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<ul><li>As consumers become more health-conscious, Maggi launches a spinach variant. </li><li>The brand has also launched an ad featuring <keyword id="2818791" type="PERSON" weightage="20" keywordseo="Sanya-Malhotra">Sanya Malhotra</keyword> and Rajkummar Rao to spread awareness. </li></ul>Brand Maggi has launched a new Spinach variant called Masala Veg Atta Noodles with Spinach in every noodle. The new campaign by MAGGI launching this product highlights how hand-picked spinach has been kneaded into whole wheat (atta) dough and made delicious with a blend of choicest 20 spices and herbs, ensuring consumer delight in every bite. <div type="Youtube" id="pirKfHGw28I" title="Discover Awesome Surprise of Spinach in every Noodle by MAGGI" thumbUrl="https://i.ytimg.com/vi/pirKfHGw28I/mqdefault.jpg"></div> Talking about the new launch, Nikhil Chand, Director - Foods and Confectionery, Nestlé India said, “Consumers today are actively looking to infuse good-for-me ingredients in one way or another but largely without a compromise on taste. Nestlé’s unparalleled Global R&amp;D expertise, depth of Indian food knowledge and collaboration with spinach suppliers come together to create this exciting new breakthrough by MAGGI. We believe MAGGI Masala Veg Atta Noodles with Spinach is an innovation that is sure to give consumers a delightful surprise in their favourite noodle.” MAGGI Masala Veg Atta Noodles with Spinach is now available on select e-commerce platforms and your nearest stores in Delhi NCR, Mumbai, Chennai, Bengaluru, Pune, Kolkata, Ahmedabad, Chandigarh, Goa, Hyderabad and Lucknow.

Maggi launches a new ad for its Spinach variant with Sanya Malhotra and Rajkummar Rao

It’s official! <a href="http://www.businessinsider.in/Maggi-will-be-back-in-December/articleshow/49627185.cms">Maggi Noodles Masala</a> will be back in shelves across India this month onwards.<a href="http://www.businessinsider.in/Maggi-hits-Nestle-hard-60-drop-in-net-profit/articleshow/49583972.cms"> Nestle</a> today said in a statement that 100% of the new samples sent for tests have passed with lead levels far below the ‘permissible limits’. 
 <keyword id="75190" type="CITY" weightage="100" keywordseo="Nestle">Nestle</keyword> said, “<keyword id="726194" type="UNKNOWN" weightage="100" keywordseo="maggi-noodles">Maggi noodles</keyword> are safe, 100 pct of samples sent from newly manufactured stocks tested by three laboratories have been cleared. all the samples of <keyword id="6369404" type="PERSON" weightage="100" keywordseo="Maggi">Maggi</keyword> noodles masala have been cleared with lead much below permissible limits.” 

	The company also said that even countries like Australia, USA, UK and Singapore, where Maggi Noodles manufactured in India were exported to, have found it safe for consumption.
 

	This surely comes as a huge relief for the multinational giant, which has been on its back foot in India ever since the <a href="http://www.businessinsider.in/Maggi-row-Amitabh-Bachchan-Preity-Zinta-and-Madhuri-Dixit-may-be-arrested/articleshow/47515119.cms">‘Maggi’ controversy</a> tore through its fabric in its Indian operations, making it one of the largest recall of products in FMCG history.
 

	The Bombay High Court recently had directed Nestle India to also get fresh samples of <a href="http://www.businessinsider.in/Nestle-claims-Maggi-is-safe-product-withdrawn-off-shelves-to-allay-consumer-fears/articleshow/47552114.cms">Maggi noodles tested by the labs</a> and once they get the approval, Maggi will be back with new packaging, instructions and the same-old taste.
 

	Production of Maggi noodles has, reportedly, resumed in Karnataka, Punjab and Goa. 
 

	<a href="http://www.businessinsider.in/Maggi-is-safe-to-eat-but-no-clean-chit-yet/articleshow/48357851.cms">Maggi noodles was banned in India</a> in June after MSG and excess content of lead was found in the packets. 
 

	This dented the image and revenue sales of Nestle India as Maggi used to be its biggest brand, accounting for about 30% of sales at the company.
 

	However, it is expected that Nestle India’s Maggi will recover the losses. The company has started rigorous advertising for Maggi's return. 
 

	Edelweiss in a note stated had stated earlier "We appreciate the company's effort to up the ante on advertising and promotions, but this will depress margins in the coming quarters. We believe Nestle is unlikely to garner the earlier 70% share of the noodle pie.”

	 
	 
	(Image credits: Indiatimes)

Maggi: Return of the prodigal ‘instant noodle’ brand!

<a href="http://www.businessinsider.in/searchresult.cms?query=nestle+india" target="_BLANK￿￿￿￿">Nestle India</a> has not fully come out of the <a href="http://www.businessinsider.in/searchresult.cms?query=maggi+ban" target="_BLANK￿￿￿￿">Maggi ban</a> effect and yet another claim has surfaced. 
 
The Uttar Pradesh district authority claimed that fresh <a href="http://www.businessinsider.in/Nestle-chief-working-to-restore-companys-image-after-Maggi-ban/articleshow/47813250.cms" target="_BLANK￿￿￿￿">Maggi samples</a> were sub-standard. 
 
