Point of view: A taste of Indian nostalgia

This article looks at an exciting new entrant into the growing Indian soft drinks market - Paper Boat, a brand launched in 2013, which originally intended to market an energy drink named Tzinga, but instead recreated some of the traditional fruit drinks of the subcontinent as packaged drinks.

Point of view: A taste of nostalgia

Anvar Alikhan JWT

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

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands