Paper Boat

Last updated
Paper Boat
Product typeBeverages
OwnerHector Beverages
Produced byHector Beverages
CountryIndia
IntroducedAugust 2013;10 years ago (August 2013)
MarketsIndia
TaglineDrinks and Memories
Website

Paper Boat is a brand of traditional Indian beverages and foods produced and marketed by Hector Beverages, which is headquartered in Bengaluru, India. [1] [2]

Contents

Paper Boat was launched by Hector Beverages in August 2014. [3] It comprises traditional Indian drinks such as Aam Panna , Jaljeera and Aam Ras . The drinks were initially offered in single serving, flexible pouches; the company has since then expanded to one liter Tetra Pak cartons. [3] [4] [5] [6] [7]

The company is funded by N. R. Narayana Murthy-led Catamaran Ventures, Footprint Ventures and Sequoia Capital, among other investors. [8]

History

Hector Beverages was founded in 2009 by Neeraj Kakkar, Neeraj Biyani, Suhas Misra and James Nuttall. [9]

The company's first product was a protein drink called Frissia, following which the energy drink brand, Tzinga was launched in 2011. [5]

In March 2013, the company launched Paper Boat, a fruit pulp based beverage brand and shifted its focus to the ethnic drinks segment. [5] [9]

The brand launched with Aam Panna and Jal Jeera drinks and later added ethnic drinks including Aam Ras, Chilled Rasam, Kokum, Jamun Kala Khatta, Chilli Gauva and Neer More. [10]

The company went through a few organizational changes when co-founders Misra and Nuttall left the company in 2014, and 2015, respectively, leaving Kakkar and Biyani at the helm. [5]

In 2016, Paper Boat launched 500 ml Tetra Prisma Aseptic (TPA) packs of Aam Ras and Anar. [11] The 500 ml packs were discontinued in 2017, when the brand expanded its offering by launching its drinks in 1 liter Tetra Prisma Aseptic cartons. [12]

Paper Boat expanded to the traditional food segment in 2016 by launching the Indian snack, peanut chikki . [7] [13] [14]

Products

Drinks

Paper Boat offers fruit based ethnic drinks [15] and milk based beverages. [15]

Paper Boat produces two seasonal drinks associated with Indian festivals, Panakam (available during Rama Navami) and Sherbet-e-Khas (available during Eid). [16] The brand launched Coconut Water in 2018.[ citation needed ]

In its one-liter Tetra Pack cartons, the brand delivers Aam Ras, Jamun, Anar, Apple, Guava, Mixed Fruit, Pineapple, Cranberry, Tomato and Lychee Ras. [5] Aam Ras contains 45% mango pulp and is made from naturally ripened mangoes. [5]

The drinks offered are as follows: [17]

Foods

Peanut chikki was Paper Boat's first venture into ethnic Indian snacks. [13] Paper Boat chikki is a Fair-Trade product, a certification that ensures that everyone involved in the making of a product is fairly employed and paid. [18] The company procures its groundnuts directly from a farmers’ collective near Rajkot in Gujarat at the Fairtrade minimum price. [18]

Paper Boat chikki has three other variants: crushed peanut, sesame and Rajgira peanut. [13]

The foods offered are as follows:

Production

Hector Beverages presently has two manufacturing facilities, one in Mysuru and one in Manesar, Gurgaon, and with a capacity of ten million pouches per month. [1]

The company's first production plant was established in Manesar in 2010. [1] A second, larger manufacturing unit was opened in Mysuru, Karnataka in 2014. [4] While the Manesar plant has a production capacity of 80 bottles per minute, in the Mysuru plant, it is 380 bottles per minute. [5]

Marketing

The brand name Paper Boat and the tag line ‘Drinks and Memories’ are intended to be references to the consumer's childhood. [21] [22]

Paper Boat's television ads were set to an adaptation of the music of RK Narayan's Malgudi Days . Paper Boat’s debut campaign was penned and narrated by poet and lyricist Gulzar, while the later campaign was written by lyricist Swanand Kirkire. [23]

Apart from its television ads, the brand has also released a range short films such as ‘Ride Down the River of Memories’, ‘Waiting for Ma’, ‘My Struggles with the Treasure Chest’, ‘Hum honge kamyab’, [24] and 'Rizwan - Keeper of the Gates of Heaven'. [25]

