In a bid to strengthen its national footprint, ethnic beverages maker Paper Boat has signed a strategic distribution partnership with Japanese company Indo Nissin Foods.

This collaboration will help Paper Boat strengthen its distribution and brand presence in tier 2 cities and some rural pockets. “Through this partnership, Paper Boat will distribute a newly launched pack of 200ml SKU of their four country-wide favourite flavours – Aam Panna, Aam Ras, Jaljeera, and Jamun Kala Khatta which will be exclusively retailed by Indo Nissin Foods,” an official statement said.

Gautam Sharma, MD, Indo Nissin Foods said, “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”.

Indo Nissin Foods is known for its brands Top Ramen noodles and other instant noodles products.

Neeraj Kakkar, CEO and Founder of Hector Beverages, added, “This strategic partnership is aimed at giving consumers more access and options to buy the brand, which is something that every company strives for. Indo Nissin’s market knowledge and distribution network will greatly support us in reaching out to more markets.”

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 added.

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