Lucknow University has teamed up with Google and Meta to establish The Bharat Lab, which will gather data on consumption patterns and aspirations of consumers in India?s tier 2 and 3 cities. Using Google?s online advertising, search engine technology and cloud computing, and Meta?s social media platforms, such as Facebook, Instagram and WhatsApp, the initiative aims to create a symbiotic relationship between academia and industry to develop more effective products and strategies.