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Maggi: The Story Of The Simple Noodles Which Became An Iconic Indian Snack

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Maggi: The Story Of The Simple Noodles Which Became An Iconic Indian Snack


If you are an Indian there is no chance that you would have missed seeing the simple Maggi masala noodles on Indian streets.  The bright yellow packaging is hard to miss when visiting any grocery store or supermarket.  Maggi is undoubtedly the king of Indian snacks and wildly popular with youngsters across the country for its quick cook time and ease of preparation.  Many a student or bachelor must have definitely whipped themselves up a quick bowl of warm Maggi noodles because they were feeling lazy or just simply craving for a bowl of goodness.  However, this iconic brand has a long history starting with its introduction to Indian markets to the current day where it is available almost everywhere.

Beginnings:

The Maggi brand was originally born in Switzerland in 1886 by Julius Maggi when the government tasked him with making a food product that is not just fast to cook but also delicious to taste.  After a few experiments, Julius came up with a pea and bean soup which was simple and quick to cook.  After further experimentation Julius figured out that a cheap but delicious food product would be helpful for industry workers and that was when he came up with the idea of soups, sauces and flours prepared from pulses.  In the year 1897 Maggi GmBH was founded in Singen, Germany.  Nestle group later acquired Maggi in 1947.  Maggi products are extremely popular in India, Bangladesh, Malaysia, Pakistan and many other countries in the Middle East.

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Brand Spread in India

The introduction of the humble Maggi noodles dates back a few decades to the early 1980s when the Indian Cricket team won its first World Cup in 1983.  Maggi was introduced as a brand and it was marketed as a food that could be cooked in two minutes.  The ‘2 minute noodles’ became a catchphrase that is synonymous with Maggi noodles in India.  Nestle’s relationship with India goes back to 1912  when it launched in the country as The Nestle Anglo-Swiss Condensed Milk Company while India was still under colonial rule. 

Nestle used to originally manufacture Milkmaid, a sweetened and condensed milk. After the Indian independence in 1947, Nestle realised that they were sitting on a potential gold mine and formed its Indian subsidiary in 1961 and opened its first factory in Moga, Punjab when it recognised the newly formed Indian government’s emphasis on local production.  The choice of the location was also government-dictated and steered by the socialist idealism of India’s first Prime Minister Jawaharlal Nehru, who wanted Nestle to develop the milk economy of Punjab.

The two minute noodles advertising campaign became a hit with mothers and children as the ads focused on the motherly love to cook up delicious food for their children.  The message was one of liberation for women as the noodles were very easy to cook and tasty to eat which meant a very little effort on the part of the mothers.  This made Maggi very attractive among the women in India.

Maggi quickly spread like wildfire and was able to command 90% of the quick noodles market it had created within its first 25 years of launch.  When the brand launched the Me and Meri Maggi campaign (Me and My Maggi,) in its silver jubilee year in 2008, inviting people to send in their personal Maggi stories, its advertising agency Publicis Capital was deluged with more than 30,000 entries.  Even today people can hum the Maggi Maggi song which comes in the television advertisements.  India today is the biggest market for Maggi noodles in the world, despite the serious challenge mounted on the brand by rival Top Ramen. 

ALSO READ: How One Indian Startup Is Tackling The Problem Of Floral Waste

Maggi, along with the buffet of complementary products – soup mixes, sauces and cup noodles – contributes more than 20% of Nestle India’s revenue, clocked around 15 billion rupees in annual sales in 2015.

Ecosystem

Today Maggi has spawned a slew of entrepreneurs who have set up their own businesses to sell the noodles in various kinds and forms like the soupy noodles, schezwan noodles, cheesy noodles, fried noodles and a long list of other delicacies.  It is easy to find a store selling hot cooked Maggi in any corner of India be it the Himalayan ranges, the Indian Ghats, the Indian shores and any remote location.  Maggi has managed to transcend economic divide as it is enjoyed by people from all classes.  

