In India, it is not widely known that the Nestle-owned Swiss brand Maggi makes a variety of products ‒ bouillon cubes, Asian-type sauces, powdered soups, and so on. Here, the word is synonymous with “2-Minute noodles.”
Having first appeared in the market here in 1983, Maggi enjoyed a 90 per cent share in the instant noodle market over the next 25 years. That share has seen a drop, with the entry of other brands like Top Ramen and Wai Wai. It became, as Mumbai-based advertising expert Kiran Khalap said, the “third staple” of Indian food, after wheat and rice.
Read more about India’s love affair with Maggi, here .