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Why Maggi is India's most valued brand

April 14, 2009

Convenience was the unique selling proposition of Maggi when it was launched 25 years ago.

For the first time, consumers got something that was hygienically packed and convenient to prepare. It was also the first fusion experiment on food in India.

Instant noodles was an entirely new category in the country, but it was given an Indian twist. Maggi came in four variants: Masala, Chicken, Sweet & Sour and Capsicum. Of these, only two have survived -- Masala and Chicken which sells largely in the eastern states.

Masala continues to be the flagship flavour. In the days that followed, it experimented with more variants, like a garlic- and onion-free one for Gujarat.

Some of these still exist, others were discontinued.

Image: Maggi Rice Noodles

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