Chikki in a New Avatar—Will There be Demand?. Issue 4 (December 2019)

• Record Type: Journal Article
• Authors: Jain, Sheenu; Soni, Swati
• Other Names: Spais George guest-editor.; Beheshti Hooshang guest-editor.; Rana Sudhir guest-editor.
• Is Part Of: FIIB business review. Volume 8:Issue 4(2019)
• Page Start: 271
• Page End: 276
• Publication Date: 2019-12
• Subjects: Commodity branding -- ingredient branding -- cottage industry -- low involvement product -- emotional branding; Business -- Periodicals; Economics -- Periodicals; Business; Economics; Periodicals; 650
• DOI: 10.1177/2319714519876764
• Languages: English
• ISSNs: 2319-7145

Abstract

Abstract: The case study is about Hector Beverages Private Limited (HBPL), a company that ventured into energy drink and non-carbonated ethnic beverages of the genre of aam panna under the name of its flagship brand Paper Boat. Four years of existence and HBPL decided to foray into the ethnic sweet segment with a very quintessential offering named Paper Boat Chikki. Chikki, as we all know, is a hyper-seasonal offering to be consumed in the winter season. It is a traditional peanuts and jaggery preparation. The case maps the journey of local and handmade commodity chikki to the brand Paper Boat Chikki. The case elaborates upon the challenges faced by the brand and the strategies adopted to become a commodity brand. Also worth pondering is the expansion of HBPL into the snacks category. Is the move from drinks portfolio to snacks portfolio judicious?