Impact of Maggi Row in India
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International Journal of Management and Social Sciences Research (IJMSSR) ISSN: 2319-4421 46
Volume 4, No. 7, July 2015
Impact of Maggi Row in India
Neha Garg, Student of M. Com., Department of Commerce, Kurukshetra University, Kurukshetra
ABSTRACT which India won its first Cricket World Cup- they
instantly caught everybody’s imagination. With its launch,
Maggi, a well reputed brand, is known to all. Even a small an entirely new food category- instant noodle - was
child can easily pronounce its name at a shop to buy it. It created in the Indian packaged food market. It was
has become the favourite snack of most of the population primarily targeted at the working women who were having
of India. Maggi is the great contributor to the revenue of little time to prepare meals. But after a survey, it was
Nestle India Ltd., a subsidiary of a Swiss company. Maggi found that much of the consumers were children as
generally has remained in publicity for its taste. Now also compared to women. So later on, Maggi was targeted at
it is in publicity but there is a difference now, it is negative children and their mothers. Within its first 25 years, Maggi
publicity due to the presence of monosodium glutamate was having 90% of the instant noodles market. Today,
and dangerous excessive level of lead in its products as Maggi is particularly well known in India, Malaysia,
tested by FSSAI. This has shaken the trust of the Pakistan, Nigeria, the Philippine and Singapore for its
consumers fully. This Maggi row has become so much instant Maggi noodles. It has become the favourite snack
critical due to the involvement of health aspect and of most of the population of India. Maggi is the great
children in this case. As a result of this row, various contributor to the revenue of Nestle India Ltd. India is the
sections of the society have been impacted like workers, largest market for Maggi noodles. Maggi generally has
suppliers, share market, Government, Company itself, etc. remained in publicity for its taste. Now also it is in
in India. Nestle India Ltd. has done a lot to control the publicity but there is a difference now, it is negative
situation but it was half heartened in the beginning which publicity due to all the wrong reasons- presence of
has worsened the issue. Since the Maggi row has impacted monosodium glutamate and dangerous excessive level of
the whole India severely and owing to the importance of lead in its products. This has shaken the trust of the
assessing the damage done, in taking remedial measures, consumers fully.
it is vital to conduct research regarding the whole impact
of Maggi row. So, considering this hot issue, I have HOW THE ROW BEGAN?
conducted this research to assess the impact of Maggi row
in India. For this, I have approached secondary source of The Nestle Maggi-2 minute noodles row has puffed up as
data collection and collected information from various the India’s worst food scare in a decade after that of
websites like website of DNA, Nestle India ltd., FDA, etc. presence of pesticides in soft drinks. The scare over Maggi
along with various newspapers like The Hindu, Business instant noodles, India’s one of the most popular snacks,
Standard, Economic Times, Financial Express, The has gripped increasingly the health conscious consumers.
Tribune, etc. With the help of this information I have Nestle’s woes began last year on the eve of Holi- India’s
assessed the impact of Maggi row in India. The festival of colours, when the inspectors were on lookout
assessment shows that it has done a lot of damage within for adulterated foods at the retailers in Barabanki, a town
just a month. of approximately 1,50,000 population in Uttar Pradesh.
That was the time of aggressive checking of adulterated
Keywords food products. Inspectors picked up the samples of Maggi
Monosodium glutamate, Maggi, Nestle India Ltd., FSSAI, noodles from a local supermarket. The samples were sent
brand value, BSE Sensex. to a state laboratory in Gorakhpur, which on April 24,
2014 reported that, the labelling- ‘No added MSG’ had
INTRODUCTION violated Indian regulations as MSG was found in test. But
Nestle appealed against the report stating that the noodles
contained MSG, i.e. Monosodium Glutamate, as a result of
Maggi, a well reputed brand, is known to all. Even a small a natural process and thus, the sample were sent for testing
child can easily pronounce its name at a shop to buy it. It at the Central Food Laboratory in Kolkata, a Government
is an international brand of instant noodles, seasonings and referral lab. After more than a year, Kolkata lab presented
soups owned by Nestle since 1947. The original company its results in a report dated April 27, 2015, confirming the
was set up by Julius Maggi in Switzerland in 1872 and violation of labelling rules. Along with it, the samples also
merged with Nestle family in 1947. Maggi was first to tested positive for excessive level of lead content to 17.2
bring protein rich legume meal followed by readymade parts per million (ppm), compared with a legal limit of 2.5
soups to the market. When Maggi instant noodles arrived parts per million (ppm), a copy of the lab report seen by
in India in 1983- a memorable year for Indian history in Reuters showed.
