Case Study
Cooking Up Maggi Noodles
Maggi Noodles was launched in 1982 by Nestle India Limited as Maggi 2-Minute
Instant Noodles under the prepared dishes category. Nestle is a Swiss Company, whose link with India goes back to 1912, when it was well known as „Nestle AngloSwiss Condensed Milk Company (Export) Limited‟. Since then, Nestle has stood its ground firmly in in India, by setting its foundation as a well-known brand, offering solutions to customer‟s wants in different segments. The brand still commands an envious market share of more than 90 per cent and has successfully launched sauces, pastes, and soups. Maggi Noodles is one of those brand names for whom the quote, „I came, I saw, and I conquered‟ is apt. The brand replaced favourite Indian desi snacks such as samosas and kachoris with a hot bowl of Maggi Noodles. Over the years, the success of the brand has been commendable, especially considering the fact that it had the addes task of creating the category as well.

‘Fast to Cook… Good to Eat Maggi 2-minute Noodles’
Maggi used the tagline of „fast to cook, good to eat‟ to woo the Indian audience in the early 1980s. Maggi understood the consumers‟ inertia and apathy to try new things.
Indian consumers, at that time, were evincing interest in Chinese noodles and Maggi launched its noodles to take advantage of this craze (Das 2007). It offered convenience to the housewife and at the same time did not undermine her involvement with the kids (Sharma 2010). The housewife could be creative and add her own variations to the recipe by adding different vegetables to the noodles. Maggi blended itself with the Indian culture, which is known as the land of masalas and curries. It launched masala flavour in the introductory status, which was instrumental in making the brand a success in the industry. The masala flavour made its way into the heart of the consumers, and