A <a href="http://www.businessinsider.in/searchresult.cms?query=food+authority" target="_BLANK￿￿￿￿">district food safety official</a> has reportedly said that samples of <keyword id="6356830" type="CITY" weightage="20" keywordseo="Nestle-India">Nestle India</keyword>’s Maggi noodles collected from Barabanki district in February were found sub-standard and contained more ash content. 
 
The official claimed that tests conducted by a Lucknow-based state-owned lab found ash content in Maggi Masala to be 1.85 per cent, which is higher than the permissible limit of 1 per cent. 
 
However, Nestle has dismissed such claims. 
 
“Maggi noodles is 100 per cent safe for consumption. It is apparent from media reports that standards for 'macaroni products' are being applied for 'instant noodles with seasoning' which is erroneous and misleading,” said the company in a statement. 
 
"We categorically reiterate that testing of instant noodles against norms set for macaroni products will reflect in incorrect results and wrong interpretations. The quality and safety of our products are non-negotiable priorities for us," Nestle said in the statement. 
 
(Image: Indiatimes)

Maggi is in trouble again

Resurrecting from the ban period, <keyword id="6356830" type="CITY" weightage="20" keywordseo="Nestle-India">Nestle India</keyword> wants to play safe and is removing any controversial messages on packets of Maggi noodles. 
 
Now, packaging of Maggi noodles no longer states that it is a source of protein and calcium, whereas it is replaced by ‘Consume along with fruit and milk’. 
 
Nestle India also removed ‘70g of Maggi masala noodles provides 10% RDA (recommended dietary allowance) of protein and 18 per cent RDA of calcium’ from Maggi noodles. 
 
However, Nestle India told ET that this message was already on the packs, way before Maggi was banned. 
 
"Product packaging is a good medium and can be used effectively to educate and inform consumers. There is no change in protein and calcium content in Maggi noodles but our consumer insights indicate that the message of balanced diet is more relevant for consumers. The reference to milk and fruit as part of a balanced diet is being made since Dec 2014 and we talk about quality and balanced diet on Maggi noodles,” a spokesperson told ET in an email. 
 
Experts point out that Nestle India doesn’t want to go wrong anywhere. 
 
But, it is noteworthy that hardly anyone consumes noodles with milk or fruits. It is yet to see how this message will go down with consumers. 
 
(Image: Indiatimes)

Nestle India becomes politically correct, asks consumers to eat Maggi with fruit and milk

<a href="http://www.businessinsider.in/Maggi-Return-of-the-prodigal-instant-noodle-brand/articleshow/49657087.cms">Maggi is back</a>! Hearing it for the past two months? Well, <keyword id="3131647" type="UNKNOWN" weightage="100" keywordseo="Maggi-is-back">maggi is back</keyword> for real on the shelves and not just <a href="http://www.businessinsider.in/Maggi-may-make-a-comeback-soon-as-Nestle-India-appoints-Suresh-Narayanan-as-new-MD/articleshow/48203208.cms">in announcements</a>. <keyword id="75190" type="CITY" weightage="100" keywordseo="Nestle">Nestle</keyword> India today relaunched its popular <keyword id="6369404" type="PERSON" weightage="100" keywordseo="Maggi">Maggi</keyword> noodles in India, after five months. 
 
And guess its marketing strategy this time. <a href="http://www.businessinsider.in/Maggi-will-be-back-in-December/articleshow/49627185.cms">Nestle</a> has partnered with online marketplace <a href="http://www.businessinsider.in/Snapdeal-to-foster-employment-in-rural-India/articleshow/46504328.cms">Snapdeal</a> for the rollout. 
 
"The rollout has begun today. It has been a challenging period for the Nestle Organisation, and therefore, there is a feeling of satisfaction at bringing back Maggi noodles to the market," Nestle India said in a regulatory filing. 
 
After impacting the company with <a href="http://www.businessinsider.in/Maggi-hits-Nestle-hard-60-drop-in-net-profit/articleshow/49583972.cms">huge losses and dragging the company to court</a>, our beloved snack is back with a bang. It will not be available in eight states that have banned its sale. 
 
"Most states do not have a ban on sale of Maggi noodles. For states where specific directions are required, we are engaging with them," Nestle India said. 
 
The company is presently manufacturing Maggi noodles at three locations - Nanjangud (Karnataka), Moga (Punjab) and Bicholim (Goa). 
 
Nestle India said all samples of Maggi Noodles Masala have been cleared by three National Accreditation Board for Testing and Calibration Laboratories-accredited labs as mandated by the Bombay High Court. 
 
(Image credits: Indiatimes)

Maggi is back with a bang and Snapdeal is pushing
it forward

There’s a huge confusion over Maggi. This is mainly due to the huge disparity between the official claims by India’s food regulator FSSAI and Nestlé. 
 
Devindar Sharma, Food and Trade Policy Analyst agrees. “Nestlé should demonstrate Maggi is safe. If that doesn’t happen, it would send out a wrong message that FSSAI can let the big fish get away”, he says. 
 
