Multilingualism significantly influences business operations in pilgrimage destinations with diverse visitor populations. Shirdi Sai Baba Temple attracts devotees from across India, particularly from southern states, resulting in language barriers that impact business communication. This research explores the role of multilingual communication in business effectiveness among shopkeepers, restaurants, hotels, travel services, and local sellers. Data were collected from 100 respondents through structured questionnaires and interviews. Findings reveal that language barriers significantly affect customer satisfaction, sales efficiency, and service delivery. The study highlights the importance of multilingual strategies to enhance business performance and recommends language training and the use of technology to bridge communication gaps.
R. K. Jadhav (Sun,) studied this question.