IBACO the premium ice-cream brand of Hatsun Agro Product Ltd. has rapidly expanded across India, offering a wide array of ice-cream flavours, cakes, shakes and desserts. This study aims to assess customer feedback towards IBACO’s offerings in Thoothukudi city, evaluating customer satisfaction, perception of quality, variety, service standards, and overall brand acceptance. Primary data were collected through surveys and reviews of local customers visiting IBACO parlours in Thoothukudi, supplemented by secondary data from published feedback and company reports highlighting customer responses to IBACO and its parent company. The findings suggest that customers in Thoothukudi appreciate IBACO for its variety of flavours, hygiene, and prompt service aligning with wider positive feedback reported for IBACO outlets nationally. However, the study also identifies areas for improvement such as price sensitivity and local product availability consistency. In conclusion, IBACO enjoys strong customer approval in Thoothukudi, and with targeted improvements, there is potential for further growth reinforcing Hatsun Agro’s retail footprint and brand equity in the region. The study concludes that IBACO has successfully positioned itself as a preferred premium ice-cream brand in Thoothukudi. Enhancing affordability strategies, strengthening inventory management, and expanding localized promotional activities can further boost customer satisfaction and strengthen Hatsun Agro Product Ltd.’s competitive presence in the city.