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.

The Origin and Cooking Techniques of Awadhi Cuisine

The origin land for Awadhi Cuisine or Lucknowi Cuisine is the capital of Uttar Pradesh, Lucknow and its nearby places. In the early stages, the British termed Awadh as “oudh” which was derived from “Ayodhya”, a region in the state of Uttar Pradesh. This region was ruled by many rulers but the history was made during the reign of “Nawab of Awadh“. Nawab Asaf-Ud-Daula was the first known ruler of Lucknow who began to change the city into a city of culture and enhance its cuisine. During his time is when they had gastronome of cuisine and many cooks began to arrive. During those days the experience cooks who cooked food for big gatherings in large quantities called “Bawarchis” who were brilliant at what they do. At that time lots of competition has happened where cooks used to compete with each other to show their culinary skills by providing with a wide variety of food to please their Masters (Daroga-e-Bawarchikhana).

It takes an Awadhi chef a long time to properly understand how to correctly use spices, how to select, toast and blend the spices together to create a proper flavour. It is much harder than it sounds. There are easily fifty spices used regularly, but in total it’s more than 150. The most common are Hing, Liquorice, Black Peppercorn, clove, Caraway Seeds, Cumin, Coriander, Chilies, Fenugreek, cinnamon, saffron, green cardamom, and mace.

‘Dastarkhwan’ is where people sit around and enjoy the food prepared by the bawarchis. This is the place dining spread is laid ceremonially. It is said that the richness of Awadh cuisine not only lies in the variety but the type of ingredient used to make the dish.

Some of their authentic cooking techniques include:

  1. Baghar:

    Baghar is a method of tempering a dish with spices in hot oil or ghee when making any curry dish. Tempering is done before the curry is made or before any dal preparation with the help of a ladle at last to give a finishing taste.

  2. Dhungar/ Dhunger:

    A smoking procedure used to flavor meat dishes, dals, and rice. A live coal is placed in the center of a betel leaf or shallow onion peel and placed along with the other ingredients to smoke it.

  3. Dum Dena:

    Dum means breathe, the process is done by cooking in a sealed large pot, wherein a semi-cooked ingredient is placed in a vessel which is cooked over slow charcoal fire. One of the famous dish cooked by this process is Biryani or Dum Pukht Biryani.

  4. Galavat/ Galawat:

    The process of adding softening agents to meat in order to tenderize it. One such preparation is Galavati Kebab. Papain, Kalmi Shora are few softening agents which are used in this process.

  5. Ghee Durust Karna:

    This is the process of removing the raw flavor from the ghee or oil so that it does not overpower the flavor and aroma of the dish. The ghee is reduced after adding the kevra water and cardamom and then stored after straining it for further use.

  6. Loab:

    It is a term used to refer a final stage of cooking when the oil used in the cooking rises at the surface and floats on the top giving a finished appearance to the dish. Roganjosh is one such preparation in which oil floats at the top after the dish is done.

  7. Moin:

    The process of shortening a dough by kneading the flour with fat. This makes the final product crisp and flaky. This process is used to make parathas and pooris.

  8. Gile Hikmat:

    A Persian influenced method where the whole meat is stuffed with nuts and spices and wrapped using a banana leaf, covered with a clay and buried deep about 4-6 inches deep, a slow fire is then placed on top for cooking. It is cooked for about 6-7 hours.

  9. Ittr:

    Using perfume in many dishes is the key factor in Lucknowi cuisine, mainly they use perfume taken from the musk deer.

