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Using Nostalgic Emotions to Revive Indian Ethnic Drinks Market: Competitive Strategy at Paper Boat

Author

Listed:
  • Priyanka Garg
  • Rahela Farooqi
  • Yakshi Garg
  • Devkant Kala
  • Sumanjeet Singh

Abstract

Amidst the intensive cola war in the Indian market, Hector Beverages Private Limited introduced ethnic drink as a competitive strategy to attract Indian consumers. This move aims to attract Indian consumers by not only offering health benefits and nutritional value but also providing a sense of connection to the past and emotional satisfaction through old memories. Paper Boat, an ethnic and nostalgic beverage brand of Hector Beverages, has disrupted the Indian beverage industry, challenging market leaders to provide innovative and nutritional drinks. The case study highlights Paper Boat’s innovative value proposition and nostalgia marketing campaigns, while also examining the competitive strategies of major players in the Indian beverage industry. The case study also raises important questions that Hector Beverages must consider remaining relevant in a changing market and retaining its competitive advantage.

Suggested Citation

  • Priyanka Garg & Rahela Farooqi & Yakshi Garg & Devkant Kala & Sumanjeet Singh, 2024. "Using Nostalgic Emotions to Revive Indian Ethnic Drinks Market: Competitive Strategy at Paper Boat," FIIB Business Review, , vol. 13(3), pages 294-303, May.
    • Handle: RePEc:sae:fbbsrw:v:13:y:2024:i:3:p:294-303
    DOI: 10.1177/23197145231176115
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    References listed on IDEAS

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    3. Aurélie Kessous & Elyette Roux, 2008. "A semiotic analysis of nostalgia as a connection to the past," Post-Print hal-01828609, HAL.
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    6. Sung Youl Jun & Hye Kyung Park & Kyung Ho Kim, 2022. "The effects of nostalgia marketing on consumers’ brand extension evaluation," Journal of Brand Management, Palgrave Macmillan, vol. 29(3), pages 271-286, May.
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