 Our next speaker, ladies and gentlemen, is the co-founder and CEO of Hector Beverages, the makers of Paper Bowl Drinks, which as we all know is a brand of traditional Indian beverages, that in a very short span of time has built such a great emotional connect with the audience through its multimedia campaign, digital of course being at the core of it. So it's time for us to listen to the story that bridges the gap between ancient wisdom and the convenience of technology. Yes, it's time for us to learn the Paper Bowl journey. Please help me welcome our keynote speaker, co-founder, CEO of Hector Beverages, Mr. Neeraj Kapkar. A very small town, the district is Karnal, our place, the Thessil was a sun. It's a very small rural place, like there were around 5,000 people there. And we had this, you know, in front of our houses, there were like, you know, circle of houses and there was a ground nearby. So it was a plain barren ground, like in our side the grass is not as common, like it's more, you know, so it's a plain barren ground. Every day, afternoon, we will go out and play cricket. And every day afternoon, like this, you know, you make a wicket, this three, break one, break three, break one, break, so you start playing cricket. And then every day when you go out, there was this feeling that, can I go out and hit six success today? And then can I go out and take all the wickets, like get everybody out? And I was not a good cricket player. But then every day there was this feeling that, can I become a superhero? Can I go and make my team win the game? And that thing of trying to become a superhero continued all through the journey. Like, you know, there was this thing that, I will come to Haryana board first. There was this thing that, I will catch a thief in the village, I will catch him. I will save my friends in the river, in the river. And I did not know swimming. So things like those continued and this feeling of, can I be a superhero? Like that whole thing of, your childhood grows through this feeling. And then at some stage, you start feeling that this superhero thing is not possible. Like, you know, I cannot be the life sets on, the cynicism sets in. And you have to do whatever you have to do. And then we started this, after a lot of journey from that small village to wherever it took me, we started this company which makes paper boat drinks. And what do we do? And this is how we see ourselves. This is how we see ourselves. This is our job. Like, you know, everybody describes his job differently. Do we describe our job as like this? So we are probably the only people who can say with very high confidence that if I am not there, 30 years down the line, Ampanna would not exist. So between Ampanna's extinction and this, like, world out there, like I am the only one standing. And that gives you a lot of responsibility and a lot of happiness. Like, every single day, like, and you get paid for it also. But every single day, you come home, you have this, like, superhero talk. Like, you put it behind your, like, you know, the door, and then you walk in. Because I have done all day, like, spent all day saving Ampanna from extinction or many more drinks like this. And that's how we define ourselves. So somehow, after a journey which is almost like 30 odd years, I started believing in this whole concept of we can be superheroes. Like, we have to find our own cause, but we can be superheroes. So that's how we define ourselves. The reason why we started this company is the food philosophy we believe in that the food travels. Like, food doesn't stay in one place. If the food is good and it's evolution in food, like, food travels from one place to another. I'll give you an example of Phulav. Like, somewhere around 5000 BC, like, long time back. Like, for the first time, somebody in central Arab area first time made Phulav. Like, somebody, imagine going yourself there was very, very harsh condition. Used to be very tough. It's like, there were two, you know, rivers. And somebody started making, you know, growing rice there and started making Phulav for the first time. But this, this travel, and if you trace the journey of Phulav, like, it is a journey of this world. Is this traveled from one place to another? It traveled with Alexander. It traveled with, on the Silk Road. It travels in Spain, and it's different names in different parts of the world. Baila, Phulav, Phulav, everything. And, but basically the food migrates from one place to another. And I'll give you some examples closer to home. So Golgappa is a pretty much, you know, North Indian thing. And first time I went to Bangalore. I live in Bangalore now. First time I went to Bangalore in 1998, there was no Golgappa to be had anywhere. Like, there's like one to small shop. But right now, in front of every supermarket, there's this guy who is selling this Golgappa. And, you know, you go and ask this guy. First thing which he'll say is Kannada Gotila. Like, I don't know Kannada. Most