The Lucknow dastarkhwan would not be complete unless it had the following dishes:

  1. Qorma (braised meat in thick gravy)

  2. Salan (a gravy dish of meat or vegetable)

  3. Qeema (minced meat)

  4. Kababs (pounded meat fried or roasted over a charcoal fire)

  5. Bhujia (cooked vegetables),

  6. Pasinda (fried slivers of very tender meat in gravy)

  7. Gullati (rice pudding)

  8. Kheer (milk sweetened and boiled with whole rice to a thick consistency)

  9. Sheer khurma (a rich, sweet rice dish boiled in milk)

  10. Muzaffar (vermicelli fried in ghee and garnished with saffron)

As we dig deep into the Lucknowi Cuisine we discover the Characteristic taste and flavors of this region, this will make you recreate the authentic flavors of the Awadhi cuisine at your kitchen. It is often said that Awadhi cuisine is Mughlai cuisine but it is not, Awadhi cuisine may have a slight influence from Mughal but both the cuisine varies. Awadhi cuisine is one of the old & richest cuisines of India has now become limited in a small region.

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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History & The Secrets Behind ‘Jalebi’ | India Canteen

Jalebi is a crispy, crunchy, juicy Indian dessert that can be best described as funnel cakes. This sweet street food can beat the taste when dipped in cold curd and it will surely make you run for a single bite, jalebi is found across India and also in Iran, Africa, West Asia and many more countries.

It is fried in the hot oil, using a cotton fabric cloth and carefully soaked in the sugar syrup. It would not be wrong to say that the process of making jalebis is no less attractive than the final product on your plate. You can have jalebis alone, or with a samosa but best combination is with creamy rabdi. A glass of piping hot milk or chilled milk with crunchy hot jalebis is a popular breakfast in several cities like Haridwar and Indore.

Did you know your favourite dessert recipe i.e Jalebi that you see across all sweet shops or morning breakfast shops in your city is not Indian but a West Asian or a Persian import?

Yes, you heard us Right !!

Our very own crispy, hot and sweet jalebi is not an Indian recipe but we have made it our own. Originally it is a version of sweet dish “Zolabiya” or “Zalabiya”.

Zalabiya is a festive dessert in iran, enjoyed by everyone during the iftar parties of Ramzaan. In 13th century, Muhammad bin Hasan al-Baghdadi (writer) collected a total of about 260 recipes of that time and highlighted them in his cookbook, ‘Kitab al-Tabeekh’, where ‘Zalabiya’ was mentioned for the first time.

In the 15th century, the makeover of Jalebi from Zalabiya happened when the Jain author Jinasura talked about it first time in the famous holy writ called ‘Priyamkarnrpakatha’ . In his holy writ it is said that jalebi was introduced to the Indian subcontinent by our not-so-friendly Persian Turkic invaders. According to The Hobson-Jobson Anglo-Indian dictionary, the Indian word Jalebi is derived from the Arabic word zulabiya or the Persian zolbiya with the onslaught of Turkish and Persian traders. From 15th century till today, this sweet dish began to be known as Jalebi and became a compulsory part in festive occasions, weddings, Indian breakfast and even temple bhog/prasad.

The preparation of Jalebis is considerably not so difficult. In a large pot whisk refined flour, yogurt and sufficient water to a smooth and pouring consistency batter. Cover and keep in a warm place to ferment for minimum 1 day. Transfer the batter into a jalebi cloth, gather the edges and make a tight potli. The cloth filled with the batter is squeezed with adequate pressure from top to make concentric circles turning them over gently a few times, till they are evenly golden and crisp, and than transferred to the sugar syrup, which sometimes may also contain hints of saffron (for the perfect orange hue). Once the jalebis soak the sugar syrup for 2-3 minutes, take them out of the syrup and they are ready to serve hot.

This dish is not to be confused with similar sweets and variants like Imarti, Paneer Jalebi, Mawa Jalebi, Afgaan Jalebi etc.

SHEROES’ Hangout: A Café With A Cause

If you reside in India or are planning to visit India, then it is likely that Agra will be in the list of destinations. Agra is the city of Taj, a symbol of love. Besides Taj, there are a lot of tourist attractions. Agra is a great destination for foodies as well, with a lot of famous food points and restaurants.

But one place that stands out is SHEROES’ Hangout. SHEROES’ Hangout is a café with a cause. It’s a symbol of “love and hate”. Now, you may be thinking what kind of symbol is this? Love is a positive thing and hate is a negative one. We are attracted to positive in life but must not turn our face from the negative. SHEROES’ Hangout, besides being a cafe provides jobs to acid attack survivors. The people behind this café are an NGO named Stop Acid Attacks.

