Recreating the old magic

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Five months after it was banned, Maggi noodles is back on shop shelves. As Nestle India prepares for a nationwide launch of the 32-year-old brand with some changes in packaging, The Strategist tries to identify the key challenges and what the company could do to win back consumer trust. Four brand experts lay down the dos and don'ts for Maggi as it seeks to regain lost ground

'The reason to buy the same product needs to change in its articulation'

SUPRIYO GUPTA

CEO, Torque Communications

The key challenge for the brand today is not to return to the shelves and kitchens (that's easy) but to whittle down the missing, currently unseen, missing moms. What Nestle needs to understand is that, at its core, a tectonic shift has occurred deep in the minds of the consumer. I

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