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Across the world, Red Bull is a popular energy drink and one of the most sold. Indeed, Red Bull created the energy drinks market in India. But in the last few years, the brand has lost out, both in volume and value to PepsiCo’s Sting. What happened?
In the dynamic landscape of the Indian food and beverage (F&B) market, Paper Boat, a brand under Hector Beverages, has been a refreshing presence with its unique array of fruit-based drinks and snacks. Founded in 2010 by former Coca-Cola executives Neeraj Kakkar and Neeraj Biyani, the startup has garnered attention for its innovative products and nostalgia-infused marketing campaigns.
Catamaran Ventures has been primarily focussed primarily on technology-enables businesses, financial services as well as manufacturing.
Hector Beverages introduced Paperboat in 2013, and it has since become one of the top brands and a favorite among consumers.
An excerpt from ‘Booming Brands: Inspiring Journeys of 11 ‘Made in India’ Brands, by Harsh Pamnani.