Nestlé casts net wider with ₹10 Maggi noodles
NEW DELHI : Nestlé India Ltd’s noodle brand Maggi is making a big comeback at the ₹10 price point, as the packaged consumer goods company aims to stave off competition and claw back market share in smaller towns and villages with an attractive price point. The local unit of the Swiss company, which used to sell Maggi in 100g packs for ₹10, raised the price to ₹12 in December 2014 and further to ₹14 in February last year to account for rising raw material costs. The new ₹10 pack, introduced in so-called Rurban markets (rural markets and small towns) across 15 states, weighs 40gm.
However, ₹10 packs are still available in a few markets of Punjab and Uttarakhand, where mostly it’s served by highway or tourist joints. Price points such as ₹5 and ₹10 are easier to remember and transact in and are seen as more attractive for low-priced consumer items such as foods and shampoos. Maggi masala noodles are also available at price points of ₹7 (32gm) and ₹14 (70gm).
“There is an increasing preference for spicy products all across India," Nestlé India said in a response to queries. “Maggi has always been in tune with what our consumers desire and has started offering a range of products to consumers that meet this need. We already have Maggi special masala, Maggi spicy garlic and Maggi manchurian noodles in urban markets.
For rurban markets, we recently launched “Teekha Masala" and “Chatpata Masala" variants of Maggi noodles for ₹10. Analysts said Nestle India’s renewed push into the ₹10 stock-keeping units (SKU) is seen positively by channel partners. “Also, there was a need for consumers to up-trade in the category.
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