How ‘2-Minute Maggie’ becomes India’s favorite snack?

Maggi noodle was launched in 1984 by Nestle. In 1980s, instant noodles was an entirely new category, the challenge was to establish an entirely new product and yet find a relevant consumption benefit in the market. Maggi was, therefore, positioned as snack made for children who like to experiment food and was billed as a ‘fast to cook and good to eat snack’.

“Mummy Bhook Lagi – Bas 2-Minute” was a rendition of this approach. It fit well with the mother’s child caring relationship. These ads became so popular that “Bas 2-Minute” instantly reminded Indian consumers of Maggi noodles and the Rs. 2.50 per 100gm Maggi was an instant success.

Health Factor was gaining importance in those days. Several other brands like Hindustan Unilever launched the Knorr Soupy noodles for a healthy afternoon snacking option. Maggi did not want to stay behind, It rolled out a new noodle with a multi-grain variant called Multigrainz and aggressively advertised it as a nutritious food for kids. Maggi tops it all by being the market leader with the maximum share in its bowl.

A journey of Maggi in India:

Year 1984: Nestlé India announced the launch of its MAGGI of India Noodles range.

Year 1997: Nestle changed the taste of Maggi noodles, but it proved to be a failure.

Year 1999: Maggi reintroduces the old formulation and revived sales with the punchline “Fast to Cook, Good to Eat”.

Year 2000: Maggi noodles became the leader in instant noodles space.

Year 2005: Marketing strategy to keep Maggi brand fresh and as a healthy product with its tagline “Health Bhi, Taste Bhi” with the launch of Maggi Atta noodles.

Year 2009: Maggi celebrates 25 years of Maggi noodles with “Me and Meri Maggi” campaign and the launch of Maggi Pazzta.

>>>>— Me and Meri Maggi campaign invited consumers to share their Maggi moments. As a part of this promotional drive, magi launched a website, where the consumer could upload their Maggi moments and their favorite Maggi recipes or stories hit with the company will get a chance to be featured on Maggi packets or ads.—<<<<

Year 2012: Amitabh Bachchan has been made the brand ambassador of Maggi. Maggi’s Do minute Mein Khushiyan with Amitabh Bachchan was launched in 2012. Maggi had generally stayed away from the celebrity endorsements. In general, mother and child have been the celebrities for Maggi for the longest time. With its only exceptions, when Preity Jinta promoted the Rs.5 Chotu Maggi and the family packs.

Year 2015: A year of crisis for Maggi in India. A three-decade-long relationship was at stake, Maggi went down to zero in just a month. A nationwide ban was imposed on Maggi by FSSAI (Food Safety and Standards Authority of India) due to high amount of lead found and No MSG label on its back that didn’t match with the safety standard. Prior to the ban, Maggi owned nearly 80% of the market share in the instant noodles segment. In the blink of an eye, its share plummeted to zero.

It was a state of emergency for Nestle India. The company was neither prepared for it nor did it have any immediate plan of action to overcome it. It only played with fire by initially denying the allegations of a hazardous composition of Maggi. But when it was proven guilty for the second time, the customers were furious. Maggi was losing not only its market share but also credibility. Nestle announced a recall of all its instant noodles from the markets and destroy 27000 tonnes (400 million packets having a valuation of 320 crores) of Maggi within forty days.

Year 2016: Nestle India relaunched Maggi in the market. Nestle India said all samples of Maggi Noodles Masala have been cleared by three National Accreditation Board for Testing and Calibration Laboratories-accredited labs as mandated by the Bombay High Court.

Big B in the new campaign is a storyteller who narrates the stories given by the consumers. The aim is to bring back the segments of consumers who moved away from the brand since they have grown up. A powerful celebrity as a brand ambassador adds a big boost which is the need of the hour for Maggi with so many competitors around. The problem with such a heritage brand is that communication becomes boring over a period of time and it needs the right energy to move ahead and face the competition.

Maggi has captured the hearts of millions in India again because it understands the needs of people and manages to meet these demands. For example, in the 1980s, when there was a huge increase in the number of women joining the workforce, Nestle India introduced Maggi 2 Minute Noodles to the Indian crowd.

This is how Maggi revolutionized the instant food industry, particularly the instant noodles segment. When eating habits of people changed, Maggi tweaked its products to include low-fat bouillons. When Maggi was launched in India in the 1980s, there was no direct competition from instant noodle brands. However, there was competition from other snacks that Indians had been fond of for decades, and these included samosas, pakoras, and sandwiches.

