New Delhi: Stocking it up has been the buzzword at the Paper Boat office, the makers of traditional Indian drinks such as Aam Panna, Jal Jeera and Jamun Kala Khatta, for the last seven-eight months, in the run up to the company’s Tetra Pak launch as it expands its market from individual on-the-go consumption to family-led home consumption.
Paper Boat has launched its two most popular variants, Aamras and Anar, in Tetra Pak priced at Rs.55 and Rs.75, respectively. These variants will be available across the country at modern trade stores.
The decision to introduce 500ml cartons was led by consumer demand, said Parvesh Debuka, marketing head at Paper Boat.
“A lot of our consumers have been saying that we love Aamras [Paper Boat’s highest-selling flavour variant] but it gets over too soon. And for drinks like these you’re never happy with just one glass. You need to stock up. We’ve been getting this feedback across the six metros we currently operate in and that’s why we decided to go ahead with this launch,” he explained. The founder of the company Neeraj Kakkar agreed: “Our 500ml pack is a result of feedback from our consumers for a bigger volume pack. After chasing this project for about a year, we have finally launched our 500ml pack…,” Kakkar said.
Kakkar, a former Coca-Cola employee, founded Hector Beverages in 2010, along with two of his colleagues, Suhas Misra and Neeraj Biyani, and Wharton University batchmate, James Nuttall.
The company wanted to ensure that the new packaging looked “consistent” with the existing 250ml packs available in the market.
Paper Boat works with Elephant, a strategic design and brand consultancy, since its inception and is known for its unusual packaging.
Paper Boat is planning to launch its Chilli Guava variant in the new tetra packs by October. The company has already raised close to Rs.250 crore in funds from a clutch of investors, including Infosys co-founder N.R. Narayana Murthy.
In April, Dabur India Ltd extended its digestive candy brand Hajmola into the ready-to-drink beverage market with the launch of Hajmola Yoodley, a new range of drinks that focus on ‘chatpata’ Indian flavours for its consumers, across the country. “There are flavours like mango, pomegranate, guava and pineapple which have huge in-house consumption in the juices segment. There is no reason why Indian ethnic flavoured drinks can’t borrow from this insight and grow this market,” said Ajay Motwani, category head, culinary and confectionary at Dabur India Ltd.
The company is also planning to roll out bigger packs for its Hajmola Yoodley brand in the next few months. “It’s a logical progression, to first build on impulse consumption and then expand,” added Motwani.
Dabur currently has 10% market share in the Indian flavoured ‘chatpata’ drinks market.
Cola companies have, in recent years, seen sales of aerated beverages being impacted as offtake of juices and fruit-based drinks has grown at a brisk pace. In 2015, juices saw a volume growth of 20.06% and a value growth of 25.78% over the previous year.
Fizzy drinks, in the same period, grew 8.42% by volume and 10.82% by value, according to market research firm Euromonitor International.