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Paper Boat: Category Creation, Nostalgia Positioning, and the Strategic Packaging of Indian Memory
Industry & Competitive Context When Hector Beverages formally launched Paper Boat in August 2013, the Indian packaged beverages market was structured around two dominant categories: carbonated soft drinks, led globally by Coca-Cola and PepsiCo, and packaged fruit juices, where Dabur's Real and PepsiCo's Tropicana had entrenched positions. The competitive environment rewarded brands with deep distribution infrastructure, large advertising budgets, and scale-driven pricing adva
3 days ago12 min read
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