Maggi has managed to dig its roots deep in the Indian culture and is an integral part of the Indian gastronomy scene.  Maggi managed to become an Indian ‘staple food’ after wheat and rice.  There is no doubt that the popularity of Maggi will only continue to grow in the future.  Let us know when you had your favourite bowl of Maggi noodles!

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Cyril Amarchand Mangaldas Advised Zomato on Raising INR 9,375 Crores through IPO

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Cyril Amarchand Mangaldas team advised Zomato Limited, which is a leading food services platform in India, on its initial public offering (IPO).

The Capital Markets team of Cyril Amarchand Mangaldas advised Zomato on the Transaction. The Transaction team was led by Yash Ashar, Partner & Head – Capital Markets; Bharath Reddy, Partner; Rohan Banerjee, Partner; and Gokul Rajan, Partner; with support from Sindhushri Badarinath, Principal Associate; Aashima Johur, Principal Associate; Nishkarsh Jakhar, Senior Associate; Amitpal Singh, Senior Associate; Aniran Ghoshal, Associate; and Shachi Singh, Associate.

Zomato issued 1,233,552,631 equity shares for cash at a price of INR 76 per equity share, aggregating up to INR 9,375 crores, comprising of a fresh issue of 1,184,210,526 equity shares aggregating up to INR 9,000 crores and an offer for sale of 49,342,105 equity shares aggregating up to INR 375 crores, comprising of 49,342,105 equity shares by Info Edge (India) Limited (the “Offer“). The Offer included a reservation of up to 6,500,000 equity shares aggregating to INR 49.4 crores for purchase by eligible employees of the Company.

This is India’s first unicorn to list on the stock exchanges and one of the largest digital economy companies to list in India. The deal is positioned to lead the way for other e-commerce, digital economy and technology-oriented companies to explore listing in India.

Other advisors involved in the Transaction are:

  • Kotak Mahindra Capital Limited, Morgan Stanley India Private Limited, Credit Suisse Securities (India) Private Limited, BofA Securities India Limited, Citigroup Global Markets India Private Limited (Book Running Lead Managers (BRLMs) to the Issue)

  • Latham & Watkins LLP (International legal counsel to BRLMs)

The draft red herring prospectus dated April 27, 2021 (DRHP) was filed with SEBI and the red herring prospectus (RHP) and the prospectus (Prospectus) were filed with SEBI and the Registrar of Companies, NCT of Delhi and Haryana at New Delhi on July 6, 2021 (read with the addendum dated July 11, 2021) and July 19, 2021, respectively.

The Company was listed on NSE and BSE July 23, 2021.

About Cyril Amarchand Mangaldas

India’s Leading Law Firm, Cyril Amarchand Mangaldas was founded on May 11, 2015 and takes forward the values going back 104 years, of the erstwhile Amarchand & Mangaldas & Suresh A. Shroff & Co. Tracing its professional lineage to 1917, the Firm has 750 lawyers, including over 130 partners, and offices in India’s key business centres at Mumbai, New Delhi, Bengaluru and Ahmedabad. The Firm advises a large, and varied client base that includes domestic and foreign commercial enterprises, financial institutions, private equity funds, venture capital funds, start-ups and governmental and regulatory bodies.

The firm was recently named in ‘25 Most Innovative Companies of the Year‘ by CII. Also, received “Law Firm of the Year” award at the Asian Legal Business (ALB) India Law Awards 2020 and “Law Firm of the Year, India” at the Asialaw Regional Awards 2020. The firm was recognised as the “Most Innovative National Law Firm of the Year – India for 2020” at the IFLR Asia Awards and voted as the “Employer of Choice for 2020” from India, by the Asian Legal Business.

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Great Place to Work Announces the Best Workplaces in Asia™ 2021 Representing 3.3 plus Million Employee Experiences

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Great Place to Work, the global authority on workplace culture, surveyed over 3.3 million employees from across 16 diverse countries and cultures in Asia and the Middle East to determine the Best Workplaces in Asia™ 2021. This is the largest survey of employee experiences in Asia.