Nestlé’s website claims the brand has decided to take its noodles off the shelves in spite of it being safe. The company’s latest press release reads, “MAGGI Noodles are completely safe and have been trusted in India for over 30 years.” 
 
While India’s statutory food safety and standards agency FSSAI released an official statement confirming the presence of excess Lead, misleading labeling of ‘No added MSG’, and a ‘non-standardized food product’: Maggi Oats Masala Noodles. 
 
The brawl’s heating up with government officials, NGOs and the media fuelling the fire. 
 
So what’s the way forward when India’s largest noodles brand gets banned? 
“The company shouldn’t be in the denial mode. The more they deny the more damage it’ll beget. The brand should rework the product to make it fully compliant. It can then initiate a strong ad campaign to convince customers. It is undoubtedly a challenge”, Arvind Singhal, Chairman at Management Consulting firm Technopak says. 
 
Speaking of consumer skepticism and strong ad campaigns, one can’t help but reflect on the 2003-2007 Pesticide Controversy Cola companies faced, and the ads they floated. 
 
 Coca Cola employed brand Ambassador Aamir Khan: 
 
 
 
While in a rare move Pepsi Co. India’s then Chairman Rajeev Bakshi debuted on TV: 
 
 
Will the hue and cry over Maggi kill the instant noodles market in India? Some believe other companies may suffer losses as an aftermath of the Maggi ban. 
 
Industry experts beg to differ. 
 
“There might be a short term dip of 1 or 2 yrs on the balance sheet, then the markets would bounce. The brands are powerful and the products well entrenched”, Singhal observes. 
 
When asked the same, the ITC spokesperson remarked, “It is too early to gauge the impact on the industry as a whole." 
 
Image credit: indiansharemarket and peggywright

Can
Maggi pull it back together? The way forward #MaggiBan

It’s not the first time that there has been a huge recent outcry over brand ambassadors and the ‘increased reasonability’ they should take up. The latest has been about the overt lead and MSG content found in Nestlé’s Maggi noodles and the stars involved in its advertisements. 
 
Bollywood biggies Amitabh Bachchan, Madhuri Dixit and Preiti Zinta have cases filed against them under Indian Penal Code Sections 270 (act likely to spread dangerous disease), 273 (sale of toxic food or drinks), 276 (sale of drug as a different mixture) and 420 (cheating). 
 
Madhuri recently tweeted: 
 
<blockquote class="twitter-tweet" lang="en">
	
		Nestle has reassured me that they adhere to stringent testing for quality and safety and are working with the authorities closely.
	— Madhuri Dixit-Nene (@MadhuriDixit) <a href="https://twitter.com/MadhuriDixit/status/604648165258723328">May 30, 2015</a></blockquote>
While Preiti Zinta protested saying: 
 
<blockquote class="twitter-tweet" lang="en">
	 Reading the news about me being sued for doing the <keyword id="13633" type="PERSON" weightage="80" keywordseo="Maggie">Maggie</keyword> commercial over 12 years ago ? 12 years ago ? How does that happen ?
	— Preity zinta (@realpreityzinta) <a href="https://twitter.com/realpreityzinta/status/605977867436974081">June 3, 2015</a></blockquote>
Most industry experts are united that brand ambassadors should go scot free. 
 
“If anyone’s accountable it’s the directors and executives of the company. No ambassador has the ability to do industrial research on products they endorse”, Arvind Singhal, Chairman at Management Consulting firm Technopak observes. 
 
Would this scare celebrities off liquor ads passed off as soda, pan masala, or anything that might get them into trouble? 
 
“It actually varies person to person. These brands are sold legally and allowed to advertise. It may be a beverage to someone, and it’s their choice. Any tobacco advertising and direct alcohol advertising are not allowed anyway. After this, if anyone declines to star in a fairness cream ad saying they have moral issues, we should respect that,” Piyush Pandey, Executive Chairman and Creative Director, Ogilvy &amp; Mather India and South Asia says. 
 
Maggi noodles has been hauled for higher Lead and MSG content. Lead concentration above the prescribed limit of 2.5 ppm may lead to anemia, abdominal ache and heart palpitation. Long term effects include permanent damage to organs. 
 
(Picture credit: Indiatimes)

Are Celeb Ambassadors to blame for poor product quality? #MaggiBan

Weeks after India banned <keyword id="726194" type="UNKNOWN" weightage="80" keywordseo="maggi-noodles">Maggi noodles</keyword> and ordered its manufacturer to pull thousands of packets from stores, the UK's <keyword id="33543" type="ORGANIZATION" weightage="80" keywordseo="Food-Standards-Agency">Food Standards Agency</keyword> (FSA) has found the product imported from India safe for consumption; says it does not contain excess of <keyword id="23204" type="PERSON" weightage="60" keywordseo="lead">lead</keyword>. The food agency conducted tests on various samples as a precaution following a ban on the <keyword id="75190" type="CITY" weightage="80" keywordseo="Nestle">Nestle</keyword> product in India, reported the Economic Times. 

