This article contains promotional content .(May 2024) |
Product type | Beverages |
---|---|
Owner | Hector Beverages |
Produced by | Hector Beverages |
Country | India |
Introduced | August 2013 |
Markets | India |
Tagline | Drinks 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]
Paper Boat was launched by Hector Beverages in August 2013. [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]
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]
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 previously contained 45% mango pulp, but reduced it to 25% (shrinkflation) and is made from naturally ripened mangoes. [5]
The drinks offered are as follows: [17]
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:
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]
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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