1. What is the genesis of the business venture?

 The two fitness enthusiast Jigar and Paras always preferred honey to sugar. They
wondered why a majority of the population was unable to do so. Until they realized that
honey isn’t portable and not readily available to buy honey as a healthier alternative to
sugar. So they take a mission to make honey portable.
2. How did Honey Twigs identify the market opportunity?
 The demand for honey rises due to the pandemic. The buying decision-making process is
anything but straightforward. It said that consumer inclination increases for several
reasons. One of the main reasons is an escalation in diabetic patients suffering from
obesity and high cholesterol, these consumers are trying to search healthier alternatives to
sugar.
3. Which kind of market would you categorize the honey industry?
 Both for Pharmaceuticals and Food & Beverage, due to the pandemic the demand of
immunity-boosting products rises and still remain strong. The Public Health England
(PHE) and National Institute for Health and Care Excellence (NICE) recommended that
honey acts an effective medicine for treating acute throat infection and cough, especially
the patients that are infected with Corona Virus. Market demand for honey is being
progressively advocated as an ideal substitute for conventional sugar for the reason of its
various health-benefiting properties.
4. What is the Key Problem – The Job to be done – that Honey Twigs is attempting to solve?
 Jigar and Paras found out that problem wasn’t the buying and consumption of honey but
the way that the consumer will consume the honey. Through experienced they come up
with the idea of putting honey to sachets for easy and clean to dispose. From this honey
become portable consumption for the consumers.
5. From a customer’s perspective how would you categorize the problem? – One for which a
solution is good to have/or need to have? If it is the latter, do you think it makes business
sense to go after a product that a customer does not attach critical value to?
 Honey is crucial and a good alternative for sugar. The main problem that Jigar and Paras
trying to solve is to make honey portable for the consumers. As a customer there are
containers that are squeezable and lids are tight to not attract ants in the future. But, it is a
great idea because buying honey can be in retail in a smaller amount and if the customers
 in coffee shops ask for honey the store may provide the right amount of honey which is in
a sachet form.
6. How did Honey Twigs validate the demand for their products?
 Through their value proposition Honey twigs were solving one of the biggest problems in
the business houses which is wastage. Honey Twigs provided honey in an easy-to-use
packaging that was portable and required less place to store than other honey that came in
large jars. Through this Honey Twigs validate the demand of their products to airlines,
coffee shops, and restaurants.