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.

Amazing Indian Food Facts

Food is one of the most important thing in life (at least in my life). We can discuss about food for hours and hours. India is a country rich in food. There are a lot of interesting things about Indian food that can be explored.

In this article we will explore the history of Indian food & dishes. There are some unknown facts about Indian food that you will surely find awesome.

  • India Is A Land Of Spices
Photo Courtesy: couponhaat

Photo Courtesy: couponhaat

India is a country with a large variety of spices. No other country produces so many types of spices. When we talk about production of spices, India is at the top.

  • Saffron Came To India due To Greek, Roman & Arabs

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Saffron was introduced to India by Greek, Roman and Arab traders. These traders introduced a lot of foreign flavors in Indian cuisine.

Try the Indian Saffron Rice recipe>>>Saffron Rice

  • Potatoes, Chilly & Tomato was brought by Portuguese
Photo Courtesy:agribusiness

Photo Courtesy:agribusiness

The most common ingredients of Indian Food like potato, chilly and tomato were brought to India by Portuguese.

Try the recipe of Garlicky Chilly Potato>>>Garlicky Chilli Potatoes

  • Earlier Indians Used Fruits For Sweetening The Food

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Before Portuguese came, Indians used to make use of Honey, Sweet fruits for adding sweet flavor to dishes. When Portuguese hit the Indian shores, they taught many things including refining of sugar from sugarcane.

  • Chicken Tikka Masala Invented In Glasgow, Scotland
Photo Courtesy: tablefortwo

Photo Courtesy: tablefortwo

Chicken Tikka Masala, which is a favorite Indian dish originated in Glasgow, Scotland.

Try the recipe of Chicken Tikka Masala>>>Chicken Tikka Masala

  • In 1960 First Indian Restaurant Opened In USA
Photo Courtesy: huffingtonpost

Photo Courtesy: huffingtonpost

Indian dishes are very popular throughout the world. The first Indian restaurant was opened in USA in 1960 and within five decades the number of Indian Restaurants in USA has reached 80,000. This shows their affinity for Indian food.

  • Only Few Types Of Food Known In Earlier Times

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In Ancient India, only a limited type of food was consumed. After many years Indian developed different kinds of dishes and ways of eating. Now, the world wants to explore Indian cuisine.

  • Indian Food Has 6 Tastes: Sweet, Bitter, Salty, Astringent, Sour & Spicy
Photo Courtesy: Pinterest

Photo Courtesy: Pinterest

Just like India is a land of diversity, there is a diverse range of tastes like sweet, bitter, salty, spicy and astringent. Although chilly came from different countries, it is heavily produced in India.

  • Major Greys Pickle

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Pickle is a popular side dish for most of the Indians. Indian pickle was heavily liked by Britishers during their rule. They even came up with a brand of Indian pickles named Major Greys which is a very popular brand today.

  • Classification Of Indian Food

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Indian food has been categorized into Saatvic(fresh vegetables and juice), Raajsic(oily and spicy food) & Taamsic(Meat and liquor). Saatvic food helps you in getting to higher states of consciousness. Raajsic food is the foundation of activity and motion and Taamsic food leads to negative feelings.

Dosa: A Staple Food of South India

Photo Courtesy: ndtv

Photo Courtesy: ndtv

Listed on the World’s 50 most Delicious Foods, Dosa is a fermented crepe. It is made of rice batter & black lentils. Dosa originated in South India and is a major food in Tamil Nadu, Karnataka, Telangana, Kerala & Andhra Pradesh. Although, it is a popular dish in other states of India too. It has also made its presence in other countries like Mauritius, Sri Lanka, Nepal, Myanmar, Singapore & Malaysia.

 

History of Dosa

Photo Courtesy: gosvalayurmed

Photo Courtesy: gosvalayurmed

Dosa represents South Indian food. Its exact place of origin is a matter of discussion. But, according to K.T. Achaya, a food historian, dosa has its origins in ancient Tamil country in 1st century AD. According to the researcher P. Thankappan Nair, dosa has its source in the Udipi town of Karnataka. It may also be due to the dish’s connection with Udupi restaurants that dosa’s origins are linked to Udipi.

The original dosa of Tamil was thicker and softer. The dosa which is popular nowadays is crispier and thinner and it was first made in Karnataka.

