The Maggi brand of instant noodles has changed the dynamics of Indian cooking, especially for working women since its launch four decades ago.
An article in The Hindustan Times last week traced Maggi's influence on the country of 1.4 billion since it was first introduced in 1982 at a price of 2 rupees for a 100 gram pack, which made it affordable to all sections of society. "Families have tried to get around this by spiking it with everything from vegetables, sausages, ham to egg drops and salami."
As Maggi's popularity soared, it once enjoyed a 90 per cent market share which has now declined to 60 per cent amid competition with brands like Top Ramen, Wai Wai and Knorr. The street fare is also sold at the ubiquitous Maggi stalls that dot the vast swathes of India - even in the Himalayan heights of Ladakh bordering China - where hikers and travellers line up near mountain passes to grab a quick bite.
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