NE BUSINESS BUREAU
AHMEDABAD, JULY 4
CG Foods which supplies “Wai – Wai” ready-to-eat noodles variants and conventional (instant) noodles under its brand extension “Wai – Wai Xpress” on Friday announced that the company has recorded an increase of 50% over average consumption of WAI WAI products in Gujarat during the last two months, a company release said.
CG Foods, the FMCG vertical of multinational conglomerate CG Corp Global, ramps up operations to 90% capacity utilization in its 10th manufacturing line in Ajmer that caters to the consumers in Gujarat.
“The COVID pandemic and its resultant lockdown have changed the business ecosystems and consumer behaviour. A consumer trend that has prominently impacted the FMCG business is the growing demand for convenience food. It is expected that this trend will sustain with WFM becoming the new way of life and eating out options being impacted. Given WAI WAI noodles is the only ‘Ready to Eat’ noodle of the country, the brand has clocked record sales in Gujarat, as it perfectly fits the requirement for consumers at home today who are increasingly looking at easier snacking/meal options,” the release added.
CG Foods capitalized on this growing demand in Gujarat by ensuring uninterrupted supply of WAI WAI products by re-starting the production and ensuring supply chain kick-started at the earliest possible day. Gujarat as a market has responded very well to the brand in the last few years and post the lockdown, CG Foods has aggressively focussed on expanding its distribution networks which have helped in registering first-time consumers. It is expected for the new consumers’ preference towards the brand to continue even after the increased availability of other noodle brands. Furthermore, recognizing the need for no-contact doorstep delivery for consumers, the brand has collaborated with popular e-commerce platforms such as Swiggy, Grofers Bigbasket & Flipkart, to ensure easy access for consumers.
Varun Chaudhary, Executive Director, CG Corp Global stated, “We believe that the new habits being formed now will endure beyond the crisis, permanently changing the lens through which consumers view products and brands. With convenience foods increasingly becoming a way of the new lifestyle, we as a company will eye a larger slice of the market and focus on riding on innovation to provide more suitable offerings. We are putting a lot of emphasis on distribution expansion in Gujarat and it has already started paying good dividends. While in March and April, we could hardly clock 50% of our average sales, we have been able to clock 120% of our average in May.
“Most importantly, as a brand, we are excited to see our consumer base increase as this period has brought to us many first time buyers in Gujarat. Gujarat has clocked over 50% increase in our sales in last 2 months and we believe we will see a substantially high -new normal when it comes to consumption of Wai Wai noodles in Gujarat,” he added
