Maggi Noodles – Masalas of India

Maggi Noodles’ halfhearted and feeble attempts at wooing back the Indian customer may cost the company dearly. Their latest such attempt too falls flat and does nothing to prop up the ailing brand.

Maggi Noodles’ star has been low ever since it faced a government ban. Since being allowed back into the market, given the number of new options and alternatives available plus the shedding of the ‘maggi habit’ by some people, Maggi Noodles has been trying hard to re-enter superstar mode.

Going by the halfhearted and feeble attempts to lure the Indian consumer, I can’t see them coming back soon and certainly not in the same manner. Every variant introduced in recent memory has been lacklustre and nowhere close to the promise made by the brand on the product’s packaging. It’s not that Nestle doesn’t have the talent. They do. There is however one top manager somewhere in the hierarchy, who has a bad case of ants in his/her pants. Pushing barely ready formulations out into the market is only going to damage their reputation further, with consumers shying away from trying new variants due to their experiences with previous purchases.

Cherie and I tried three Maggi Noodles variants we hadn’t tried before – Maggi Noodles – Masalas of India – Bengali Jhaal, Super Chennai and Mumbaiya Chatak. There’s a fourth – Amritsari Achari, which we didn’t try and were told by viewers it’s much better than those we did try. All three that we did try barely fulfilled the brand promise, were somewhat reminiscent of the flavours described on the packet, but nowhere close to fulfilling expectations brought on by the over the top marketing as is to be expected these days. All of them had but one major flavour coming through – green chillies (Bengal), sourness (Chennai) and a vague mishmash from the Mumbaiya variant. Having said that, the Mumbaiya variant was closest to meeting the brand’s promises, with the other two being miles away.

For 300+ calories per serving (40 minutes of hard walking), I suggest you demand more.

ProductMaggi Noodles - Masalas of India
Container size70g
PriceINR 120 (pack of 6, on Amazon)
Serving size70g
Pack size70g
Calories per serving300 - 330 (across variants)
Calories per container300 - 330 (across variants)
Ease of useVery easy
TasteNot Acceptable
Visual appealHigh
Sodium content per serving800+ mg
Sodium content per container800+ mg
Significant source ofCalories
Recommended forEmergencies, camping, picnics etc.

By Sid Khullar

Sid Khullar is a wellness coach who works with different aspects of lifestyle change towards the accomplishment of goals such as weight loss and blood sugar management among other health situations that require the presence of specialised, precise diets and lifestyle change. His methods address aspects of food, nutrition and the mind.