In this hustle-bustle of life, noodle has become an imperative part of life. They are the instant grabbing when in rush. With the rapidly changing lifestyles over the last couple of decades, ready-to-cook and instant food brands have become almost indispensable in the urban kitchens, as they are instant to cook are no less than a delicacy for palates and get ready in such a short span of time, they are great time savers. Also they are quite lip smacking to children.
According to India Instant Noodles, Pasta & Soup Market Overview, the total market for instant noodles, pasta and soup is growing with more than 20% CAGR from last five years. The instant noodles market in India was growing at a healthy rate from last few years but Maggi's MSG lead controversy affected the category majorly with sales being reduced by almost 14% in the year 2015-16. As a result, other players like CG Foods and ITC Sunfeast Yippee are trying to grab a larger share of the category.
Country’s first noodle bar, Wai Wai has also joined the league and they are even focusing on expansion as well i.e., they are opening outlets across multiple markets within the sub continent. Wai Wai is coming back to the base of its home city with the roots in the heart of West Bengal, Siliguri. Wai Wai has been a famous brand among school and college students as they have proved themselves as a great good to go food. Moving forward on the path of evolution, the brand brings to you WaiWai City – a ready to eat noodlebar – giving your favourite noodles an appetizing make-over in various flavours to choose from. This is a great step and gives the consumers huge variety to choose from to satiate their palates with multiple options along with making the space a preferred nook for friends to catch up and enjoy their ready to eat snack.
The menu offers a lot of noodle dishes cooked in Oriental flavours, giving noodle lovers advanced ways to have noodles. The live kitchen has four types of noodles such as Classic, Chopsuey, Roasted and Pan Fried, seven sauces, which are, Soy Garlic, Kung Pao, Masala Fusion sauces, eighteen vegetables, and ten toppings ad five add-ons to choose from. It is an alluring experience to see every dish cooking in front of you. The 40-45 seater noodle bar in Siligur, creates a lively and inviting environment, detaching it from the city outside and provide quirky tangent with its contemporary design elements.
Instant noodles market in India is divided into two segments according to the packaging style viz. packet/pouch noodles and cup/bowl noodles. Flexible plastic packaging of packet noodles dominates the market as consumers prefer convenient packaging with affordable quantities. However, cup noodles will prove to be a trendy friend of young multitasking generation in the coming years. More than two-third sales revenue of instant noodles comes from traditional formats (kirana stores) whereas retail is growing fast and online sales are still at a nascent stage. The ready-to-cook pasta market in India is at the kind of stage that the instant noodles market was years ago.
“WaiWai City is an endeavour to bring the brand closer to its customers in a more tangible manner. We wanted to come up with something that evokes nostalgia in people, taking them back to their school and college days when Wai Wai noodles was the favourite snack. The biggest strength of Wai Wai is undoubtedly its taste; with this new format, we offer our fans a whole new world of taste and flavours. For us this is the beginning of an exciting pan India journey.”
Wai Wai offers a lot of varieties with finest flavours without burning a hole in consumer’s pocket which makes it a the go-to noodle destination.