i-Explore International Research Journal Consortium www.irjcjournals.org
International Journal of Management and Social Sciences Research (IJMSSR) ISSN: 2319-4421 47
Volume 4, No. 7, July 2015
After a meeting with Nestle bosses, FSSAI (Food Safety approval. It has led to the imposition of ban on 9 variants
and Standards Authority of India) on June 5, 2015 ordered of Maggi product and shuffle in the whole food industry
the withdrawal of Maggi Noodles by a notice that stated and Indian economy. It has impacted various parts of
that the Nestle bosses argued that the tests at the Kolkata Indian economy. This study helps us to know the impact
Lab had showed a very high level of lead because the of Maggi row in India.
samples remained open for a long time period before being
tested, but they were unable to elaborate on how that could RESEARCH OBJECTIVE
have resulted in excessive lead and MSG, so the argument
was rejected by FSSAI. The paper aims to:
• To examine the root cause of the Maggi row.
From there, what began as a minor labelling issue that
• To assess the impact of Maggi row in India.
according to a local Magistrate could have been settled
with a fine of INR 25000, mushroomed into Nestlé’s worst
public relations crisis to date in India since its presence. RESEARCH METHODOLOGY
NEED OF THE STUDY In order to achieve the research objectives, the study is
based on secondary data. The data has been collected from
various websites like Wikipedia, nestle.org, reuters.com,
Nestle India Ltd.’s Maggi-2 minute noodles row has led to
www.dnaindia.com, etc. and newspapers like Business
a sort of chaos in the whole country. Parents, children,
Standard, Economic Times, The Tribune, etc. With the
workers, investors, suppliers, etc. just do not know how to
help of this data, the impact of Maggi row has been
deal with the situation. This is the India’s worst food scare
assessed.
in a decade after that of presence of pesticides in soft
drinks. The scare over Maggi instant noodles, India’s one
of the most popular snacks, has gripped increasingly DISCUSSION AND ANALYSIS
various sections of the society. So, the research is
imperative to assess that upto what extent this Maggi row WHAT IS THE ROOT CAUSE OF THE MAGGI ROW
has impacted India so that future plans for remedy can be The whole issue is all about health and safety. MSG and
prepared accordingly. lead are the main culprit here. The presence of these two
contents in Maggi products have brought them under the
scanner of FSSAI. So, basically what are they and what is
STATEMENT OF PROBLEM
the problem due to their presence?
The well renowned Swiss based Nestle company’s Maggi- MSG i.e. Monosodium Glutamate is a flavour enhancer
2 minute noodles has defaulted on FSSA (Food Safety and that occurs naturally in many foods, such as tomatoes and
Standards Act)regulations owing to the presence of lead cheeses. People have been eating glutamate rich foods
detected in product in excess of the maximum permissible throughout the world. USA FDA (Food & Drug
levels of 2.50 parts per million (ppm), misleading labelling Administration) considers the addition of MSG to food to
information on the package reading ‘No added MSG’, and be generally recognized as safe (GRAS). So, what is the
thirdly, the release of a non standardized food product problem here? The problem is the labeling on Maggi
‘Maggi Oats Masala Noodles with Taste maker’ in the products of ‘No added MSG’. It was misleading and in
market, without risk assessment and grant of product violation of the FSS (Packaging & Labeling) Regulation,
i-Explore International Research Journal Consortium www.irjcjournals.org
International Journal of Management and Social Sciences Research (IJMSSR) ISSN: 2319-4421 48
Volume 4, No. 7, July 2015
2011.Another problem is the presence of lead content to the employees and their families have been told to act as
17.2 ppm in the noodles that is beyond the maximum Company ambassadors in these hard times. Nestle had also
permissible limit of 2.50 ppm. This is a matter of serious moved to Bombay High Court for relief and to some
concern given the fact that most of the consumers of extent has got some relief with the court allowing the
Maggi are children and the children are more vulnerable to export of Maggi outside India. A visit organized for the
the adverse effects of lead than adults. Lead accumulates media to the Company’s production facility at Moga in
in the body and also gets absorbed quickly when taken on Punjab and Hassangarh plant in Haryana and opening the
empty stomach. It can cause mental injury, learning doors of its production facilities to scrutiny is a sure sign
difficulties, low IQ, growth delays, etc. Under FSS (Food that Nestle is trying to bounce back at the earliest.