	"The FSA can confirm that results from testing samples of Maggi Noodles in the UK have all found that levels of lead in the product is well within EU permissible levels and would not be a concern to consumers," the financial daily reported, quoting FSA on its website. 
 Sale of Maggi noodles were banned in India after the Food Safety and <keyword id="179673" type="ORGANIZATION" weightage="80" keywordseo="Standards-Authority-of-India">Standards Authority of India</keyword> found lead beyond permissible limits and cases of mislabeling of monosodium glutamate content on the packet. Meanwhile, Nestle informed the FSA that the only variety of Maggi Noodles imported into the UK from India was the 'masala flavour'. The FSA tested several flavours from the Maggi noodles range including the masala flavor and found the levels of lead to be well within <keyword id="6355110" type="ORGANIZATION" weightage="80" keywordseo="European-Union">European Union</keyword>'s permissible levels. It tested samples collected from Nestle, local and port authorities of the UK. <keyword id="6356830" type="CITY" weightage="60" keywordseo="Nestle-India">Nestle India</keyword> is also preparing a blueprint for a possible re-launch of the Maggi instant noodles. Experts feel the issue of the recall and ban on the noodles might be resolved in the next three to six months. The <keyword id="48485" type="ORGANIZATION" weightage="80" keywordseo="Bombay-high-court">Bombay High Court</keyword> recently allowed Nestle India to export Maggi noodles but did not lift the ban on its local sales. 

	A Nestle India spokesperson told ET: "We note that the UK Food Standards Agency cleared Maggi noodles after reviewing results from around 900 samples." 
 Its finding that "levels of lead in the product is well within EU permissible levels and would not be a concern to consumers comes after regulatory authorities in other countries including Singapore, Australia and <keyword id="22501" type="COUNTRY" weightage="80" keywordseo="New-Zealand">New Zealand</keyword> also cleared the product", the spokesperson said. 
	(Image: Reuters)

Good news for all Maggi lovers! UK Food Standards Agency Finds Made in India Maggi noodles safe

The Friday morning <keyword id="6354616" type="CITY" weightage="20" keywordseo="Twitter">Twitter</keyword> had ‘MaggiBan’ trending in a different way. While till date it was the state governments taking decision to ban the instant noodles, it is the first time when <keyword id="75190" type="CITY" weightage="20" keywordseo="Nestle">Nestle</keyword>, the makers of Maggi have officially decided to put their products off the shelves. Having created a lot of hullabaloo over usage of lead in the Maggi Masala above prescribed limit, Nestle’s decision to keep Maggi out of the market is being assumed as an emergency damage control measure. 
 
"The trust of our consumers and the safety of our products is our first priority," the group said in a press statement. 
 "Unfortunately, recent developments and unfounded concerns about the product have led to an <keyword id="6356826" type="COMPANY" weightage="20" keywordseo="environment">environment</keyword> of confusion for the consumer, to such an extent that we have decided to withdraw the product off the shelves, despite the product being safe." 
 
Putting Maggi off the market isn’t enough for Nestle. The Swiss company has asked the local executives in India not to talk publicly about developments. Sources have confirmed The Economic Times, They have been told not to engage directly with stakeholders, trade partners, dealers and distributors without approval. "Any engagement needs to be approved and vetted by the company's legal team only," said one of the officials mentioned above. <keyword id="6356830" type="CITY" weightage="20" keywordseo="Nestle-India">Nestle India</keyword>'s contribution to the Swiss firm's global revenues is barely 1.8%. The Maggi brand contributes about a third of the Indian unit's annual sales of Rs 9,500 crore. "India is an emotional country... the reaction to this issue can't be clinical or detached, which is how it is coming across so far," <keyword id="5645" type="POSITION" weightage="20" keywordseo="CEO">CEO</keyword> of a top multinational consumer goods firm told the ET. The financial daily couldn’t reach Nestle for immediate comment. 
 "This was the fastest growing segment for Nestle over the past few years and was reporting positive volume growth compared to the decline reported by the company's other business segments," Abneesh Roy, <keyword id="150418" type="POSITION" weightage="20" keywordseo="associate-director">associate director</keyword> at <keyword id="6375566" type="CITY" weightage="20" keywordseo="Edelweiss-Securities">Edelweiss Securities</keyword> told the ET. "Hence, in the light of the recent news we downgrade the stock to 'reduce' from 'hold' and rate it sector 'sector underperformer'." 
 
Reviving the brand will involve investing heavily in communications. "Legal costs/promotions will also inch up, which will take a toll on margins," Roy added. 
 (Image: <keyword id="-101" type="COMPANY" weightage="20" keywordseo="India-Times">India Times</keyword>)

#MaggiBan: Nestle discontinues Maggi from the market. Nestle employees keeping mum

