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Customer Needs Decoded ; The Four Theories For Needs Driven Innovation

by HEN Editorial Team

According to a Microsoft study, the average online attention span is a mere 8 seconds Less than that of a goldfish! And it’s getting shorter!

To become a beloved brand, you need to constantly upgrade and innovate your products.

Whether you’re an entrepreneur looking to improve an existing product or someone with a product idea, understanding your target audience’s needs is crucial.
You may love “YOUR PRODUCT” and think it’s perfect, but customers have needs. Your product won’t succeed if it doesn’t solve customer problems and satisfy them.
In essence, forget about “YOUR PRODUCT” and focus on creating “THEIR PRODUCT” – a customer-centric solution that truly resonates with them.
Entrepreneurs use customer persona templates extensively. Customer personas are important, but personalities change. However, basic human needs persist. Products must change to meet these needs.
Let's explore the four powerful frameworks to uncover those needs and propel your business forward.

Understanding The Four Theories for Need Driven Innovation

While innovation is important, success starts with understanding what drives your target audience.

By understanding the four powerful frameworks , you can gain valuable customer insights:

  • Maslow’s Hierarchy of Needs: What motivates your customers?
  • Jobs-to-be-Done (JTBD): What real jobs are they trying to accomplish?
  • Outcome-Driven Innovation (ODI): Which jobs should we focus on to increase profits?
  • Kano Model: What features should be prioritized to satisfy your customers?

1. Maslow’s Hierarchy of Needs

Maslow’s Hierarchy of Needs is a tool to understand what motivates people. It breaks down human needs into five tiers, with basic needs at the foundation and more complex needs emerging as the foundation is solidified.
For entrepreneurs, understanding these tiers is crucial to understanding their customers.
Maslow’s hierarchy of needs 

Tier 1: Physiological Needs (Basic Needs) :  People are focused on solving essential problems.

These are essential for survival, so they’re the first things to motivate us. They might need products that fulfill basic needs like food, water, shelter, or reliable transportation.

Tier 2: Safety & Security : People seek safety in various terms.

Once our basic needs are met, we seek safety and security. It’s about feeling protected, financially secure, and part of a stable society. Your product or service might offer features that provide peace of mind or protection.

Tier 3: Love and Belonging : The Need to Connect.

Humans are social creatures. We crave connection with others and a sense of belonging. It’s about feeling like we’re part of something bigger than ourselves, whether it’s a family, a group of friends, a romantic relationship, or even a club or online community.

Your product or service could help them connect with others or feel part of a community.

Tier 4: Self-Esteem : Feeling Valued.

Our desire for self-respect and accomplishment forms the esteem level in Maslow’s hierarchy. Your product/service can help customers feel good about themselves and get recognized by others.
Tier 5: Self-Actualization : At the highest level, people want to reach their full potential.

This isn’t about achieving a perfect life, but rather a constant journey of growth and becoming the best version of yourself.

They are drawn to experiences or products that allow them to express themselves creatively or make a positive impact.

Everyone has their own unique path to feeling fulfilled.

The key takeaway: People are motivated by a variety of needs, and these needs evolve over time. By understanding where your target audience falls within this hierarchy, you can tailor your messaging and offerings to resonate with their most pressing needs.

Maslow’s hierarchy is flexible!

Maslow’s hierarchy isn’t a one-size-fits-all model.
We can crave multiple needs simultaneously, and their importance can shift depending on our circumstances or personality.

It allows you to see the world through your CUSTOMERS’ EYES and understand what motivates them.

Want to know more about Maslow's Hierarchy of Needs? We'll have a dedicated blog post exploring it soon, so keep an eye out!

2. Jobs-to-be-Done (JTBD)

Ever wonder why someone chooses your product over the competition? It’s not just about age or income (though those might play a role).

Customers hire products to do specific jobs!
Jobs-to-be-Done (JTBD)
The Problem with Ideation-focused Innovation

Traditionally, businesses focused on demographics (age, income) and psychographics (values, interests) to generate ideas to understand customers.

 However, this approach has limitations:

  • Ideas might not be what customers really want.
  • Ideas might not solve important customer problems.
  • Ideas might not fit what the business does best
Jobs-to-be-Done (JTBD) helps you see things from your CUSTOMERS’ PERSPECTIVE.
Cutomer Perspective

The Hiring Mindset: Your Customer is the Boss!

Your customer is actually interviewing products (including yours!) for a job. They want the best candidate to tackle a specific task. If your product does the job well, they’ll “hire” you again next time. But if it disappoints, they’ll “fire” you and move on to the competition.

