Centennial Celebration

Abstract

Mishrambhu Thandai, a traditional Indian beverage, has a strong digital presence in Varanasi, India. The brand, founded by the Dubey family in 1924, now has a professional website, online availability, and active profiles on social media platforms. The study assesses Mishrambhu Thandai's digital presence and consumer sentiment using online review analysis and social media review monitoring. Positive sentiments indicate satisfaction, while neutral feedback lacks emotion. Negative sentiments reveal dissatisfaction and criticism. Flipkart's product received positive feedback, while Amazon's received mixed feedback. The research proposes a comprehensive strategy for transitioning a century-old local business into the digital era, including branding refreshment, website optimisation, social media engagement, content marketing, influencer partnerships, email marketing, e-commerce integration, data analytics, customer feedback incorporation, and paid advertising to enhance brand visibility, customer engagement, and sales.