 

Variations of Dosa

Photo Courtesy: 8elementssd

Photo Courtesy: 8elementssd

There are many variations of Dosa. Some of them are listed below:-

Masala Dosa(click on the link to know more)
• Mini soya dosa
• Pesarattu
• Light white dosa
• Mysore Masala Dosa
• Onion Rava Dosa
• Ragi Wheat Dosa
Rava Dosa(click on the link to know more)
Benne Dosa(click on the link to know more)
Neer Dosa(click on the link to know more)

 

Nutritional Value

Dosa is a perfect breakfast dish and a street food. It is high in carbohydrates and has no saturated fats or sugar. As its ingredients include urad dal (Vigna mungo) and rice, it is also rich in protein. Due to the fermentation process involved in its preparation, it has increased content of Vitamin C and Vitamin B. Dosa should be avoided by diabetics as they have high glycemic index. They contain low calorie but high fat.

 

How to Serve?

Photo Courtesy: crosscountrexchange

Photo Courtesy: crosscountrexchange

To make it a complete meal, dosa is often stuffed with vegetables and sauces. Normally, there is a vegetarian side dish that is served with dosa. Common side dishes include:-

• Sambar
• Chutney(Most commonly: Coconut chutney)
• Dry Chutney
• Pickles

 

How to Prepare?

For a quick and easy recipe of some popular dosas click on one of the following links:-

Simple Dosa
Masala Dosa
Rava Dosa
Onion Rava Dosa
Neer Dosa
Pesarattu
Mini Soya Dosa
Mysore Masala Dosa

 

Dal-Bati-Churma: A Rajasthani Delight

Photo Courtesy: feminiya

Photo Courtesy: feminiya

Dal Bati Churma is a very popular Rajasthani dish that is a treat for your taste-buds. It’s a staple food in several parts of India including Rajasthan, Uttar Pradesh and Madhya Pradesh. It is served in a traditional way by first squashing the Bati and then pouring the Ghee on it. Yellow colored daal (lentil) is also served with it. It is served in all the celebrations and festivals of Rajasthan including weddings, religious occasions or birthday parties.

Three different food items-Daal (lentils), Baati & Churma(Sweet) combine to give you “Daal-Baati-Churma”. Daal is typically made of lentils and is spicy. Baati is made of flour. The sweet Churma is a combination of wheat flour, dry fruits & sugar. Ghee is added in all the three items.

In villages, Baatis are baked on firewood or kandas(i.e. cow dung cakes). But when you are preparing in your kitchen you can use Tandoor or electric oven. Baatis are served dipped in Ghee. The daal is also prepared in Ghee, the masalas used in daal are fried in Ghee and before serving, more Ghee is added to the daal. Churma is sometimes made by crushing the Baatis and mixing it with sugar.

All in all, it is a treat for you and your guests, suitable for any occasion.

To know more about Dal Bati Churma visit>>Daal Baati Churma

Try the simple recipe at>>http://www.tastyfix.com/recipe/dal-baati-churma-trla

Tandoori Chicken: A dish loved by all.

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Whether you are new to Indian food or have already dived into its variety of experiences, this one is a dish for everyone. Even if you don’t know anything about Indian food or are not sure about it, this one will surely make you fall in love with it.
Today we will talk about one of the most favorite dish of Indian cuisine, “Tandoori Chicken”. It is one of the jewels of Indian food. Tandoori Chicken is a staple food in almost all the regions of India and is loved by all. The name of the dish contains “Tandoori” which signifies its preparation in a “Tandoor”, a kind of Oven. Tandoors are made from clay and are large drum like ovens. When they are heated with wood or charcoal, they can reach very high temperature of 800-1000 degree Fahrenheit. Due to high temperature, the surface of the meat gets cooked very fast and all the juices are sealed inside.
It needs to be marinated with yogurt and spices which gives it its unique flavor. The spices used can be found easily but you can use Garam Masala which is an aromatic spice mix. It is found in most of the grocery shops.
If you want to know more about Chicken Tandoori visit: https://en.wikipedia.org/wiki/Tandoori_chicken
For a simple and tasty recipe visit: http://www.tastyfix.com/video/tandoori-chicken-3