It's like being Superman. You have this huge responsibility, and get paid for it: Neeraj Kakkar
Paper boat brands of drinks producer Hector Beverages is taking traditional Indian items like chikki and aam papad to the millenials in a "cool" avatar.
I see myself as Superman, who is a "protector of traditional recipes", said Neeraj Kakkar, co-founder and CEO of Hector Beverages. "...it's like being Superman. You have this huge responsibility, and get paid for it. This whole challenge of making age-old recipes and making them cool for the millenials,"
Kakkar also mentioned that his company backed by NR Narayana Murthy's Catamaran Ventures has been adding food items like chikki (peanut bars in jaggery) and aam papad (fruit leather made of mango pulp) to its portfolio. He added, "We were trying to get the technology which has been used worldwide for making chocolate and granola bars, we have been working with farmers in Gujarat to get the right peanut quality,”
Probably the concerns around hygiene prompted people switch to chocolates even though chikkis are tasty and healthy. Henceforth Paperboat is also trying to bring in all new stuff to this age, the old traditional recipes and making them contemporary.