MNCs’ Indian innovations on global menu

PepsiCo, the second largest food and beverage company in the world, is adapting its Indian innovation Kurkure for western markets. “What works really well for PepsiCo India is to export the ‘indovation’ (Indian innovation) idea to other markets where it can be manufactured locally. Kurkure is currently available across the globe wherever there is a large ethnic Indian population,” a spokesperson from PepsiCo India informed FE.

PepsiCo India’s baked crackers brand Aliva and lemon-flavoured drink Nimbooz are some of the company’s other innovations out of India that have attracted attention globally and are currently being adapted to suit local tastes in overseas markets.

“These are all products invented in the Indian laboratories of multinational companies, originally made for Indian consumers, but today a hit in global markets,” said an industry analyst. Due to high bulk and low shelf life, packaged foods and beverages are not ideal for exporting to global markets. Which is why companies like PepsiCo are exporting the concept of making Kurkure for selling in other markets.

Yet another multinational, Nestle SA, the Swiss food and nutrition giant, has taken its Indian brand, Maggi Masala Noodles, to many markets across the globe. In addition, the company is planning to take its spice brands specifically developed for Indians, such as Maggi Pulao Masala (in sachets) and Maggi Masala Magic, to other markets. The company is also planning to take its Indian brands Maggi Noodle Atta and Maggi

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