Paper Boat also ventured into book publishing. It has published reprints of Three Men in a Boat and Jungle Book , which were given away with the beverages as part of gift boxes and sales offers. [26] In 2017, the brand published Half Pants Full Pants by Anand Suspi, a collection of real-life tales about growing up in Shimoga. [27]

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References

  1. 1 2 3 Mitra, Sounak (March 12, 2015). "Paper Boat drinks maker Hector Beverages on expansion spree". Business Standard . Retrieved December 5, 2015.
  2. ↑ "Contact". Paper Boat. Retrieved 4 December 2015.
  3. 1 2 Kazmin, Amy (March 3, 2015). "Paper Boat bases future on India's drinks nostalgia". Financial Times . Retrieved December 5, 2015.
  4. 1 2 www.ETRetail.com. "After the 500ml Tetra Pak cartons, Paper Boat now extends to shareable 1 ltr family pack - ET Retail". ETRetail.com. Retrieved 2018-05-25.
  5. 1 2 3 4 5 6 7 Venkatesh, Shruti. "Ethnic drinks: How Paper Boat plans to keep its lead | Forbes India". Forbes India. Retrieved 2018-05-25.
  6. ↑ "How Hector Beverages' Paper Boat is making waves in a cluttered soft drinks market". The Economic Times . October 5, 2014. Retrieved December 5, 2015.
  7. 1 2 "Paper Boat - The story of the master Storyteller". A Word To The World. 2020-06-08. Retrieved 2020-06-22.
  8. ↑ Tandon, Suneera (13 March 2015). "Paper Boat maker Hector Beverages opens second plant in Mysore". Live Mint.
  9. 1 2 Bhansal, Shuchi (13 Dec 2016). "Paper Boat sails ahead on Indian drinks". Live Mint.
  10. ↑ Srivastava, Rajesh (2016-10-18). "Paper Boat: Riding on a wave of nostalgia". Live Mint. Retrieved 2018-05-25.
  11. ↑ "Paperboat pushes in-home consumption with 500 ml Tetra Pak cartons". www.afaqs.com. Retrieved 2018-05-25.
  12. ↑ Bureau, Indiaretailing (2017-06-15). "Paper Boat introduces its variants in 1 litre tetra pak carton category - Indiaretailing.com". Indiaretailing.com. Retrieved 2018-05-25.
  13. 1 2 3 Balaji, R (28 Nov 2017). "'Groundnut barfi fits Paper Boat's DNA'". @businessline. Retrieved 2018-05-28.
  14. ↑ "Want to make age-old recipes cool for millenials: Paperboat - Times of India". The Times of India. Retrieved 2018-05-28.
  15. 1 2 "Drinks | Paper Boat Drinks | Paper Boat Beverages Online". www.paperboatdrinks.com. Retrieved 2018-05-28.
  16. ↑ Ambwani, Meenakshi Verma (23 Feb 2018). "Paper Boat to sail deeper into dairy-based beverages, ethnic snacks this summer". @businessline. Retrieved 2018-05-28.
  17. ↑ "Drinks". Paper Boat Drinks.
  18. 1 2 Seetharaman, G. (2017-02-05). "Why Paper Boat chose to launch a fair trade product". The Economic Times. Retrieved 2018-05-28.
  19. ↑ "Nuts, Seeds & Berries". Paper Boat Foods.
  20. ↑ "Indian Kitchen". Paper Boat Foods.
  21. ↑ "How Paper Boat rowed against the tide to find success". @businessline. Retrieved 2018-06-01.
  22. ↑ "DSIM- Digital Marketing Blog". Digital Marketing Blog - DSIM. Retrieved 2018-06-01.
  23. ↑ "Paper Boat Takes You Back To Childhood For New Anar Flavour". Lighthouse Insights. 2015-10-07. Retrieved 2018-06-01.
  24. ↑ "Paper Boat Shares Rizwan's Story". www.adageindia.in. Retrieved 2018-06-01.
  25. ↑ "New Film 'Rizwan' Shows That Paper Boat Is Serious About Brand Storytelling". Lighthouse Insights. 2016-05-10. Retrieved 2018-06-01.
  26. ↑ "Paper Boat tests the waters in publishing". @businessline. Retrieved 2018-06-01.
  27. ↑ Swamy, Venkatesh M. "What does a beverage maker have to do with publishing? Plenty, if you ask Paper Boat Drinks". Scroll.in. Retrieved 2018-06-01.

Further reading

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