{"id":56667,"date":"2025-05-24T08:59:00","date_gmt":"2025-05-24T03:29:00","guid":{"rendered":"https:\/\/www.equentis.com\/blog\/?p=56667"},"modified":"2025-07-25T18:30:17","modified_gmt":"2025-07-25T13:00:17","slug":"paper-boat-nostalgia-to-favourite-worth-1620-cr","status":"publish","type":"post","link":"https:\/\/www.equentis.com\/blog\/paper-boat-nostalgia-to-favourite-worth-1620-cr\/","title":{"rendered":"Paper Boat: From Nostalgia to National Favourite Worth\u00a0 \u20b91,620 Crores"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div>\n<p><\/p>\n\n\n\n<p>Do you remember those sweltering summer afternoons when the sky was lit bright and your skin turned sticky from hours of playing gully cricket or flying kites? You\u2019d burst into the house, dusty and parched, and there she\u2019d be\u2014your mother, waiting with a steel tumbler of chilled aam panna or jal jeera. It wasn\u2019t just a drink. It was love. It was home. It was everything pure and perfect about childhood.<\/p>\n\n\n\n<p>But somewhere between growing up and getting busy, those simple joys were lost, traded for fizz, chemicals, and flashy bottles in vending machines.<\/p>\n\n\n\n<p>Until four friends decided to bring back their favorite summer drinks.&nbsp;<\/p>\n\n\n\n<p>Armed with nothing but memories and a craving for the real stuff, they set out to bottle nostalgia. What started as a shared yearning for forgotten flavors is today a \u20b91,620 crore celebration of India\u2019s most heartfelt beverages.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">If you\u2019ve ever tasted summer in a sip, this story is for you. Read on&nbsp;<\/h3>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block Cool-Content-Timeline\"><div class=\"cool-timeline-block-4bce133e-e6ed-4f2a-b7d4-e280d036edca\"><style>.cool-timeline-block-4bce133e-e6ed-4f2a-b7d4-e280d036edca .cool-vertical-timeline-body{--ctlb-head-font-size: 20px;--ctlb-sub-head-font-size: 16px;}<\/style><div class=\"cool-vertical-timeline-body ctlb-wrapper both-sided left\"><div class=\"cool-timeline-block-list\">\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-large ctlb-block-image\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"475\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-02-1-1024x475.jpg\" alt=\"\" class=\"wp-image-56703\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-02-1-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-02-1-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-02-1-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-02-1.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>And A Shared Memory<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">Some stories begin with business plans. This one started over lunch.<br>Four friends\u2014Neeraj Kakkar, Suhas Misra, Neeraj Biyani, and James Nutall\u2014were sipping on Suhas\u2019s homemade <em>aam panna<\/em>, reminiscing about childhood summers and the flavours that defined them. <br><br>But they came up empty when they tried to find that same drink on a store shelf. That moment wasn\u2019t just nostalgia\u2014it was an insight. <br><br>Why had our traditional Indian drinks, <em>Jal Jeera, Kokum, Aam Ras,<\/em> and <em>Chilli Guava, <\/em>once staples in every household, vanished from modern retail? What if, just what if, someone bottled those memories?<br><br>They decided to try. And so began <strong>Paper Boat<\/strong>\u2014a brand that didn\u2019t just quench thirst but stirred something deeper: <em>emotion<\/em>.<br><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-left\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-large ctlb-block-image\"><img decoding=\"async\" width=\"1024\" height=\"475\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-03-1-1024x475.jpg\" alt=\"\" class=\"wp-image-56704\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-03-1-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-03-1-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-03-1-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-03-1.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>to Ethnic Delights<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">Before Paper Boat, the founders had entered the beverage market with Hector Beverages in 2009. Their first product was a protein drink called Frissia. <br><br>Then came Tzinga, an energy drink launched in 2011. But their hearts weren\u2019t in caffeine and protein; they wanted to tell a story \u2013 India\u2019s story \u2013 through taste.&nbsp;<br><br>In March 2013, they tested and launched Paper Boat, a brand dedicated solely to ethnic Indian beverages. <br><br>They began with Aam Panna and Jal Jeera. Over time, the menu expanded to include Jamun Kala Khatta, Chilli Guava, Neer More, Chilled Rasam, Anar, and more. <\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-large ctlb-block-image\"><img decoding=\"async\" width=\"1024\" height=\"475\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-04-1-1024x475.jpg\" alt=\"\" class=\"wp-image-56702\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-04-1-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-04-1-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-04-1-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-04-1.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>Everything<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">Choosing the right name was crucial. It had to capture the spirit of nostalgia, childhood, and simplicity. <br><br>\u201cPaper Boat\u201d evoked memories of monsoon rains, floating paper boats in puddles, and innocent joy.&nbsp;<br><br>Like those paper boats carried dreams downstream, the founders hoped their drinks would carry people back to their roots. The brand name was not just catchy \u2013 it was an emotion. <\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-left\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-large ctlb-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"475\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-05-1-1024x475.jpg\" alt=\"\" class=\"wp-image-56705\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-05-1-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-05-1-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-05-1-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-05-1.