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Chikki in a New Avatar—Will There be Demand?

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Listed:
  • Sheenu Jain
  • Swati Soni

Abstract

The case study is about Hector Beverages Private Limited (HBPL), a company that ventured into energy drink and non-carbonated ethnic beverages of the genre of aam panna under the name of its flagship brand Paper Boat. Four years of existence and HBPL decided to foray into the ethnic sweet segment with a very quintessential offering named Paper Boat Chikki. Chikki, as we all know, is a hyper-seasonal offering to be consumed in the winter season. It is a traditional peanuts and jaggery preparation. The case maps the journey of local and handmade commodity chikki to the brand Paper Boat Chikki. The case elaborates upon the challenges faced by the brand and the strategies adopted to become a commodity brand. Also worth pondering is the expansion of HBPL into the snacks category. Is the move from drinks portfolio to snacks portfolio judicious?

Suggested Citation

  • Sheenu Jain & Swati Soni, 2019. "Chikki in a New Avatar—Will There be Demand?," FIIB Business Review, , vol. 8(4), pages 271-276, December.
    • Handle: RePEc:sae:fbbsrw:v:8:y:2019:i:4:p:271-276
    DOI: 10.1177/2319714519876764
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    References listed on IDEAS

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    2. Aaker, David A. & Shansby, J. Gary, 1982. "Positioning your product," Business Horizons, Elsevier, vol. 25(3), pages 56-62.
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