In 1983, Nestle brought to India the concept of a two minute snack in the form of Maggi. The target audience were children aged 4 to 10. Within one year of its launch, Maggi became hugely popular among the Indian household, particularly the middle working class.
Pre Maggi days, there was a definate lacuna in the Indian snack food market in terms of a fast to cook item which can be easily served to little children. Maggi fitted that bill very well. Even its first television promos targetted this theme. Children coming home exhausted after school. They yearn for a quick snack. And here’s mom with Maggi which can be prepared in just ’two minutes’.
The promos caught up like a wild fire among the Indian consumers and they latched on to the Maggi bandwagon in huge numbers.
From then on, it has been a success ride for the brand. It has tried out various flavours and combinations. But never played with its central theme that of ’So fast to cook and good to eat.’
Personally also, I like Maggi because of its attribute of being a quick snack. Especially on the days when I get up late and I have to reach office at an appointed time, Maggi serves as an ideal breakfast snack. Just open the pack, empty it in a container, pour some water and boil for two minutes and yummy a tasty meal is ready.
Its original targets, children from 4 to 10, have now swelled and today almost everybody consumes the product.
Viva La Maggi!!