Maggi — The name which showed the power of branding.

                        HISTORY OF MAGGI

In 1882, at a meeting of the Swiss “Non-Profit Society”, the doctor and factory inspector Fridolin Schuler spoke about the miserable nutritional situation of the factory workers: women workers no longer had enough time to cook for their families, cold meals or alcohol often replaced warm meals; meals were served in factory canteens and were cheap but not sufficiently nutritious. The consequences were malnutrition, stomach diseases, and high infant mortality. Schuler advocated high-protein, easily digestible pulses/legumes. He demanded they should be offered to the working class in a convenient form for quick preparation and at a cheap price. The society turned to the Maggi company, among others.

Julius Maggi experimented for two years with different methods of mechanical and chemical processing of legumes and different mixtures. The results were presented to the representatives of the society on November 19, 1884. They approved the results and signed a contract to exclusively recommend Maggis legumes for a period of three years. Maggi in turn guaranteed a fixed price and regular product controls for sales in Switzerland. However, great success did not follow. The society was accused of representing the interests of a private company. The Maggi company, on the other hand, had difficulties challenging other suppliers of soup flour on the market, despite the support of the society.

Since 1884, Maggi has been offering flour made from protein-rich ,which can be cooked quickly by being roasted beforehand. Maggi was the first to bring protein-rich legume meals to the market, and followed up with a ready-made soup based on legume meals in 1886. After that Julius Maggi introduced bouillon concentrates, first in capsules, then in cubes. In 1897, Julius Maggi founded the company Maggi GmbH in Singen, Germany.

How a '2-Min Maggi Noodle'​ become famous in India?

What emotional branding principles that every other brand in the world could learn from Maggi. 

Maggi, Nestle India’s single-largest revenue earner, was banned in June 2015 for six months across India on allegations that it contained chemicals beyond prescribed limits.

The company had to recall 38,000 tonnes of Maggi noodles from millions of retail shelves and destroy them. The ban was relaxed in November 2015.

The controversy has been the biggest faced by the listed Indian arm of the world’s biggest packaged foods maker — Nestle, with Maggi losing over Rs 1,000 crore in sales and a serious dent to its brand image.

Maggi had returned to store shelves by November ’15 after multiple clearances from government-certified laboratories, and also returned to leadership position with re-conquering market share of 60% in 2017. Source.

Rising to market leader position in a short span of time after series of such brand devastating incidents, is something that other companies wouldn’t be dared to think about if it ain’t for Maggi.

How Maggi got its name and became extremely popular noodle brand

Two-minute noodles Maggi is very popular among everyone today.

 Know the full story of how Maggi came into being and how it is a big brand now.

Everyone is familiar with Maggi, a ready in 2 minutes noodles. Maggi is extremely popular among children as well as the elderly. However, very few people are aware of when and where Maggi was first made? Who gave Maggi, the two-minute noodles tag? Why was it not banned even after all the controversies? How does Maggi continue to be the choice of millions of hearts even today? Know the full story behind Maggi here.

Julius Maggi, from Switzerland, named the company Maggi in 1872. Experts point out that it was a period of the industrial revolution in Switzerland. At that time, women had to go home and cook after working long hours in factories. In such a difficult time, the Swiss Public Welfare Society had taken the help of Julius Maggie, and Maggi noodles was born under compulsion. In the meantime, Julius named the product after her surname. His full name was Julius Michael Johannes Maggi. In the year 1897, Maggi noodles were first introduced in Germany.

Initially, Julius made a protein-rich food and readymade soup. His physician friend, Fridoline Schuler, helped him a lot, and Maggi, which was formed in two minutes and was very fond of it. By 1912, Maggi went United States and France. But this year, Julius Maggie passed away. Then came 1947, when Nestle bought Maggie and its branding and marketing drove Maggie to every home kitchen.

1. How Maggi got its name

1. How Maggi got its name

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Maggi's entry into the Indian market has been 37 years. Maggi, who came to the market in 1984, would never have imagined herself would get so much love. Nesley India Limited is the only company that brought it to India. Maggie, which is formed in minutes, is like everyone. In 1947, the brand Maggi was merged with Nestle, a Swiss company, which has been The Most Famous Brand of Maggi Nestle ever since. Nestle India spends nearly Rs 100 crore on advertising, with Maggi's highest share. Maggi, one of India's most valued brands, is actually an associate brand of Nestle, a well-known Swiss company, but most people consider Nestle to be the original brand. 

2. How Maggi reached every kitchen

Initially, Julius made a protein-rich food and readymade soup. His physician friend, Fridoline Schuler, helped him a lot, and Maggi, which was formed in two minutes, and was very fond of it. By 1912, Maggi went United States and France. But this year, Julius Maggie passed away. Then came 1947, when Nestle bought Maggie and its branding and marketing drove Maggie to every home kitchen.

3. Nestle's association with Maggi

3. Nestle's association with Maggi

In 1947, Maggi merged with Swiss company Nestle. After that Nestle India Limited brought Maggi to India in 1984. At that time, no one thought that Maggi would become the choice of millions of people. But it happened. The idea and the product that was created in minutes were liked by everyone.

4. Choice of urban Indians

4. Choice of urban Indians

For the first time in the '80s, Nestle launched noodles under the Maggi brand that had become the best snack option for urban people. In India, the company stepped into the market with noodles. Over time, people's lifestyle began to change. After 1999, Maggi became the need for every home kitchen because it could be made in 2 minutes.

5. Other Maggi products

5. Other Maggi products

5. Other Maggi products

Nestle also launched several other products under the Maggi brand. These include products like soups, roast masala, Maggi kappa mania instant noodles. In India, 90 per cent of Maggi products are specially designed with India's diverse culture and are not available in the rest of the world. The Maggi brand has grown by nearly 25 per cent of Nestle group's total profits in India and the annual figure has reached over Rs 1000 crore. Now half a dozen new brands have arrived in this market. Most of these retail chains have their own brands.