of these people are from UP and Bihar. And who is selling Golgappa there. And then they say that, no, not only North Indians, but South Indians are also consuming Golgappa. So this, you know, the food is, as people migrated from North India to Bangalore for the obvious IT boom, they took Golgappa along with them and started becoming part of the mainstream there. Another example closer to home is Momos in Delhi. Like, I presume there's some people from Delhi here. In 1991, when I was visiting Delhi for the first time, the only two places you get Momos is Chanakya Puri and Kamla Nagar. Like, they were like the only two places. But now the Bikaner, the sweets, the guy is also selling Momos there. Like, you know, and Momos, I feel like it's more like a hot snack in Delhi. So, and that's some, that's like some doing, you know, because, so, so I think the food migrates and that's the core of our thing, the food migrates. And there's some companies which make this food migrate faster and this start becoming more, a precise example, like in 1930s, it was not even a very big dish in Italy also. It was part of Neapolitan region, very small. People migrated from there to Herlamp. They took Pisa along with them, single Italian guys, and they, you know, very difficult for them to cook so Pisa cooking was really, and then it started becoming a big dish for New York and then, you know, a couple of companies took it international. So I think, so that's what we're trying to do in food. You know, take food from one place to another and they're two core part of our brand. Paperboard as a brand, one is alive and second is authentic. So alive is easier to explain and I will talk about that first and spend the rest of the talk on authentic which is probably a more difficult thing to execute. Alive for us is contemporary, cool, today, modern, youthful, fashionable. If we would not have made our brand alive then it can, it has a risk of becoming something like, you know, Chavan Pradesh or something, you know, which youth would not like consume it like. So it's the first time when we launched it in airlines it was a tough challenge for us whether, you know, what are you competing? You're competing in Coke Zero, but you're competing in the aura of Coke Zero there and whether somebody sitting in an aircraft would order a Jaljeera over Coke Zero and, you know, that's the challenge in front of you. So you have to make your brand very contemporary and cool and modern for people to accept it in a social setting. But I think the tougher part which is there is the authentic part which is very, very difficult to, you know, produce as well as communicate. Like how do you communicate that I am authentic? By saying that I am authentic it's not like nobody's going to believe you. So you have to keep your campaign, your brand, focus in a certain direction when you communicate authenticity through and we chose innocence and childhood to show our, our memories to show our authenticity. And there are some examples of that as we go along today. Can we have the video please? Drinks and memories. Authenticity and we kept on searching for what ways to do it and this is probably, you know, one way of doing it, like, you know, use the innocent tools, use Malguri days. But it's very tough to live up to it, right? If you show something like this, your product has to live up to it. If any of the products are not worth it then people would reject it vehemently. Like, you know, their rejection would be, you know, far more vehement than any otherwise. So that's when we take, I think the core of our company is about making products which live up to this authenticity. I'll give an example of Amras which is one of our higher selling SQN, one of my favorite forever. So when we first started making it, it took us like almost one year for, you know, sometimes we're not getting aroma rights, sometimes we're not getting the taste right. And then we were always worried the boy is happening and we realized that all the mangoes in these countries were ripened in ethylene chambers. And there's something that started happening like 15, 20 years back, like somebody invented this ethylene chambers and everybody's putting the mangoes in there, it ripens up in two days instead of 14, 15 days, otherwise it'll take. And then we were, we said that probably that's the reason and that's not the case when you do it, you know, in your in your in your back garden. So that's when we were slightly worried that, you know, is that probably the reason why it's not happening? So we started making our mangoes and naturally ripening mangoes. And in this whole technology field world, there was very high technology required, which was like you put all your mangoes in a heap of straw or something and keep turning them every second day. And you keep doing it for the next 15 days. And that's how you get the, you know, the right mangoes for your drink. And we first started doing 100 tons of mangoes. It was