Maggi is synonymous to comfort food in India and has been a dominant brand in the instant noodles space for over 32 years, enjoying a market share of over 70%. Despite increased competition from other private labels and national entrants in the instant noodles space including ITC (Yipee), Nissin (Top Ramen), HUL (Knorr) and GSK Consumer (Foodles), Nestle has been able to maintain its dominant share. However, its dominance seems to be under threat, given the pessimism surrounding the brand and if Nestle India does not take appropriate brand building and reputation damage control exercise at the earliest....