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100			_aSharma, Seema: Juneja, Aditya: Lakhiwal, Akshat: Tantia, Ankur _921717
245			_aPaper Boat in India: Beating the Giants _cSharma, Seema
260			_aNew Delhi _bMr. Satya Gilani on behalf of Associated Management Consultants (P) Ltd., _cFebruary 5, 2016
300			_a7-17
500			_aThe beverage industry in India is growing as the income levels of the people are rising. Also, more and more people are traditional flavours by Hector Beverages has been a welcome move in the market. This brand, known as Paper Boat, targets the younger generation, and has been growing by leaps and bounds due to innovate and traditional flavours. The objective of this case study was to highlight the growth of this indigenous brand, identify the challenges and strenghts, and to discuss expansion strategies, but the emotional connect. It can be concluded that the brand, targeting a correctly identified profitable niche, is expected to rise fast in the future with a better distribution network and approapriate communication strategies.
650			_aPaper Boat, traditional flavours, emotional connect, diverse portfolio _921718
773	0		_030328 _958762 _aGILANI, MEENAKSHI _dGILANI MEENAKSHI NEW DELHI _o5555664 _tPRABANDHAN _z0975-2854
942			_2ddc _cJA-ARTICLE
999			_c43041 _d43041