Nestle to spend more on new products, advertisement for maggi revival

Ban on Maggi instant noodles lead to Nestle India reported a standalone loss of Rs 64.40 crore for the quarter ended on June 30, 2015, its first quarterly loss in over three decades.
  • Franchise India Team Editor
Restaurant India

Nestle India is taking into account to introduce new products under the Maggi brand driving growth with increased advertising spending, as it looks to overcome the setback from the ban on its flagship instant noodles, reported PTI.

Suresh Narayanan, newly appointed Managing Director, said at a media conference that bringing Maggi back to the market was at the top on his five-point agenda.

"In Maggi itself there are couple of ideas on which we are working. In other products categories there are couple of ideas that we have got. Nestle "spends maximum amount on R&D" worldwide, he said there are a number of projects currently underway.

Narayanan said that Maggi ban has affected sales of other categories too and the company was looking to drive growth of those categories.

"For me what is going to be the key focus is on growing some of other categories as well. We have got presence in dairy, presence in coffee and beverages and we have got presence in chocolate and confectioneries as well. There are opportunities there,” he said.

He, further, said the company was not diluting the importance of Maggi as it is "is a big part of our movement".

"There has been impact on the rest of the portfolio because it is also sold in similar outlets and in similar geographies. I can say that it has been reasonably uniform across all the categories. Uniformly it has affected,” he said for other brands. According to his five point agenda, Narayanan said Nestle India would also focus on enhanced engagement with stakeholders and authorities and communities.

He said when the company is increasing marketing spend to counter impact of Maggi ban on other brands, “That's part of the thinking really to shore up what really we can do on some of the other parts of the portfolio... One part of the portfolio is affected but we will be looking as to how we can shore up advertising and support activities on the other brands".

Ruling out withdrawing the Maggi brand from market, Narayanan said: "The journey on Maggi would continue but the journey on other categories would also will be significantly emphasized over the period of time."

On whether the company would continue to spend on promotions of existing products in the market under the Maggi brand, he said: "Today the question for the organization is where would we get the cost benefits of doing activities to generate more growth and I believe that in other categories there are opportunities."

When asked about lessons learned from the Maggi disaster, he said: "As a consequence of what has happened we will be having a process of introspection as an organisation, in terms of learning what was the thing happened, what was the thing that was right, what was the thing which we have done was not right because this is going to be constituting the part of the learning of the organisation.

Narayanan adds, "... Nestle is a part of this country. We will be a part of this country as we have been for the last 100 years respecting the laws of the land and also respecting all the authorities. It is my hope that we are able to find a solution and we are able to move forward."

Moreover, he declined to 'hazard a guess' on how soon Maggi will be back on shelves saying the matter is sub-judice as Nestle India has challenged the ban on Maggi by central food safety regulator FSSAI in the Bombay High Court.

When asked if the company would take legal recourse against FSSAI to claim damages if the verdict comes in Nestle's favor, he said: "We have come here to do business. Let us stick to the 'Karobaar' (business). I am a qualified sale and marketing professional, let me do the job that I know best which is to serve the consumer best. What are you speculating on; the issue has not come to the table."

Ban on Maggi instant noodles lead to Nestle India reported a standalone loss of Rs 64.40 crore for the quarter ended on June 30, 2015, its first quarterly loss in over three decades. For the period of the April-June quarter of financial year 2014-15, it had posted a net profit of Rs 287.86 crore.