The Paper boat that was introduced to us in August 2013 by a very clever advertisement that related juices with our childhood memories, is now an empire of $100 million !
The inspiration that led to the foundation of this company was the CEO of Hector Beverages’ ( The producing and marketing company of paper boat ) Niraj Kakkar’s childhood memory of stealing a drink called kanji kept in pots by his neighbour. Hector Beverages was founded in 2009 by Neeraj Kakkar, Neeraj Biyani, Suhas Mishra and James Nuttall.
The goal was simple. If Chinese food does not come to eateries in other countries straightaway from China then why not replicate the same idea with juices ! The brand launched with Aam Panna and Jal Jeera drinks and later added a wide range of ethnic drinks to its portfolio including Aam Ras, Chilled Rasam, Kokum, Jamun Kala Khatta, Chilli Gauva and Neer More.
However, the company had to go through a lot of struggle when two of its founders stepped out leaving Kakkar and Biyani at the helm. Gradually progressing in 2016, it launched 500 ml tetra packs which were later increased to 1 litre packs in 2017. Later on the company also started manufacturing traditional Indian snack, Peanut Chikki. Paper Boat’s television advertising campaign consist of simple and evocating ads, debut ad penned down by the lyricist Gulzar himself !
The company is now funded by N.R. Narayana Murthy -led Catamaran Ventures, Footprint Ventures and Sequoia Capital among various other investors. In the age where our working generation travels and stays away from their homeland, companies like Paper Boat not only add to the nostalgic element but also bring the world closer by exchange of culture !
Paper Boat – Drinks and Memories