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Mouthshut.com, which allows consumers to review products and post them on the Web site, has decided to start offering its own reviews and also come out with a buyers' guide next year.
“Over the years, we have built up expertise and now we plan to give our own opinion on products,” said Mr Faisal Farooqui, CEO, Mouthshut.com. Currently, it is only customers who give their views on various products.
While many Twitter users post their reviews on their Twitter postings, Mr Farooqui said that he did not see Twitter as a competitor to Mouthshut but as a complement. “On Twitter, you may say, ‘I'm in this restaurant and the food sucks', but on Mouthshut, you have to rate the food quality, waiting time, ambience, etc.” He said that this is the reason why many people write their review on Mouthshut and then post a link on Twitter.
Mr Farooqui said that over the years, customer reviews on Mouthshut had helped companies to improve branding because it is seen as a neutral platform. He said that based on reviews that appeared on his site, a beauty product company repackaged its goods and a small holiday resort in Kerala saw the occupancy of its cottages jump from around 40 per cent to close to 100 per cent after a consumer review.
“You have to understand that reviews are not a punishment for bad services. It is an engagement tool that corporates can use to stay in touch with their clients,” pointed out Mr Farooqui. The company is privately held and there are no immediate plans for an IPO.
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