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>A New Category<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">Back then, supermarkets were ruled by carbonated giants and tetra-packed fruit cocktails. No one was asking for <em>aam ras in a pouch<\/em>. <br><br>Paper Boat didn\u2019t care. They created a category, ready-to-drink ethnic beverages. It wasn\u2019t easy. They had to build awareness, educate palates, and even rethink packaging. <br><br>But the love flowed in once people tasted what they\u2019d been missing. <\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-large ctlb-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"475\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-06-1-1024x475.jpg\" alt=\"\" class=\"wp-image-56701\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-06-1-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-06-1-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-06-1-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-06-1.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>Ingredients, Impact &amp; Talk<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">A product is only as good as its ingredients. The founders of Paper Boat knew this well. Their philosophy was clear: no preservatives, added colours, or artificial flavouring. <br><br>Instead, they sourced real ingredients from trusted sources, like jamun from Bihar and Maharashtra, pomegranates from California, lemons from Europe, and purple carrot seeds from Turkey (sown in Ooty). <br><br>They even collaborated with an NGO to procure ingredients from the tribal regions of Madhya Pradesh. <br><br>This rigorous approach to sourcing wasn&#8217;t just about taste; it was about telling honest stories through food. <br><br>Two state-of-the-art plants, one in Manesar and another in Mysore, ensured pharma-level hygiene and processing standards.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-left\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-large ctlb-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"475\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-07-1-1024x475.jpg\" alt=\"\" class=\"wp-image-56699\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-07-1-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-07-1-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-07-1-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-07-1.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>Nostalgia Through Marketing<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">True to its name and tagline, \u201cDrinks and Memories,\u201d Paper Boat set out to capture the magic of childhood. <br><br>The brand\u2019s early television ads tapped into deep nostalgia with music adapted from Malgudi Days. <br><br>Its debut campaign was penned and narrated by the legendary Gulzar, with later stories brought to life by lyricist Swanand Kirkire. <br><br>For Paper Boat, the journey began with not just taste, but the emotions they evoked. From the start, digital was its playground. <br><br>The brand launched with heartwarming illustrations on Facebook, bringing to life tender childhood memories, like a mother teaching her child to peel an <em>anar<\/em> or slicing <em>kairis<\/em> for aam panna\u2014each post paired with a nostalgic traditional soundtrack.<br><br>After winning hearts in North India, Paper Boat turned its attention southward, promoting flavors like Aamras and Chilli Guava through multilingual TVCs in Tamil, Telugu, and Hindi, capturing the essence of <em>bachpan wali dosti<\/em>. <\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-large ctlb-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"475\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-08-1-1024x475.jpg\" alt=\"\" class=\"wp-image-56696\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-08-1-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-08-1-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-08-1-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-08-1.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>With a Soulful Core<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">Their Bengaluru R&amp;D lab feels more like a <a href=\"https:\/\/www.equentis.com\/blog\/why-startup-investments-are-booming-a-startup-investors-guide\/\">startup<\/a> than a food factory. Each new drink undergoes two years of testing, including flavour, shelf life, and market feedback.<br><br>Inspired by Zara\u2019s limited editions, Paper Boat now rolls out seasonal specials like <em>Thandai<\/em> for Holi, <em>Panakam<\/em> for Ram Navami, <em>Rose Sherbet<\/em> during Ramzan, and Kacchi Lassi for Baisakhi. Paper Boat is all things traditional, but trendy too.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-left\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-large ctlb-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"475\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-09-1-1024x475.jpg\" alt=\"\" class=\"wp-image-56700\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-09-1-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-09-1-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-09-1-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-09-1.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>That Feels Like a Hug<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">You don\u2019t just see a Paper Boat pack\u2014you <em>feel<\/em> it.<br><br>Its soft, doypack design, pastel colours, and curved fonts bring comfort before the first sip. And they\u2019re eco-aware too, with a 10% lower carbon footprint than PET bottles.<br><br>Beyond functionality, every design aspect evoked nostalgia \u2013 curved fonts, hand-drawn childhood tales, and pastel colours. <br><br>Even the pilfer-proof cap was built to balance utility and design. Later came 1-litre family cartons, responding to consumer behaviour with quiet agility.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-large ctlb-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"475\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-10-1-1024x475.jpg\" alt=\"\" class=\"wp-image-56695\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-10-1-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-10-1-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-10-1-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-10-1.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>On the Boat Ride<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">As with every startup, Paper Boat\u2019s journey had its bumps. Two of its co-founders, Suhas Misra and James Nuttall, exited in 2014 and 2015, respectively. <br><br>But Neeraj Kakkar and Neeraj Biyani continued to steer the ship with clarity and vision.