Point of view: A taste of nostalgia
The Indian soft drinks market has been estimated at Rs 650 billion per year, growing at 25-30%. The category is dominated by heavyweights like Coca-Cola, but one of the most exciting brands is Paper Boat, which offers a range of ethnic Indian flavours, like aam panna (green mango) and jaljeera (cumin seed). Paper Boat was launched in 2013 by a team of former Coke executives. Their game plan was to market an energy drink named Tzinga, but that strategy got overturned over lunch one hot summer's day while the founders...