The purpose of this research paper is to explore and analyse the monopolistically competitive Internet Service Providers__ampersandsignrsquo; (ISPs) market structure in Mumbai and their operative strategies. Assessing the various factors at play, the project focuses on the relative effect of the corresponding marketing strategies on subscribers and attempts to identify how inconsistencies between the assured services and its subsequent delivery, results in failing to capture the competitive advantage that is observed in other marketplaces. Factoring in the opinions and feedback of the survey respondents, as well as the conceptual tactics of non-price competition and product or service differentiation in a monopolistic market, the study proposes an informed framework to tackle the existing issues therein.