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Paper Boat partners with Indo Nissin to up brand presence in tier II cities
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Tuesday, 05 May, 2015, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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fiogf49gjkf0d Hector Beverages’ Paper Boat brand has entered a strategic partnership with Japanese food giant, Indo Nissin Foods.
The collaboration will see the two companies coming together to reach newer geographies. Both the companies place strong impetus on tradition and connecting with local flavours. While Indo Nissin has been distributing on its own in India since 2008, the brand has laid a lot of emphasis on understanding and innovating around Indian palate. The move is in line with the two brands hoping to unlock the potential of differentiated niches in consumer spaces in the key markets of India.
Indo Nissin is a leading player in the instant noodles category in India since 1991 and has three popular brands in the Indian market: Top Ramen, Cup Noodles and Scoopies available across two lakh retail stores and in leading modern trade chains across India. The company has three manufacturing locations and is headquartered in Bengaluru.
Paper Boat would look to strengthen its distribution and brand presence in Tier II cities and some rural pockets, with its new range of 200 ml SKU (stock keeping unit) which will be exclusively retailed by Indo Nissin Foods.
The newly launched pack of 200 ml SKU include AamPanna, Aam Ras, Jaljeera, and Jamun Kala Khatta.
“We are happy to associate with Paper Boat in this first-of-its-kind distribution tie-up. We feel that there is a tremendous cultural fit between the two companies. We are innovators in the instant noodles category. Paper Boat is an innovator in the traditional beverages category. Moreover, the distribution channel being explored is quite in tandem. We already have a strong hold in distribution, and good penetration, and Paper Boat intends to go the same way,” said Gautam Sharma, MD, Indo Nissin Foods.
Commenting on the partnership, Neeraj Kakkar, CEO and founder, Hector Beverages, said that this strategic partnership was aimed at giving consumers more access and options to buy the brand, which was something every company strove for. Indo Nissin’s market knowledge and distribution network will greatly support us in reaching out to more markets.
He added, “The company has aggressive growth plans and aims to build its brand through new business initiatives, by exploring new media options.”
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