To be named as best in Asia, these 200 companies were the highest ranked on Great Place to Work Best WorkplacesTM National lists across the region. This recognition is based on confidential survey data assessing employee experiences of trust, innovation, company values and leadership. Companies are also evaluated on how well they are creating a For AllTM workplace experience, inclusive of all employees no matter who they are or what they do.

Interestingly, organizations from India constitute 21% of the Best Workplaces in Asia™ 2021, making it the country with the highest representation on the list!

On average, companies ranked on the Best Workplaces in Asia™ scored 10% better than those that made it to the National list level – an incredibly high bar as such workplaces are the best of the best in their own country. The Best Workplaces in Asia™ also had 15% more employees report:

  • Feeling that management involves people in its decision-making
  • Receiving special and unique benefits
  • Receiving a fair share of the profits made by the organization

For companies on National lists across Asia, 70% of employees said they experience well-being at work (defined by factors such as feeling cared for and believing their workplace is a psychologically and emotionally healthy place to work). But that number jumps even higher to 81% at the Best Workplaces in Asia™.

The Best Workplaces in Asia™ set the bar for company culture by supporting employee well-being and building inclusive workplaces that are good for everyone,” said Michael C. Bush, Global CEO of Great Place to Work. “They demonstrate how much they value their most important resource – their people. Thanks to these companies, more than 3.3 million employees benefit from the highest working conditions in a range of industries across Asia.”

It is inspiring to see that the leaders of the Best Workplaces in Asia™ have placed Employee Wellbeing at the heart of their business strategy and they understand that it is not just a ‘good to do’ but a ‘Must do’, for sustaining a High-Trust, High-Performance™ culture,– Preeti Malhotra, Head – Wellness Practice and Partner, Great Place to Work India.

Highlights from the Best Workplaces in Asia™ 2021

Topping the list for the second year in a row in the multinational category are shipping company DHL Express and hotelier Hilton – both holding onto their 2020 first and second-place rankings, respectively.

In the large category, PAP Community Foundation (Singapore), Talawakelle Tea Estates (Sri Lanka), and KB Kookmin Card (South Korea) claimed the top three spots.

Canva (Philippines) topped the list in the small-medium business (SMB) category, followed by Charity Committee for Orphans Care (ENSAN) (Saudi Arabia) and THE One (UAE).

Several new entries made the list this year, including luxury retailer Chalhoub Group, telecom company Ericsson, medical device supplier Medtronic, and financial services brands American Express and Synchrony. All of these brands made it into the top 15 multinational workplaces in Asia.

This year, COVID-19 brought physical and mental well-being front of mind for both employers and employees. In China, Hilton provided a live-stream lecture on return-to-work safety with the chief doctor of the Shanghai Centre for Disease Control and the director of infectious diseases at Huashan Hospital.

In India, Medtronic introduced a vaccination program for employees and their families. Lighting company Signify has in-house doctors available 2-3 days per week. In the Philippines, Canva is offering free COVID vaccinations for all employees and their household families.

The top 30 in the multinational category:

  1. DHL Express
  2. Hilton
  3. Cisco
  4. Chalhoub Group
  5. Landmark Group
  6. Marriott
  7. Ericsson
  8. Salesforce
  9. American Express
  10. Cadence
  11. Medtronic
  12. General Mills
  13. Synchrony
  14. Stryker
  15. Micron
  16. PayPal
  17. SAP
  18. FedEx
  19. Apparel Group
  20. DISCO Corporation
  21. AbbVie
  22. SAS
  23. Amgen
  24. Maersk
  25. S&P Global
  26. Siemens Healthineers
  27. Al-Dabbagh Group
  28. EY
  29. Roche
  30. Signify

To view the full list of the Best Workplaces in Asia™ 2021, click here: www.greatplacetowork.in/asia-best-workplace.

How Great Place to Work determines the Best Workplaces in Asia™

Great Place to Work identifies the Best Workplaces in Asia™ by analyzing companies’ workplace programs and surveying employees across Asia and the Middle East about the key factors that create great workplaces for all.