However, most of these snacks are purchased from roadside stalls and are relatively unhygienic and unhealthy. So, Maggi positioned itself as the only hygienic homemade brand. It decided to target working women who did not have much time to prepare elaborate meals in the kitchen. However, Maggi realized later, through surveys, that children were the largest consumers of Maggi noodles. And then Maggi repositioned its brand towards the kid’s segment and included various promotional tools such as sketch pens, color pencils, and fun books to entice children. And this worked wonders for the brand.

Due to its promotional activities, Maggi’s annual growth grew by 15% during its initial years, and today, Maggi is the leading brand in the instant noodles segment in India, with a market share of 79.3%. in its bowl.

Being a pioneer in the noodles market in India has definitely given Maggi a boost and first mover’s advantage over other brands. Maggi is slowly but surely widening its market to reach out to more and more people. Maggi’s products come in travel packs as well as bulk packs, to cater to those who look for convenience while traveling and those who are price sensitive and prefer to purchase food in bulk.

Maggi is one of the few brands to have taken the time to understand its consumers and their requirements, that is why it is no. 1 choice and of course the most successful brands, not only in India but in the world.

Top 5 Healthy Soups to keep you warm in Winter

A Soup has the power to do what a medicine or a therapy never can – soothe and relax you in an inexplicable way when you’re down with cold, cough and fever. It’s by far the most comforting and delicious food, not to mention, healthy too.

Nothing is more comforting than a bowl of hearty soup on a chilly day, especially when it’s ready in 20 minutes or less. In this early winter season, we bring you five different kinds of Indian soups that will keep you warm in this weather. In this list all the soups benefits you differently and each one is unique in flavor.

  1. Pepper Rasam:


    Winters are synonymous with common cold and cough. Besides right medication, it is necessary to consume comforting and effective foods. The spices in Pepper Rasam and the ingridients in this soup help in digestion and soothe your senses, and therefore is a perfect recipe for incessant sneezes and running nose.

    How to prepare : Method

    1. Soak the tamarind in a cup having warm water in it, extract its juice and throw away the pulp. Grind small amount of cumin seeds, pepper and garlic for a few seconds in a mixer.
    2. Take tamarind extract, add chopped tomatoes, turmeric powder, crushed pepper, cumin, garlic, salt and curry leaves. Boil them together.
    3. Once it is starting boiling, keep the flame low and let it simmer for 10-15 minutes or until the raw smell of the tamarind goes off.
    4. Heat a table spoon of ghee and add mustard seeds in it.
  2. Lemon Coriander Soup:


    Lemon is a very rich source of vitamin C, which in turn to helping in build immunity from cold and cough during winters. Take this soup hot in the evening for a comforting experience.

    How to prepare : Method

    1. Cut all the vegetables into triangles (optional) , blanch and refresh.
    2. Prepare coriander stock with fresh coriander and water.
    3. Add cleaned prawns cut in to dices.
    4. Add salt, lemon juice and white pepper according to taste.
  3. Miso Soup:


    The nutrients in mushrooms are different and having high number of protein and other nutritions from those of other vegetables and provide the vitamin B, folate, pantothenic acid and also biotin. Mushrooms also contains D group of Vitamins that helps keep bones strong and fights several disease. Mushroom Nimbu Ka Ras is a brilliant comibination of health and flavour!

    How to prepare : Method

    1. Heat some oil (ghee) in a pan, add mushroom and cook till it gets dry.
    2. Remove mushroom, and add garlic, onion in the same oil, and sauté.
    3. Add water and bring it to a boil.
    4. Adjust Heat, add spring onions, cream.
  4. Murgh Makkai Shorba:


    This soup contains Corn that is an excellent source of fibre, potassium and baby corn kernels are source of folate. When combine with chicken, Murgh Makkai Shorba makes for a soup rich in health as well as taste.

    How to prepare : Method

    1. Heat some oil(ghee) in a pan, add garlic, cumin seeds.
    2. Add garlic and saute, corn paste and cook.
    3. Add chicken and cook, adjust heat.
    4. Yoy may garnish with chopped coriander, and chicken dices.
  5. Carrot and Beetroot Soup:


    This soup contains beetroot that is rich calcium, potassium, iron, folic acid, fiber and also anti-oxidants and in the other hand carrots are an excellent source of A group of vitamins. Beetroot also helps in cleaning the kidneys and gall bladder. The darker the orange carrot, the higher is the beta carotene. Carrot and Beetroot also very beneficial for children as it benefits their vision, skin and immune system.

    How to prepare : Method

    1. Heat small amount of oil (ghee).
    2. Add bay leaf, cumin and ginger to it.
    3. Add chopped carrot, beetroot and green chillies. Cook the stuff for 5 minutes.
    4. Add water. Once its starting getting boil, strain and make a puree. Adjust the heat.
    5. Strain the puree. You may garnish it with diced beetroot and carrots.

