Wai Wai makes big push in India

The Nepalese noodle brand is currently number two in India after market leader ready-to-cook noodles brand Maggi.

15dmc noodles

Wai Wai, a popular noodles brand from Nepal, is making a big push to further grow its brand in India.

It is currently number two in India after market leader ready-to-cook noodles brand Maggi, and has a 27 per market share in the noodles segment.

Larger opportunities

So far, the brand has grown in India through word-of-mouth publicity and by the students’ community from the North-East who carried Wai Wai wherever they went to study or work.

Now, CG Foods, which owns Wai Wai, has sensed a larger opportunity and is making a serious attempt to ensure that the product reaches in the nook and corner of the country.

Wai Wai, a brand of ready-to-eat noodle, was first introduced in Nepal 35 years ago and was imported into India till the company set up its first factory in the North-East 10 years ago. In these years, the company has set up has seven manufacturing plants across India including Guwahati, Purnea, Sikkim, Rudrapur, Silchar and Chittoor.

One more is coming up at Ajmer that will cater to the demand from the North and Western India markets.

To further popularise the brand, CG Foods is rolling out its first advertisement campaign in India, which will showcase the “versatility and taste edge of Wai Wai, besides creating a strong connect with its primary audience, the youth,” a top official said.

Going ‘big’

“Now the time has come to go big in India. Wai Wai is completely different and developed for the youth and larger section of the society. It is a ready-to-eat noodle in the true sense and we want to grow this market through awareness,” Dr Binod K Chaudhary, Chairman, CG CorpGlobal, the parent of CG Foods told The Hindu .

Nirvana Chaudhary, Managing Director, CG Foods said, “With the campaign, we are now ready to reach out to a larger base and cater to every corner of India.”

The campaign has been developed by Colvyn Harris, the former South-Asia CEO of JWT. This is his first campaign after moving out of JWT.

“We are looking at two clear market segments — mainstream India and Digital India with a dominant online presence,” Mr. Harris said.