After a tiring day, we all would love to enjoy homemade Aamras, Jaljeera, Kokum, Aam Panna, Kala Khatta and many other secret recipes. Recipes that can revive our childhood memories. But where do we get that in today’s modern world? And thus began the journey of Paper Boat. A journey of going back in time and bringing to fore,
liquid traditions. Neeraj Kakkar along with Suhas Misra, Neeraj Biyani, and James Nuttall started a venture called Paperboat in August 2013. Paper Boat is a division of Delhi-based Hector Beverages. They work on simple mantra
“If you could make people taste memories, you should.”
An ex-Coca-Cola employee and MBA degree holder from Wharton Business School,Neeraj Kakkar, always had a passion for beverages. Neeraj’s sheer determination and passion for beverages made him start a venture called Paper Boat. What began as a startup back then is all set to create a revolution.
- Rose Tamarind
- Chilli Guava
- Neer more
- Ginger Lemon Tea
- Aam Panna
Key Success Factors
The company aims to bring back the drinks that we lost somewhere in the past because all of us got busy in our lives and we lack the time to produce them ourselves. The company targets people with age group 20-40 who miss their childhood and the traditional drinks they used to consume. Also, it’s the only brand which offers varied ethnic flavors to its customers. A tinge of sweet and spice is a perfect treat for Indian tastebuds.
Emotional Connection With Customers
The company positioned itself in the minds of customers as the way in which they can revive their childhood memories. The company has created a hedonic value with its customers with its tagline “Drinks & Memories”
Unique Promotion Strategy
With an attractive website and fascinating tabs will make you walk down the memory lane. They have designed their facebook page to make you realize that life is beautiful. The price range of drinks is economical making it affordable for customers.
The packaging of the drinks is eco-friendly , travel-friendly and easy to sip. A perfect blend for youngsters. Shake and sip are the companies packaging strategy.
Innovation & Customer Centricity
The company has come up with the most innovative drinks in the market. In addition to the different variety of drinks company also prohibits the usage of preservatives and artificial flavors. Thus the product is healthy as compared to other carbonated drinks.
Paper Boat Taking Back To Your Memories
- Funded by top investment firms like Catamaran Ventures( led by Narayana Murthy), Footprint Ventures, and Sequoia Capital.
- Also, the brand was valued at $100 million in July 2015.
- Paperboat has two manufacturing plants, one in Gurgaon and the other one in Mysore.
- Paper Boat has 12 drinks and their R&D team is working on developing 35 to 40 products in future.
- The company sells around eight million units per month.
- Apart from India, drinks are also sold in places like Malaysia, Dubai, UK & US.
- Available at more than 20,000 retail outlets having a tie-up with coffee chains like Barista, airlines such as Indigo and Jet Airways and hotels such as Westin and Trident.
Paperboat seems to have got its mix right and has shown promising growth over the years. The motto to touch the lives of people through emotions has worked well so far. Therefore, attractive packaging, strong distribution hold, and appealing marketing strategy are tiling out ways to capture the market segment.