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The Saga of Maggi, Nestle’s Controversial Flagship Brand in India

Lookup NU author(s): Dr Saurabh BhattacharyaORCiD


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This case documents the crisis faced by Nestle India’s flagship brand Maggi since April 2015. Indian food regulators banned the sale of Maggi noodles for the presence of excess lead and added MSG. Though this resulted in huge financial and brand value losses, consumers’ responses varied from boycott to purchase of Maggi from the black market at almost double the price. As Nestle won its battle against the FSSAI in the Mumbai High Court in October 2015, it faced competition from existing and new players at a new level. Though Nestle’s Maggi instant noodles still remain the market leader with 48% of market share, it is nowhere close to its earlier share of 60–70%. Nestle is still determining whether it will ever be able to eliminate the reputation dent and win consumer trust or whether competition will take over their position.

Publication metadata

Author(s): Agnihotri A, Bhattacharya S

Publication type: Online Publication

Publication status: Published

Series Title: Sage Business Cases

Year: 2017

Access Year: 2017

Acceptance date: 14/06/2016

ISSN (electronic): 9781473996557

Publisher: Sage Publications Ltd.

Place Published: London, UK


DOI: 10.4135/9781473996557