&nbsp;<br><br>The decision to phase out 500 ml packs in 2017 in favour of 1-litre ones was based on market demand and consumer behavior. <br><br>Even when something didn\u2019t work, the brand learned and adapted rather than abandoning its mission. <\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-left\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-large ctlb-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"475\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-11-1-1024x475.jpg\" alt=\"\" class=\"wp-image-56697\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-11-1-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-11-1-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-11-1-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-11-1.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>The Taste of Tradition<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">In 2016, Paper Boat took its first step into ethnic Indian snacks with the launch of peanut chikki. But this wasn\u2019t just any chikki\u2014it was Fair Trade certified, ensuring fair wages and ethical practices for everyone involved.&nbsp;<br><br>The groundnuts were sourced directly from a farmers\u2019 collective near Rajkot, Gujarat, and bought at Fairtrade minimum prices. Over time, the chikki range expanded to include crushed peanut, sesame, and Rajgira peanut variants. <br><br>Paper Boat also introduced other traditional snacks and mixes, including golgappa and aam papad, along with a healthy lineup of nuts, seeds, and trail mixes like almonds, pistachios, and supermixes.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-large ctlb-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"475\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-12-1-1024x475.jpg\" alt=\"\" class=\"wp-image-56698\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-12-1-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-12-1-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-12-1-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-12-1.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>Sips, Stories &amp; Sentiment<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">Paper Boat didn\u2019t just stop at ads. It created heartwarming short films like Ride Down the River of Memories, Waiting for Ma, and Rizwan \u2013 Keeper of the Gates of Heaven. <br><br>Each film reflected the brand\u2019s emotional core. Venturing further, Paper Boat entered publishing. It reprinted classics like <br><br>Three Men in a Boat and The Jungle Book, tucked into festive gift boxes. In 2017, it published Half Pants Full Pants by Anand Suspi, a collection of nostalgic stories from a childhood in Shimoga. <br><br>Through every sip and story, Paper Boat continues to bottle emotion. <\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-left\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-large ctlb-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"475\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-13-1024x475.jpg\" alt=\"\" class=\"wp-image-56694\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-13-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-13-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-13-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-13.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>To Rosy Hues<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">The numbers slowly started smiling as Paper Boat poured memories into every pouch. In FY24, the brand\u2019s revenue from operations climbed to a refreshing \u20b9585 crore\u2014up from \u20b9504 crore the previous year. <br><br>That\u2019s not just growth\u2014it\u2019s momentum, stirred by emotion and sealed with trust. Even the losses began to dry up. The company narrowed its FY24 loss to \u20b947.14 crore, nearly halving it from the \u20b990.56 crore reported in FY23. <br><br>A stronger revenue stream and growing consumer love helped turn the tide. Backed by the belief of marquee investors like Peak XV Partners, A91 Partners, and Sofina, Paper Boat has raised a robust $185 million in funding. <br><br>Today, what began as a shared craving for aam panna is a \u20b91,620 crore brand\u2014anchored in memories and buoyed by vision. <\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-large ctlb-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"475\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-14-1024x475.jpg\" alt=\"\" class=\"wp-image-56693\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-14-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-14-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-14-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-14.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>Sailing On. But Smarter<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">With competitors like Farmley and Happilo eyeing the same turf, Paper Boat isn\u2019t sitting still. <br><br>From retail shelves to festive gift boxes, from reprinting classics to writing their own, every new move is rooted in their mantra: <br><br>&#8220;Drinks and Memories.&#8221; This isn\u2019t just a brand. It\u2019s a cultural bridge. Between what was and what can be.<br><br>From four friends sipping <em>aam panna<\/em> to millions sipping bottled memories, Paper Boat shows us that some of the most powerful brands don\u2019t shout. <br><br>They hum old lullabies, pack them in pastel pouches, and quietly change the game.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n<\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Do you remember those sweltering summer afternoons when the sky was lit bright and your skin turned sticky from hours [&hellip;]<\/p>\n","protected":false},"author":24,"featured_media":56717,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[1411,948],"tags":[],"class_list":["post-56667","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-saga","category-stock-market-news"],"_links":{"self":[{"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/posts\/56667","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/comments?post=56667"}],"version-history":[{"count":13,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/posts\/56667\/revisions"}],"predecessor-version":[{"id":58225,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/posts\/56667\/revisions\/58225"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/media\/56717"}],"wp:attachment":[{"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/media?parent=56667"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/categories?post=56667"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/tags?post=56667"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}