For example:

  • They don’t “buy” laundry detergent; they hire it to get their clothes clean.
  • They don’t “buy” a fitness tracker; they hire it to help them reach their fitness goals.
Understanding your customers’ Jobs-to-be-Done (JTBD) is the key to designing products and marketing that truly resonate with them. This translates to a successful business built around solving real customer needs.

Real-Life Example of JTBD:

Take Uber. People “hire” Uber not just for transportation, but for reliable and instant transportation through an app.

This eliminates the stress and uncertainty of waiting for taxis or public transportation.

 Ultimately, Uber helps customers get to their destination feeling empowered, safe, and in control.

By mastering JTBD, you’ll gain a superpower: the ability to create products and services that customers truly love.

This is just the tip of the JTBD iceberg! Stay tuned to delve deeper! In an upcoming blog post. There, you'll explore everything from the key elements to Conducting JTBD Interviews.

3. Outcome-Driven Innovation (ODI)

ODI is a strategic innovation process that helps companies create and market winning product and service offerings. It boasts a success rate five times higher than the industry average.

This approach, based on Jobs-to-be-Done theory, focuses on a crucial question:

What problem are customers trying to solve?

The logic is simple: the clearer the target, the higher the hit rate.
By prioritizing customer outcomes, ODI makes marketing and innovation efforts more effective and profitable. It starts with a clear target: the customer’s needs. This focus dramatically increases the chances of success compared to random guesswork.
For example, there is less than a one percent chance that a company will randomly conceptualize a solution that addresses all the unmet needs in a segment of the market if the company is unaware that the segment exists and unaware of what the unmet needs are.
But once the target is known, a winning product can be conceptualized — often within days or hours.
ODI goes beyond just one product.

Here are the Key Steps to Implement ODI Effectively:

Outcome-Driven Innovation (ODI) _

How ODI Benefits Your Business?

  • Boosts success: Launches, marketing, sales, and product development all benefit from understanding customer needs (ODI helps you do that).
  • Uncovers opportunities: Find new markets and develop new products based on customer needs (ODI helps you see them).
  • Improves decisions: Make better strategic choices about digitalization, M&A, and R&D with customer insights (ODI provides them).
  • Strengthens your organization: Aligns everyone around customer needs and improves the customer experience (ODI makes it happen).
The key to successful innovation is solving problems your customers actually have. Companies need to understand not just what customers want, but what they’re struggling with.

Are there needs your current offerings don’t address?

Are there different needs for different groups of customers?

Without this knowledge, innovation is a gamble.

Outcome-Driven Innovation (ODI) changes the game. By investing in understanding your
customers’ needs upfront, ODI helps you develop solutions that truly resonate. This avoids the costly cycle of guesswork and makes innovation more strategic and predictable.

Outcome-Driven Innovation (ODI) changes the game. /em>

By investing in understanding your customers’ needs upfront, ODI helps you develop solutions that truly resonate. This avoids the costly cycle of guesswork and makes innovation more strategic and predictable.

Long-Term Investment, Lasting Value: ODI isn’t a quick fix. It’s a long-term investment. Once established, these metrics remain stable for a given product, allowing you to gauge customer satisfaction for years. As Tony Ulwick says, “Jobs are stable over time.” Understanding these stable criteria helps ensure your product continuously addresses customer needs throughout its lifecycle.

To delve deeper into ODI stay tuned. As in our upcoming post we would cover everything in detail from The Customer Need hierarchy to the Opportunity Landscape.

But for now, let’s continue with the Kano Model!

4. Kano Model

Ever wonder what features turn satisfied customers into brand loyalists?

Kano Model

The Kano Model, created in 1984, helps prioritize features based on customer satisfaction.

Kano’s model classifies features into five categories:

  • Must-Haves (Threshold Attributes): Essential features customers expect.
  • Satisfiers (Performance Attributes): Features that increase satisfaction as they improve
  • Delighters (Excitement Attributes): Unexpected features that impress.
  • Indifferent Attributes: Features customers don’t care much about.
  • Reverse Attributes: Features that can backfire, even if high quality.

So, how do you discover how customers feel about your product or service?

Kano analysis uses two key questions:

  • If you have? (Functional Question)
  • If you DON’T have? (Dysfunctional Question)

By analyzing the answers, you can categorize each feature and prioritize which ones to focus on.

How Kano Model will help you for your product development?

  • Prioritize features faster: Helps choose what to build first, saving time and money.
  • Focus on what customers want: Identify features that truly make a difference for customers.
  • Build products customers love: Create products that satisfy and delight customers, leading to higher loyalty.
  • Uncover hidden needs: Discover what customers really care about, even if they don’t say it directly.
  • Make informed decisions: Get valuable insights to guide product development.

Related Post

Takeaway: Build Products Your Customers Love

Building a successful business goes beyond just creating a product. In this blog we explored the importance of understanding your customers’ needsand desires.

