Maggi is one of the most iconic brands in Indian business history. And for our generation, it is even more special because it has been an integral part of our childhood. But from the business standpoint, the most fascinating thing about Maggi is that way back in 1983, both Maggi and instant noodles were completely alien to the Indian culture. And yet, Nestle single-handedly created a Rs 937 crore market and has been a market leader in the domain for 38 years. And despite giant rivals like ITC, Marico, and Unilever, even today, Maggi has a whopping 60% market share in the instant noodle segment.
Products are made in the factory but brands are created in the mind even though we consider ourselves logical and modern human beings the majority of our decisions are made by the ancient instinctive subconscious part of our brains sometimes referred to as our reptilian brain.
Let’s have an insight into one such example in the field of marketing in the 1970s Japan’s economy was booming and Nestle was looking for the way to transform that into dollars obviously the option they chose was coffee but not so fast it was no secret that Japanese consumers loved tea greatly.