The latest project launched by the CCL involves social and anthropological study of the tribal population in Udaipur, Dungarpur and Banswara districts in Rajasthan. The lab has also highlighted new opportunities for the rural people to bring forth their narratives through social media platforms. The CCL was set up in 2020 as a unique initiative to develop an atmosphere of creative research in the field of management in order to bridge the knowledge gap and shift the focus on consumer culture and qualitative explorations.

Researchers have extensively toured the tribal-dominated region to understand the ground realities.

Focusing on the consumer needs of southern Rajasthan's tribal population, a Consumer Culture Lab (CCL), established at the Indian Institute of Management (IIM), Udaipur, has taken up research to find out the correlation between the choices of rural populace, Internet penetration in villages and the challenges faced by those at the bottom of the pyramid.