Paper Boat  is  Ethnic Brand

Paper Boat is a brand of non-carbonated beverages and energy drinks produced and marketed by Hector Beverages, which is located in Bangalore, India. Hector Beverages had around 300 employees in March 2015. Paper Boat beverages debuted for public purchase in August 2013.The product consists of traditional, authentic indigenous Indian drinks that are packaged in single serving, flexible pouches. As of May 2017, fourteen flavor varieties are produced. The beverages are produced using local spices, fruit, flowers and pulses, and some of the fruits grow wild, such as jamun and kokum. Hector Beverages has contracted with fruit processors and has encouraged some farmers "to cultivate the fruits to ensure a stable supply. The company has stated that it does not use artificial coloring or preservatives in its products.

CEO Neeraj Kakkar says "A consumer's choices of brands is still based, in large part, on what consumption does for their projected self-image rather than on the inherent "goodness" of a product." He adds a tad loftily, "Even though we created the best energy drink formulation from day one, consumer adoption was limited to the truly smart people who bother less about self-image

Paper Boat  its Core Positioning were

1) The brand is positioned as a healthy beverage and targeting the fortified functional drink market (non-carbonated)

2) Paper Boat is positioning on Cultural Nostalgia

3) Paper Boat is present Positioning fit in the lifestyles and psychographics of consumers

4) Paper Boat can be strengthening in which self-Branding connect with Ads.

5) Paper Boat can enhance the involvement with respect to the product category and link it up with the involvement levels of the brand 

But in my opinion paper boat is it re position itself 

Because of the smaller market size, this is not suitable for a company that is small and intends to grow in the current market. The smaller market makes it difficult to enjoy a larger profit margin in the market.

1) The niche marketing strategy may not be suitable for long-term marketing, as niches may not  
 give adequate business.

2) The niche markets may be invaded by large companies and small marketers may find it difficult to compete.

3) A firm’s survival chances may decrease if it depends solely on niche.

4) It would be difficult for a product to get known to a very wide audience if it is implemented.

Paper boat has carved a niche for themselves by identifying and nurturing the ethnic beverages market,but percentage of consumers unaware about Paper Boat as a brand is high.

It also faces a paradoxical challenge that of marketing a better product at lower price & Blame it also on the lack of a well-defined counter culture movement in the country