Mumbai, 8th August 2016: What could be more joyful than packing a lunch basket on a breezy summer noon for a family picnic? Or, meticulously helping mummy pack aloo-poori and achaar for a two-day train journey with cousins. Through these timeless journeys and get-togethers, one feeling that lingered for generations is the joy of sharing. Sharing stories, laughter and treats which only glued the relationships together.
With countless requests pouring in since our inception, Paper Boat, today launches its two most successful variants; Aamras and Anar in Tetra Pak’s distinctive Tetra Prisma Aseptic (TPA) 500 ml cartons with the re-sealable StreamCap. Priced at 55 rupees and 75 rupees respectively, these variants will be available across the country at modern trade stores.
Neeraj Kakkar, Co-Founder, CEO, Hector Beverages commented on the launch, “Since our inception, the Doy pack has been the biggest contributor of our identity. Our 500 ml pack is a result of innumerous feedback from our consumers for a bigger volume pack. After chasing this project for about a year, we have finally launched our 500ml pack with a lot of help from the entire team at Tetra Pak. We are extremely happy to give our consumers more reasons to share our drinks.”
Tetra Pak South Asia Markets Managing Director Kandarp Singh said, “The TPA 500ml package with the re-sealable screwcap will give consumers not just a superior drinking experience from a modern and distinctive pack but also many opportunities to share Paper Boat’s delicious ethnic flavours with special people in their lives. We are happy that this pack will help further strengthen Paper Boat’s brand appeal and offer differentiation on the shelves.”
The Tetra Prisma Aseptic carton offers an easy ‘gulp-from’ and ‘pour-from’ experience, and the fully re-sealable screwcap provides hassle-free and convenient consumption. The octagonal shape of the pack fits perfectly in all hands for a comfortable grip. Moreover, being paper-based and fully-recyclable, the cartons are good for the environment.
Mumbai, 8th August 2016: What could be more joyful than packing a lunch basket on a breezy summer noon for a family picnic? Or, meticulously helping mummy pack aloo-poori and achaar for a two-day train journey with cousins. Through these timeless journeys and get-togethers, one feeling that lingered for generations is the joy of sharing. Sharing stories, laughter and treats which only glued the relationships together.
With countless requests pouring in since our inception, Paper Boat, today launches its two most successful variants; Aamras and Anar in Tetra Pak’s distinctive Tetra Prisma Aseptic (TPA) 500 ml cartons with the re-sealable StreamCap. Priced at 55 rupees and 75 rupees respectively, these variants will be available across the country at modern trade stores.
Neeraj Kakkar, Co-Founder, CEO, Hector Beverages commented on the launch, “Since our inception, the Doy pack has been the biggest contributor of our identity. Our 500 ml pack is a result of innumerous feedback from our consumers for a bigger volume pack. After chasing this project for about a year, we have finally launched our 500ml pack with a lot of help from the entire team at Tetra Pak. We are extremely happy to give our consumers more reasons to share our drinks.”
Tetra Pak South Asia Markets Managing Director Kandarp Singh said, “The TPA 500ml package with the re-sealable screwcap will give consumers not just a superior drinking experience from a modern and distinctive pack but also many opportunities to share Paper Boat’s delicious ethnic flavours with special people in their lives. We are happy that this pack will help further strengthen Paper Boat’s brand appeal and offer differentiation on the shelves.”
The Tetra Prisma Aseptic carton offers an easy ‘gulp-from’ and ‘pour-from’ experience, and the fully re-sealable screwcap provides hassle-free and convenient consumption. The octagonal shape of the pack fits perfectly in all hands for a comfortable grip. Moreover, being paper-based and fully-recyclable, the cartons are good for the environment.
MUMBAI: It’s not about commercial success; it’s about telling a story. It’s not about spending plenty, but it’s about innocently connecting one to nostalgia.
A brand from nowhere penetrated the Indian beverage market with a few never-heard-about drinks and in never-before-seen packaging and in no time emerged as a trend setter for others to follow. When it entered not many prophesised success, but as they progressed and hit a home run, they definitely piqued brand mavens’ interest.
Backed by Sequoia Capital start-up Hector Beverages’s Paperboat with a few million happy consumers has made a major mark in the $5.18 billion beverage market.
“956 happy people is the size of our company,” says Hector beverages CEO Neeraj Kakkar which somehow depicts the ethos the company follows.
There are three active plants in which both R&D and production takes place. The company raised about $30 million last year and pumped it into increasing manufacturing capacity.
“At this stage we are producing 420 bottles per minute. By June we will have our new plant in Mysore operating, that will spur up our production to 900 bottles per minute,” informs Kakkar.
Though Hector Beverages would like to grow further but at this stage the management is not looking to raise any further funds.
“There is no end to growth and we would like to grow further, but we have the money for now and we are not looking to raise more funds rather our focus is to launch new recipes,” says Kakkar.
Besides happy people and quality infrastructure, Hector Beverages also has 14 recipes, which previously never featured in the catalogue of traditional beverage brands. Drinks, which only grandmothers used to prepare in the Indian kitchen, were introduced in innovative packages for consumers. Be it Kokam, Aam Panna or recently launched chili guava the drinks successfully managed to take us down nostalgia lane.
