Paper Boat

2021-06-19T01:15:14Z

103.237.37.17:

{{short description|Indian drink brand}}
{{Infobox brand
| name = Paper Boat
| logo = [[File:Paper boat new logo grey-01.jpg|305x250px|Paper boat new logo grey-01]]
| logo_upright =
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| producttype = Beverages
| currentowner = Hector Beverages
| producedby = Hector Beverages
| country = India
| introduced = August 2013
| discontinued =
| related =
| markets = India
| previousowners =
| trademarkregistrations =
| ambassadors =
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| website = {{url|http://www.paperboatdrinks.com}}
| module = 
| module1 = 
}}
'''Paper Boat''' is a [[brand]] of traditional Indian beverages and foods produced and marketed by Hector Beverages, which is headquartered in [[Bangalore|Bengaluru]], India.<ref name="Mitra 2015"/><ref name="Official1"/>

Paper Boat was launched by Hector Beverages in August 2013.<ref name="Kazmin 2015" /> The product consists of a range of traditional, Indian drinks such as ''[[Aam panna|Aam Panna]]'', ''[[Jal-jeera|Jaljeera]]'' and ''[[Aamras|Aam Ras]]''. The drinks were initially offered in single serving, flexible pouches; the company has since then expanded to one liter [[Tetra Pak]] cartons as well.<ref name="Kazmin 2015" /><ref name=":0">{{Cite web|url=https://retail.economictimes.indiatimes.com/news/food-entertainment/grocery/after-the-success-of-500ml-tetra-pak-cartons-paper-boat-extends-to-shareable-1-litre-family-pack/59108103|title=After the 500ml Tetra Pak cartons, Paper Boat now extends to shareable 1 ltr family pack - ET Retail|last=www.ETRetail.com|website=ETRetail.com|language=en|access-date=2018-05-25}}</ref>

The company aims to preserve traditional recipes while using innovation to make the Indian drinks accessible to an urban market.<ref name=":1">{{Cite web|url=http://www.forbesindia.com/article/work-in-progress/ethnic-drinks-how-paper-boat-plans-to-keep-its-lead/44219/1|title=Ethnic drinks: How Paper Boat plans to keep its lead {{!}} Forbes India|last=Venkatesh|first=Shruti|website=Forbes India|language=en-US|access-date=2018-05-25}}</ref> Paper Boat does not use artificial coloring or preservatives in its products.<ref name="TEC 2014" /><ref name=":7">{{Cite web|date=2020-06-08|title=Paper Boat - The story of the master Storyteller|url=http://awordtotheworld.com/paper-boat-the-story-of-the-master-storyteller|access-date=2020-06-22|website=A Word To The World|language=en-GB}}</ref>

The company is funded by [[N. R. Narayana Murthy|N.R. Narayana Murthy]]-led Catamaran Ventures, Footprint Ventures and [[Sequoia Capital]], among other investors.<ref>{{Cite web|url=https://www.livemint.com/Companies/zW3uKSFjAmrnSiYLkaaTBN/Paper-Boat-maker-Hector-Beverages-opens-second-plant-in-Myso.html|title=Paper Boat maker Hector Beverages opens second plant in Mysore|last=Tandon|first=Suneera|date=13 March 2015|website=Live Mint}}</ref>

==History==
Hector Beverages was founded in 2009 by Neeraj Kakkar, Neeraj Biyani, Suhas Misra and James Nuttall.<ref name=":2">{{Cite web|url=https://www.livemint.com/Companies/FYypavmzDOI9kkmiG3TtxO/Paper-Boat-sails-ahead-on-Indian-drinks.html|title=Paper Boat sails ahead on Indian drinks|last=Bhansal|first=Shuchi|date=13 Dec 2016|website=Live Mint}}</ref>

The company's first product was a protein drink called Frissia, following which the energy drink brand, Tzinga was launched in 2011.<ref name=":1" />

In March 2013, the company launched Paper Boat, a fruit pulp based beverage brand and shifted its focus to the ethnic drinks segment.<ref name=":1" /> The Paper Boat brand aimed to bring back traditional drinks of India into the modern context.<ref name=":2" />

The idea for the brand is said to have taken birth during one of the office lunch that the co-founders would have together in the early years. Mishra's mother would pack him a flask of ''Aam Panna'' everyday and once while reaching out for the drink, as they were mulling over business ideas, a brain wave to commercially produce ethnic Indian drinks that were hitherto unavailable in the market struck. And the idea for Paper Boat was born.<ref name=":1" />