What’s in a Masala! The same thing <keyword id="75190" type="CITY" weightage="20" keywordseo="Nestle">Nestle</keyword> owned Maggi must be pondering over after its rival in the instant noodle segment, <keyword id="6357073" type="ORGANIZATION" weightage="20" keywordseo="ITC">ITC</keyword> has sued the former on the grounds of <keyword id="388837" type="UNKNOWN" weightage="20" keywordseo="intellectual-property">intellectual property</keyword> infringement. 
 As per a news report by The Economic Times, <keyword id="6356830" type="CITY" weightage="20" keywordseo="Nestle-India">Nestle India</keyword> is planning to appeal against a Madras High Court interim order over its product, 'Maggi Magical Masala', in a case filed by ITC. The latter said the Maggi variant was launched on the back of the success of its 'Yippee! <keyword id="2835848" type="UNKNOWN" weightage="20" keywordseo="magic-masala">Magic Masala</keyword>', thereby infringing on its intellectual property rights. 
 The respondent has to withdraw the Maggi Magical Masala variant even if it plans to file an appeal, ITC <keyword id="6457615" type="POSITION" weightage="20" keywordseo="Counsel">counsel</keyword> <keyword id="2835847" type="UNKNOWN" weightage="20" keywordseo="Arun-C-Mohan">Arun C Mohan</keyword> of law firm <keyword id="2835450" type="COMPANY" weightage="20" keywordseo="Mohan-Associates">Mohan Associates</keyword> told the ET. The financial daily has a copy of the interim order that was passed on April 29. The order said although ITC's instant noodle was marketed under the Sunfeast Yippee brand, it was popularly known as Magic Masala and ITC not only used the term first, but showed it had won <keyword id="34527" type="UNKNOWN" weightage="20" keywordseo="market-share">market share</keyword> against its rival with the product. 
 An ITC <keyword id="6357308" type="POSITION" weightage="20" keywordseo="spokesperson">spokesperson</keyword> declined to comment on the issue. A spokesperson of Nestle India has told the daily,”We have seen the interim order and are preparing to file an appeal." "The respondent cannot sell this variant till the time they win after making the appeal. The judgment is significant in the sense that an IPR infringement can be enforced even against a <keyword id="139821" type="POSITION" weightage="20" keywordseo="market-leader">market leader</keyword>," Mohan said. 
 
As per market estimates, Nestle has around 72% volume share in instant noodles against ITC's 18%. This is put at 74% and 17% by value, respectively. These figures could not be independently confirmed with Nestle and ITC. 
 
(Image: India Times)

Battle of the Titans: It’s
Nestle vs ITC. Know why

The <keyword id="109212" type="ORGANIZATION" weightage="20" keywordseo="Food-Safety">Food Safety</keyword> and <keyword id="179673" type="ORGANIZATION" weightage="20" keywordseo="Standards-Authority-of-India">Standards Authority of India</keyword> (FSSAI) is a <keyword id="2885008" type="POSITION" weightage="20" keywordseo="strict-headmaster">strict headmaster</keyword> this time. Being in sticky wicket after lead was found excessively in its flagship product Maggi, Nestle have now been asked to submit compliance report within three days. The govt body to ensure safety standard of food in India has asked magi to “furnish progress reports on the recall process on a daily basis thereafter till the process is completed." 
 
Not only so. Nestle has also been asked to "withdraw and recall all the 9 approved variants of its Maggi Instant Noodles from the market. Having been found unsafe and hazardous for human consumption, and stop further production, processing, import, distribution and sale of the said product with immediate effect." 
 
As per a news report in The Economic Times, FSSAI has stated, "Three major violations have been noted (a) presence of Lead detected in the product in excess of the maximum permissible levels of 2.5 ppm, (b) misleading labelling information on the package reading "No added MSG", and (c)release of a non-standardised food product in the market, viz. "Maggi Oats Masala Noodles with Tastemaker" without risk assessment and grant of product approval." 
 Meanwhile, Nestle's <keyword id="203686" type="POSITION" weightage="20" keywordseo="global-CEO">global CEO</keyword> <keyword id="225478" type="PERSON" weightage="20" keywordseo="Paul-Bulcke">Paul Bulcke</keyword> on Friday said that Maggi noodles are safe for consumption. Bulcke said, "We withdrew the product from shelves because consumers' trust was shaken. We want Maggi noodles back on shelves as soon as possible." 
 
(Image: IndiaTimes)

