Best printers for Home

Best Mixer Grinder

Best wired Earphones

Best 43 Inch TV in India

Best Wi Fi Routers

Best Home Theatre in India

Smart Watch under 5000

Best Laptops for Education

Best Laptop for Students

<keyword id="320433" type="PERSON" weightage="80" keywordseo="Shivani-Hegde">Shivani Hegde</keyword>, who made Maggi a household name in India, is back to rescue it. As brand Maggi is going through troubled times, Nestle Global CEO Paul Bulcke has called Hegde back from Sri Lanka temporarily for damage control. 
 
Hegde is a member of the parent company's global marketing leadership council and took over as head of Nestle in Sri Lanka four months back. 
 
She will come to India with a mission, to re-build brand Maggi. 
 
Economic Times reported earlier that the country's longest-serving custodian for any brand and a Nestle veteran of three decades, Hegde took Maggi through brand extensions into new categories and variants, shifted the advertising angle from taste to health and widened distribution. This made Maggi available across the country, even its remote corners, leading to a 70%-plus share of the noodle market. 
 
Hegde is an economics graduate and holds a master's degree holder from Faculty of Management Studies. 
 
She joined Nestle as management trainee and was elevated as managing director of Nestle's Sri Lanka business in January. 
 
She's married to Arun Hegde, former managing director of Wrigley's, who quit the confectionery maker in 2007 to start his own consultancy. 
 
"She made Maggi a household name and brought in a bottom-of-the pyramid connect to the brand without alienating upmarket consumers —that's been her X factor," a top executive of a food company who knows her closely but declined to be identified told ET, adding “but she remains extremely low-profile in the public space and somewhat risk averse." 
 
On this news, Hegde didn't comment anything beyond helping out by reading a question. 
 
Hedge is expected to meet government officials and regulators along with the parent company's executives and she will be looking to overhaul consumer engagement in print, television and social media. 
 
“Hegde is precise about what she wants,” Emmanuel Upputuru, national creative director at ad agency Publicis in 2007-12 told ET. 
 Hegde could not be reached for comment. One of her rare interviews was to ET five years ago. What she told ET then helps explain why Bulcke and <keyword id="6356830" type="CITY" weightage="80" keywordseo="Nestle-India">Nestle India</keyword> CEO Etienne Benet needed to bring her back for this operation. 
 
"Maggi has worked hard to create and grow the market in the past 25 years, and what it has achieved is not easy — it's a tough job," she'd told the financial caily in 2010. She had said that the connect with the consumer was a very strong asset that is not easy to replicate. 
 
(Image: Indiatimes)

Shivani Hegde comes back to rescue her baby-Maggi

<keyword id="75190" type="CITY" weightage="20" keywordseo="Nestle">Nestle</keyword>’s executives in India are probably undergoing the most stressful phase in their work life. With crisis building up, they have been victim of no leave and unsocial family life off late, all thanks to its above standard content of lead. 
 "I haven't slept for more than two hours in the past fortnight," rued a <keyword id="2891004" type="POSITION" weightage="20" keywordseo="midlevel-executive">midlevel executive</keyword>. "It's been all about nonstop work, plant visits, meetings, tests, future strategies, decisions. Worse, we don't know what will happen tomorrow," he told The Economic Times, speaking on the condition of anonymity. 
 As per a news report in the ET, 7,000 employees, including those working at its five noodles plants in Moga, Pantnagar, Nanjangud, Bicholin and Tahliwal had the nightmare on April 30. That was when a 1998-batch food inspector by the name of Sanjay Singh in Uttar Pradesh's Barabanki town turned the food giant's world upside down. As things moved from bad to worse and Nestle's nightmare snowballed into one of the biggest controversies of the year, Nestle had to press in its entire team into firefighting. It has flown in <keyword id="306047" type="POSITION" weightage="20" keywordseo="global-chief-executive">global chief executive</keyword> Paul Bulcke and executives from across the world, including longest-serving brand head <keyword id="320433" type="PERSON" weightage="20" keywordseo="Shivani-Hegde">Shivani Hegde</keyword> from Sri Lanka, to manage the crisis. In India, it cancelled leaves of all employees and they have been putting in almost 20-hour work days. 
 Few of the facts are in public domain. Nestle, known for being one of the most media-shy companies in the consumer-goods space, sent out text invites for its only media briefing since the mega controversy broke out, postmidnight Thursday, according to the ET. The conference was at 12 noon on Friday, and there wasn't even enough time to send out email invites. Public relations agency Text 100 was given the mandate to organise the conference. The statement announcing the voluntary recall of <keyword id="6369404" type="PERSON" weightage="20" keywordseo="Maggi">Maggi</keyword> noodles was also mailed by Nestle's communications team at the unearthly 12.54 am, to be exact. Enough proof that Nestle India, maker of the once popular Maggi noodles, is working 24X7. 
 