For more info visit: http://sheroeshangout.com/

For more info visit: http://sheroeshangout.com/

The great thing about this place is that it’s a café cum library where you can enjoy books while enjoying coffee. In addition, Italian food, North Indian items are also present in the menu. Another good thing is that you can pay as you like. Means there is no fixed rate in the menu. The taste of food is good and the ambiance is also good. Although, it has just started and is small in area but the cause is big and the spirit is huge and admirable.

For more information about the cafe’ visit:  http://sheroeshangout.com/

Photo Courtesy: firstpost

Photo Courtesy: firstpost

 

This is our first review. More such reviews of different restaurants and food points will follow in the future.

If you are into Indian cuisine and want to try great recipes at home, please visit: www.tastyfix.com

Ghevar: A Delight of Indian Cuisine

Photo Courtesy: idiva

Photo Courtesy: idiva

A Rajasthani sweet, Ghevar is traditionally linked with Teej Festival which comes during the monsoon season. Teej represents the union of Goddess Parvati & Lord Shiva. Besides Rajasthan, the dessert is very famous in nearby states of Uttar Pradesh, Gujarat, Harayana, Delhi, Uttar Pradesh, Madhya Pradesh etc.

Ghevar is normally made in January for Makar Sankranti festival, in March-April for Gangaur festival and in July-August for the festival of Teej.

This dessert has its origins in the city of Jaipur, capital of Rajasthan. Flour, sugar and oil are mixed with ghee forming thick and tempting batter. The batter is fried into a cake and then cooled, served with almonds, pistachios or cardamom powder.

The Indian cooks use good amount of sugar, oil, flour, milk and ghee to make Ghevar during Teej. Ghevar easily available throughout India in the days close to Teej. This dessert is first fried in a pot, then it is taken out and left to cool. The cakes of Ghevar are put in levels with three different layers cooled, sugar dipped and put on top of each other to give you a delicious dish.

There are many types of Ghevar that include Plain Ghevar, Mewa Ghevar & Malai Ghevar. When a layered Ghevar is made, sometime people add custard cream at the top of each layer. Many people use cardamom powder, pistachios and almonds on the top of these layers when they are wet with sugar. Another recipe for this sweet is made by making a hole in the center and filling the hole with cream or figs.

If you want to know more about Indian sweets, you can go to: South Asian Sweets

Try some Ghevar recipes at home:-

  1. Recipe 1 : http://bit.ly/1LwtiA7
  2. Recipe 2 : http://bit.ly/1EfWYPP
  3. Ghevar With Rabri Recipe : http://bit.ly/1PvsxoR
  4. Ghevar With Kesar Rabri Recipe: http://bit.ly/1hXh8Uy
  5. Video: http://bit.ly/1Nxe3Y2

Tandoori Chicken: A dish loved by all.

Tandoorimumbai

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

Tasty Indian Cuisine : Samosa

Yummy Samosa! Photo Courtesy: Youtube

India is a land of diversity. Diversity, in every sense including regional, cultural, language and of course food. People of India represent “Unity in diversity!” Although, this unity is remarkable but another remarkable thing about India is its diversity in terms of food.

This blog is dedicated to “Indian Cuisine.” We are going to share a lot of interesting things related to Indian food. And, for a start we will discuss about the favorite snack of Indians: “The Samosa.”

The samosa is famous throughout South Asia. It is triangular shaped pastry that can be fried or baked. You will find a variety of vegetables inside the crispy and flaky flour covering of Samosa. Some of the common vegetables include: “Onions”, “Potatoes” and “Peas”.

Samosa originated in Mumbai as a roadside snack but now you will find it in every tea stall, bakery or restaurant. Samosas are finger licking good and can be eaten anytime.

Samosa can be easily made at home. If you want to try it at home then we have a good recipe for you.

Please visit the link: http://www.tastyfix.com/recipe/samosa-food-2