easy, some producer in Andhra agreed to do it for us because they said, everybody said you're crazy, like you're trying to do it this way. This is age old fashion, like nobody does it now. But we said we want to do it this way. And then first time was 100 tons of mangoes. Second year was 500 tons. This year, we're doing 10,000 tons of mangoes. And all, like, you know, all of our company for the last two months being the mango season is like trying to do this, turn the mangoes upside down every second day. Like, you know, they're like, actually literally thousands of people are not in doing that right now. And we are like, you know, there's a, so ID Khanpur head of mechanical department. So one day I was in one of these gardens and he was sitting there with three of his students and with their, like, clocks and other stuff, trying to match, like, how much time it takes lady takes to turn the thing, should they, you know, sit facing each other backwards. But, like, you know, for us, that's the maximum use of technology in our, this thing, like, how do you try to ripen your mango naturally. But it was fascinating, like, you know, the point is when you use authenticity to communicate to your consumer your product has to back it up. If your product doesn't back it up, then you fail. The one example where we fail is this product called Panakam. People from South India here, like, yeah, so there's some. And so three states have, Panakam is a dish which is consumed on Ramnami. Three states have three different recipes, Andhra, Karnataka and Tamil Nadu. And when we started making Panakam, like, it takes us two and a half years to develop a product. Like, we started researching it and it takes two and a half, three years to develop a product. So when we started making Panakam, Panakam, we started going around temples, the drink which is made in temples and trying to get the recipes from different places. We found three states have three different recipes, like Andhra is slightly peppery, Tamil Nadu is slightly gingery, and Karnataka is sweet, like, more or less like the people that are there in these three states. So you have these three, three recipes and we being from, like, some of us have an engineering background and there's the, like, you know, you want to make the perfect drink, best Panakam this world has ever seen, koi banani paya duvara aur na banap aega, like hum aisa Panakam banayenge. Like, you are like all Chalda. And then what you do is you have these three nodes and you, engineering drain and you say, I'll find the center point, you know. So I'll find the center point where the distance from three nodes is the least and that will be the perfect thing. Like, so, but in food, engineering doesn't work and we fail, like we, so we launch the product, people like that you're launching it, but they were like a lot of gully. Tambrams were so aggressively, like, you're spoiling our culture, this is not the Panakam, all of that, like, you know, massive amount of backlash. And, like, we were like, taken aback, this is small quantities of making and we are making it for winning the hearts of the consumer and everybody is so offended that you have, like, you know, you non-Indians have come and spoiled our culture type. Like, you know, so there was a massive amount of stuff which we are facing in Southern Indiana. But the learning from that, Piasco, was that if you are launching products, you have to get, if three people give you 60 scores, you're not going to succeed. Every single time three people give you 60 score, you fail. You, toll score is 180, but you fail. One person gives you 90 and other to give you 20 each, that's fine. Like, your overall score is 130, but you have to have somebody who says, I love you. Like, three people saying, I like you, doesn't work. Like, you know, somebody has to say, I love you. That's the only way to survive. And, you know, so in food, authenticity is very critical for any brand. Whatever you communicate as a brand on your media, you have to live up to it with your product. If you are not, it's not only about communication. Like, if you cannot, like, say something and then your product is not living up to it, you would fail. Can, there's another video talking about what we compete with. This train is slowly moving. Why is this train leaving papa? It was one of my problems that I forgot to fill. It was a father's problem that I forgot a lot. Half of the problem woke him up in the middle of the night. Then, he didn't understand whether to get down or not. How will he come without a ticket? In this way, he will also reach grandma's house. He asked her name, she even took her address. I couldn't even ask her favourite colour. Someone was sleeping, someone was sitting, someone was lying, someone was standing. The place was small, but the train was very big. It was so delicious, the memory of that food is so delicious. So, every single time you serve your drink, you have to compete with the memory of