The Indian packaged beverage market was dominated by large multinational corporations like Coca-Cola and PepsiCo with huge budgets and western influences. Consumers had few options beyond soda and other sugary drinks, and the market for natural, locally sourced beverages was largely untapped.
It was in this environment that Paperboat, a startup focused on reviving traditional Indian drinks, emerged as a disruptor, pioneering a new category of packaged soft beverages in India.
Since their launch, Paperboat used South Asian identity as their USP which western products failed to provide. Their motto was to use childhood memories to create strategic brand storytelling that captured consumers’ taste buds and emotions.
Paperboat was founded in 2013 by four entrepreneurs: Neeraj Kakkar, James Nuttall, Suhas Misra, and Neeraj Biyani. They noticed that while Indian cuisine was globally popular, the country’s traditional beverages were not widely known. They wanted to change that and create a brand that would celebrate India’s rich cultural heritage.
From the beginning, Paperboat’s branding and storytelling were central to the company’s mission. The founders wanted to create a brand that was authentic and true to its roots, and they saw packaging and design as key components of that vision. The packaging, which featured illustrations and hand-drawn fonts, was intentionally designed to look like it had been created by hand. The founders believed this gave the brand a sense of warmth and familiarity, evoking the feeling of a handwritten note or a recipe passed down through generations.
In addition to the packaging, storytelling was a critical part of Paperboat’s branding. The company’s website and marketing materials featured stories and anecdotes about the drinks and the cultural traditions they represented. For example, one of the brand’s most popular drinks, Aamras, is made from mangoes, a fruit that holds a special place in Indian culture. Paperboat’s marketing materials featured stories about the importance of mangoes in Indian mythology and culture, creating a sense of connection between the product and the cultural heritage of its consumers. Check out their products here https://www.paperboatdrinks.com/
The brand’s focus on storytelling was not just a marketing gimmick. Paperboat’s founders believed that the stories behind the drinks were central to the company’s mission of reviving traditional Indian beverages. By sharing these stories, they hoped to create a sense of nostalgia and familiarity among consumers, helping them connect with the brand on a deeper level.
But Paperboat’s success was not just due to clever branding and packaging. The company also had a strong focus on quality and innovation. The founders sourced high-quality ingredients and worked with local farmers and suppliers to create unique flavor combinations. For example, the brand’s Jamun juice, made from local Indian fruit, was a hit with consumers for its distinctive taste and health benefits.
Paperboat’s success in the packaged beverage industry inspired other entrepreneurs to explore similar opportunities. Today, the Indian market for packaged soft beverages has expanded significantly, with dozens of new brands entering the space. But Paperboat remains a leader, thanks to its focus on authenticity, quality, and storytelling.
In 2021, Paperboat was acquired by Hector Beverages, a larger beverage company. While the acquisition was a significant milestone for the brand, Paperboat’s founders have stated that they remain committed to the company’s mission of celebrating India’s cultural heritage and reviving traditional Indian beverages.
In a statement announcing the acquisition, they said, “We remain as passionate as ever about sharing the stories and flavors of India with the world, and we believe that this partnership with Hector Beverages will help us continue to do so for years to come.”
Paperboat’s success in pioneering the packaged soft beverage industry in India was a result of its focus on branding, storytelling, quality, and innovation. The brand’s authenticity and connection to India’s cultural heritage resonated with consumers, and the company’s commitment to reviving traditional Indian beverages helped it stand out in a crowded market. As the Indian beverage industry continues to evolve, Paperboat’s legacy as a pioneer and market disruptor will continue to rise.