We introduced you to four powerful frameworks that can help you achieve this.

In Movies, you would have seen a person get an idea, work on it, and make a business out of it. But reality is different. You got to work with analysis, surveys, and then invest your time and energy on something that brings value to YOUR CUSTOMER.

These frameworks help you go beyond expectations. They guide you to make products that delight. Your passion and genuine effort will shine through.

By prioritizing your customers’ needs, you can create products they love and build a successful brand.

This is what true entrepreneurship is all about.

Get excited about the journey! Dive into your customers' world. Build a brand that means something real. Your dedication will turn your vision into a beloved reality. This is how you create a lasting legacy.

Article Contribution by – Devika Kovachi & Sapna Garg

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Women Entrepreneur Community HEN India – Her Entrepreneurial Network – a networking platform for women-led businesses. HEN is a community of Women Entrepreneurs focused to Inspire, Inform & Support each other build successful businesses along with balanced lives.

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  9. Member Account, Password and Security. As a Registered User, you are required to choose a password and provide your email address, and you may be asked for additional information regarding your account. You are responsible for maintaining the confidentiality and security of the password and all other account information, and you are fully responsible and liable for all access to and use of the Websites and the Services that occur under your password or account. You agree to (a) immediately notify us by e-mail to [email protected] of any unauthorized use of your password or account or any other breach of security, and (b) ensure that you log out from your account at the end of each session. HEN India will not be liable for any loss or damage arising from your failure to comply with this section.
  10. Preservation and Disclosure of Account Information and User Content. You acknowledge and agree that HEN India may access, preserve and disclose your account information and User Content if required to do so by law or in a good faith belief that such access, preservation or disclosure is reasonably necessary to: (a) comply with legal process; (b) enforce this Agreement; (c) respond to claims that any Site Content violates the rights of third parties; (d) respond to your requests for customer service; or (e) protect the rights, property or personal safety of HEN India, the other users of the Websites and Services, and the public. However, under no other circumstances will HEN India intentionally disclose your account information to any third party except as otherwise provided in our Privacy Policy, which is set forth below.
  11. Security Components. You acknowledge and agree that the Websites and the Services, and the software embodied within the Websites and the Services, may include security components that permit digital materials to be accessed, used, and protected, and that use of these security components is subject to usage rules set by HEN India and/or content providers who provide content to HEN India. You may not attempt to override or circumvent any such security components and usage rules embedded in the Websites and the Services.
  12. Subscription Fees and Payment. Access to and use of the Services is subject to a subscription fee (“Fee”). The Fee is payable in Indian Rupees. You will be required to provide your credit card number and other information at the time of your initial registration. Your credit card will automatically be charged at the time of your subscription or the end of your free trial, and regularly thereafter based on the terms of your subscription, and you hereby authorize HEN India to charge your credit card for the then-applicable subscription fee. The Fee is non-refundable except as provided in Section 24 below (“Term and Termination”). HEN India reserves the right to change or modify the Fee or payment schedule (including, without limitation, increasing prices and charging a fee for upgrades) at any time. HEN India will use its reasonable best efforts to provide you with reasonable notice prior to making any fee changes or modifications. If HEN India is for any reason unable to effect automatic payment via your credit card, HEN India will attempt to notify you via email and your account will be disabled until payment is received. You are responsible for notifying HEN India of any changes to your credit card information and to update your information if your credit card has expired. HEN India may suspend, terminate and/or otherwise interrupt your access to the Services if you fail to so notify HEN India .All Fees are exclusive of all taxes and duties imposed with respect to the Services by any federal, state, municipal or other governmental authority, all of which taxes you are required to pay. You are responsible for obtaining and providing to HEN India any certificate of exemption or similar document required to exempt any transaction from sales, use or similar tax liability.You agree to pay your account balance on time. You are responsible and liable for any costs and expenses, including attorney and collection fees, that HEN India may incur in its efforts to collect any remaining balances due from you. This paragraph will in no way limit any other remedies available to HEN India. You are required to notify us of any billing problems or discrepancies within sixty (60) days after they first appear on your credit card account statement by sending a written notice to [email protected]. If you do not so notify us within the time allowed, you waive any right to dispute such problems or discrepancies.12a. Content. The content available at the Websites and the Services generally consists of (a) content owned by HEN India, including but not limited to the trademarks, trade dress and “look and feel” of the Websites and content created and/or acquired and owned by HEN India(“HEN India content”), (b) content owned by third parties and licensed to HEN India for specified uses on the Websites and the Services (“Third-Party Content”), and (c) content that may be posted and/or otherwise uploaded to the Websites and/or the Services by you (“User Content”). As between you and other Registered Users, however, the content posted by other Registered Users is considered to be “Third-Party Content.” All of the foregoing are collectively referred to as “Site Content.”12b. Geographic Limitations. Due to certain licensing restrictions placed on our titles, some content may not be available in your geographic location, and therefore, cannot be viewed. If at any time you feel this inhibits your experience upon purchasing an HEN India subscription, please contact our customer service department and we will work with you in order to remedy the situation. You can reach customer service by email at [email protected].
