MouthShut.com is a consumer review and social media platform.
Since its inception, MouthShut.com has looked to empowerg millions of consumers to make informed purchasing decisions by providing authentic and unbiased reviews across various industries. The platform continues to grow and shape consumer behaviour.
MediaNews4U.com caught up with Faisal Farooqui, founder, CEO, MouthShut.com
Q. How did the idea of starting a consumer review platform MouthShut.com come about? How has it grown over time?
The idea for starting a consumer review platform came to me during my college days. When I returned to India, the internet was just beginning to gain traction. I realised that with the economy opening up, Indians were going to be flooded with choices as more companies entered the market. With so many options available, the question arises: who do you trust?
The answer was simple—you trust other consumers who have already used the product. This led to the creation of MouthShut.com in 2000. We went live with the platform, aiming to solicit reviews from real consumers.
Q. AI is an opportunity but it can also give fake reviews. How does the company ensure that reviews are authentic?
AI has been evolving for years, but it gained more mainstream recognition with the launch of tools like ChatGPT. We’ve always faced attempts to bypass our fake review algorithms and filters, but we continually update and improve our systems. We use both manual human intervention and automated checks to prevent fake reviews. I can proudly say that almost all reviews on MouthShut.com are genuine and unbiased.
Q. Elaborate on how the feedback loop between consumers and brands has evolved over the years?
Initially, consumers would write reviews to help other consumers make informed decisions. Over time, we noticed that reviews became a tool for consumers to address complaints directly to brands. In turn, brands began taking this feedback seriously. Now, with the rise of social media and smartphones, consumers can voice their opinions instantly. Brands, too, have become more responsive, dedicating teams to manage online conversations and resolve issues directly on platforms like MouthShut.com.
Q. What is the business model of Mouthshut.com? From a business perspective, discuss the ways in which brands benefit from MouthShut.com? Any examples of companies that have improved their products or services based on user feedback?
MouthShut.com remains completely free for consumers to read, write, and rate products and services. This helps people make informed decisions. At the same time, brands benefit from this platform because consumer feedback is reaching them directly.
We offer paid subscriptions to brands, allowing them to analyze reviews, resolve complaints, and even solicit verified reviews from their customers. There are premium features embedded in these subscriptions, which help both consumers and companies connect more effectively and narrow the gap that exists. Brands have reported huge ROI after they’ve subscribed to our premium features which helps them build a connect with their users.
Q. Is the media and entertainment sector an important category for Mouthshut.com?
Yes, especially the entertainment category, because people love to review new releases, and you can predict by Friday afternoon whether a film will be a hit or flop just by reading reviews on moutshut.com. The entertainment section brings in a lot of engagement, especially with consumers eager to share their opinions on what they’ve watched.
Q. How does MouthShut.com ensure coverage and relevance across industries from electronics to healthcare? Is it a challenge to stay relevant across sectors?
We cover almost 254 categories or subcategories, including about 900,000 products. To stay relevant, we have a dedicated team constantly monitoring new market launches. We also rely on our users, who notify us when something new comes out. We regularly add new products to ensure we cover the full range of industries, from airlines to automobiles to electronics to healthcare. Additionally, we provide product specifications, photos, and other essential details to make MouthShut a complete buying guide, helping consumers make informed decisions.
Q. What growth has been seen in the active user base on MouthShut.com? Is growth spread across the country or are certain pockets growing faster?
Our user base has grown significantly over time. The early users who started with us in the 2000s are now in their 30s and 40s, and we’ve gained a new generation of users. We’ve noticed that today’s users prefer short, concise reviews compared to the longer reviews we used to see. Even though the feedback is briefer, the volume of reviews has increased, and they continue to influence buying decisions.
Every day, we receive numerous testimonials from users, telling us how MouthShut has helped them choose or avoid certain brands and saved them money. Phrases like “I’m glad I used MouthShut.com before making my decision” are very common. Brands love us too, because they know we play a neutral role in helping them connect with their customers.
Q. Discuss the role that community-driven insights play in shaping consumer trends and choices?
Years ago, a popular diaper brand received a review from a user who mentioned that it was difficult to tell when the diaper was wet. The user suggested adding a wetness indicator. The company took this feedback seriously, passed it on to their R&D team, and eventually, a few years later, this feature was introduced. This is just one example of how consumer feedback can directly influence product development. Restaurants and other businesses also monitor reviews to improve their services. Unlike other platforms where influencers dominate, on MouthShut.com, every user is an influencer, and their collective feedback truly makes a difference.
Q. Highlight some of the latest innovations or technological advancements being incorporated into the platform to enhance the user experience?
We have optimised MouthShut.com for all devices used in India. Our desktop platform works perfectly on laptops and desktops, while our mobile version ensures a seamless experience on smartphones. We also have dedicated apps for both iOS and Android, which function exceptionally well.
Q. What is the future direction of MouthShut.com like expansion into new areas, features?
We’ve made it easier for people to write and rate reviews. Now, we’re experimenting with voice-to-text reviews, allowing users to express their opinions quickly by speaking into their devices. This will further simplify the review process and make it more convenient for our users to share their thoughts.
We are excited about integrating AI in a big way across our platform. Very soon, you’ll see a brand new shopping recommendation engine that we will launch, which will further enhance the user experience by offering personalised suggestions based on reviews and preferences.
