This study explores the factors influencing revenue of marriage/function halls in Sangli district, Maharashtra, India. A ‘mixed-method approach’ is employed, combining survey questionnaires and in-depth interviews with marriage hall owners. The findings reveal that event planning and coordination services, comprehensive service packages, and prime location are key drivers of revenue growth. The study also highlights the importance of social media marketing, referrals from wedding planners, and adapting to off-peak seasons to maintain revenue. The results of the hypothesis test confirm a significant positive relationship between competition and revenue. The study provides valuable insights for marriage hall owners, policymakers, and stakeholders, emphasizing the need for innovative strategies, differentiation, and exceptional service to stay ahead of the competition.