The saga of Maggi, Nestles controversial flagship brand in India / Arpita Agnihotri, Saurabh Bhattacharya.

Format:

Book

Author/Creator:

Agnihotri, Arpita, author.

Bhattacharya, Saurabh, author.

Series:

SAGE Knowledge. Cases.

SAGE Knowledge. Cases

Language:

English

Subjects (All):

Consumers--India.

Consumers.

Competition.

India.

Competition--India.

Nestlé.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications Ltd, 2017.

System Details:

text file

Summary:

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 Food Safety Standards Authority of India in the Mumbai High Court in October 2015, it faced competition from existing and new players at a new level. Though Nestles Maggi instant noodles still remain the market leader with 48% of market share, it is nowhere close to its earlier share of 6070%. Nestle is still determining whether it will ever be able to eliminate the reputation dent and win consumer trust or whether the competition will overtake Nestle.

Notes:

Includes bibliographical references and index.

No ILL or scholarly sharing allowed.

Description based on XML content.

ISBN:

9781473996557

OCLC:

1017713657

Access Restriction:

Restricted for use by site license.