Safety & Standards) Act, every manufacturer has the According to media reports, in an attempt to do some
responsibility to ensure that the food that he sells is safe in damage control, Nestle India is looking to tie up with US
all respects and confirm to the standards prescribed under based public relations firm APCO Worldwide. Nestle has
the law. So due to these violations of major food also conducted tests of the samples at their accredited labs
regulations, various states have banned the sale of nine and are also cooperating with the regulators in the enquiry.
variants of Maggi- Uttar Pradesh, Delhi, Gujarat, Tamil They are also answering the questions of the public
Nadu, Maharashtra, Kerala,, Madhya Pradesh, Jammu & regarding Maggi on their website- www.nestle.com, for
Kashmir, Telangana, Bihar and several other states. more information enquirer can contact the consumer
services at consumerservices@in.nestle.com or
WHETHER NESTLE COULD HAVE AVERTED THE 18002661188. Company has also provided the facility of
CRISIS returning the bought but unused packets of Maggi so to
Yes, the senior officials also admit that Nestle could have maintain better customer relationship.
averted this crisis, and the impact would not have been so
much had Nestle been proactive. Also according to a local
Magistrate, the same could have been settled by paying a IMPACT OF MAGGI ROW IN INDIA
fine of INR 25000. If Nestle would have paid INR 25000
fine in this case and not gone for appeal against the report, Maggi noodles, which at estimated INR 2500crore
the situation could have been different now. It could also revenue that makes up over 30% of the Nestle’s revenue
have changed the labelling to comply with the FSS and commands 80% of the market, has severely affected
regulations. Later on also, as the matter intensified with India. Maggi noodles sales have been hit hard ever since it
more states claiming Maggi as unsafe, the Company did was revealed that the samples tested by Government lab
not do so much apart from issuing statements invalidating contained MSG and lead beyond permissible limits. The
these findings. By the time, the FSSAI issued ban and brand Maggi which has become the generic name of
recall order on June 5, 2015, the matter had gone out of noodles in India, has therefore also witnessed a severe
hand. Even the presence of Paul Bulcke, Nestlé’s Global dent in its popularity and image. Following are the few
CEO, in India could not help rescue. glimpses of the impact of Maggi row in India:
WHAT NESTLE INDIA LTD. HAS DONE TO
• Around 1500 workers and other employees
HANDLE THE SITUATION impacted: Around 1500 workers involved in
Nestle India Ltd. has been on firefighting mode ever since
manufacturing of Maggi in India have been
the Maggi row became the news headlines. No doubt, the
impacted by the stoppage of production after ban on
brand’s reputation has taken a serious hit and it takes some
Maggi. According to senior company official, these
time for the brand to regain the trust of customers. The
workers have been redeployed, engaged in other
Indian subsidiary of the $100 billion Swiss based major,
units and in a way impacted. Company has not fired
after a slow response to the crisis initially is now moving
any of its permanent workers but has engaged them
quickly to contain the damage and of course, to hasten its
in other activities like training, team building
comeback in the Indian market. Its crisis management
exercise, etc. but their future is uncertain. Hundreds
began on June 5, 2015, with the company releasing a press
of contractual workers have lost their jobs due to
statement to announce a voluntary recall of Maggi noodle
Maggi production stop. Nestle India is not granting
but maintained the product was actually safe as the
leaves to the employees unless there is emergency
company’s own analysis had shown. At press conference
and the employees who were on leave have been
in New Delhi, understanding the delicacy of the matter,
called back.
