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. MIMI variables are updated regularly on availability on relevant variables, except variables taken from Census of India.

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.

For market planning at District level: MIMI is useful for district level market planning. MIMI provides Market Potential Index (MPI) at District Level separately for rural, urban and whole district, In addition to MPI relevant data is provided to Indian market for 630 Districts.

For MIMI, 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 and Planning Commission etc.

Data is collected from authentic sources like Census of India, Planning Commission of India, and Reserve Bank of India etc.

Data is available up to district level for 35 states and Union Territories

Market Potential Index (MPI) calculated for 630 districts

Robust research methodology used for calculating Market Potential Index (MPI) and other variables

Data is available for download in excel format along with Graph and GIS facility

Interactive and user-friendly software interface with additional features like customize query, comparison of variables for different districts, creation of “Customized Variables” by using your own data etc.

FMCG Industry: MIMI can help FMCG firms to explore best possible potential-market places with the help of MPI, Composite Scores and relevant data.

Agriculture Firm: Rural MPI, Agriculture Composite Score and other relevant variables can identify districts with high market potential.

Manufacturing sector: MIMI can provide insights about nearest or farthest potential market/ cluster of markets for their manufactured goods. Business expansion can also be done using MIMI data.

NGO: Data on Literate female population, numbers of households with drinking water and Toilets (Latrine) facility within the premises can be used by NGOs to improve the quality of the lives of the women in rural areas.

MICA has experience in developing Market Intelligence products like MUMR, MRMR & MMR, subscribed by the following types of organisations. MIMI is third in this series.

  • Market Research
  • Media and Advertisement agency
  • Agrochemicals
  • Education
  • Automobile
  • Petrochemicals
  • FMCG
  • Food Products
  • Packaging
  • Confectionaries
  • Power
  • Chemicals and Adhesives
  • NGOs
  • Cosmetics
  • Consumer Durable
  • Diversified Conglomerate
  • Brown Goods
  • Electricals
  • Press
  • Financial Sector
  • Soft Drinks
  • Engineering
  • Food Processing and Dairy
  • IT Industry
  • Digital Media
  • Garments


  • Directorate of Marketing & Inspection (DMI),Ministry of Agriculture and Farmers Welfare (retrieved in 2018)
  • Department of Animal Husbandry and Dairying, Ministry of Agriculture and Farmers Welfare (2019)
  • Census of India – 2011
  • Reserve Bank of India (2023)
  • Fertilizer Association of India (2022)
  • National CSR Portal (2021)
  • Unique Identification Authority of India (2023)
  • Indian Meteorological Department (2015-2022)
  • Ministry of Corporate Affairs (2021)
  • Ministry of Micro, Small & Medium Enterprises (2023)
  • Department of Food and Public Distribution-NFSA (2023)
  • Ministry of Agriculture and Farmers Welfare (retrieved in 2020)
  • Ministry of Agriculture and Farmers Welfare (2021-22)
  • Audit Bureau of Circulations (Jan-Dec 2022)
  • National Crime Records Bureau (2022)


Dr. Shailesh Yagnik

Dr. Shailesh Yagnik

Advisor-MIMI and KEIC

Dr. Shailesh Yagnik

Dr. Anita Basalingappa

Professor of Marketing
Chairperson, Online Programs, MIMI


Dr Mayank Kumar

Assistant Professor & Area Leader
Digital Platform & Strategies Co-Chair,
Centre for Research Excellence in Marketing (CREM)

Mr. Pratik Nandy

Project Research Officer (MIMI)


Ruchi Gupta

Project Research Associate (MIMI)