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Maggi completes 40-year journey in India

The brand recently launched a new campaign to make every day cooking tastier through its Maggi ‘Masala-ae-Magic’ offering

The instant noodle brand Maggi, owned by Nestle, has achieved the milestone of 40-years of its journey in India.

Since being introduced in 1982, the brand has also entered the business of selling spices, soups, sauces and more, along with its primary and much-loved instant noodle offering.

Recently the brand’s offering Maggi ‘Masala-ae-Magic’ launched a campaign that showcases that a mother always ensures that every dish prepared for loved ones is ‘Kamaal’, thereby reinstating the importance of daily meals.

As per the brand, it aims to create value for its stakeholders and the communities in which it operates. Maggi continues to implement a ‘Sustainable Sourcing Programme’ for spices towards improving the livelihood of the spice farmers. It consistently introduces them to the best sustainable farming practices to help them grow the best produce while maintaining biodiversity and environmentally sustainable farms, the brand said.

Talking about the milestone, Rajat Jain, Head – Foods Business, Nestlé India, said, “Maggi has been an integral part of the lives of millions of Indians for four decades. While Indian cooking tradition remains anchored in our love for everyday fresh food and century-old recipes it is being silently transformed. At Maggi we deeply understand this transformation and see evolving consumer need for extraordinary taste in everyday food and the  increasing reliance on digital ecosystems for daily cooking.”

He added, “Our understanding of the Indian consumer palate has helped us create the perfect masala offering, in the form of Maggi Masala-ae-magic, that we believe has the power to enhance the taste of food that a mother cooks for her family daily. Through our campaign, we wish to communicate that with Maggi Masala-ae-magic in your ‘masala daani’ you can be assured of cooking “Kamaal” meals every day.”

The brand has built a consumer-friendly website, maggi.in, where hundreds of most commonly needed daily recipes are available in an easily navigable interface. This selection of popular recipes from across the country is organised under three areas “made easy”, “made with a twist”, and “made healthier.”

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