the senior management was there to answer the questions
• Suppliers impacted: Owing to the Maggi ban, the
and to maintain the trust of its customers. Global CEO
production of Maggi has stopped and thus, the
Paul Bulcke and Company Sri Lanka head Shivani Hegde,
suppliers have also been hit. Suppliers have to look
who is believed to be the key person behind Maggi’s
for new customers after the ban on Maggi. Nestle
success in early 1980s, were in the conference to control
India’s largest supplier of spices, Moga based Paras
the damage to the brand. Reports have also suggested that
Spices Ltd., has already ended the services of some
i-Explore International Research Journal Consortium www.irjcjournals.orgInternational Journal of Management and Social Sciences Research (IJMSSR) ISSN: 2319-4421 49
Volume 4, No. 7, July 2015
of the workers out of 200 temporary employees. economy’s position and also the benchmark index
Due to Maggi ban, Paras Spices Ltd. has received a of Indian equities market. So, taking BSE Sensex as
serious jolt as Nestle’s Maggi used to be its only the base, position of Nestle India Ltd. has been
major client consuming about 45% of its production shown. Earlier during the year, the Nestle India Ltd.
i.e. around 200 tonnes of spices per month. had performed better than the BSE Sensex on
• Impact on share market: The Maggi row has not bourses. Its growth rate was better before the ban
even spared the share market from its impact. This on Maggi was imposed on June 5 as can be seen
crisis has made the investors bearish. Since BSE from the graph.
Sensex is considered as the best indicator of the
FIGURE 1: Graph showing growth rate of Nestle India Ltd. share prices and BSE Sensex from January 1, 2015 to
June 30, 2015
Source: Business Standard (Nestle India Ltd. share prices live)
Three months before the ban on Maggi i.e. on March 5, had performed better as compared to Nestle India Ltd. in
the picture was totally different as compared to now. the share market. The situation worsened on June 8 as the
Growth rate of Nestle India Ltd. shares was 18.71% as growth rate of Nestle India Ltd. went down to -9.61% as
compared to 8.1% of BSE Sensex that means Nestle had compared to -2.64% of BSE Sensex. On June 29, the
performed brilliantly well on bourses. On April 6, Nestle situation was recovering in the hope of getting some relief
India’s growth rate was 15.91% as compared to BSE as Nestle India Ltd. showed the growth rate of -1.05 % as
Sensex growth rate of 4.64%, also better progress than compared to 1.48% of BSE Sensex. On June 30, as a result
BSE Sensex. On May 5, i.e. one month back from the of Bombay High Court relief of permission to export
imposition of Maggi ban, the growth rate of Nestle India Maggi, Nestle India Ltd. showed the growth rate of 3.51%
Ltd. on bourses was 11.08% as compared to 0.73% of BSE as compared to 1.98% of BSE Sensex. It showed
Sensex; it was extremely well i.e. gap of 10.35%. On May improvement. Owing to Nestle India Ltd.’s nearly three
27, growth rate of Nestle India Ltd. was 15.21% as decade old presence and considerable size, stock analysts
compared to 1.91% of BSE Sensex i.e. gap of 14.02%. are even now somewhat patient and adopting BUY,
This all shows that Nestle India has performed well, HOLD strategies till the final results are out i.e. analysts
earlier than the Maggi ban. But as the Maggi row began to are not in favour of selling Nestle India Ltd. shares.
emerge in media, share market suddenly collapsed for • Other noodle making companies affected: Maggi
Nestle India Ltd. On June 5, day on which Maggi ban was row has also affected other noodle making
imposed, the growth rate of Nestle India Ltd. was -2.81% companies. It has provided an opportunity for its
as compared to -1.74% of BSE Sensex i.e. BSE Sensex competitors to take advantage of the situation and
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Volume 4, No. 7, July 2015
grab Nestlé’s customers especially to the key that it is hazardous for consuming so where were
competitor ITC (Yippee noodles). But upto some they since long? After Uttar Pradesh’s lab test,
extent it has also affected them negatively also. As other states have started testing of Maggi samples
Maggi has become the generic name for noodles, so and then are declaring it hazardous to consume. So,
hearing anything wrong about Maggi make the why were they sleeping till now? Also after the first
consumers conscious of all the noodles as they test report, when Nestle appealed against it, then it
associate other noodles with Maggi. Increased took more than one year for the report to come
frequency of advertisement by these competitor (such a long time for a report to come). Even a case
companies during June and also more focus on of Maggi testing positive for MSG had come earlier
quality as compared to earlier in these also in 2013 where only penalty of INR 25000 was
advertisements are the evidence that these imposed and that was the end of the matter
companies have also been impacted in some way or according to a local Magistrate in Barabanki. So,
other. After this Maggi row, various companies are what about the food safety, what about consumers
under the FSSAI’s lens of suspicion which can be who consumed that Maggi? Whether the duty for
seen as under in figure 2. food safety is only upto imposing penalty. Again
the same issue has heated up but now also, it is not
FIGURE 2: Showing various companies under the the food safety network that have worked totally on
FSSAI’s lens of suspicion its will but it is the media that is raising the issue
thereby compelling the authorities to investigate the
issue.
