If you feel like eating something quickly when you are short of time, just run out and take a Maggi and boil it in water and the food is ready. That is the success of Nestlé Maggi. Maggi's is a story that has been radically changed by revolutionary marketing.

In 1983, instant noodles were very foreign to Indian cuisine. Through research during that time, Nestlé came up with a way for time-poor mothers to prepare meals effortlessly. That's 2 minute noodles. Very easy to prepare. A time saver for moms and a taste that kids love. Maggi has established itself in the Indian market.

Comprehensive marketing efforts through TV, radio, digital platforms and outdoor advertising have made Maggi a fixture in Indian households. The “2 Minute Noodles” jingle made Maggi famous.

Nestlé has built a strong supply chain system to ensure Maggi's presence across India. Packs like “Chotu Maggi” of Rs 5 have been introduced to reach low income families. In the mid-2000s, Maggi also expanded into the rural market through Project Shakti, partnering with small shops.

While the “We Miss You Too” campaign created controversy, Nestlé succeeded again by trying to create an endearing relationship with its consumers with a successful second campaign. This social media and advertising campaign boosted Maggi's popularity among consumers and led to a strong comeback.

They created a Rs 937 crore instant noodles market in India. Today the journey continues unchanged at a high level with 60% market share.