Chikki in a New Avatar—Will There be Demand?

Sheenu Jain and Swati Soni

FIIB Business Review, 2019, vol. 8, issue 4, 271-276

Abstract: 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?

Keywords: Commodity branding; ingredient branding; cottage industry; low involvement product; emotional branding (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/2319714519876764 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:fbbsrw:v:8:y:2019:i:4:p:271-276

DOI: 10.1177/2319714519876764

Access Statistics for this article

More articles in FIIB Business Review
Bibliographic data for series maintained by SAGE Publications ().