How Paper Boat remade itself

After seven years of trying to sell to a niche market, Bengaluru-based Hector Beverages is shedding its premium self and moving on.

Hector Beverages has been laying low. In the make-a-show-of-every-little-development world of Indian startups or the newer build-in public movement, the maker of Paper Boat juices has been quiet for close to two years. A lot has changed since then. For instance, today, Hector Beverages is less about the flagship Paper Boat juice and more about Paper Boat Swing. 

This is not to be taken lightly. Because Paper Boat’s niche juice business used to be the life and blood of Hector Beverages. Built to invoke nostalgia, it broke the monotony of a sector dominated by mango, apple and mixed fruit juices. …


Harveen Ahluwalia

Harveen is a co-founder at The Morning Context, and leads our Internet coverage, overseeing a team of reporters writing on startups and tech. She has previously worked as a media, consumer and tech reporter at The Ken and Mint. At The Morning Context, she writes on startups, venture capital, consumer and media businesses—from e-commerce to healthtech to streaming.

Editor, Internet