Nestle introduced the Maggi brand in India in 1982 with Maggi 2-minute noodles, bringing the first instant noodle to the Indian market. Maggi became hugely popular and captured around 90% of the market share. However, its market dominance declined in the 1990s as competitors like Top Ramen entered. Nestle repositioned Maggi to focus on health in the early 2000s by introducing variants with whole wheat and other ingredients. Currently, Maggi remains a market leader in India and has expanded its product line while promoting its noodles' convenience and taste as well as nutritional benefits.

1. Maggi 2 minutes Noodle
Presented by:
RUBY JAIN
HIMANI MALIK
ROHIT TANWAR
HIMANSHU MEHTA
PREETY SARAUT
PAHAL KUKREJA
MUKUL
TUSHAR GIRDHAR

2. Nestle
 Nestle SA is a Swiss multinational packaged foods company founded and
headquartered in Vevey, Switzerland
 Founded in 1866 by Henri Nestle.
 NIL-the Indian subsidiary of the global FMCG major S.A.
 Nestle house(Indian Headquarters)-Gurgaon,India
 Introduced Maggi brand in 1982
 Entirely new food category-instant noodles-Indian packaged food market.
 Started offering new healthy products under maggi.
 Nestle India product line includes Milk products, baby food, beverages, Ready to
Cook, Chocolates and Confectionery etc.

3. Maggi
 The original company came into existence in 1872 in Switzerland, when Julius
Maggi took over his father’s mill.
 Started with a bunch of convenient food products.
 Merged with Nestle in 1947
 In India first came up with the product “Instant noodles”.
 Gradually Increased product line.
 Later repositioned itself as a food brand that makes healthy products which was
inline with strategy adopted by Nestle.

4. MAGGI IN INDIA
‘Fast to Cook and Good to Eat’
• Maggi noodles is a brand of instant noodles made by
Nestle.
• Maggi is the iconic brand of Nestlé
• Maggi has been Nestlé's flagship use to cook not only
in India but globally as well.
• Nestlé unleashed Brand Maggi in India 31years ago in
1983 with the launch of its traditional 2-minutes
noodles.
• Almost 90% of shares in market.

5. Product Line
(Taste Bhi Health Bhi……)
Current products include:
1. MAGGI Vegetable Multigrainz Noodles
2. MAGGI 2-Minute Noodles
3. MAGGI Vegetable Atta Noodles
4. MAGGI Cuppa Mania
5. MAGGI Sauces
6. MAGGI Pichkoo
7. MAGGI Pazzta
8. MAGGI Healthy Soups
9. MAGGI Magic Cubes
10. MAGGI Bhuna Masala
11. MAGGI Coconut Milk Powder
12. MAGGI Pasta & Pizza Sauce
13. MAGGI Masala-ae-Magic

6. 2 Minute Noodles 
 First introduced was Maggie 2 minutes noodles.
 Maggie was the first packaged food in the market.
 2 min Noodles got the first mover advantage.
 Because of this advantage the product retained its leadership till early 2000.
 Major Competitors:
1. Top Ramen Smoodles and Cup Noodles manufactured by Indo-Nissin Ltd
2. Sunfeast Yippee
3. Ching's Instant Noodles
4. Tai Pai Noodles & NE Time noodles by Maruti quality Foods Products Pvt. Ltd
5. Foodles by Horlicks

7. DECLINE
 In 1990’s sale was decreased due to new product Top Ramen entering the market.
 In order to attract more customers the formulations was changed which received
negative feedback and further lowered sales.
 Until March 1999 when the company had to go back to the original formulation of
the product.
 Even though the market of packaged foods was increasing , still Indian consumers
preferred traditional simple food over instant and convenience food.

8. REPOSITIONING
 In early 2000 NIL started introduction of healthy foods.
 They introduced Maggie Atta noodles , Dal Atta noodles etc to the existing
line to give health benefits to consumers.
 Later flavors such as Tomato, Masala, Curry and Chicken were added to
the product.
 This gave a competitive edge to the brand by highlighting health benefits
associated with the products.
 Was given negative feedback by customer because of not having taste as
good as the original variant.

9. MARKET PENETRATION
STRATEGIES
• ‘Convenience product’ for mothers
and ‘fun product’ for children.
• New products innovation-
Veg Atta Noodles,Dal Atta
Noodles,Cuppa Mania.
• Availability in different packs.
• Conducting regular market research.

10. Current Scenario Of Maggi
• Leading Brand
• Reasonable pricing
• Diversification
• Creative interaction blogs for
customers
www.maggi-club.in /
www.meandmerimaggi.in
• Focus mainly on health
benefits

11. Current World Market Share

12. Product life cycle
 During Initial year company received tremendous growth with the
product.
 Became market leader.
 Until 1990 when faced competition with Top Ramen.
 Repositioned itself as a healthy brand with nutritional benefits by
introducing whole wheat flour and other variants of the product.

13. Thank You
……