The Maggi controversy and the following ban over India’s favorite snack Maggi is proving to be a boon for the other instant, ready to dry and instant food products.
Statistically about 60 per cent of the noodle consumption is from the consumers aged below 18 years. With the schools reopening, instant noodles were quite a relief for mothers and all time favorite for students.
Considering only the boundaries of Mumbai, there has been an increase of 27-30 per cent of the sales of frozen, ready-to fry foods and instant fast foods in the past two weeks.
Mixes for dhoklas, idli and dosa and snacks like instant poha and upma have become season’s favorite. Companies like MTR, are giving discounts and free offers like MTR instant poha at Rs. 7 against Rs. 15, at Reliance Fresh.
Instant Homecooked food and Indian namkeen are making up for the empty room on the shelves which was earlier engaged by Maggi noodles. Quoting Damodar Mall, CEO, Reliance Retailers, “There are other consumer offers like ‘Buy 3 get 1 free’ on products like masala pars from Quaker, Saffola and Kellogs. These brands promise,”just add hot water and get hot snack.” There are similar offers on all Dhokla, Idli, Dosa type mixes from MTR and Pillyburry’s. Some of these brands are going to get many new homes.”
These instant food makers are also said to be quite in demand by the rising trade. “There has been more interest from the trade for our instant mixes and ready meals. Especially modern trade where Maggi dominate a large shelf space.” Said Sahil Gilani, director, Gits Food Products.
