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Maggi comeback to be an engaging affair

Speaking to reporters during a media meet, Suresh Narayanan, managing director, Nestle India Ltd said, the company has received the directions of the court in terms of sampling.

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Managing Director Nestle India Ltd Suresh Narayanan
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Nestle is gearing up to relaunch Maggi noodles in the Indian market by the end of this calendar year.

Speaking to reporters during a media meet, Suresh Narayanan, managing director, Nestle India Ltd said, the company has received the directions of the court in terms of sampling.

Approximately 30 samples of the six variants will be sent to each of the accredited laboratories in Punjab (Mohali), Jaipur and Hyderabad. The first round of testing will be done in order to establish safety of the product, particularly with respect to lead. Thereafter, manufacturing will begin, post which, another round of testing will be done as specified by the High Court. "Once that's clear, I will be delighted to put back the product into the hands of the consumers," said Narayanan.

Elaborating on the launch time lines, he said that the sampling and testing process is something that is not entirely in the hands of the organisation. "The High Court has given a time-span of six weeks and we hope it will be adhered to sincerely in its entirety. And based on that, I am looking at launching brand Maggi by the end of this year," he said, adding that Nestle will offer the consumers exactly what they have always wanted.

So will there be changes in the product packaging and branding as well? "A few bells and whistles if you want to change could be a matter of debate, discussion and implementation, wherever it is relevant. The core, however, remains and that we will not change," he said.

This apart, the company officials are working tirelessly on different facets and various elements of the marketing-mix, including communications related to the relaunch of Maggi in the coming months. "It is too premature for me to talk about what this communication will be. I would want this to be a truly memorable launch for the company, our partners and for the consumers because this is resurrection of a hugely loved brand. We haven't really thought on the aspect of having celebrities on board for the relaunch campaigns, but we are not averse to the idea as well," he said.

While not sharing any financial details pertaining to marketing spends in the coming months, Narayanan said that Nestle has invested over Rs 2,500 crore in the Indian market over the last couple years. The company will be aggressively leveraging the digital space via its digital acceleration team, all of whom are digital natives working within Nestle. Going forward, the company will be putting together a lot of consumer and digital engagement platforms for all its brands.

"The discussion we are currently having is around themes of trust and quality. Stories and narratives based on the themes are being worked up on, and that we want to go to our customers with. We will use these narratives and stories to cement the quality and trust relationship we have built with customers in all these years," said Narayanan.

Regarding suppliers / vendors for the relaunch, he stated categorically that the company has worked with partners who have been with them for a very long time. "I am not going to forsake that relationship. For me, the trust that I expect a consumer to have in me is the trust I want my supplier, partner, employee to have in me. Nestle standards have always been very high and these partners have met the standards and they continue to be our partners in the progress," he said.

Narayanan added, "For us, Maggi and all our products in the Nestle stable have been, and will always be safe. For me, there is absolutely no compromise in that area, because that's the reason why consumer buys a Nestle brand. If I am an honest, sincere person and suddenly you tell me I have become something else, it is difficult for me to morph myself. So, I will only offer myself to you the way you see me, If you like it, you come to me; if you don't like it, then don't come to me."

The Nestle senior management has been working very closely with the Food Safety and Standards Authority of India (FSSAI). Narayanan is of the opinion that the issue Maggi has had needs to get addressed along with the regulator. "There is a dire need to define the infrastructure, protocols and standards because this is different from any other segment of the economy. This is to do with people, their health and emotions. I think there is a lot of work that needs to be done in this area. And it's not just the noodles category. Food quality and food safety extends to numerous other processed foods category, all of whom will be begging exactly the same question," he said.

"This is a big hit that Nestle has taken, but if there is one positive thinking that I can think of, let this be the golden moment or the rallying point where industry and FSSAI come together to ensure products are genuinely safe and of good quality. And if there is an issue at any stage, it is corrected using the principles of fairness, transparency and professionalism," said Narayanan.

Nestle has enjoyed nearly 75% to 80% market share in the noodles category prior to the products being pulled-off from the shelves from across the country. While the company management is optimistic of recapturing the lost market share, it will be a gradual process and will have to be achieved over a period of time.

"Realistically speaking, it will not happen overnight. We are hopeful that things will move faster post relaunching Maggie in the Indian market. We should be able to capture majority of the market share over a period of time," said Sanjay Khajuria, head of corporate affairs, Nestle India Ltd.

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