Social Commerce, Influencer Marketing, and Rural Brand Building Reviewing Digital Growth Pathways for Makhana Businesses in Bihar

Makhana, also known as fox nut is a culturally important agri-food product of Bihar and is mostly linked with Mithila region. While makhana has been sold as a local product, it is now becoming recognized for its nutritional benefits as a snack food, high-quality food product and locally branded product. Despite these progressions, the makhana industry in Bihar is still grappling with a number of issues. The study intends to explore the role of social commerce, influencer marketing and rural brand building as a means of digital growth channels of makhana businesses in the state of Bihar. The study is a literature synthesis of social commerce, digital marketing, food processing, geographical indication, rural entrepreneurship and makhana value-chain development and promotion under the banner of influencer marketing. It builds conceptual understanding of how digital platforms can contribute to product visibility, consumer engagement, the building of trust and market expansion. Social commerce can be an effective platform for makhana businesses to connect with consumers via Instagram, Facebook, YouTube, WhatsApp, and online platforms, according to the review. Position makhana as a healthy, authentic and lifestyle product by leveraging the power of influencers. GI recognition, storytelling, packaging, certification and quality assurance are ways to enhance Bihar/Mithila brand building in rural areas. The study suggests the makhana enterprises should do the following measures for premium market growth in domestic and export market Implementing quality processing, place-based branding, Digital storytelling, Consumer trust by influencers and Direct consumer engagement.