Paper Boat fortifies brand portfolio with more 'desi' flavours
With typically nuanced Indian flavours, Paper Boat is all set to capture the Indian palette again. exchange4media explores the rationale behind the expansion
Paper Boat made a quiet entry and even before the giants in beverage industry knew it, they had created a loyal customer base. Paper Boat has been successful in hitting the right ‘traditional’ chord with its customers’ taste buds and creating the buzz about ethnic drinks of India. Now, Paper Boat is set to come out with five more traditional flavors - ‘Sattu’, a Bihari Drink, ‘Kanji’, a sour drink with carrots , ‘Nimbu Pani’ and iced tea in two flavours –Tulsi and Adrak.
Neeraj Kakkar, CEO and Co-founder, Hector Beverages said, “Once again we want to bring flavours that are a part of our Indian palette. The research has taken place and we have worked hard to bring it to the taste that Indian palates are very familiar with and love to have over the ages.” The brand started with two flavours and now has seven and after these launches by this year-end there would be a dozen.
Riding on their success of the traditional drinks, what may take them little off -the -track is that out of these five new flavours, two flavors of iced tea are something which may not fall in the category of traditional Indian drinks.”
Tea definitely is a traditional Indian drink but iced tea is still at a nascent stage in the Indian beverage market so how successful will Paper Boat be in selling these two flavours in the traditional category needs to be seen. Kakkar put forward his idea behind the two iced tea flavours being traditional by saying “Tea is a traditional drink and the two flavours Tulsi and Adrak are the two ingredients that Indians have always loved in tea.” He also said that probably it’s a taste that Indian palates can adapt to easily but have not been offered these before.
The brand Paper Boat has definitely worked very hard to create a niche for itself in the beverages sector and by the end of 2015 they plan to enter another category in the beverages industry. Though it’s too early for the company to disclose the sector but what Kakar said was it’s a sector that still hasn’t grown big in India and their target audience for that would be the young men and women. “Hector Beverage’s first venture with the energy drink ‘Tzinga’ also made it to the news and currently is second largest energy drink player in the country.”
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