Nestlé casts net wider with ₹10 Maggi noodles

Nestlé India Ltd’s noodle brand Maggi is making a big comeback at the ₹10 price point, as the packaged consumer goods company aims to stave off competition and claw back market share in smaller towns and villages with an attractive price point.

- Suneera Tandon 

The local unit of the Swiss company, which used to sell Maggi in 100g packs for ₹10, raised the price to ₹12 in December 2014 and further to ₹14 in February last year to account for rising raw material costs. The new ₹10 pack, introduced in so-called Rurban markets (rural markets and small towns) across 15 states, weighs 40gm. However, ₹10 packs are still available in a few markets of Punjab and Uttarakhand, where mostly it’s served by highway or tourist joints.

Price points such as ₹5 and ₹10 are easier to remember and transact in and are seen as more attractive for low-priced consumer items such as foods and shampoos. Maggi masala noodles are also available at price points of ₹7 (32gm) and ₹14 (70gm).