Question

What was the value proposition of Maggi in India which made it a success but not in Pakistan? What is the better value proposition in Pakistan?

Answer 1

The correct answer to this open question is the following.

The value proposition of Maggi in India which made it a success but not in Pakistan was that Maggie offered the modern Indian woman, the possibility to have quality noodles ready to cook in minutes. And this was very favorable for modern Indian women that had to work and other family responsibilities.

When Indian women realized how fast it was to cook the noodles, that they were tasty for kids and healthy, they immediately loved the product.

Unfortunately, that was not the case for Pakistan women. The "quickness" was not the best perceived as a good value proposition because in Pakistan, a more traditional approach to cook food -in a more crafty, elaborated way- is so much appreciated by the people of Pakistan. Different customs and traditions.

A better value proposition in Pakistan could have been a similar flavor that would appeal to the classic flavors of Pakistani cuisine.

Maggi was bought by multinational Swiss company Nestle in 1947, and it penetrated the Indian market in 1983. And the result was an instant success.