The brand launched with ''Aam Panna'' and ''Jal Jeera'' drinks and later added a wide range of ethnic drinks to its portfolio including ''[[Aamras|Aam Ras]], Chilled [[Rasam (dish)|Rasam]], [[Garcinia indica|Kokum]], [[Syzygium cumini|Jamun]] Kala Khatta, Chilli Gauva and Neer More.''<ref>{{Cite news|url=https://www.livemint.com/Companies/vF75uuwOiVODRjsgV6meDL/Paper-Boat-Riding-on-a-wave-of-nostalgia.html|title=Paper Boat: Riding on a wave of nostalgia|last=Srivastava|first=Rajesh|date=2016-10-18|work=Live Mint|access-date=2018-05-25}}</ref>

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.<ref name=":1" />

In 2016, in a bid to increase in house consumption of the brand, Paper Boat launched 500 ml [[Tetra Pak|Tetra]] Prisma Aseptic (TPA) packs of its two most popular drinks, ''Aam Ras'' and ''Anar''.<ref>{{Cite web|url=http://www.afaqs.com/news/story/48661_Paperboat-pushes-in-home-consumption-with-500-ml-Tetra-Pak-cartons|title=Paperboat pushes in-home consumption with 500 ml Tetra Pak cartons|website=www.afaqs.com|language=en|access-date=2018-05-25}}</ref> 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.<ref>{{Cite news|url=https://www.indiaretailing.com/2017/06/15/food/food-grocery/paper-boat-introduces-variants-1-litre-tetra-pak-carton-category/|title=Paper Boat introduces its variants in 1 litre tetra pak carton category - Indiaretailing.com|last=Bureau|first=Indiaretailing|date=2017-06-15|work=Indiaretailing.com|access-date=2018-05-25|language=en-US}}</ref> This move widened the brand's reach to the multi-serve category.

Paper Boat expanded to the traditional food segment in 2016 by launching the Indian snack, peanut ''[[chikki]]''. and books<ref name=":7" /><ref name=":4">{{Cite news|url=https://www.thehindubusinessline.com/companies/groundnut-barfi-fits-paper-boats-dna/article9975610.ece|title=‘Groundnut barfi fits Paper Boat’s DNA’|last=Balaji|first=R|date=28 Nov 2017|work=@businessline|access-date=2018-05-28|language=en}}</ref> Sticking to the core brand philosophy, Paper Boat foods aims to provide ethnic Indian snacks in contemporary, modern packaging.<ref>{{Cite news|url=https://timesofindia.indiatimes.com/business/india-business/want-to-make-age-old-recipes-cool-for-millenials-paperboat/articleshow/61867613.cms|title=Want to make age-old recipes cool for millenials: Paperboat - Times of India|work=The Times of India|access-date=2018-05-28}}</ref> Paper Boat recently tied up with Accenture to increase its offerings of different authentic tastes in 2020.<ref name=":7" />

== Products ==
Paper Boat offers a range of fruit based ethnic drinks such as ''Jal Jeera'', ''Aam Panna'', ''Aam Ras'', ''Alphonso Aam'', ''Jamun Kala Khatta'', Chilli Guava, ''Nimbu Pani'', ''Kokum'', ''Neer More'', ''Kanji'', Sugarcane juice, ''Lychee Ras'', Apple and Orange.<ref name=":3">{{Cite web|url=http://www.paperboatdrinks.com/drinks|title=Drinks {{!}} Paper Boat Drinks {{!}} Paper Boat Beverages Online|website=www.paperboatdrinks.com|language=en|access-date=2018-05-28}}</ref> It also has a range of milk based beverages including ''Neer More'', Butter Milk, Badam Milk and ''Thandai''.<ref name=":3" /> The brand also launched Coconut Water in 2018.

Apart from these, Paper Boat produces two seasonal drinks associated with Indian festivals, ''Panakam'' (available during ''[[Rama Navami|Ram Navami]]'') and ''Sherbet-e-Khas'' (available during ''[[Eid al-Fitr|Eid]]'').<ref>{{Cite news|url=https://www.thehindubusinessline.com/companies/paper-boat-to-sail-deeper-into-dairybased-beverages-ethnic-snacks-this-summer/article9557627.ece|title=Paper Boat to sail deeper into dairy-based beverages, ethnic snacks this summer|last=Ambwani|first=Meenakshi Verma|date=23 Feb 2018|work=@businessline|access-date=2018-05-28|language=en}}</ref>

In its one-liter Tetra Pack cartons the brand delivers ''Aam Ras'', ''Jamun'', ''Anar'', Apple, Guava, Mixed Fruit, Pineapple, Cranberry, Tomato and ''Lychee Ras''.

