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

Priyanka Garg, Rahela Farooqi, Yakshi Garg, Devkant Kala and Sumanjeet Singh

FIIB Business Review, 2024, vol. 13, issue 3, 294-303

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.

Keywords: Consumer behaviour; emotional advertising; emotional branding; nostalgia (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:sae:fbbsrw:v:13:y:2024:i:3:p:294-303

DOI: 10.1177/23197145231176115

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