The story of two minutes is based on Maggi. It was for the first time launched by Nestle India in the year 1982. Nestle is a well know brand hailing from Switzerland. This brand was so successful in India that in lesser days the hot bowl of Maggie replaced many Indian popular snacks. The category of the consumer who made this brand popular belongs to 12-30 age group. They used the famous tagline- Fast to cook, Good to eat Maggi 2 minutes noodles became an important part of groceries list. The masala flavor made its way into the heart of the consumers, and Maggi turned successful in establishing their territory.
The first time it was launched, the company focused on two important criteria- to promote the concept of noodles in India and establish the brand by educating the consumer. They took necessary steps like- distributing free samples in small towns and schools, many campaigns were run at the forefront. With time everybody started craving for this hot bowl and is still a good substitute for budgetary constraints.
In its successful career, Maggi like other brands also faced many competitions for survival. There was also a time in 1999 when the countdown of Maggi’s failure started. When the substitutes like Top Ramen entered the Indian Market, people started having a second choice. To face this issue, Maggie played with many flavors but ultimately realized the importance of Original flavor. So, to heal the wound they again took a U-turn and re-introduced the same original flavors.
The Maggi dispute is still existent in the cognizance of consumers, and it left a momentous impression. In May 2015, food safety regulators from Barabanki, a district of Uttar Pradesh, India testified that trials of Maggi 2 Minute Noodles had surprisingly high levels of monosodium glutamate (MSG), as well as up to 17 times the permissible limit of lead. In all this, they lost more than 80% of market shares. Maggi never considered the time will come when they will be questioned at distance end to end in Mass media widespread. Maggi was banned in India and people was left empty-handed.
After one-two years, Maggi still never left hope and again stood on its feet to rule. But in all of this, many competitors entered the market and it was difficult for Maggie to grow. Consumers connect with the brand emotionally; it is very difficult to make them away from each other. Maggi was not just an integral part of Indian Households but also the necessity of satisfaction. They successfully break many barriers and again entered the Indian market with power. It is still loved by many and is holding the same place in our hearts.