• Hit Nestle revenue badly: The instant noodles
market is estimated at about INR 2500crore. Maggi
noodles contribute over 30% of the company’s total
revenue (as can be seen under in figure 3) and have
80% of the market share. According to analysts, the
Maggi noodles controversy is eating into the Nestle
India’s maket size and could take away a big chunk
of its revenue for a few quarters. As a result of
countrywide ban on Maggi, large retailers like
Reliance, Big Bazar, Nilgiris, etc. took the Maggi
products off shelf. Some retailers said Maggi sales
fell down by 30% after the issue came up.
According to an analyst at a domestic brokerage,
Maggi was perhaps the only growing brand (in
Source: Business Standard volume) for Nestle India last quarter. Following this
controversy, company’s volume growth in second
quarter (April-June) could even be negative. Losses
• Consumers have become more conscious of their due to safety concerns are INR 320crore as a result
food eating habits: Earlier, the most of the of recalling and destroying Maggi. Maggi issue has
consumers were ignorant about the ingredients of also affected the sale of other Nestle products like
the packaged food. What tasted better, was Tomato Ketchup and soups. Maggi was the
preferred by them. If in some cases, they would favourite snack for children, tourists, youngsters,
bother, then it would be for MRP (Maximum Retail etc., but now, according to dhaba owners, many
Price) and for manufacturing and expiry date and tourists now prefer paranthas and other alternatives
not more than that. But after the Maggi row, the instead of Maggi. So, on an all, in every state of the
eyes of consumers have opened up and they have country, Maggi row has affected Nestle’s revenue
understood the importance of checking the adversely.
ingredients of the products also and see what
• Loss of $200 million in brand value: According to
quality of food they are eating. Evidence can be
brand Finance, an independent asset valuation
seen as most of the people are discarding the
consultancy, Maggi is going to lose $200 million in
consumption of Maggi noodles all over the country
brand value after imposition of ban on Maggi’s nine
leading to decline in sale of Maggi. As said by
variants (as can be seen from figure 3). Maggi is
some retailers, Maggi sales fell nearly 30% after the
going to destroy $50 million worth of noodles
issue came up.
labelled as ‘unsafe and hazardous’ after imposition
• Highlighted the shortcomings in the country’s of ban by FSSAI. $50 million loss of goods include
food safety network: Maggi has been in India the estimated sales value of the stock in the market
since one decade. If the FSSAI has reported now including those with trading partners as
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Volume 4, No. 7, July 2015
INR210crore and estimated stock at its factories drug as a different drug or preparation) and 420
and distribution centers of INR 110crore. (cheating and dishonesty).
According to Brand Finance, the Maggi brand was • Central Government has used the provision of
worth $2.4billion before the recall of Maggi complaining on its own to NCDRC for the first
products. The brand was ranked as 23rd most time: In further troubles for Nestle over Maggi row,
valuable food brand in the world as ranked by the Central Government has filed a complaint with
Brand Finance. The consultancy calculated $50 the National Consumer Disputes Redressal
million loss of goods along with a damage to brand Commission (NCDRC) on its own in the interest of
that resulted in a reduced Maggi brand value of consumers. Usually, NCDRC acts on the
$2.2billion. Any health concern raised by any complaints filed by a consumer but section 12-1-D
reputed organization, such as FSSAI, most of the Consumer Protection Act, 1986 also provides
negatively affects a food brand. Now, Nestle will for Government to register a complaint on its own
have to ensure its dominance in the Indian market. if it deems fit. For the first time in three decades,
the Central Government has used this provision.
