Witness History

When instant noodles came to India

Dec 24, 2024
The introduction of instant noodles in India during the 1983 Cricket World Cup marked a pivotal moment in the country's food culture. Initial skepticism gave way to a frenzy as the excitement around Maggi grew. This culinary shift sparked a transformation from traditional staples like chapati and lentils to quick, instant meals. The podcast also dives into the highs and lows of Maggi's journey, including a scandal over lead levels that threatened its reputation but ultimately led to a resilient comeback.
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ANECDOTE

Chased for Noodles

  • Sangeeta Talwar's team launched Maggi noodles in India, facing unexpected demand.
  • Shopkeepers chased their van, demanding stock beyond the initial plan.
INSIGHT

Nestle's Food Expansion

  • In 1981, Nestle India sought to expand beyond milk, coffee, and infant nutrition.
  • They considered instant noodles, despite India's chapati, rice, and lentil-based food culture.
INSIGHT

Targeting Children

  • There was a gap in the Indian market for quick, hot snacks.
  • The team targeted children, capitalizing on the fun, squiggly shape of the noodles.
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