enterprises with Third Eye Integrated Services for ‘Streaming the paradox: Gen Z and the intergenerational remix.’
This year’s theme, ‘The Power of And’ attracted over 100 submissions, with 22 shortlisted papers presented on stage.
The seminar opened with a keynote by Ministry of statistics & programme implementation, secretary, dr Saurabh Garg, who underlined the importance of data-driven policymaking in India’s journey towards Viksit Bharat. He highlighted innovations in AI, machine learning, and geospatial data as tools that are strengthening decision-making.
Panels through the day kept conversations lively, from the ‘Joys and dilemmas of insight in the age of technology’ to candid discussions on how brands can authentically connect with India’s cultural and economic diversity.
MRSI, president, Nitin Kamat set the tone and said, “The industry must embrace integration between technology and creativity, data and human stories, clients and agencies to shape the future of market research.”
Committee chair Rituparna Dasgupta added, “The diversity of ideas, from academic breakthroughs to brand case studies, reflects the ambition of India’s insights industry.”
With thought leaders from healthcare, hospitality, FMCG, and media in attendance, the seminar reinforced MRSI’s role as the beating heart of India’s research ecosystem and a champion of ethical, future-ready insights.
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
