MAGGI NOODLES IN INDIA: CREATING AND GROWING THE CATEGORY

Nestlé launched MAGGI instant noodles in India in 1983. At that time, MAGGI was not yet a powerful brand in the Indian market and noodles were quite alien to the Indian consumer. Nestlé made MAGGI one of the leading grocery brands in India, building instant noodles from zero to $ 15.8 billion by 2010, a category that was highly profitable and growing 22% a year.

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