In second coming, Maggi gets oodles of online support

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Bangalore | Published: November 13, 2015 12:20:47 AM

Online marketplace Snapdeal said it has sold 60,000 “Maggi WelcomeKits” in just five minutes during its “Maggi Flash Sale” that went live on Thursday.

maggi is backOnline marketplace Snapdeal said it has sold 60,000 “Maggi WelcomeKits” in just five minutes during its “Maggi Flash Sale” that went live on Thursday.

Riding on the craze and public euphoria over the return of Maggi instant noodles in India, online marketplace Snapdeal said it has sold 60,000 “Maggi WelcomeKits” in just five minutes during its “Maggi Flash Sale” that went live on Thursday.

Much like any flash sale during the launch of a new phone or television, buyers had to first register for the Maggi flash sale starting November 10. Snapdeal partnered with Nestle to relaunch its Maggi noodles and is selling Maggi WelcomeKits that contains 12 packets of the instant noodle, a 2016 calendar, a fridge magnet, postcards and a ‘welcome back’ letter from Maggi. With this batch of Maggi going already out of stock at Snapdeal, the new batch will be on sale from November 16.

However, the availability of Maggi is limited in the market and is not stocked at all the stores, making it difficult for online players in the grocery segment to offer Maggi instant noodles. “Though we have Maggi instant noodles available with a few select merchants, the availability is quite limited. We might partner with Nestle very soon,” said a company executive from PepperTap.

Amazon’s Kirana Now, which entered the online grocery vertical in March this year, also doesn’t have any stock of Maggi noodles. Maggi’s product page on Kirana Now says, “We don’t know when this item will be back in stock.” Big Basket, one of the bigger players in the online grocery segment, had 100-200 units available only in Chennai and Hyderabad. “We will get a bigger SKU from the company by Monday. Till then we are out of stock,” said Seshu Kumar, head of merchandise, Big Basket.

Gurgaon-based online marketplace Grofers has sold more than 35,000 Maggi packets so far through its platform. “We did not do any special partnership with Nestle for this. But the sellers on our platform started getting inventory on Monday and they wanted it to be made live on our platform as soon as possible. We also thought it made sense to let people know that it was back on the shelves,” said Albinder Dhindsa, co-founder, Grofers.

“We are really excited about our partnership with Nestle to bring Maggi back to consumers across the country. There has been much anticipation for the return of one of the favourite Indian brands and we are delighted to be the exclusive online partner to deliver Maggi back to the customers. We have witnessed a phenomenal response to this sale from customers across the country. We are happy to make this Diwali truly special for them,” said Tony Navin, senior vice-president, partnerships and strategic initiatives, Snapdeal.

After going off the shelves for five months in India, following the ban due to alleged excessive lead content found in Maggi, it has finally made its comeback. Last month, Nestle received clearance from three laboratories, as per the Bombay High Court’s directive, for safety of its noodles. The laboratory test was conducted to check whether excessive lead was still present in its noodles.

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