Maggi was an independent food company launched in Switzerland by a woman named Julius

Maggi in 1884, anyhow considering its existence in Asia its rule began in India initially. In 1947
it was bought by Nestle and came to Pakistan in 1992 a decade after India. It faced competition
in India and Pakistan by Unilever’s Knorr followed by Shan adding with ‘Shan Shoop’ Noodles
in 2012.

But while the two competitors gained some market share, Maggi remained the number one
instant noodles brand in both countries. Contrary to what management might say, while their
competitors certainly benefited from Maggi’s misfortunes, the cause of the hit to the brand which
proved fatal to its presence in Pakistan did not originate with its competitors.

In 2014 India Food and Drug Administration officer found a drug called MSG in the product and
certain claims were made, Maggi was asked to recall all of their products throughout the country
although they fought the case but news started to be on Media and by that company was hurt,
although they made it clear that Maggi was safe to eat but the impact was not that good, it had an
effect across the border on the market in Pakistan as well but Maggi made it clear that only
factories in UP and Calcutta in India were flawed Pakistan’s production is done in Kabirwala
factory near Multan. Anyhow people here were not ready to take the risk hence they shifted
towards its competitors.

In 2016 company launched a huge advertisement to save the brand with a new product “Maggi
chotoo” for damage control but it failed anyway hence in 2018 Nestle discounted the product, it
was never made public as it was removed silently, it was present in the financial report of 2017
and removed from 2018’s report and it is not being produced ever since.