Marketing and promotional strategies are considered as the critical element in the overall development process of any organization, this is mainly due to the fact that the marketing supports the organization in enhancing the brand image, generate more revenues and support in engaging with the customers and other stakeholders effectively. In the recent years, the advent of social media has enabled the marketers and manufacturers to use the technology and tools for effectively communicating with the customers and enable in enhancing better brand and product awareness in the market. The modern-day rice mill industries are now unleashing the potential of the social media for enhancing the promotional strategies as it is low cost and highly effective tools for targeting the intended markets. The rice mill industry is highly competitive as there are many players in the market, moreover, the wholesalers tend to possess different varieties and brands which are available in the markets. Therefore, it is highly essential to target the wholesalers and customers so as to increase the brand and product awareness, support in enhancing the revenues and profitability in the competitive market environment. This study is intended to analyses the effectiveness of promotional strategies through social media in enhancing turnover and profits in modern day rice mill industry, the authors uses both primary and secondary data source for performing the study and the results are discussed in an elaborate manner.