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In India, where the aroma of chili, turmeric, cumin, and coriander defines culinary identity, an unexpected challenger is turning up the heat: Korean ramen. For over four decades, Maggi masala noodles have defined Indian snacking. Its stringy texture and lip-smacking flavor have become interchangeable with Sunday breakfasts and nostalgia.
Nestlé launched these classic instant noodles in 1983 when the packaged food market was beginning to broaden its horizons. Until then, baked goods or fried and steamed snacks accompanied tea time, while suppers included homemade delicacies. There were some varieties of pre-cooked meals available in the market, but there was hardly any enthusiasm for instant food. This posed a challenge for Maggi to convince a rice-and-roti nation to embrace noodles.
Initially, they couldn't break into the market and had to reposition their strategy. Instead of marketing masala noodles as a meal replacement, they started to sell them as snacks. Their classic blend of 13 spices perfectly went along with chai (milk tea with cardamom, ginger, cinnamon, and more). And its cost-effective pricing, with a packet costing just ₹12 ($0.16), made it a household name. Today, 10 crore Indian families consume Maggi, with Nestlé India selling a jaw-dropping six billion servings in FY 2023–24.
Kairavi Pandya
Yet, the tides are shifting. Korean ramen is slicing into India’s $1.88 billion instant noodles market, projected to double to $3.83 billion by 2028. From classic kimchi, spicy Buldak, and Shin ramyeon to Nestlé’s Korean-inspired Maggi and CG Foods’ Dynamite W
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