Paper Boat may be known for its nostalgia, but that wasn’t its driving force, claims cofounder Neeraj Kakkar
- ByStartupStory | December 4, 2021
Delhi NCR-based Hector Beverages is quite famous for its nostalgia-inducing beverages labeled under Paper Boat. Yet, it is quite surprising to know that for the INR 600 Cr brand, nostalgia was never at the center of its marketing plans. So, what was the driving force behind its being?
the 46-year-old entrepreneur Neeraj Kakkar, CEO and co-founder of Paper Boat spilled the beans. He spoke to Nikhil Vora, CEO, Sixth Sense Ventures, and said, “I was in the US, working with Coke, and wondering why no F&B innovation was happening in India, especially in the health and wellness space. Much of it could be associated with brands stereotyping Indian consumers’ choices being limited to sweet beverages.”
Thus, moving to India was the next obvious option for Kakkar and his team, who went on to build an F&B disruptor; when disruption was not even a term associated with the industry, as Vora put it. Kakkar outlined that Paper Boat was working on three “theses”, in the ideation stage before it was launched in 2010.
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