LJ Integrated MBA (School of Management Studies) initiated a series of interviews to be conducted by the students of IMBA. Students in the 2nd year and 5th year participated in this event. A total of 21 interviews were conducted out of which 17 were popular B2C brands unlisted retailers of Ahmedabad. The remaining 4 interviews were of working professionals of listed companies. Finally, t 14 interviews were taken forward and published as a coffee table book named ‘Challenging the Odds: Rendezvous with Ahmedabad’s Maverick Businessmen’. The publisher of the book was Nirav Publications. 

A grand book launch was organised by LJIMBA on 8th November 2023. All the maverick businessmen who were interviewed and the students content writers were invited. The chief guest for the event was the Vice Chancellor of LJ University, Dr. Dinesh Awasthi and the President fo LJK Trust, Dr, Manish Shah.