Sarabhas Creamery series where our group conucted a full research process for our client from qualitative studies to quantitative research. Part two of this series is a focus group study. This project aimed to improve customer experience and product offerings for Sarabhas Creamery, a local Indian-style homemade ice cream brand. Over three days, our team conducted focus groups to explore consumer behaviors, preferences, and expectations around ice cream consumption. The study uncovered seven key decision-making factors including ambiance, price sensitivity, social context, and flavor innovation. Based on these findings, we developed strategic recommendations such as offering unique ethnic-inspired flavors, enhancing store ambiance with community-driven design, and implementing group-focused promotions.