Maggi’s Journey to India: It Wasn’t so Easy!
The introduction of Maggi Noodles in India arose with the presentation of a simple argument: If Nestle Malaysia could sell tons of a product, what was holding back the Indians?
But to introduce such a product into Indian markets came with its own challenges. Maggi marked the beginning of snack foods in our country. It shifted the orbit. Noodles went from being alien to becoming an essential food to be stocked at home, taken on a trek, cooked by kids. They became almost a default option for satisfying the hunger pangs of both young and old.
Here are eight things you must know about your favorite Noodle’s journey to India:
1. The license raj was in operation, making India a relatively closed economy
2. Introducing Maggi in India meant creating a new food category that did not exist in India
3. One product; one country; multiple food habits and patterns
4. Where would Maggi fit in among the ‘serious’ and ‘traditional’ meals?
5. Target audience was children-but who would ‘buy’ the product? Children can’t cook!
6. The Answer? Maggi =a quick fix for a child’s hunger
7. Making the new concept appealing to children
8. Image on the packaging of the product: that showed vegetables in the Maggi