Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • November 2020
  • Case
  • HBS Case Collection

Axis My India

By: Ananth Raman, Ann Winslow and Kairavi Dey
  • Format:Print
  • | Language:English
  • | Pages:40
ShareBar

Abstract

Pradeep Gupta founded Axis My India (AMI) as a printing and publishing company in 1998. In 2013, AMI expanded into consumer research and election forecasting. Although a relatively unknown entity, AMI predicted several election results accurately. Gupta describes AMI’s rigorous process of research, primary data collection from each constituency, quality checking of data by auditors and data analysis. AMI partnered with India Today Group to broadcast its forecasts for post-poll studies. For pre-poll studies and market research, its clients now included political parties and corporates.
In 2019, as the Haryana state elections were drawing to a close, Gupta found that his team’s prediction for the election result was distinctly different from all other pollsters. Puzzled by this, he had asked for one more day to verify his data. As Gupta reviewed his team’s analysis (which had been confirmed by another round of interviews during the last 24 hours), he considered whether he should publish these numbers or revise them just enough to avoid controversy.

Keywords

Market Research; Operations; Management; Infrastructure; Logistics; Service Operations; Political Elections; Forecasting and Prediction; Asia; India

Citation

Raman, Ananth, Ann Winslow, and Kairavi Dey. "Axis My India." Harvard Business School Case 621-075, November 2020.
  • Educators
  • Purchase

About The Author

Ananth Raman

Technology and Operations Management
→More Publications

More from the Authors

    • March 2025
    • Faculty Research

    Niramai: An AI Solution to Save Lives

    By: Rembrand Koning, Maria P. Roche and Kairavi Dey
    • January 2025
    • Faculty Research

    Creating Value by Splitting Aster (B): Can One Minus One Equal Two?

    By: V.G. Narayanan and Kairavi Dey
    • January 2025 (Revised March 2025)
    • Faculty Research

    Creating Value by Splitting Aster: Can One Minus One Equal Two?

    By: V.G. Narayanan and Kairavi Dey
More from the Authors
  • Niramai: An AI Solution to Save Lives By: Rembrand Koning, Maria P. Roche and Kairavi Dey
  • Creating Value by Splitting Aster (B): Can One Minus One Equal Two? By: V.G. Narayanan and Kairavi Dey
  • Creating Value by Splitting Aster: Can One Minus One Equal Two? By: V.G. Narayanan and Kairavi Dey
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College.