  13. Ownership of Content. HEN India does not claim ownership rights in any User Content that you post on the Websites or otherwise make available through the Services. Subject to the non-exclusive license contained in Section 14 below (“License to Your Content”), as between HEN India and you, you will retain all intellectual property rights that you may have in any User Content that originates with you.
  14. License to Your Content. In order to be able to offer you the use of our Websites and the Services pursuant to this Agreement, you are required to grant a license to HEN India to use and distribute your User Content. This enables us to permit other Visitors and Registered Users to view and share your User Content, and to display your User Content in other places within the Websites. Accordingly, by posting, displaying, publishing, transmitting, or otherwise making available (individually and collectively, “posting”) any User Content on or through our Websites or the Services, you hereby grant to HEN India a non-exclusive (meaning you can license the User Content to other parties as well), fully-paid, royalty-free, perpetual, irrevocable, worldwide license (including the right to sublicense) to use, copy, modify, adapt, translate, create derivative works, publicly perform, publicly display, store, reproduce, transmit, distribute, and otherwise make available such User Content on and through the Websites and/or the Services, in print, or in any other format or media now known or hereafter invented, without any obligation of notification, compensation, attribution or consent. Notwithstanding the foregoing, we will not use your User Content to create commercial products such as books. For purposes of this section, “commercial products” does not include use on the Websites and the Services and/or the advertising, publicity, promotional and marketing materials for the Websites and the Services in any and all formats and media now known or hereafter invented. If you wish to remove any User Content from the Websites and/or the Services, the decision will be made by HEN India alone in its sole and absolute discretion, and our decision may depend on the type of User Content, the location and manner of posting, and other factors. You may contact us at [email protected] to request the removal of certain User Content you have posted, but HEN India (i)has no obligation to remove any such User Content, (ii)may choose whether or not to do so in its sole discretion, and (iii)makes no guarantee as to the complete deletion of any such User Content and copies thereof. In any case, a back-up or residual copy of any User Content posted by you may remain on HEN India servers after the User Content appears to have been removed from the Websites and/or the Services, and HEN India retains all rights granted in this section to all such remaining copies. You represent and warrant that: (i) you own all right, title and interest in all User Content posted by you on or through our Websites or the Services, or otherwise have the right to grant the license set forth in this section, and (ii) the posting of your User Content on or through the Websites and/or the Services does not require the knowledge or consent of any third party and does not violate the privacy rights, publicity rights, copyrights, trademarks, patents, trade secrets, contract rights, confidentiality, or any other rights of any third party.
  15. Prohibited Conduct. The Websites and the Services may include features that permit you to post User Content, which includes and applies to (but is not limited to) content of your own, comments on the User Content posted by other Registered Users, and communications with other Registered Users. Such User Content includes but is not limited to information, data, text, software, music, sound, photographs, graphics, video, messages, tags, or other materials. You acknowledge and agree that you shall not use the Websites and/or the Service to post or other transmit User Content that
    1. Is patently offensive and/or promotes racism, bigotry, hatred or physical harm of any kind against any group or individual
    2. Harasses or advocates harassment of another person
    3. Exploits people in a sexual or violent manner
    4. Contains nudity, violence, or offensive subject matter
    5. Solicits personal information from anyone under the age of eighteen (18)
    6. Provides any telephone numbers, street addresses, last names or email addresses of anyone other than your own
    7. Promotes information that you know is false or misleading or promotes illegal activities or conduct that is abusive, threatening, obscene, defamatory or libelous
    8. Violates any intellectual property or other proprietary right of any third party, including User Content that promotes an illegal or unauthorized copy of another person’s copyrighted work, such as providing pirated computer programs or links to them, providing information to circumvent manufacture-installed copy-protect devices, or providing pirated music or links to pirated music files
    9. Involves the transmission of “junk mail,” “chain letters,” or unsolicited mass mailing, instant messaging, “spimming,” or “spamming”
    10. Contains restricted or password only access pages or hidden pages or images (those not linked to or from another accessible page)