that drink rather than the actual what was made at that time. So, it is a tougher task than actually competing with homegrown recipes. And so, this is the last story which I have to tell. People from North India are here, right? So, this kanji is a drink which we used to consume while growing up. So, this compound is a rented house. So, there was a landlady, their house was in the middle. And so, we call her mati. So, mati used to make this drink every winter. So, she will get purple carrots, rai, o matke mein, bhar dhoop mein, her winter mein, October November. And I love that drink. You try to steal something and put water in the matka to make it balance up on volume and all that. But someday, you got caught up. But then, we moved out of that place. Mati died also. But the memory of the drink was there with me all through. And I wanted to make this perfect drink for myself. So, kanji, we started making like four and a half years back. Four years. Then, the company started. This was one of the first few drinks which we started making. And we started, and this is a story of how we are still struggling for it right now. So, this four and a half years back, we started searching for purple carrots. They were none. So, these have disappeared. Orange carrots have taken over. Purple carrots have disappeared. And so, we searched around India, not in large quantity, but nothing massive. Then, we searched around the world. Somebody told me it's available in Poland and Turkey. I landed in Turkey. In southern Turkey, a small airport called Adana. I landed there. I went to this field. There were a lot of purple carrots. I was very, very happy. I was like, oh, that's good. You've got so much purple carrots. And they're happiness. And then, you try... In the evening, I went to a restaurant and there was somebody drinking this purple girl drink there. It's called salgam. And I was intrigued. I told him to give me a glass. I tasted it exactly like how my maqi made it. And so, that drink traveled from Turkey around the silk crowd. Somebody made it there and it traveled around it. And then, somebody in Afghanistan, Pakistan, India, all of them, all the places people started making it. So, I was very happy. Over the moon, bought a lot of purple carrots and put it in two large suitcases and was bringing back to Delhi. And I was caught in Delhi airport by the customs guy. You can't take livestock and life feed, et cetera. And I was like... I can't let it happen. And I was like... First reaction being from Haryana is to fight. Like, you know, you want to do that. But then, that guy is like... He said for saying, you can't allow it. There is a director, there's a mad cow disease outbreak in Europe. We can't allow it. The airline is coming from that side. So, it was a massive blow. I was crying. So, I have to make kanji. But then finally I came back and I realized that this is not the right way of doing it. So, you have to do something else. And then we started getting seeds from Turkey and started showing the seeds in three states. We started in Himachal, M.P. and Utti. For 17 cycles, we kept on showing the seeds and kept on filling. One cycle is, you know... It only takes three months. But you start every one-one-and-a-half months, you start the cycle. So, you fail. Sometimes the crop is not blowing, the flower is not happening. But then you keep persisting. To the point of craziness, I have to make authentic kanji. And you can't make it with like shalgam or like the substitute which some people use. So, we don't want to make it. We want to make it for the gas. That's going on. And finally we succeeded in getting the crop in Utti. And we made the kanji. And then FSSAI, like they were all confused, what is this? You know, there's some bit of fermentation in it, all that. So, they took their own time. And then finally we got that approval also. And finally we started making it. And then everything puffed, like this last winter. So, you're not able to sell it. Like it says something went wrong. And now we will try it again next year. So, it's going on for the last four years. But the point is that if you are communicating authenticity to your consumers through that, you know, train journey and through malgo details and through your memories, then your product has to live up to it. And if you don't, then you fail. And, you know, every single moment of your existence should be trying to live up to the message which you are passing on to your consumer. And this is the last video. Can you play this one, please? The oceans. And thank you for sharing with us your story of how memories meet technology. And you can truly change the world. And of the magic purple galates. You know, I've heard it three times so far. But honestly, I can hear it for another 10 times. Ladies and gentlemen, can we hear it for Neeraj Kakkar? And before I let you go, we'd like to present to you a token of our gratitude. I'd like to request Jeffrey Duchess to please do the honours.