In accordance with MICA’s mission to provide applied research to serve the need of marketing and communication industry, MICA comes out every ten years with the product called urban and rural market ratings based on Census of India and other authentic government publications.

MICA Indian Marketing Intelligence (MIMI) is third in the series and it provides the secondary data for socio-economic variables and market intelligence up to district level for all the States and Union Territories of India. It also provides Market Potential Index (MPI) and other data separately for rural, urban and total Indian market for more than 630 districts from States and UTs.

For this, data is collated and analysed from various sources such as Census of India, Ministry of Agriculture, Fertilizer Association of India, Reserve Bank of India, Audit Bureau of Circulations, Planning Commission etc. Market Potential Index for Urban Agglomeration is also an additional feature of MIMI.