FSSAI gets stricter: 9 variants of Maggi unsafe, 'No added MSG' is misleading

<ul><li>Local brands are making a comeback after their pandemic lows, and are now competing with national brands in categories like detergents, noodles, masalas and more.</li><li>HUL CEO said in an earnings concall that they have seen a market share dip in certain mass categories.</li><li>The number of homes that buy over 4-5 brands of the same product are growing, says a Kantar report. </li></ul>In Karnataka, many stores now have ‘1 To 3 Noodles’ on display along with Nestle’s 2-minute Maggi, the category leader. Apart from a stellar 35% penetration in the state, this local brand is catering to local tastes with a desi twist to instant noodles that comes with more masala. Similarly, North India-based Vasant Masala is catering the specific spice needs with its Awadh Garam Masala. There are more such examples of local brands that concentrate only on specific states — that are making a headway into the retail shelf space as well as the consumer’s homes, if not hearts. “Local brands live up to the local tastes better,” K Ramamkrishan, MD South Asia of Kantar tells Business Insider India. Moreover, these brands are bringing value onto the table beyond price points by capturing the specific preferences of the states and relationships with retailers. So much so, now they’re threatening the national brands sold by FMCG behemoths. “Local brands are no more brands that have basic packaging with a brand name. They are innovating, have brand ambassadors. Today local brands are only limited by their presence not their ambition,” said Ramamkrishan. He says the speed of decision making in local brands is high, and their agility allows them to capture dynamic trends in shopping habits faster. Back from pandemic lows Kantar’s Consumer Connections 2023 report says that there has been a resurgence in local brands that had faced troubles during the pandemic. Curtailed by their inability to raise prices, over 12 brands have shut shop during the pandemic. Many more couldn’t source raw material during the high inflationary period, or bear the costs, Ramamkrishan explains. With the pandemic over, the troubles have decreased and local brands are back with a vengeance. FMCG major HUL also admitted in its recent quarterly announcement that regional brands have curtailed the price growth in the sector. Rohit Jawa, CEO of HUL said that it has seen dips in market share in the mass segment due to small and regional players. “There has been a resurgence of small and regional players in select categories due to softening commodity prices – many of whom had vacated the market during the peak of inflation,” he said in an earnings concall. Most of the local brands tend to categories that are already high in penetration such as food and beverage, detergents, spices, washing powders, hair oils etc. “For example they won't be in face washes where the penetration is low,” Ramkrishnan explains. Kantar has picked a few brands like — Reflect Dishwash in Maharashtra, Saras Detergent Bar in Gujarat, Challenge Detergent Bar in Tamil Nadu, Sastry Balms in Andhra Pradesh, Supreme51 in Madhya Pradesh as some of the single-state brands that have exhibited double or even triple digit growth in the last one year, along with extensive penetration in the state of their choice. Flirting with many brands While consumers are pivoting towards local brands, they’re not shedding their loyalty to national brands either. The complex Indian consumers are more tuned to experimenting more. Ramkrishnan calls it ‘flirting with multiple brands’. The number of shopping trips or purchase occasions for Indians are growing at a rapid pace, says Kantar. An Indian makes 152 shopping trips in a year – which breaks it down to one in every 58 hours. This also includes e-commerce shopping. It indicates that people are buying only as much as required, and household consumption levels are not back to normal in spite of signs of revival. But a few others also prefer frequent shopping for reasons like freshness, accessibility and more. More shopping trips means more experimenting. The homes that buy over eight brands of biscuits/cookies rose to 34% in 2023 from 24% in 2022. The percentage of homes that buy over three brands of washing powders and liquids came in at 47%, going up by 6% in a year. And, 43% of homes bought over six brands of soap bars in 2023, rising by over 5%. Experimenting Indians are also giving a fillip to direct-to-consumer brands that have national ambitions buoyed by PE and VC investors who are betting big on them — all indicating rising competition in the sector.

Local brands rise as Indians flirt with newbies

<ul><li>FMCG majors Hindustan Unilever and Nestle have reportedly announced a price hike on a range of daily essential products.</li><li>This comes at a time when the country is facing high inflation rates across sectors.</li><li>Price hike by consumer goods giants amid inflation pressures and weak rural demand speaks a lot about the challenging environment for the sector.</li></ul>Two of the biggest fast moving consumer goods (FMCG) companies have increased prices of a range of products including tea, coffee, milk and noodles. This means your morning coffee, snacks or rather breakfast would cost you more from now on. CNBC-TV18 reported that Hindustan Unilever (HUL) and Nestle have announced a price hike on these products. HUL has hiked Bru coffee powder prices by 3-7% across packs citing significant inflationary pressures. Nestle India has reportedly hiked the price of its popular instant noodles brand Maggi by 9-12%, which turns out to be an increase in Maggi Masala Noodles’ 70 gram pack to ₹14 from ₹12 currently. The FMCG major has also increased the price of 1 litre milk carton by 4% to ₹78 from ₹75 currently. This comes at a time when the country is facing high inflation rates across sectors because of high crude oil prices and <a href="https://www.businessinsider.in/india/news/expect-your-household-budget-to-go-up-sharply-as-prices-of-essential-items-take-a-plunge/articleshow/89954724.cms">other raw materials</a>. In fact, the household budget of an average household has gone up significantly in the last few months because of the soaring inflation that has led to constant increases in prices of commodities like biscuits, soaps, shampoo, oil, milk and now on coffee and Maggi. While inflation was a real problem for the country even before, major macro concerns hit the country a few weeks back. Inflation has shot up because the country is struggling to get enough supply of commodities due to a full-blown war between the two of the biggest producers (Russia and Ukraine) of these commodities. So naturally, less supply and high demand is likely to increase the price of such products. This has led to weak rural demand and hence lower profits for the FMCG brands like HUL, <keyword id="6361485" type="General" weightage="20" keywordseo="marico" source="Orion">Marico</keyword>, Nestle and so on. Adding to it analysts have also downgraded their rating on FMCG stocks due to this. “We have been underweight on the (FMCG) sector since early 2020; the sector has underperformed in the last two years, with mild de-rating in progress. Despite the correction, we do not see room for any valuation upsides; rather, we expect more valuation risks in the next few years,” said analysts at HDFC Securities in a report dated March 10. The brokerage firm has also cut its multiples for FMCG companies – HUL, Nestle, Britannia and Emami – with a “reduce” rating. Shares of several FMCG companies have given poor returns in 2022 so far. <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">FMCG players </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">% returns in 2022 so far </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Godrej Consumer Products </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">-25.66% </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Colgate-Palmolive Company </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">-12.79% </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">HUL </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">-12.69% </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Nestle India </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">-11.91% </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Britannia </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">-11.65% </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Emami </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">-7.99% </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Dabur </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">-6.92% </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Tata Consumer Products </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">-3.49% </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Marico </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">-1.02% </td></tr></tbody></table> SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/bharatpe-will-now-offer-gold-loans-for-merchant-partners/articleshow/90199544.cms">BharatPe will now offer gold loans for merchant partners</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/telecom/news/vodafone-idea-partners-with-nazara-tech-to-foray-into-mobile-gaming/articleshow/90198674.cms">Vodafone Idea partners with Rakesh Jhunjhunwala-backed Nazara Tech to foray into mobile gaming</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/corporates/news/dominos-operator-jubilant-foodworks-under-pressure-as-ceo-resigns/articleshow/90195617.cms">Shares of Jubilant FoodWorks plunge as CEO resigns and brokerages downgrade the stock</a>