Products are tested and gestated in the lab for up to three years before making it to shop shelves. “As we speak now we have more than 35 projects which we are working on. Khanji is a drink we started working on two years back and still we are not anywhere close to launching it. Recipe, research, raw material, commercialization, rollout is the broad structure that we follow,” the CEO educates.
Chilli Guava and the sweet concoction of jaggery Pannakam are the two drinks the beverage company has already launched this year and going forward the plan is to launch 10 more.
The $100 million company has secured triple digit growth last year and plans to match that number this year too. “We are poor at numbers,” says Kakkar with a wide smile “and hence will not put any number target, but as I mentioned the target is to keep the recipe alive,” he adds.
The recipes when clubbed with the TVCs Hector Beverages has been creating in association with Lowe Lintas, manage to take one to a paper boat ride down memory lane. The Malgudi Days tune paired with Gulzar’s poem and recitation are indeed an alluring hypnotic lead in to the mouth-watering fruit beverages in the TVCs. And behind all the marketing initiatives the man responsible is the company’s marketing head Parvesh Debuka.
He believes innocence is the key and that is all the brand wants to communicate. Recently the company reprinted The Jungle Book and offered it free to consumers purchasing six standi-pouches at a time. The bundle was released at a time when India was screening The Jungle Book in theatres.
“It is a co-incidence,” says Debuka, “We have been planning the reprint since a year now. That time we had no idea about when the movie will be in the theatres. This is a part of our plan to create a PaperBoat library and we reprinted Three Men in a Boat by Jerome K Jerome last year and next year too we will reprint one and give it for free to the consumers.”
The Indian ethnic drinks manufacturer targets anyone who consumes fruit beverages without any demographic segmentation. But its key target is the 20 to mid-30-yers and it’s communication is also addressed towards them.
“Digital is where we pay serious attention for its interactive nature but in terms of spend TV continues to be the focus and the return on TV is more,” says Kakkar. “This year value wise our marketing spend will go up as it will be certain per cent of the sales which has gone up significantly, but the percentile would be less than last year as last year our emphasis was on getting more awareness.”
Consumer insights play a vital role in orchestrating the road map when it comes to marketing as well as packaging, “We got feedback after we changed the cap of our packet. Someone wrote to us sharing his difficulty in opening the new package and then we immediately changed it to the butterfly one. We also use feedback to strengthen our recipes and hence they are always precious,” adds Debuka.
Paper Boat’s journey so far has shown others a new way to sail in to the beverage market and there are many now following them.
Hajmola launched Yoodley with similar packaging and identical flavours, “Competition only makes the ecosystem better, there is nothing for us to worry about. In fact I am happy that there are other players coming in, it will broaden the size of the market,” concludes Kakkar.
MUMBAI: It’s not about commercial success; it’s about telling a story. It’s not about spending plenty, but it’s about innocently connecting one to nostalgia.
A brand from nowhere penetrated the Indian beverage market with a few never-heard-about drinks and in never-before-seen packaging and in no time emerged as a trend setter for others to follow. When it entered not many prophesised success, but as they progressed and hit a home run, they definitely piqued brand mavens’ interest.
Backed by Sequoia Capital start-up Hector Beverages’s Paperboat with a few million happy consumers has made a major mark in the $5.18 billion beverage market.
“956 happy people is the size of our company,” says Hector beverages CEO Neeraj Kakkar which somehow depicts the ethos the company follows.
There are three active plants in which both R&D and production takes place. The company raised about $30 million last year and pumped it into increasing manufacturing capacity.
“At this stage we are producing 420 bottles per minute. By June we will have our new plant in Mysore operating, that will spur up our production to 900 bottles per minute,” informs Kakkar.
Though Hector Beverages would like to grow further but at this stage the management is not looking to raise any further funds.
“There is no end to growth and we would like to grow further, but we have the money for now and we are not looking to raise more funds rather our focus is to launch new recipes,” says Kakkar.
Besides happy people and quality infrastructure, Hector Beverages also has 14 recipes, which previously never featured in the catalogue of traditional beverage brands. Drinks, which only grandmothers used to prepare in the Indian kitchen, were introduced in innovative packages for consumers. Be it Kokam, Aam Panna or recently launched chili guava the drinks successfully managed to take us down nostalgia lane.
Products are tested and gestated in the lab for up to three years before making it to shop shelves. “As we speak now we have more than 35 projects which we are working on. Khanji is a drink we started working on two years back and still we are not anywhere close to launching it. Recipe, research, raw material, commercialization, rollout is the broad structure that we follow,” the CEO educates.
Chilli Guava and the sweet concoction of jaggery Pannakam are the two drinks the beverage company has already launched this year and going forward the plan is to launch 10 more.
The $100 million company has secured triple digit growth last year and plans to match that number this year too. “We are poor at numbers,” says Kakkar with a wide smile “and hence will not put any number target, but as I mentioned the target is to keep the recipe alive,” he adds.
