Marketing Strategies of Wai Wai Noodles

The Success Story of Nepal’s only Forbes Billionaire & Former Member of Parliament of Nepal.


WAI WAI noodles gained great popularity after the Maggi fiasco in the year 2015!We all wanted to try this all new brand which was delicious and answered our hunger pangs after the age-old Maggi’s disappearance from the market. But the Question is how Wai wai taste the Success in the indian Market? Lets Read more

An Introduction to CG Corp Global:

WAI WAI noodles are owned by CG Corp Global which is a transitional conglomerate and has been around for over 140 years! Under its kitty lie 86 brands, 156 companies scattered over 60 countries and employs more than 15,000 people. Now those are exceptional numbers making it Nepal’s first and only billion-dollar corporation.

Dr. Binod Chaudhary, chairman of CG Corp Global owns companies not only in FMCG but also has interests in telecom, banking, education, real estate, consumer electricals, cement, biotech and retail to name a few. Other than this, they are also involved on various philanthropic activities through Chaudhary Foundation.

wai wai print ad

CG Foods and WAI WAI Brand

In the year 1980, CG Foods started the WAI WAI brand under Nepal Thai Foods in Kathmandu. These were Nepal’s first ever brown noodles.

Later, WAI WAI got popularity in the Indian market too which gave birth to CG Foods India and it’s first manufacturing unit in Sikkim and then in various other parts of the country.

In South Asia, WAI WAI is a synonym to instant noodles and is a market leader in this category in Nepal and North East India.

WAI WAI noodles are exported to over 30 countries and it is already spreading it’s manufacturing base to Africa, South Asia, Europe and the Middle East.

To begin with this brand had only two flavors – Chicken and Vegetarian Masala; however today it is available in over 20 flavors which are loved by everyone!


The Magic of WAI WAI Noodles

The best part about these noodles is that they’re ready to eat! No cooking needed like all other noodle brands in the market.This makes WAI WAI very popular as they can be consumed anytime, anywhere and literally anyhow!

This was the marketing campaign for the brand which led to its enormous success. WAI WAI noodle is No. 1 brand in Nepal which even beats of the biggest global brands – Coca-Cola.

WAI WAI in India has over 27% of market share which makes it the 2nd most loved noodle brand in the country. It is a very popular brand in the North East and North India regions, followed by western and southern regions respectively.As per the company report, the northeast region alone registers a monthly sale of over 65 crores!

In India, WAI WAI has more than 8 manufacturing plants, more than 6 in Nepal and one in Serbia.It sells over 2.5 billion noodle packets a year in more than 32 countries.

The Company’s other noodle brands include Wai Wai Quick, Bingo, Tenz, Mama, Soaltee, MiMi, Sathi and Rin Tin. Further, fried snacks, wafers and potato chips brands include Kwiks, Tic Tic and Zoom. In beverages, Rio fruit juice and Thirst PI, Nepal Ice & Rio natural spring water are quite popular amongst masses.


The City of WAI WAI

WAI WAI city was launched at Hauz Khas Village in Delhi, which was an iconic move of this noodle giant.WAI WAI City is a concept chain where they sell variants of this classic.There are more than 30 operating outlets in India and Nepal.The aim is to build a cool hangout place for young and enthusiastic food lovers and obviously the WAI WAI fans.

This place is a quick service restaurant (QSR) which offers noodles over and above the 20 flavors offered in packets.WAI WAI city brings the noodle eaters closer to the brand says the man behind this amazing concept  Dr Binod K Chaudhary, Chairman, CG Corp Global. The main reason of opening these outlets is to bring back school and college memories of youngsters who at WAI WAI as a staple in college days.

The magical taste of WAI WAI remains untouched but an all-new experience of eating this very loved noodles enhances.

Wai Wai City’s 30-seater restaurant in Hauz Khas Village was their flagship outlet with an open kitchen concept. It was projected as the next hangout destination for city’s youngsters, Wai Wai City has an inviting ambience with bold graphics. It also offers free Wi-Fi and mini munchie packs of Wai Wai as a takeaway.


Beyond Noodles

WAI WAI just doesn’t stop at noodles! They have various their offerings ranging from appetizers to cool and refreshing drinks.

The array of appetizers includes WAI WAI Bhel, Masala Fries – Zucchini, Chili Cheese Wontons, Chili Pepper Chicken – a speciality which is made from three special chilies and the very famous Grilled Momos.

They also have refreshing drinks and dessert which make the experience a wholesome one for any foodie who visits the WAI WAI city.

Wai Wai, the noodles brand recently rolled out a new 360-degree ad campaign in India. The company is expecting to expand their reach in India. The Ad Campaign Focus on Its Taste ‘Munch It! Soup It! Lunch It!’,  the versatility and taste edge of Wai Wai.The company is very Positive and trying to Connecting with Youth. The brand is optimistic about disrupting the category which is dominated by Maggi, Yippee, Top Ramen, Patanjali etc.


With 16 different business in almost 60 countries Dr. Binod Chaudhary, chairman of the Chaudhary Group was called ‘Peak Tycoon’ by The Economist and ‘sole billionaire in Nepal’ by Forbes.

After the ban on Nestle Maggi, CG Corp Global’s WAI WAI became the second largest noodle brand in India and there was no looking back for them since!The brand communication has been on point always which says – Mucnh it, Soup It, Lunch it and has always been on top of the mind of the youths in the country.

Elaborating on the differentiators for the noodle brand, Colvyn Harris, CEO and the strategic advisor to CG Foods. states, “It is ready to eat against ready to cook, is on a youth specific platform, and is playing in a very mature category that has not had much innovation for long”.

With a stronghold in markets like North East and East of India, the brand already claims to have a market share of nearly 27% and is all set to grow at sky rocketing speed.


Related Posts:

    None Found

Was this article helpful?

Leave a Comment