This study examines the online buying behaviour of consumers towards Paper Boat beverages and identifies the major factors influencing their purchasing decisions in digital marketplaces. Paper Boat, known for its nostalgic branding and traditional Indian beverage flavours, has developed a strong emotional connection with consumers through storytelling, cultural familiarity, and digital engagement. The research focuses on how factors such as convenience, emotional branding, platform trust, online visibility, quick-commerce services, pricing, and social media marketing affect consumer behaviour while purchasing Paper Boat products online.

The study is based on qualitative and descriptive analysis using secondary data, previous research studies, articles, industry reports, and consumer behaviour concepts. Findings reveal that emotional appeal, nostalgic marketing, fast delivery platforms, product visibility, and positive online reviews significantly influence purchase intention and customer satisfaction. The study also highlights challenges such as premium pricing perception, increasing competition from health-focused beverages, and limited reach in smaller markets.

The research concludes that Paper Boat has successfully positioned itself as an emotionally driven digital FMCG brand, and its future growth will depend on strengthening digital distribution, maintaining customer trust, and adapting to changing consumer preferences in the online marketplace.

Index Terms- Online Buying Behaviour, Consumer Behaviour, Paper Boat Beverages, Nostalgia Marketing, Emotional Branding, FMCG Industry, E-commerce, Quick Commerce, Brand Loyalty, Digital Marketing.