Unbeknownst to you, there is a war brewing. It is being played out at mom and pop stores, on e-commerce platforms and in supermarkets. But it is quiet and discreet. Those fortifying their bunkers don’t want you to know about it. Not yet. But last month, this skirmish spilled into the public domain when in Mumbai’s western suburb, on a particularly troublesome and gridlocked stretch of the highway, stood a huge billboard. It asked Real (Dabur) and Tropicana (PepsiCo India) to abandon concentrate and join it in giving the customer real fruit in a juice box. The ad was by B Natural.
Paperboat needs to sell more or sell itself. Soon
The Bengaluru-based beverage startup has entered a juice war started by heavyweights. And it expects to win with its new mass-market drink: Swing
Paperboat is now stepping into a war which features the likes of ITC, Pepsico, Coca-Cola and Dabur
The new Rs 10 sub-brand, Swing, will meanwhile, compete with Frooti and Maaza
Using Swing as the distribution skeleton, Paperboat wants to go to Tier 2 markets where it has failed before
Neeraj Kakkar has IPO ambitions but competitors believe it is a company built for an acquisition. Who wins?