Paper Details

Name: Neha Jain
Country: India

Year: 2025
Volume: Volume-12, Issue-2 (July-December)
Page Number: 309-314
DOI: https://doi.org/10.5281/zenodo.22040966

ABSTRACT
The tissue paper industry has emerged as one of the fastest-growing segments within the hygiene and disposable products market due to increasing awareness regarding sanitation, convenience, and workplace hygiene. The demand for tissue products has expanded significantly across business sectors such as restaurants, cafés, hotels, hospitals, offices, stalls, educational institutions, and retail establishments. This increasing demand has created intense competition among manufacturers, wholesalers, distributors, and suppliers operating in the Business-to-Business (B2B) market.
Mumbai Tissue Hub is a home-based B2B tissue and disposable products supply start-up established with the objective of providing high-quality products at competitive prices while ensuring reliable customer service and timely delivery. Since its inception, the business has successfully completed 3–5 commercial orders by building relationships with local business clients despite operating with minimal investment and limited brand recognition. The start-up follows an asset-light business model by sourcing products from reliable suppliers and delivering customized solutions based on customer requirements.
This case study examines the market structure and competitive environment of the B2B tissue paper industry in Mumbai through the example of Mumbai Tissue Hub, a home-based start-up. The study aims to understand how a new business can establish itself in a highly competitive market by analysing industry structure, competitors, customer buying behaviour, pricing strategies, and marketing practices. It also explores the challenges faced by start-ups and recommends strategies for sustainable business growth and long-term competitiveness.

Keywords: Tissue Paper industry, B2B, Start-up, Market structure, Mumbai tissue hub