The recipes when clubbed with the TVCs Hector Beverages has been creating in association with Lowe Lintas, manage to take one to a paper boat ride down memory lane. The Malgudi Days tune paired with Gulzar’s poem and recitation are indeed an alluring hypnotic lead in to the mouth-watering fruit beverages in the TVCs. And behind all the marketing initiatives the man responsible is the company’s marketing head Parvesh Debuka.
He believes innocence is the key and that is all the brand wants to communicate. Recently the company reprinted The Jungle Book and offered it free to consumers purchasing six standi-pouches at a time. The bundle was released at a time when India was screening The Jungle Book in theatres.
“It is a co-incidence,” says Debuka, “We have been planning the reprint since a year now. That time we had no idea about when the movie will be in the theatres. This is a part of our plan to create a PaperBoat library and we reprinted Three Men in a Boat by Jerome K Jerome last year and next year too we will reprint one and give it for free to the consumers.”
The Indian ethnic drinks manufacturer targets anyone who consumes fruit beverages without any demographic segmentation. But its key target is the 20 to mid-30-yers and it’s communication is also addressed towards them.
“Digital is where we pay serious attention for its interactive nature but in terms of spend TV continues to be the focus and the return on TV is more,” says Kakkar. “This year value wise our marketing spend will go up as it will be certain per cent of the sales which has gone up significantly, but the percentile would be less than last year as last year our emphasis was on getting more awareness.”
Consumer insights play a vital role in orchestrating the road map when it comes to marketing as well as packaging, “We got feedback after we changed the cap of our packet. Someone wrote to us sharing his difficulty in opening the new package and then we immediately changed it to the butterfly one. We also use feedback to strengthen our recipes and hence they are always precious,” adds Debuka.
Paper Boat’s journey so far has shown others a new way to sail in to the beverage market and there are many now following them.
Hajmola launched Yoodley with similar packaging and identical flavours, “Competition only makes the ecosystem better, there is nothing for us to worry about. In fact I am happy that there are other players coming in, it will broaden the size of the market,” concludes Kakkar.
MUMBAI: Karishma Lintas, a part of Lintas India group, has won the creative mandate of Paper Boat. Karishma Lintas edged out Happy Creative Services & Dentsu in the multi-agency pitch that was held a few weeks ago.
As its partner, Karishma Lintas would be responsible for providing creative insights and solutions to Paper Boat and will also chart out strategic recommendation, positioning and marketing of brand Paper Boat across various media.
Hector Beverages CEO Neeraj Kakkar commented: “Design thinking is at the crux of Paper Boat and we believe that the same applies for Karishma Lintas. With a very clear mandate in mind, we decided to appoint Karishma Lintas as the creative agency for our brand. Backed by a strong team and disruptive ideas we were very confident about our choice and the quality of deliveries. Karishma Lintas understands our brand sensibilities and their work has been inspiring.”
Paper Boat was launched nationally in August 2013 and is among the fast-growing juice brands from the stable of Hector Beverages. Paper Boat started out with two variants – Jaljeera and Aamras, and has since expanded its lineup to include seven new flavours comprising Aamras, Jaljeera, Jamun, Kalakhatta, Aam Pana, Kokum, Imli Ka Amlana and Golgappe Ka Paani. Its latest offering includes traditionally brewed Tulsi Tea and Ginger and Lemon.
The agency’s executive director GV Krishnan said, “We admire the vision and purpose of brand Paper Boat aspiring to reduce cynicism in society and to reaffirm faith in life. Through our creative solutions, we genuinely believe that we could win the heart of every Indian by emotionally connecting with his childhood memory and serving them a delicious traditional Indian drink to savour. We’ve had inspiring and transparent discussions with the founders of Paper Boat and are excited to create an awesome portfolio going ahead for Karishma Lintas.”
Paper Boat is backed by Sequoia Capital, Catamaran Ventures (NR Narayan Murthy’s VC firm) and Foot Print Ventures and is run by industry veterans – Neeraj Kakkar, James Nutall, Suhas Misra and Neeraj Biyani.
MUMBAI: Hector Beverages, manufacturers of the energy drink Tzinga, have appointed Aegis‘ Carat to manage their account.
The agency‘s Bengaluru office will handle the account.
Hector Beverages director and co-founder Suhas Misra said, “The category is still under-developed and when compared to similar markets, the future growth potential is massive . We wanted a strong and dedicated media agency who can partner us in our growth plans wrt consumer and media understanding, and we found Carat as a perfect fit.”
Hector Beverages media consultant Chirantan Chandran said, “We were delighted to see the response we received from Carat on the brief and their huge passion for our business. Their understanding of the brief and the customized media solution recommended by Carat using a combination of insights and cutting edge tools were something we were looking for. We are pleased to have them as a partner and are sure that they would contribute significantly to our business growth.”
Carat MD Kartik Iyer said, “It has always been our effort to deliver consumer and business focused solutions and services to all our clients across India and are delighted that Hector Beverages found value in our proposal. We are happy to see that Hector Beverages reposed faith and confidence in our cutting edge media solution backed by relevant consumer insights.”
Carat is part of the Aegis Media India Group that also includes Vizeum, Posterscope, Isobar, the global communications agency with digital at its heart and iProspect Communicate2.
