New Delhi: Nestle India Ltd, the local arm of the Swiss packaged food company Nestle SA., will now use online marketplace Paytm to market new variants of Maggi instant noodles. It has also tied up with search engine Google to promote new flavours.
This is not the first time Nestle will be selling Maggi noodles through an online marketplace. On 9 November, 2015, five months after the country’s food regulator declared nationwide ban on Nestle India’s popular snack Maggi instant noodles, it relaunched Maggi noodles on Snapdeal. The entire stock was sold within the first two hours and Nestle sold 45 million packs of Maggi noodles within two weeks of the relaunch, Mint reported on 24 November.
This time, Maggi will be sold on Paytm Mall, a model that the Alibaba-backed company started following the model of China’s T-Mall.
Nestle, however, is launching the new variants of Maggi noodles on Paytm Mall for a limited period, and those will be rolled out across 3.9 million retail outlets across 600 towns in India where its products already reach.
The new variants of Maggi noodles will “cater to distinctive local tastes with signature herbs and spices", the company said in a statement on Thursday. “The objective of this engagement is to build anticipation and excitement around the new variants, where consumers have to guess the four flavours from the eight options provided," it added.
To promote Nestle’s new Maggi varriants, search engine Google will allow users to key in “Meri Maggi" in the search bar, and be presented with eight options of Maggi noodles. This will then lead the user to voting and participation in contests to win goodies of Maggi. Besides, the company will offer pre-booking options to consumers.
Paytm Mall has created a special Maggi Brand Store to sell the Maggi noodles starting 22 April. There will be other promotions and cash back offers on Paytm, according to a company statement.