The Saga of Maggi, Nestle’s Controversial Flagship Brand in India


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 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 the competition will overtake Nestle.

You are not authorized to view Teaching Notes. Please contact your librarian for access or sign in to your existing instructor profile.
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles