Nestlé has decided to give more importance to its culinary range, namely Maggi noodles, ketchup, cubes, pickles and soup. Carlo Donati, Nestlé India Chairman and MD, says the focused approach of the last few years on Nescafé, the company's flagship brand, has yielded rich dividends and "we plan to replicate the same in the case of Maggi as well."

New product categories and product line extensions are planned, such as tomato flavoured noodles and tamarind flavour ketchup.

Nestlé must proceed with caution: its last attempt to modify its "masala" flavored noodles backfired, and it had to quickly retrace its steps.

By Navroz Havewala, correspondent