Article Details

Maggi Noodles: Ban and Revival Maggi Noodles: Ban and Revival | Original Article

Pallavi Rajain* Rupa Rathee Ekta Batra in Anusandhan (RNTUJ-AN) | Multidisciplinary Academic Research


Maggi is a name which needs no introduction as it is a world-renowned brand. Maggi noodles were introduced into the Indian market by its parent company Nestle India in 1983. Maggi, ever since it had entered the Indian market was one of “The Most Powerful Influential Brands in India”. This case is a study of ban and revival of the famous Maggi Noodles in India. The Maggi controversy broke the trust of many consumers because MSG (Monosodium Glutamate) and Lead were reported to be beyond the prescribed level. It was found in the year 2015 that MSG and Lead were found beyond prescribed limit in some of the tests conducted on Maggi samples in India. Bombay High Court directed to take away and destroy all the types of Maggi variants throughout the country. The Brand value worth Rs. 1300 crore was affected due to recollection of Maggi instant 2 minutes Noodles. Maggi 2-Minute Noodles, a brand sustained for more than three decades in India and loved by everyone, be it hostellers or housewives, had crumbled. The case discusses the ban scenario along with the timeline of events that occurred after it was found that “MSG and Lead levels” were beyond prescribed limit in “2- Minute Maggi”. Further the case deals with the revival of the brand after the removal of the ban. Several strategies were employed for the revival of the brand like use of emotional touch, television promotion and exclusive availability at stores.