 The firefighting had begun on all fronts, but a little late. "The company's reticence in the face of the mounting controversy is surprising. Its press conference came 16 days after the news broke on UP FDA's findings. 16 days is an eternity in an age of social media," financial services firm Kotak Institutional <keyword id="45369" type="CITY" weightage="20" keywordseo="equities">Equities</keyword> wrote in a consumer note dated June 5. The issue "appears to have surpassed all recent food-safety controversies involving well-known brands (worms in Cadbury Dairy Milk, pesticides in Coke/Pepsi). The company's automated twitter responses have done little to assuage consumer fears. Consumer confidence is seriously dented and the company's strategy of calling its consumers 'confused' (and basing its voluntary recall of the product on this 'confusion') does further damage," the report said. 
 "Nestle underestimated the impact of the controversy in the initial days. They were, in a sense, caught completely <keyword id="196983" type="POSITION" weightage="20" keywordseo="off-guard">off-guard</keyword>. By the time they decided to act, the fire had <keyword id="54921" type="ENTERTAINMENT" weightage="20" keywordseo="spread">spread</keyword> wild," a top communications expert told the financial daily. 
 At the press briefing which Bulcke, India <keyword id="6364480" type="POSITION" weightage="20" keywordseo="Chairman">chairman</keyword> <keyword id="1685339" type="UNKNOWN" weightage="20" keywordseo="Etienne-Benet">Etienne Benet</keyword> and Hegde hosted, the mood went from defensive to almost defiant. "We were waiting for internal investigation results," Bulcke said, when he was asked about the long delay in acknowledging and addressing the issue. 
 
Nestle is also not commenting on lobbying firm Apco being given the mandate to douse the Maggi fire. Apco, which managed PR for Vibrant Gujarat, too, isn't talking. But executives in the know said the first priority is getting the government on their side, which it believes will lead to restoring consumer confidence. 
 
Nestle employees have been told not to talk to anyone - not even to trade partners - unless approved by the legal team. Those working in plants have been told not to go on leave as every product is being tested and re-tested several times, people involved with the company said. 
The company, whose market cap has lost 15% (Rs 10,300 crore), over the past one week, will take a hit of about 7% in sales because of the Maggi recall. 
 Maggi is a Rs 2,000-crore brand, the biggest in the company's portfolio, and Nestle could lose Rs 180 crore in monthly sales until the product is back on shelves, said Abneesh Roy, an <keyword id="2891003" type="UNKNOWN" weightage="20" keywordseo="analyst-and-associate-director">analyst and associate director</keyword> at Edelweiss Securities. 
 The Maggi fire has burnt rivals too, which are looking at the controversy grudgingly. Sales of the entire noodles category are down by close to 80% in the country - the fifth largest instant noodles market in the world. Retailers like Savemax have removed all <keyword id="6354298" type="ORGANIZATION" weightage="20" keywordseo="stocks">stocks</keyword> of other Maggi products like ketchup too, which were giving noodles for free as promotions. 
 
In 2014, the domestic instant noodle market was valued at Rs 3,800 crore, with value growth of 7.4% and volume growth of 2.9%. 
 (Image: <keyword id="-101" type="COMPANY" weightage="20" keywordseo="India-Times">India Times</keyword>)

All work and no play – that’s how Maggi employees are living their life these days

You Searched For "shivani hegde to re band maggi" and got 2 results

Shivani Hegde comes back to rescue her baby-Maggi

BI India Bureau

All work and no play – that’s how Maggi employees are living their life these days

BI India Bureau

Popular Keywords

Buying Guides