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Sharad Navrati Special Recipes 2018 | India Canteen

Sharad Navratri 2018 is almost here, and one look around is enough to tell how eager all are to welcome the season of festivities. The word ‘Navratri’ means ‘nine nights’ in Sanskrit. It is that festive time of the year when many pray, observe fast and worship ‘Goddess Durga’. Goddess Durga has 108 Names and 9 Avatars that are worshiped in these 9 days, one on each day. During this festive season people give up non-vegetarian food and many others also try reducing intake of onion and garlic from their meals.

Celebration means every day you would get to relish on a different kind of delicacy. So Here we have Navrati Special recipes with ingredients, nutrition values and method to prepare. You can enjoy these recipes and tingle your taste buds during these fasting days:

  1. Sabudana Khichdi:


    Sabudana Khichdi is an easy to prepare dish. It is a commonly made recipe during fasting season as it is a healthy recipe and delicious too if prepared properly. This recipe is considerably easy. It takes a well experienced cook to get the nice texture in the sabudana pearls.

    How to Prepare: Method

    1. Heat the oil in a pan and then add cumin, hing & curry leaves.
    2. When they sizzle, add chopped potatoes and saute for 2 minutes after then add chopped tomatoes & green chilli and cook well for few minutes.
    3. Add salt, turmeric, chilli powder, garam masala, sugar and coriander and mix it well again. Remove water from sabudana and mix it well in the pan.
    4. Add some peanut powder & chopped ginger
    5. Mix everything slowly & cook for 3 minutes. Add lemon juice in it Garnish with coriander.

    Delicious khichdi is ready. Enjoy it

  2. Makhana Kheer:


    Makhana Kheer is the simplest and in the most delicious recipe to make. Its creamy and beautiful texture tastes delicious whether served hot or cold. Rich in protein and calcium, makhana (fox nut/ lotus seed) combines beautifully with low-fat milk to make a creamy and delicious kheer.

    How to Prepare: Method

    1. In a large vessel, pour in the milk, break the makhanas into smaller pieces, add them to the milk and let it boil gently for about 30 to 45 minutes without covering it, till the milk start boiling down and the seeds looks softy.
    2. Add sugar according to the taste and stir for a few more minutes.
    3. Add small amount of pistachios, almonds, saffron and cardamom powder, cook it well again.
  3. Navratri Kaddu:


    Kaddu (Pumpkin) is loaded with lots of nutritions and is often used in prasad/bhog or at home. Kaddu Ki Sabzi is one of the popular dishes prepared during Navratri fast and it pairs well with chapati and poori. It’s sweet and tangy taste can not be compared with any other vegetable.

    How to Prepare: Method

    1. Peel the pumpkin and then scoop out the fibres, seeds in the centre before cutting it into cubes.
    2. Heat the oil in a kadahi and add coriander, chili powder, turmric powder and cumin seeds. When they begin to splutter, add the ginger and salt.
    3. fried till lightly coloured and add the pumpkin.
    4. Stir-fry on high heat till it looks glossy then add garam masala, amchoor powder and sugar. Mix well.
    5. Reduce heat, cover and simmer till cooked through. Stir 3-4 times. Then garnished with chopped coriander leaves.
  4. Crunchy Potatoes:


    During Navratri, Crunchy and crispy potatoes topped with green chutney and curd – so flavorful and delicious!! One of the most favorite finger food of children and adults alike! Crunchy and crispy potatoes make snacking look good. These are easy to eat as well as easy to cook.

    How to Prepare: Method

    1. Wash and peel the potatoes then boil the potatoes in pressure cooker.
    2. Take one whistle in pressure cooker. Once potatoes become warm. Dice them in cubes.
    3. Heat small amount of oil (ghee) in a pan, deep fry the diced potatoes till crispy and golden. Remove them on an soaking paper to remove excess oil from it.
    4. Sprinkle red chilli powder, cumin powder and salt immediately after removing on soaking paper.
      Serve hot.

    Note: You may use Rock Salt instead of regular salt while fasting

  5. Banana Walnut Lassi:


    Try making this super easy and healthy Banana Walnut Lassi to give your Navaratri mornings a boost of health and have a great day ahead. Celebrate this auspicious occasion with fun, grandeur and with delicious & healthy food recipes.

    How to Prepare: Method

    1. In a food processor or mixer add greek yogurt, whey powder, walnuts, chestnut honey and bananas.
    2. Blend it well till smooth and creamy.
    3. You may garnish it with chopped walnuts.

    Its done, Enjoy !!