Maggi Noodles

Maggi Brand was introduced to the Indian consumers by NIL with the launch of Maggi 2 Minute Noodles, an instant food product, in 1982. With the launch of Maggi noodles, NIL created an entirely new food category – instant noodles – in the Indian packaged food market. Initially Nestle tried to position the Noodles in the platform of convenience targeting the working women.

At that time, Indian consumers were rather conservative in their food habits, preferring to eat traditional Indian dishes rather than canned or packaged food. But it was found that the sales were not picking up despite heavy promotion. Research then showed that Kids were the largest consumers of the brand. Realizing this, NIL shifted its focus from working women to children and their mothers and repositioned the brand towards the kids using sales promotions and smart advertising. NIL aggressively promoted Maggi with taglines such as “Mummy Bhook Lagi”, “Bas 2Minute”, “Fast to cook, good to eat” and through several schemes of free samples, gifts on return of empty packs, etc. Later was observed that people of all age group started liking Maggi. Over the years, NIL extended the Maggi brand to a variety of culinary products like soups, sauces and ketchups, and cooking aids among others.

In effort to maintain its growth in Indian market, Maggi has launched many products like Maggi Vegetable Atta Noodles, Maggi Vegetable Multigrainz Noodles and recently added Maggi Dal Atta Nodles in its product portfolio targeting health conscious people. They came up with a tag line “Taste Bhi Health Bhi”, to attract health conscious people.

Maggi also gets credit of introducing Noodles in Indian market and making Noodles a famous food option for Indians. Today’s success of Chinese Foods and Chinese Noodle’s shop available in almost every corner of India, is also a outcome of Maggi Noodles campaign and its success.