That was also the time when Nestle was repositioning itself worldwide as a health and wellness company.
At the grassroots level, Maggi started associating with quiz contests and other such events connected to mental and physical wellbeing.
This positioning gave Nestle the platform to launch more products under the Maggi brand.
It already had Maggi soups, sauces and coconut milk in the market, but given the strong equity of the brand, Nestle could now extend it to newer categories.
Thus, it recently came out with fried masala paste. More categories could follow, though Hegde is tight-lipped about it. But these could be distinctly Indian products.
At the moment, over 90 per cent of the Maggi products in the country cannot be found elsewhere in the world.
Image: Maggi sauces
Also read: Net connection: The top 10 countries
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