To be considered, companies must first be identified as outstanding in their local region by appearing on one or more of our Best Workplaces lists in Greater China (including China, Hong Kong and Taiwan), India, Japan, Philippines, Qatar, Saudi Arabia, Singapore, South Korea, Sri Lanka or UAE during 2020 or early 2021.

Companies rank in three size categories: Small and Medium (10-499 employees); Large (500+); and Multinational. Multinational organizations are also assessed on their efforts to create great workplaces across multiple countries in the region. They must appear on at least two National lists in Asia and the Middle East and have at least 1,000 employees worldwide with at least 40% (or 5,000) of those employees located outside the headquarters country.

About Great Place to Work

Great Place to Work is the global authority on workplace culture. Since 1992, they have surveyed more than 100 million employees worldwide and used those deep insights to define what makes a great workplace: trust. Their employee survey platform empowers leaders with the feedback, real-time reporting and insights they need to make strategic people decisions. Everything they do is driven by the mission to build a better world by helping every organization become a great place to work For AllTM.

Learn more at www.greatplacetowork.in and on LinkedIn, Twitter, Facebook and Instagram.

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Sector Well Prepared to Counter Third Wave: Sachin Gawri of Rise Infraventures Limited

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Residential real estate in India has shifted from being dominated by investors to being dominated by end-users. Commercial real estate, on the other hand, is a far more appealing investment opportunity for both wealthy individuals and institutional investors. Sachin Gawri, Founder and CEO, Rise Infraventures Limited, throws light on the real estate scenario with focus on luxury residential and commercial segment.

Sachin Gawri, Founder and CEO, Rise Infraventures Limited

The real estate sector will be unaffected by the third wave because the country is prepared with a vaccination programme and the required infrastructure to mitigate the negative impacts. People have begun to look at real estate to stabilise their financial condition as a source of optimism. Following the first shocks in April and May 2021, economic activity across sectors began to build up in June 2021, owing to declining infections and progressive loosening of lockdowns.

Unlike the first wave, the real estate sector was more prepared for the second. The markets favourable tendencies, such as demand for larger homes, are seen in the numbers from Q2 2021. The real estate industry has likewise recognised the arrangements that it must deal with, and developers have maintained the ratio as a result. In the premium market, the percentage of new launches reached 15%, which is close to the 18% share it had in 2018. The sector will benefit from the optimization of launches in line with demand, enabling the sector achieve respectable sales statistics in the coming quarters.

Putting the fear of a pandemic aside, many property buyers are concentrating their efforts on luxury residential properties. The percentage of the premium has increased significantly, showing strong demand in Gurugram. Small investors, institutional investors, farmhouse seekers, and gated community enthusiasts all have options, thanks to the varied range of real estate options available in luxury.

The demand for houses in the periphery has risen dramatically; for example, the Dwarka Expressway in Gurugram is gaining much traction. Buyers from all sectors are shopping for properties in these places, not just those in the affordable group. The movement, however, cannot be credited to the COVID because work on rehabilitating the neighbourhoods has already begun. As infrastructure progresses, buyers begin to see the reality of the promise of a better living here. Buyers key concern is connectivity, and with many roads and expressways running through these neighbourhoods, acceptability has grown.

In the aftermath of the pandemic, the commercial has suddenly gained traction. Pre-rented units, for example, have joined the commercial area, assuring investors of a guaranteed income. There is no dramatic spike in demand, but a certain momentum could lead to brighter days ahead for the commercial sector. Commercial real estate is preferred by those contemplating real estate as an investment strategy because it provides attractive rent and appreciation returns. The category has also emerged, with creative technologies to make peoples lives easier. The most recent is a fractional investment, which allows smaller investors to participate in the pie.

Despite the pandemics interruption in recent quarters, office space absorption in Indias six major cities is expected to reach 41.3 million sq. ft. in 2021, up 22% from 2019. The leasing market in Delhi-NCR is forecast to grow by 20-25 per cent, with the majority of activity occurring in the second half of the year. Technology, BFSI, consulting, and manufacturing occupiers are projected to drive demand. The Delhi-NCR area has an 8.5 million sq. ft. pipeline of new supply, with Gurugram set to finish roughly 65 percent of it.

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