The drinks are manufactured in ultra hygienic production facilities and do not contain preservatives or artificial coloring.<ref name=":1" /> ''Aam Ras'', one of the brand's most popular drinks, contains 45% mango pulp and is made from naturally ripened mangoes.<ref name=":1" />

Peanut ''chikki'' was Paper Boat's first venture into ethic Indian snacks.<ref name=":4" /> Paper Boat ''chikki'' is a [[Fair trade|Fair-Trade]] product, a certification that ensures that everyone involved in the making of a product is fairly employed and paid.<ref name=":5">{{Cite news|url=https://economictimes.indiatimes.com/news/economy/agriculture/why-paper-boat-chose-to-launch-a-fair-trade-product/articleshow/56976314.cms|title=Why Paper Boat chose to launch a fair trade product|last=Seetharaman|first=G.|date=2017-02-05|work=The Economic Times|access-date=2018-05-28}}</ref> The company procures its groundnuts directly from a farmers’ collective near Rajkot in Gujarat at the Fairtrade minimum price.<ref name=":5" /> [https://brandcraftdigital.com/digital-marketing-company-in-patiala/ read more]

Paper Boat ''chikki'' has three other variants: crushed peanut, sesame and Rajgira peanut.<ref name=":4" />

Following the launch of ''chikki'', the brand has also launched a range of ethnic Indian foods including Banana Chips, ''[[Aam papad|Aam Papad]]'', ''[[Bakarwadi]]'', [[Namak para|''Namak Para'']], ''Gur Para'' and ''Shakar Para''.

==Production==
Hector Beverages presently has two manufacturing facilities, one in [[Mysore|Mysuru]] and one in [[Manesar]], [[Gurgaon]], and can produce up to ten million of the pouches per month.<ref name="Mitra 2015" />

The company's first production plant was established in Manesar in 2010. However, with increase in demand, the Manesar plant couldn't keep up the production. The plant also did not have the facilities for the manufacture of coconut water and sugar cane juice, drinks that the company was looking to launch.<ref name="Mitra 2015" /> This led them to set up a second, larger manufacturing unit in [[Mysore|Mysuru]], [[Karnataka]] in 2014.<ref name=":0" /> While the Manesar plant has a production capacity of 80 bottles per minute, in the Mysuru plant, it is 380 bottles per minute.<ref name=":1" />

==Marketing==
As a brand based on age-old recipes and memories, Paper Boat's marketing strategy revolves around nostalgia, childhood and innocence.<ref>{{Cite news|url=http://dsim.in/blog/2016/07/27/case-study-how-paperboat-is-building-its-brand-story-with-superb-marketing-strategy/|title=DSIM- Digital Marketing Blog|work=Digital Marketing Blog - DSIM|access-date=2018-06-01|language=en-US}}</ref> The brand name Paper Boat and the tag line, ‘Drinks and Memories’ is aimed at re-connecting the consumers to their childhood. Paper Boat's beverages such as ''Aam Panna'' and ''Jal Jeera'' are drinks that their consumers grew up drinking and carry a strong association with their childhood.<ref>{{Cite news|url=https://www.thehindubusinessline.com/companies/how-paper-boat-rowed-against-the-tide-to-find-success/article9231260.ece|title=How Paper Boat rowed against the tide to find success|work=@businessline|access-date=2018-06-01|language=en}}</ref> The brand's campaigns try to evoke those childhood memories and remind their consumers of their innocence.

Paper Boat's television advertising campaign consisted of a series of simple, evocative ads that reflected the brand idea of childhood nostalgia.<ref name=":6" /> The ads were set to an adaptation of the music of [[R. K. Narayan|RK Narayan]]’s iconic ''[[Malgudi Days (TV series)|Malgudi Days]]''. Paper Boat’s debut campaign was penned and narrated by renowned poet and lyricist [[Gulzar]], while the later campaign was written by lyricist Swanand Kirkire.<ref name=":6">{{Cite news|url=http://lighthouseinsights.in/paper-boat-anar-ad.html/|title=Paper Boat Takes You Back To Childhood For New Anar Flavour|date=2015-10-07|work=Lighthouse Insights|access-date=2018-06-01|language=en-US}}</ref>