FIGURE 3: Showing industry estimates of Nestle India The raising of issue by the Central Government has
analysts regarding various effects of Noodles crisis shown the seriousness of the issue.
So, the Maggi row has impacted the workers, suppliers,
NOODLES CRISIS share market, Nestle’s revenue, brand ambassadors,
Central Government, etc. The final verdict has not come
• Market size: Around Rs 2,500 crore
till now, so the issue has yet to impact a lot.
• Sales: Makes up over 30 per cent of Nestle India’s
revenue
DILEMMA! A SORT OF DOUBT
• Losses due to safety concerns: Rs 320 crore
• Brand value hit: $200 million (Rs 1,200 crore)
The industry is unclear about testing mechanisms and
Source: Nestle India, analysts, industry estimates
standards in India. FSSAI, a young organization with
Source: Business Standard limited resources and infrastructure, may not be final
organization on food standards, argue the company
• Brand ambassadors in trouble: Since an executives. With Singapore, Australia, Newzealand, UK,
ambassador plays a vital role in endorsing a product Canada and other countries giving a clean chit to India
to the consumers and the consumers are affected by, made Maggi noodles, it has added to the doubt of whether
who is endorsing the product, a lot. So, nowadays, FSSAI is justified in its clamp down on Nestle on the basis
companies are contacting and making the filmstars, of test samples from a few states. Even the test of some of
famous sportspersons, etc. as their ambassadors. the samples in several states have tested lower level of
This shot up the sale to large extent. In case of lead and no MSG. according to Anupam Gogoi, food
Maggi also, Amitabh Bachchan, Preity Zinta and analyst at the laboratory in Guwahati, presence of MSG is
Madhuri Dixit are the brand ambassadors whose not an offence in India since there is no prescribed limit
fan following has resulted in more favourable for it. But misleading labeling of ‘no added MSG’ is the
response of consumers towards Maggi. Now as the issue. The company is saying that the product is safe for
Maggi row has blared up, it has also put its brand consumption and FSSAI is saying the product is
ambassadors, along with the company officials, in dangerous for consumption. Both have been defending
trouble as a brand ambassador endorsing the one’s own side. These have created a dilemma among the
product in the advertisement is also equally consumers whether Maggi should be consumed or not but,
responsible for making the consumers fool. A this row has impacted a lot in India and also will impact in
district court in Muzaffarpur had directed police to future also, till the final outcome will come. This is all
register an FIR against two Nestle officials and about what began as a minor labelling dispute that
filmstars- Amitabh Bachchan, Preity Zinta, and according to a local magistrate could have been settled
Madhuri Dixit, who have endorsed Maggi in with an INR 25000 fine, spiraled into Nestle’s worst
advertisements, and to arrest them if required in the public relations crisis to date in India. This study will help
course of investigation. The FIR was made by a a lot to understand the real impact of Maggi row in
complainant claiming that he fell sick after eating simplified and clear way.
Maggi purchased from a shop at Lenin Chowk of
Muzaffarpur on May 30, 2015. The case has been SCOPE FOR FURTHER RESEARCH
filed under IPC section 270 (malignant act likely to
spread infection of disease dangerous to health), I have conducted research only for a limited time period
273 (sale of noxious food or drink), 276 (sale of i.e. upto June 30. Till June 30, the final outcome has not
come. Court hearings are pending and there is a lot to be
i-Explore International Research Journal Consortium www.irjcjournals.orgInternational Journal of Management and Social Sciences Research (IJMSSR) ISSN: 2319-4421 52
Volume 4, No. 7, July 2015
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[10] The--noodles.blogspot.in/2009/08/history-of-maggi [26] www.businessstandard.com/nestle-india-share-
-noodles.html?m=1 prices-live-nse_bse-nestle-india-stock-price,nestle-
[11] https://nicheiima.wordpress.com/2012/08/22/brand- india-results,returns,charts,news-&-more
story-maggi/
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