How Nostalgia Became India's Most Distinctive Beverage Brand Strategy. Founded by Neeraj Kakkar, James Nuttall, Suhas Misra & Amit Bhati in 2013. Industry: FMCG / Beverages. Key Metrics: ₹500Cr+ Revenue | 40+ Drinks.
Paper Boat created the nostalgia beverage category in India by reviving traditional Indian drinks — aam panna, jaljeera, bael sharbat, kokum — with premium packaging and emotionally resonant storytelling. Strategy: nostalgia as brand positioning, traditional Indian recipes as product innovation, poetic brand voice that challenged commodity beverage marketing.