Brand Maggi stronger than ever as Nestle India gears up for new leader

Brand consultants agree that Maggi has transcended its product category

Nothing has presented “two minutes” as tastefully as Maggi since its entry into India over four decades ago.

When it first arrived in the country in 1983, Nestlé’s “two-minute noodles” faced a daunting task: Cracking the traditional roti-sabzi market. 

But with an instantly catchy Doordarshan campaign, Maggi not only created a new category of snacking but also came to dominate it. Today, Maggi remains the undisputed champion of the instant noodle segment, notwithstanding a near-existential crisis a few years ago and intense competition.

Nestlé India is poised for a leadership change as Suresh Narayanan, who became chairman