Maggi Branding
Maggi’s Brand Extension: Spreading in Indian Kitchen from Fast Food to Healthy Food
"Maggi noodles has managed to enter Indian homes to change the traditional food habits of Indian children on their promise of convenience. This brand has understood the psychology of Indian mothers and positioned itself for mother-child indulgence." - The Business Magazine, 2008 “What Xerox is to photocopier and Colgate to toothpaste, Maggi is to noodles in India.”- the Times of India, 2009
In December 2011, Nestle India Ltd. (NIL), a subsidiary of the Swiss major in food and beverages, announced its plan to invest INR 500 Crores for the production of Maggi noodles and confectionary manufacturing plant in Gujarat1. Prior to this, it invested over INR 3.87 Billion to setup a culinary factory dedicated to manufacturing sauces, noodles and bouillons under the Maggi brand.Remarked PaulBulcke, the CEO of Nestle, “Our business is growing well in India and we are very optimistic about the country’s growth opportunities over the coming years. This factory specialises in the manufacturing of culinary products and this investment reaffirms our confidence in our brands and people”2. The company has been present in India for around 9 decades3 now, making it one of the oldest countries to be operating in India. It boasts of a strong product portfolio which includes the likes of Milkmaid, Everyday, Maggi, Polo, Nescafe, Kitkat and many more. Of all its brands, Maggi has been one of the most successful brand for the company. Maggi has been synonymous with instant-noodles in the Indian market and has been the undisputed leader of this fast food category. Ever since its introduction, the Maggi brand has been extended by NIL to various culinary products like soups, pasta4, cooking pastes etc. Nestle tried every trick that it had up its sleeve to expand the brand to make the brand popular amongst the Indian audience. This also included changing the positioning of the product to a „healthy
"Maggi noodles has managed to enter Indian homes to change the traditional food habits of Indian children on their promise of convenience. This brand has understood the psychology of Indian mothers and positioned itself for mother-child indulgence." - The Business Magazine, 2008 “What Xerox is to photocopier and Colgate to toothpaste, Maggi is to noodles in India.”- the Times of India, 2009
In December 2011, Nestle India Ltd. (NIL), a subsidiary of the Swiss major in food and beverages, announced its plan to invest INR 500 Crores for the production of Maggi noodles and confectionary manufacturing plant in Gujarat1. Prior to this, it invested over INR 3.87 Billion to setup a culinary factory dedicated to manufacturing sauces, noodles and bouillons under the Maggi brand.Remarked PaulBulcke, the CEO of Nestle, “Our business is growing well in India and we are very optimistic about the country’s growth opportunities over the coming years. This factory specialises in the manufacturing of culinary products and this investment reaffirms our confidence in our brands and people”2. The company has been present in India for around 9 decades3 now, making it one of the oldest countries to be operating in India. It boasts of a strong product portfolio which includes the likes of Milkmaid, Everyday, Maggi, Polo, Nescafe, Kitkat and many more. Of all its brands, Maggi has been one of the most successful brand for the company. Maggi has been synonymous with instant-noodles in the Indian market and has been the undisputed leader of this fast food category. Ever since its introduction, the Maggi brand has been extended by NIL to various culinary products like soups, pasta4, cooking pastes etc. Nestle tried every trick that it had up its sleeve to expand the brand to make the brand popular amongst the Indian audience. This also included changing the positioning of the product to a „healthy