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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.
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
URL: http://dx.doi.org/10.4135/9781473996557
DOI: 10.4135/9781473996557