You may have to shell out more for your morning coffee and noodles

<ul><li>Amazon’s Great Indian Festival is the longest this year as the brand hasn't set an end date yet and the sale is likely to go on for a month. </li><li>This year’s sale has already broken some of the records set last year. </li><li>Manish Tiwary, Vice President, Amazon India shares with us some of the trends that the e-commerce giant has seen so far, how the platform is working towards improving overall consumer experience, marketing strategy and much more. </li></ul>Consumer sentiment seems to have picked up during Navratri after seeing a muted affair during Raksha Bandhan and Ganesh Chaturthi. E-commerce firms Amazon, Flipkart, Myntra, and Snapdeal together sold goods worth $3.1 billion in the first 4.5 days of the first festival season sale, revealed management consultancy Redseer. This growth trajectory of e-commerce platforms in India testifies how customers are increasingly recognising the importance of comfort shopping within closed doors, and after seeing their businesses take a plunge in the first three months of the lockdown, more and more sellers are coming online with the increasing adoption of e-commerce platforms. Similarly, Amazon India has also been seeing a year of firsts in its ongoing Great Indian Festival and is breaking last year’s records already. So far, the platform has recorded the highest number of first time shoppers, saw a 50% increase in new sellers and witnessed the strongest-ever start for SMBs. 91% of its first-time shoppers were from smaller cities who browsed the app in local Indian languages like Tamil, Telugu, Malayalam and Kannada. Total iPhones sold on Amazon in one day were more than the total iPhones sold in the entire festive sale period of last year. The sale has also helped Amazon accelerate growth across its portfolio. Over 1 lakh customers bought Amazon devices, Echo and Fire TV devices. Kindle sales were around 2.5X higher than the first day of the sale last year. Manish Tiwary, Vice President, Amazon India calls this year’s Great Indian Festival ‘Bharat’s biggest celebration on Amazon ever’ as Tier II and III towns take the forefront. He further told us some of the trends that the e-commerce giant has seen so far, how the platform is working towards improving overall consumer experience, challenges of breaking the clutter in the e-commerce landscape, marketing strategy, and most demanded products on the platform. Excerpts: Q. The role of engagement and communication has never been more important, especially in today’s digital-first world. How are you making sure your communication during this year's Great Indian Festival is relevant to consumers? These are unprecedented times and COVID-19 has impacted the sense of normalcy for everyone. This Great Indian Festival, our focus remains on providing reliability to customers, ensuring safety of employees and helping sellers as they get back on their feet. These include more than 6,50,000 sellers &amp; SMBs including artisans, women entrepreneurs, emerging Indian brands and local store owners from programs like Karigar, Saheli, Launchpad and Local Shops. At the same time, we want to help customers find everything they need – from the latest mobile phone to groceries and get them delivered safely to their homes. Our campaign with the ‘Khushiyon Ka Darwaza’ symbolizes the joy Amazon’s Great Indian Festival brings in the lives of this entire ecosystem of customers, sellers, delivery associates, brand partners and more. Q. What are some of the exclusive deals you have on the platform to woo consumers? This festive season, lakhs of Small &amp; Medium Businesses (SMBs) are offering unique selection to customers helping them rebuild and accelerate their business in tough times. Over 4 crore products from Small &amp; Medium Businesses (SMBs); products from over 20,000 local shops across 100 cities will be available during the Great Indian Festival. Customers across the country will have the opportunity to shop for unique products from thousands of Amazon sellers under various programs such as Local Shops, Amazon Launchpad, Amazon Saheli, and Amazon Karigar and enjoy deals/offers extended by lakhs of small businesses. This year witnessed the strongest ever start for SMBs with record sales; over 5,000 sellers clock sales worth INR 1MM (10 lakh) in SMB pre-festive lead up &amp; first 48 hours of the Great Indian Festival. With over 1.1 Lakh sellers receiving orders, we are humbled how sellers, brands and ecosystem partners nationwide have come together during these unprecedented times to spread joy across the country. Q. What are some of the other trends you are expecting to see this festive? At this moment in time, our focus is to ensure our customers get all that they need safely and that we are able to strongly help our small business partners with their business revival to manage through these challenging times. Customers recognize that ecommerce is the safest way for them to get what they need, and sellers know that e-commerce is the best way for them to serve their customers as their footfalls have been impacted. We are seeing a 50% increase in new seller