    11. Furthers or promotes any criminal activity or enterprise or provides instructional information about illegal activities including, but not limited to making or buying illegal weapons, violating someone’s privacy, or providing or creating computer viruses
    12. Solicits passwords or personal identifying information for commercial or unlawful purposes from other Members
    13. Involves commercial activities and/or sales without our prior written consent, such as contests, sweepstakes, barter, advertising, or pyramid schemes
    14. Includes a photograph of another person that you have posted without that person’s consent or, in the case of children under the age of eighteen (18), parental consent, or otherwise constitutes an invasion of an individual’s privacy or infringement of publicity rights; or
    15. Contains a virus or other harmful component.
  16. Responsibility for User Content. You, and not HEN India, are entirely responsible for all User Content that you upload, post, email, transmit or otherwise make available via the Websites and/or the Services. HEN India does not control the User Content posted via the Websites and/or the Services and, as such, we cannot and do not guarantee the accuracy, integrity or quality of such User Content. You acknowledge and agree that, by using the Websites and the Services, you may be exposed to User Content that you deem offensive, indecent or objectionable. Under no circumstances will HEN India be liable in any way for any User Content, including, but not limited to, any errors or omissions in any user Content, or any loss or damage of any kind incurred as a result of the use of any User Content posted, emailed, transmitted or otherwise made available via the Websites and/or the Services.
  17. Rejection and/or Removal of User Content. You acknowledge and agree that HEN India may or may not pre-screen User Content posted on our Websites, but that HEN India shall have the right (but not the obligation) in its sole discretion to pre-screen, edit, refuse, and/or remove any User Content or portion thereof that is available via the Websites and/or the Services, in its sole and absolute discretion, for any reason, including but not limited to its determination that any such User Content is not appropriate for the Websites and/or the Services, or for no reason. Without limiting the foregoing, and by way of example only, HEN India shall have the absolute right to remove from the Websites and/or the Services any User Content that violates this Agreement or is otherwise objectionable in the sole discretion of HEN India, or to restrict, suspend, or terminate your access to all or any part of the Websites and/or the Services at any time, for any or no reason, with or without prior notice, and without liability. If you become aware of misuse of the Websites and/or the Services by any person, please contact HEN India by email at [email protected] 
  18. Limited License. HEN India hereby grants to Registered Users a limited, personal, revocable, non-sublicensable license to display a single copy of the HEN India Content and the Third-Party Content located on or available through our Websites or Service (excluding any software code therein) solely for your single, personal, non-transferable and non-commercial use in connection with viewing our Websites and using the Services during the term of your registration. All such use is subject to the terms and conditions set forth in this Agreement and may be terminated by HEN India as set forth in this Agreement. Except for User Content posted by you, you may not copy, store, modify, translate, publish, broadcast, transmit, distribute, perform, display, make available, or sell any Site Content for any purpose whatsoever.
  19. Examples of Limitations on Use. Any non-commercial reuse of any portion of the Site Content by a Registered User that falls within what is allowed as “Fair Use” is permitted. In addition to the limitations set forth in Section 18 above (“Limited License”), and by way of example only, no commercial storage, use, reproduction or transmission of any Site Content is permitted under any circumstances. The Websites and the Services may not be used in connection for any commercial purposes except as specifically approved in writing and in advance by an authorized representative of HEN India. Unauthorized framing of or linking to any of our Websites is prohibited. Commercial advertisements and other commercial content, affiliate links, and other forms of solicitation may be removed by HEN India from the Websites and the Services without notice and may result in termination of registration and subscription and denial of access to and use of the Websites and the Services.
  20. Reservation of Rights. HEN India Content and Third-Party Content are protected by copyright, trademark, patent, trade secret and other laws. HEN India and its third-party licensors owns and retains their respective rights, title and interest in and to their respective content subject only to the limited licensed granted to Registered Users as set forth above.
  21. Other Sites. The Websites may contain third-party advertising and/or links to other sites owned by third parties (i.e. advertisers, affiliate partners, strategic partners, or others). However, the inclusion of a link in any of our Websites does not imply HEN India’s investigation, evaluation and/or endorsement of such third party website. We are not responsible for examining or evaluating, and we do not warrant the products or offerings of, any of these businesses, entities or individuals, or the accuracy of the content of their advertising or websites. HEN India does not assume any responsibility or liability for the actions, products, services, and/or content of any such websites. Before you purchase goods or services from a third party and/or use any third-party website, you should review the applicable terms of use and privacy policies for such websites. If you decide to access any such linked websites, you do so at your own risk.
