Maggi noodles likely to be available in select stores by Diwali

Distributors are expected to be in action by November 9

Last-minute shoppers still have a chance to include Maggi noodles in their Diwali gift hampers. It is learnt that the instant snack will hit stores across some of the big cities including Delhi-NCR (national capital region), Bengaluru and Kolkata on November 10, a day ahead of Diwali.

The Indian subsidiary of the $100-billion Swiss food major Nestle is bringing Maggi back into the market after a gap of five months.

The Food Safety and Standards Authority of India had in June banned the product, calling it "hazardous'' after a few laboratories detected traces of monosodium glutamate and excessive lead in some Maggi samples.

Nestle India has not announced the date of re-launch and is keeping its rollout strategy a secret.

But sources said distributors are expected to be in action by November 9, so that the first phase of relaunch in select markets could take place on November 10.

"It will be a highly targeted supply in the first phase, as the company would choose the markets and sub-markets carefully for a smooth relaunch,'' a source close to the company said. The formal launch and announcements would follow later.

There are indications of Nestle global head Paul Bulcke flying down to India later this month to reassure consumers about the safety of the product. Bulcke had addressed a press conference in New Delhi on June 5 to announce a pan-India recall of the product after it had failed safety tests in some states. "People's trust was shaken,'' Bulcke had said while recalling the product, but he reiterated that the product was safe.

The same day, FSSAI had ordered shutdown of Maggi noodles manufacturing and its withdrawal from store shelves across India.

When asked whether the instant noodles was being relaunched in some of the big markets on November 10, a Nestle India spokesperson said, "Now that the orders of the Bombay High Court have been complied with, we will make our best endeavour to commence the sale of Maggi Noodles Masala within this month as well as continue engaging with states where permissions are needed or specific directions may be necessary."

The comeback of the brand, which at an estimated Rs 2,500-crore annual revenue and 26 per cent of the total India pie, is currently being led by Maarten Geraets, general manager, foods, Nestle India. But, sources say Shivani Hegde, who established the brand in India in the 80s and who's now heading the Sri Lanka operations, is being consulted for every important move linked to the relaunch.

Meanwhile, retail industry expects a big-bang impact of the relaunch. Devendra Chawla, group president, food and fast-moving consumer goods, Future Group, told Business Standard that Maggi noodles commands ample trust and has now passed all the tests. "It should be back with a bang''.

Walmart India Chief Executive Krish Iyer said, "Our kirana partners and other members are as excited about this as are our merchants and store associates.'' According to Arvind Singhal, founder, Technopak, Nestle India is sure to convert a fiasco to its advantage.