registrations vs pre COVID19. The sellers on Amazon.in have been receiving orders for consumer electronics, study from home essentials, kitchen &amp; home appliances, smart devices, laptops, mobile phones, phone accessories, personal grooming products, apparel and more besides groceries and other essential products. Q. With the on-going festive season, many other platforms will have their Sales days too. How do you then cut the clutter and make sure you win consumers? How will you be different from the other players in the segment? As a customer-obsessed company, we remain focused on ways to serve the customers in the country everywhere and fulfil all their needs. Our focus remains on what is best for our sellers &amp; customers. This Great Indian Festival is all about them. Q. How are you working towards improving the overall consumer experience? Tier II &amp; III towns see a significant number of customers shop on Amazon.in, with many being first time customers. To address customer needs and enable millions of customers from India to discover the joy, convenience and benefits of online shopping, ahead of the festive season, they can shop in one of the six languages of their choice including English, Hindi, Tamil, Telugu, Malayalam and Kannada. In fact, the largest number of new customers shopped for the first time on Amazon.in; 91% of new customers came from smaller cities as customers experienced the Great Indian Festival in Hindi, Tamil, Telugu, Malayalam and Kannada. Q. Do you anticipate people to buy more, considering a lot of people might have pushed buying things for the festive season? With over 1.1 Lakh sellers receiving orders, 66% sellers, 91% of new customers, and 66% of new Prime sign-ups from small towns; shopping in 5 Indian languages; and orders from over 98.4% of India’s pin-codes in just 48 hours, this Great Indian Festival is truly Bharat’s biggest celebration on Amazon ever. During the first 48 hours, top sold categories were Smartphones, Large Appliances and Consumer Electronics with leading brands OnePlus, Samsung, Apple and Xiaomi making record sales. New products received a rousing response; popular new products were OnePlus 8T, Samsung M31 Prime Edition, OnePlus Nord (Gray Ash), Xbox Series S, Maggi 2 minute Desi Cheesy Masala, Samsung 6.5 kg fully automatic washing machine, new collection from BIBA &amp; Max among over 1,100 new launches Customers shopped for everything big and small <ul><li>Smartphones remained popular among customers: iPhone 11, Redmi Note Series, Redmi 9A, OnePlus 8T, OnePlus Nord and Samsung M31 Prime Edition were among the popular smartphones on Amazon.in; Total iPhones sold on Amazon.in in one day were more than the total iPhones sold in entire festive sale period of last year</li><li>Popular appliances were fully automatic top &amp; front load washing machines, direct cool refrigerators, air conditioners, microwave ovens and dishwashers</li><li>Top-selling electronics were laptops, headphones, tablets, cameras and smartwatches. Customers also loved selection across security cameras and drones. Asus, Lenovo &amp; HP were leading laptop brands; Samsung &amp; Apple leading tablets, and TP Link &amp; Netgear were leading in networking products</li><li>TVs with Alexa OnePlus 43”, OnePlus 32” and Samsung 32” popular this season</li><li>Smart bulbs and bedsheets in Home, water purifiers and mixer grinders in Kitchen</li><li>Women’s kurtis, sarees, casual tops, t-shirts and athleisure popular in Apparel</li><li>Suitcases, luggage sets and gold jewellery popular this season</li><li>More customers are looking at gaming as a hobby – gaming consoles popular during GIF </li><li>In health &amp; hygiene categories, Savlon disinfectant Sprays, Whisper sanitary pads, Chyawanprash, Dettol &amp; Dove bathing soaps see a spike</li><li>Within grocery, products with dry fruits, spreads &amp; cooking supplies were popular</li><li>Vaseline &amp; Ponds Body lotions, Dove &amp; Wow shampoos, Lakme Kajal were popular beauty products</li><li>For pet parents, Pedigree Adult Dog Food and Whiskas dry cat food were among the popular products </li><li>Baby products such as diapers &amp; skincare products like Himalaya baby lotion &amp; Pampers anti rash diapers were widely sought after </li><li>The Nerf rival blasters - a new launch in India was among the most sought after newly launched toys</li><li>Treadmills in fitness essentials, grills, fertilizer and soil in Garden &amp; Outdoors, Car care in Tools &amp; Equipment also popular in the country</li></ul>Amazon Devices <ul><li>Customers loved Alexa – Prime Early Access during the Great Indian Festival was the single biggest day of sale for Echo devices on Amazon.in</li><li>Customers loved the new Fire TV Stick and Fire TV Stick Lite; streaming media player category sold nearly 2x units vs. the first day of GIF last year</li><li>Over 1 lakh customers bought Amazon devices, Echo and Fire TV devices</li><li>The Echo Dot (3rd Gen) and the All New Fire TV Stick were among the top 10 products sold on Amazon.in </li><li>Kindle sales were more than 2.5X vs. first day of the sale last year</li></ul>

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