  22. International Use. Due to the global nature of the Internet, you acknowledge and agree that you are obliged to comply with all applicable laws, rules and regulations regarding the access to and use of the Websites and the Services. By way of example only, you acknowledge and agree that you are obliged to comply with all applicable laws regarding the transmission of technical data exported from India or the country in which you reside, and that restrictions on access to and/or use of some Site Content may apply to users based on their place of domicile, residence and/or use.
  23. Registered User Disputes. You are solely responsible for your interactions with other Registered Users. HEN India reserves the right, but has no obligation, to monitor disputes between you and other Registered Users.
  24. Term and Termination. This Agreement, as it may be modified from time to time, shall remain in full force and effect for so long as it is posted on any of the Websites or until terminated by HEN India or by you.
    You may terminate your status as a Registered User and cancel your account at any time and for any reason, by notifying us by email at [email protected] , but any such termination and cancellation will be effective only after HEN India has processed the request. If you cancel your account prior to the expiration of your pre-paid subscription period, you will forfeit the Fees paid for any unused portion of your subscription, which are non-refundable. However, you will be able to continue viewing premium content until the expiration of your current pre-paid subscription period. You also acknowledge and agree that the cancellation of your account is your sole right and remedy with respect to any dispute with HEN India. HEN India reserves the right to suspend or terminate your status as a Registered User, cancel your account, and disable your access to the Websites and Services at any time, with or without notice to you, with or without cause, and without liability to you. HEN India shall have no liability to you or any third party because of such suspension or termination or related action for any reason except as follows: (a) If HEN India elects do so with cause, then no refund of any unused portion of a pre-paid subscription is owing, and (b) if HEN India elects to do so without cause, then HEN India will refund any unused portion of a pre-paid subscription.
    The following sections shall survive any termination of this Agreement, your account, and/or your use of the Service: Section 9 (“Preservation and Disclosure of Account Information and User Content”), Section 12 (“Content”), Section 13 (“Ownership of Content”), Section 14 (“License to Your Content”), Section 16 (“Responsibility for Your User Content”), Section 17 (“Rejection and/or Removal of User Content”), Section 20 (“Reservation of Rights”), Section 21 (“Other Sites”), Section 22 (“International Use”), Section 24 (“Registered User Disputes”), Section 24 (“Disclaimer of Warranties”), Section 26 (“Waiver of Claims”), Section 27 (“Limitation of Liability”), Section 28 (“Severability”), Section 29 (“Indemnity”), and Sections 33 through 38.
    Upon suspension or termination, HEN India shall have no obligation to save any User Content that you may have posted or otherwise provided, and we reserve the right to permanently delete and destroy any of your personal information and/or User Content.
  25. Disclaimer of Warranties. You acknowledge and agree that the Websites and the Services are offered without warranties of any kind whatsoever by HEN India and/or the providers of Site Content. The disclaimer of warranties includes, but is not limited to, the following.
    (a) Your use of the Websites and the Services is at your sole risk. The Websites and the Services are provided on an “as is” and “as available” basis. HEN India and its parent, subsidiaries, affiliates, successors and assigns, and their respective shareholders, officers, directors, employees, agents, partners, licensors, vendors and contractors (collectively, the “HEN India -Related Parties”) expressly disclaim all warranties of any kind, whether express or implied, including, but not limited to the implied warranties of merchantability, fitness for a particular purpose and non-infringement, with respect to the service, the websites, and any third party websites with which they are linked.
    (b) The HEN India -Related Parties are not responsible or liable for any loss, damage, injury or health problems that may result from your use of the Site Content and/or other aspects of the Websites and/or the Services, including but not limited to training programs, recipes, products, services, events and/or information that you may learn about on the Websites and/or the Services, and/or any action or inaction on your part as a result of information you have obtained from the Websites and/or the Services. By way of example only, if you engage in any exercise or diet program that you receive or learn about through the Websites and/or the Services, and/or if you use any product or service that you receive or learn about through the Websites and/or the Services, you agree that you do so voluntarily, after consulting an appropriate health professional of your choice, and at your own risk, and you agree to release and discharge the HEN India -Related Parties from any and all claims or causes of action, known or unknown, arising out of the foregoing.
    (c) The HEN India -Related Parties make no warranty that the Websites or the Services, the Site Content, and/or the information, products and services available through the Websites or the Service will meet your expectations or requirements, or that you will achieve any particular results from the use of any of the foregoing, or that the Websites or the Services will be uninterrupted, timely, secure, error-free, or free of any harmless components (including viruses, malware, spyware, or comparable components.
    (d) You expressly assume the risk, by way of example, of deletion, non-delivery or failure to store postings of User Content, communications, personalized settings, or data, and you acknowledge that the HEN India -Related Parties make no warranties regarding the foregoing.
    (e) Any material downloaded or otherwise obtained through the use of our Websites or the Services is accessed at your own discretion and risk, and you will be solely responsible for any loss or damage to your computer system or loss of data that results from the download of any such material.
