Analysts and sector experts admit that Maggi is no longer an impulse purchase like a chocolate or an aerated beverage.
"It is now on the shopping list of most people," says Technopak Advisors Associate Vice-president Purnendu Kumar.
But some of them say the brand has got straitjacketed as an evening snack eaten by children.
Indeed, much of Maggi's promotion is centred on kids.
Hegde says instant noodles are now consumed right through the day by all members of the family, young and old.
Some Maggi ads clearly show that it is targeted at all family members.
Nowhere in the world does Nestle sell such large volumes of instant noodles as in India. Hegde hopes to grow, notwithstanding the urban slowdown.
Image: Maggi soups
Also read: How CFOs should navigate the downturn
Powered by 
| Live updates on money.rediff.com |
|
Advertisement