Apart from its television ads, the brand has also released a range short films celebrating childhood memories and nostalgia. ‘Ride Down the River of Memories’, ‘Waiting for Ma’, ‘My Struggles with the Treasure Chest’ and ‘Hum honge kamyab’ – are all short films aimed at bringing out the child in everyone.<ref>{{Cite web|url=http://www.adageindia.in/marketing/cmo-strategy/paper-boat-shares-rizwans-story/articleshow/52173798.cms|title=Paper Boat Shares Rizwan’s Story|website=www.adageindia.in|language=en|access-date=2018-06-01}}</ref> In 2016, Paper Boat released 'Rizwan - Keeper of the Gates of Heaven,' a 3.30 minute film created by the creative agency, Humour Me. The film narrates the story of an old man named Rizwan who reminisces about his childhood and is a celebration of innocence, bravery and love. The video used animation, narration and strong characterization to tell a moving tale.<ref>{{Cite news|url=http://lighthouseinsights.in/paper-boat-rizwan-short-film.html/|title=New Film ‘Rizwan’ Shows That Paper Boat Is Serious About Brand Storytelling|date=2016-05-10|work=Lighthouse Insights|access-date=2018-06-01|language=en-US}}</ref>

Paper Boat has a strong presence on social media with compelling digital marketing campaigns. It has over 340K following on [[Facebook]]<ref>{{Cite web|url=http://www.facebook.com/paperboatdrinks|title=Paper Boat|website=www.facebook.com|language=en|access-date=2018-06-01}}</ref> and 79.2 K followers on [[Instagram]].<ref>{{Cite web|url=https://www.instagram.com/paperboatdrinks|title=Paper Boat (@paperboatdrinks) • Instagram photos and videos|website=www.instagram.com|language=en|access-date=2018-06-01}}</ref> While its Facebook campaign showcases illustrations celebrating childhood memories, the brand's Instagram page uses doodles, visual stories and creative projects to tell the Paper Boat story.<ref>{{Cite news|url=http://lighthouseinsights.in/paper-boat-instagram.html/|title=How Paper Boat Is Building Its Brand One Story At A Time On Instagram|date=2015-05-18|work=Lighthouse Insights|access-date=2018-06-01|language=en-US}}</ref>

As an extension of its marketing campaign, Paper Boat has also ventured into book publishing. It has published reprints of the classics, ''[[Three Men in a Boat]]'' and ''[[The Jungle Book|Jungle Book]]'', which were given away with the beverages as part of gift boxes and sales offers.<ref>{{Cite news|url=https://www.thehindubusinessline.com/catalyst/paper-boat-tests-the-waters-in-publishing/article9478430.ece|title=Paper Boat tests the waters in publishing|work=@businessline|access-date=2018-06-01|language=en}}</ref> In 2017, the brand published ''Half Pants Full Pants'' by Anand Suspi, a collection of real-life tales about growing up in [[Shimoga]].<ref>{{Cite news|url=https://scroll.in/article/857674/what-does-a-beverage-maker-have-to-do-with-publishing-plenty-if-you-ask-paper-boat-drinks|title=What does a beverage maker have to do with publishing? Plenty, if you ask Paper Boat Drinks|last=Swamy|first=Venkatesh M|work=Scroll.in|access-date=2018-06-01|language=en-US}}</ref>

==References==
{{reflist|30em|refs=
<ref name="Mitra 2015">{{cite web | last=Mitra | first=Sounak | title=Paper Boat drinks maker Hector Beverages on expansion spree | website=[[Business Standard]] | date=March 12, 2015 | url=http://www.business-standard.com/article/companies/paper-boat-drinks-maker-hector-beverages-on-expansion-spree-115031101078_1.html | accessdate=December 5, 2015}}</ref>
<ref name="Kazmin 2015">{{cite web | last=Kazmin | first=Amy | title=Paper Boat bases future on India’s drinks nostalgia | website=[[Financial Times]] | date=March 3, 2015 | url=http://www.ft.com/cms/s/0/9910d832-bdca-11e4-9d09-00144feab7de.html | accessdate=December 5, 2015}}</ref>
<ref name="Official1">{{cite web | url=http://www.paperboatdrinks.com/p/contact | title=Contact | publisher=Paper Boat | accessdate=4 December 2015}}</ref>
<ref name="TEC 2014">{{cite web | title=How Hector Beverages' Paper Boat is making waves in a cluttered soft drinks market | website=[[The Economic Times]] | date=October 5, 2014 | url=http://articles.economictimes.indiatimes.com/2014-10-05/news/54653088_1_tzinga-energy-drink-neeraj-kakkar | accessdate=December 5, 2015}}</ref>
}}

==Further reading==
* {{cite web | title=How Hector Beverages' Paper Boat is making waves in a cluttered soft drinks market | website=The Economic Times | date=October 5, 2014 | url=http://articles.economictimes.indiatimes.com/2014-10-05/news/54653088_1_tzinga-energy-drink-neeraj-kakkar| accessdate=December 5, 2015}}

==External links==
* {{official|http://www.paperboatdrinks.com}}

[[Category:Indian drink brands]]
[[Category:Products introduced in 2013]]
[[Category:Fruit drinks]]

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