  26. Waiver of Claims. You hereby waive, release and discharge HEN India from and against any claims that you may be entitled to make by reason of any use of your User Content authorized under this Agreement and/or by reason of your participation in any of the communications and social networking features of the Services, including but not limited to, and by way of example only, any claims based on copyright infringement, trademark infringement, rights of privacy or publicity, defamation and otherwise.
  27. Limitation of Liability. To the fullest extent permitted by applicable laws, HEN India will in no event be liable to you or any third party for any indirect, consequential, exemplary, incidental, special or punitive damages, including lost profit damages arising from or in connection with any use of the Websites and/or the Services, and/or any website with which they are linked, and/or any content, information, products or services accessible through the Websites and/or the Services, even if any of the HEN India have been advised of the possibility of such losses or damages. Notwithstanding anything to the contrary contained herein, the aggregate liability of the HEN India to you for any cause whatsoever and regardless of the form of the action, will at all times be limited to the amount paid, if any, by you to HEN India for the Services.
  28. Severability. Some jurisdictions do not allow the exclusion of certain warranties or the limitation or exclusion of liability for incidental or consequential damages. Accordingly, in certain jurisdictions, some of the above limitations of liability may not apply to you. In any such case, and/or if any terms or conditions of this Agreement are held to be invalid for any reason whatsoever, this Agreement shall remain in full force and effect on its remaining terms and conditions of this Agreement unless and until terminated by HEN India. Furthermore, if any term or condition of this Agreement is found by a court of competent jurisdiction to be invalid, the parties nevertheless agree that the court should endeavor to give effect to the intentions of the parties as reflected in the invalidated provision
  29. Indemnity. You agree to indemnify, defend, and hold harmless HEN India from any and all third party claims, losses, liability, damages, and/or costs (including reasonable attorney fees and costs) arising from your breach of the terms of this Agreement, or your infringement, or infringement by any other user of your account, of any intellectual property or other right of any person or entity. HEN India will use its reasonable best efforts to notify you promptly of any such claim, loss, liability, or demand, and will provide you with reasonable assistance, at your expense, in defending any such claim, loss, liability, damage, or cost.
  30. Additional Terms. We may also require you to follow additional rules, guidelines or other conditions (“Additional Terms”) in order to participate in certain promotions or activities available through our Websites, to obtain certain premium Site Content through our Websites, and/or for other reasons. In addition, certain Additional Terms will govern your subscription to the Services and any purchases you make through the online store. These Additional Terms will be posted on the relevant portions of our Websites or on the portions of our Websites that describe the specific promotions, Content, or activities. These Additional Terms are incorporated by reference in this Agreement, and you agree to comply with them when you participate in those promotions, purchase items from our online stores, or otherwise engage in activities governed by such Additional Terms.
  31. Modification and Discontinuation. We reserve the right at any time to modify, edit, delete, suspend or discontinue, temporarily or permanently the Websites and/or the Services, or any portion thereof, with or without notice. You agree that we will not be liable to you or to any third party for any such modification, editing, deletion, suspension or discontinuance of the Websites and/or the Services.
  32. Entire Agreement. This Agreement, together with any other terms and conditions referenced herein (including without limitation the Privacy Policy and Additional Terms), constitutes the entire agreement between you and HEN India and governs your use of the Websites and Service, superseding any prior agreements between you and HEN India with respect to the Websites and/or the Services.
  33. Choice of Law and Forum. This Agreement and the relationship between you and HEN India shall be governed by the laws of Karnataka, India without regard to its conflict of law provisions. You and HEN India agree to submit to the personal and exclusive jurisdiction of the courts located within the country
  34. No Waiver. The failure of HEN India to exercise or enforce any right and/or remedy under this Agreement shall not constitute a waiver of such right and/or remedy.
  35. Statute of Limitations. You acknowledge and agree that regardless of any statute or law to the contrary, any claim or cause of action arising out of or related to use of the Websites, the Services or this Agreement must be filed within one (1) year after such claim or cause of action arose or be forever barred.
  36. Relationship of the Parties. You and HEN India acknowledge and agree that they are independently contracting parties dealing at arm’s length with each other in connection with the licensing of intellectual property rights and the provision of services. No partnership, joint venture, joint authorship, employment, fiduciary, agency or other relationship is created between them.
  37. Binding on Successors. This Agreement shall be binding on and inure to the benefit of the heirs, executors, administrators, licensees, successors and/or assigns of the parties, as applicable. For avoidance of doubt, you acknowledge and agree that HEN India is fully authorized to assign, sublicense and/or otherwise convey and transfer this Agreement and/or any of its rights under this Agreement at any time, in its sole and absolute discretion, and without compensation of any kind to you.

