Your beloved MAGGI turns 40! Launches new campaign to make everyday cooking kamaal

True to the mission of ‘Good Food, Good life’, MAGGI aims to enhance consumers’ lives by offering convenience, taste and quality. In the last 40 years, MAGGI has expanded its footprint in the spices category with MAGGI Masala-ae-Magic and its south-specific offering MAGGI Masala-vin-Magic, making it a trusted ally in daily cooking for mothers throughout the country.

MAGGI aims to create value for its stakeholders and the communities in which it operates. MAGGI continues to implement a ‘Sustainable Sourcing Programme’ for spices towards improving the livelihood of the spice farmers. It consistently introduces them to the best sustainable farming practices to help them grow the best produce while maintaining biodiversity and environmentally sustainable farms.

MAGGI through its partnership with the spice farmers has created meaningful products such as MAGGI Masala-ae-Magic, that bring a positive difference in daily cooking. MAGGI Masala-ae-MAGIC reaches out to approximately 10 million households in India. Since its introduction, MAGGI Masala-ae-Magic has become a trusted ally in daily cooking for consumers throughout the country. MAGGI Masala-ae-Magic has recently launched a new campaign that showcases that a mother always ensures that every dish prepared for loved ones is ‘Kamaal’.

Talking about the milestone, Rajat Jain, Head – Foods Business, Nestlé India, said, “MAGGI has been an integral part of the lives of millions of Indians for four decades. While Indian cooking tradition remains anchored in our love for everyday fresh food and century-old recipes it is being silently transformed. At MAGGI we deeply understand this transformation and see evolving consumer need for extraordinary taste in everyday food and the increasing reliance on digital ecosystems for daily cooking.”

On the launch of the new campaign, he further adds, “Our understanding of the Indian consumer palate has helped us create the perfect masala offering, in the form of MAGGI Masala-ae-magic, that we believe has the power to enhance the taste of food that a mother cooks for her family daily. Through our campaign, we wish to communicate that with MAGGI Masala-ae-magic in your masala daani you can be assured of cooking “Kamaal” meals every day.”

MAGGI has built a consumer-friendly website, ‘maggi.in’, where hundreds of most commonly needed daily recipes are available in an easily navigable interface. This selection of popular recipes from across the country is organised under three areas “made easy”, “made with a twist”, and “made healthier.”

Nestle has put in a robust process to ensure the highest quality and safety of MAGGI products in the entirety of the product value chain, encompassing the sourcing, production and retailing of the products to sustain and enhance the sacred consumer trust.

MAGGI continues to strengthen the bond with the consumers through various innovations and initiatives and by ensuring its foundational stand of the highest quality, standards and safety to retain the trust.