Paper Boat ties up with Japanese food giant Indo-Nissin Foods

BENGALURU: Paper Boat, an Indian ethnic drinks brand from Hector Beverages, has entered into a strategic partnership with Japanese food giant Indo Nissin Foods to strengthen its presence in sub-urban cities of India.

The collaboration will see Paper Boat and Indo Nissin Foods coming together to reach newer geographies, helping Paper Boat strengthen their distribution and brand presence in tier II cities and some rural pockets, the company said in a release.

Through this partnership, Paper Boat will distribute a newly launched pack of their four country-wide favourite flavours - AamPanna, Aam Ras, Jaljeera, and Jamun Kala Khatta.

The company also said Indo Nissin Foods, the makers of the famous 'Top Ramen' noodles and other instant noodles products including 'Cup Noodles' and 'Scoopies' will distribute the new Paper Boat products across India.

"Indo Nissin's market knowledge and distribution network will greatly support us in reaching out to more markets," Hector Beverages CEO and Founder Neeraj Kakkar said.

"The company has aggressive growth plans and aims to build its brand through new business initiatives, by exploring new media options," he added.

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, the statement said.