Notices and Questions. If you have any questions regarding this Agreement, please contact us by email at [email protected] . Except as otherwise specified elsewhere in this Agreement, notices to HEN India may be given at the foregoing email and notices to you may be given at the address provided to us at the time of registration and/or the purchase of goods and services from HEN India.

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Success Coach

Savitha Nanjappa

Savitha has not only launched and sky rocketed her own coaching platform, but has also worked with 3000+ individuals and mentored over 100+ businesses to quantum leap into the coveted 7-8 figure circle. She also holds an MBA and is armed with over 17 years of Corporate Work Experience, having worked with Brands like Airtel, Tata Docomo, Novo Nordisk, ICICI Prudential and Telenor in Marketing, Sales & Customer Service. Savitha has received prestigious awards such as the “Young Achievers Award '' and most recently the "Young leaders creating a better world for all award" at the Women Economic Forum 2020 event in Egypt. She has also hosted Corporate workshops, been featured as an expert on podcasts and is a keynote speaker.

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women business leaders

MSME Loan Expert

Ramesh Dharmaji

Mr.Ramesh served as Director on Boards of MSMEs/ infrastructure companies, Microfinance Institutions, State Financial Corporations, Venture Capital Companies, Technical Consultancy organisations Micro finance self-regulating organisations. • Superannuated from SIDBI as Chief General Manager in February 2019, but was adviser at SIDBI till May 2020. Currently, he is

  • Strategy Adviser to Tamil Nadu Industrial Investment Corporation, a state level government owned finance institution.
  • Advisor to Indian Bank for start-up financing initiatives
  • Director on Karnataka State Financial Corporation, a state level development institution,
  • Adviser to Global Alliance for Mass Entrepreneurship (GAME)
  • Independent expert at Global Innovation and Technology Alliance (GITA) and Technology Development Board GOIBesides his active engagement with the industry, he indulges in writing books with international recognitions and he loves telling business stories.

Naveen Lakkur is the Founder and Chief Innovation Coach of Institute of Inspiring Innovation.

Ramesh Dharmaji HEN India

Serial Entrepreneur turned Innovation Coach

Naveen Lakkur

Naveen loves to inspire enterprises and entrepreneurs to innovate and guide them to grow in the right direction. In his professional career spanning 25+ years in the industry worldwide, he has co-founded several innovative companies. He has also been a catalyst for 250+ ideas to have become commercial realities.

He is passionate about sharing his practical knowledge of building companies and nurturing ideas. Besides his active engagement with the industry, he indulges in writing books with international recognitions and he loves telling business stories. Naveen Lakkur is the Founder and Chief Innovation Coach of Institute of Inspiring Innovation.

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Influencer & Entrepreneur

Archana Doshi

Archana is passionate about returning back to the basics and "I strongly believe health resides on the dinner table". Her website - www.archanskitchen.com empowers people to cook easily using easy cooking techniques using local and fresh ingredients. In addition the website is enhanced with advanced features like everyday dinner recipe ideas, lunch box ideas, weekly meal plans, diabetic recipes, festival recipes, healthy snacks and much more. What started out in her kitchen over decades ago, Archana’s Kitchen today is India’s leading food and recipe website reaching over 10 million happy users imparting healthy cooking and eating habits. Archana’s Kitchen also launched a range of their own brand of food products. The cake mixes are the first line of products personally crafted by Archana from whole grains like ragi, jowar, barley & whole wheat flour that are packed with proteins, minerals and fibre and yet have all the richness and flavor of a traditional cake. You can shop them at shop.archanaskitchen.com and other online marketplaces like amazon, bigbasket and more to come.

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Archana Doshi Business Leaders & HEN Mentor

Life Coach & Entrepreneur​

Spoorthi Vishwas

Spoorthi Vishwas is an assiduous entrepreneur, social media influencer, blogger, proud mother, and acclaimed South Indian actress, the resolute and determined Spoorthi Vishwas believes. Founder Director of KWAA- Karnataka Woman Achievers Award; IWAA - Indian Women Achievers Award - her coveted brain child that set a new bench mark in women accomplishments and recognition. Spoorthi is also the Founder SHE India Community.

Funding Expert

Aditi Balbir​

Founder of V Resorts – a VC funded management company for boutique stays in India. Scaled to 150+ properties and exited to a strategic player. Top 20 influential women entrepreneurs in India & Winner BW 40 under 40, CNBC Young Women Leader, MPW Fortune Asia, DWEN, Women Economic Forum, UNWTO Community Impact. Written for Economic Times, YourStory, Times of India, World Economic Forum. Travel Blogger & Instagram influencer. MBA, ISB Hyderabad & Duke University.

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Business Leaders Aditi Balbir HEN India

Finance and Accounts Expert

Vijay Ladha

A first gen entrepreneur, chartered accountant, believer of business plan and that numbers help in taking business decisions, pro bono mentor with many entrepreneurship promotion organizations, visiting faculty with Symbiosis University, Bangalore and St. Johns, Medical College, Bangalore, promoter of entrepreneurship if planned with information.

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business leaders