CG Foods launches Wai Wai instant noodle in India

MUMBAI: 'Munch it, lunch it, soup it.' That's the tagline of Wai Wai, an instant noodle product, which has launched in India.



Wai Wai will be stepping into the instant noodle market which is currently estimated at Rs 4 billion. It can be eaten in three ways: straight out of the pack, cooked, or even as a soup. It brings in two variants - Wai Wai Brown (veg and non-veg), priced at Rs10 and Wai Wai white (veg and non-veg) at Rs11.

CG Foods India, a subsidiary of a US$ 300 million Cinnovation Group, is bringing Wai Wai into India. CG has a technical collaboration with Chaudhary Group of Nepal.

Commenting on the company's entry into the Indian instant noodle market, Chaudhary Group director Nirvana Chaudhary said, "Our decision to enter India was driven by two factors: Firstly, our ability to offer value-added instant noodles to consumers, which can be eaten straight out of the pack or cooked or even as a soup and expanding the choice set of instant noodles available. Secondly, the category offers a tremendous growth opportunity as processed food accounts for 53 per cent of the total food consumption in the country. We aim to reach Rs 3 billion landmark and establish CG Foods as the 2nd largest noodle brand in the next 3 years."



The noodle market is driven by taste, convenience, affordability and availability, states an official release. CG Foods India is setting up two manufacturing units in Sikkim and Uttaranchal, with an investment of around Rs 400 million to manufacture Wai Wai and other snack foods like potato chips and cheese balls in technical collaboration with Chaudhary Group of Nepal.

Each of these facilities will be spread over an area of 5-6 acres and have a production capacity of 10,000MT each. The new facilities will help the company cater to the entire north-east, north, west and east Indian region.

The company has earmarked an advertising budget of Rs 600 million, which will include electronic, outdoor and print media to create visibility and awareness for Wai Wai noodles in India.



Commenting on the marketing strategy for Wai Wai noodles CG Foods India CEO T K Gupta said, "Wai Wai noodles will target the in-home consumption category. The noodles will be marketed using both above the line advertising as well as a complete below the line programme that will ensure extensive consumer sampling and market demonstrations."

CG Foods plans to have an initial network of 1000 distributors in the first year, spread across major town and cities in India. The group also plans to target 200,000 retail outlets across India, to gain a competitive edge by being efficient in the supply of their products to consumers and improve profitability, states the media release.

Latest Reads
Fogg maker takes on fairness creams with Pretty24

Taking a stab at fairness creams’ perennial message of fair skin being the benchmark beauty and success, Fogg deodorant maker Vini Cosmetics (Vini) is touting the idea that every shade of skin is equally beautiful. The company has been plugging the primetime of mainline television channels for the...

MAM Marketing MAM
55% marketers make better decisions with machine learning: iProspect report

MUMBAI: Digital agency iProspect has released its third annual Future Focus whitepaper geared to examine how machines and technology are impacting marketing and advertising in the year ahead. The paper takes a look at how brands can make the most of machines in 2018, from facilitating seamless...

MAM Marketing MAM
Paisabazaar aims Rs 1500 cr mutual fund AUM by 2018

MUMBAI: Paisabazaar has announced that assets under management (AUMs) garnered through its mutual funds products crossed Rs 1000 crore mark last month. The organisation says it is confident of reaching Rs 1500 crore of AUM by March 2018. The fin-tech company launched mutual funds on its platform...

MAM Marketing Brands
Blackberrys gives digital mandate to FoxyMoron

MUMBAI: Menswear fashion brand Blackberrys has assigned its digital mandate to FoxyMoron after a multi-agency pitch. The account will be managed from the agency's north office. As per the mandate, FoxyMoron will be managing the digital creative, media, search engine optimisation as well as website...

MAM Marketing Brands
Kajaria Ceramics launches campaign with Anushka Sharma

MUMBAI: Kajaria Ceramics through its subsidiary Kajaria Bathware has launched a 360-degree marketing campaign with Anushka Sharma who was recently announced as the brand ambassador. By investing in this marketing campaign and an extensive distribution network Kerovit, the bath solutions brand by...

MAM Marketing MAM
Greenply questions your plywood choice

MUMBAI: Greenply has launched its new campaign to make consumers aware that there are consequences of compromising on the quality of plywood used in their furniture.

MAM Marketing MAM
NBA partners Jabong to operate official online store

The National Basketball Association (NBA) and Jabong, India’s fashion and lifestyle e-commerce platform – today announced a multiyear partnership extension that will provide fans access to authentic NBA merchandise in more than 730 cities across India.

MAM Marketing Brands
Coca-Cola launches Maaza Gold

MUMBAI: Coca-Cola India has announced the launch of 'Maaza Gold', a premium mango drink made from the choicest of mangoes.

MAM Marketing Brands
Cipla launches TVC for ActivKids Immuno Boosters

MUMBAI: Mothers’ concern for their children’s health goes to the extent of restricting them from indulging at times. Capturing one of these many concerns, Cipla has released a new TVC for its kids' immunity supplement ActivKids Immuno Boosters.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories