Abstract:

In the vast and rich culinary landscape of India, which boasts internationally acclaimed dishes like biryani, chicken tikka and dosas, one brand has stood tall since its launch in the 1980s and managed to find a special place in the hearts and stomachs of Indians. The brand is none other Maggi Instant Noodles, popularly known as ?Maggi 2 mins?. Not an easy thing at all for a brand to appeal to the masses, as the taste buds of Indians are as varied and complex as its diverse cuisines. It is not an over statement to say that just like cricket and Bollywood, Maggi (in its own way) unites the people of India and for years has been the undisputed market leader of the instant noodles category. From the mountains of the north to the tropical beaches of south, Maggi?s presence can be felt everywhere; it is an integral part of India?s cultural landscape now. The brand has for long been the number one choice of India in the noodles category, addressing ?light? hunger moments for generations of Indians.