Mahajan, AtinSrikanthan, AdityaArora, MadhaviSamuel, NobleJain, ShashwatKrishna, Yashasvi2024-09-182024-09-182021PGDM Batch 2021-23http://ir.mica.ac.in/handle/123456789/8382Dus Dishaa aims to reposition itself as a heritage explorer to appeal to a broader audience, especially the youth. The pandemic has highly impacted the business of Dus Dishaa, and it does not generate revenue during the off-season period. Dus Dishaa’s social presence currently does not translate to offline results, and footfall is not seen accordingly. Repositioning the organization’s image as ‘heritage explorer’ from just a heritage walk tour organizers by organizing on-ground events will increase the consumer engagement thus resulting in an increase in the brand awareness and thereby translating to increase in consumer outreach. Dus Dishaa is a venture based in Prayagraj which provides fascinating experiences around the city through heritage walks, tours and excursions, local and traditional cuisine experiences. They also engage with local art forms, artists, and memorabilia while promoting heritage appreciation. Dr Kavita Gupta, the founder, wears many hats and loves exploring Allahabad with both the locals and tourists to understand the multi layers of the city. Changing customer perception about the organization from being seen as a tour guide company to being perceived as a Heritage Enthusiast facilitator.entravelheritageand culturebranding