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Our Bureau

Bhutia to promote Wai Wai noodles

Kolkata , May 18

CG Foods India Pvt Ltd, a member of the Nepal-based $250 million Chaudhary Group of companies, has decided to renew its focus in Indian packaged foods business (mainly brown and white noodles, and other ready-to-eat snacks) by setting up its second noodles plant in Uttaranchal by March 2007 at an initial investment of around Rs 25 crore.

Indian soccer star Baichung Bhutia has been signed on as brand ambassador for CG Foods' range of products, particularly the popular "Wai Wai" (Tasty-Tasty in Thai) noodles, which was an established brand in South Asian markets, with a 67-per cent market share in Nepal.

Pan Asian presence

The company, with a Pan Asian presence through association with the well diversified Cinnovation Group of Singapore, an Asian conglomerate, has recently set up modern noodles plant in Sikkim at an investment of Rs 70 crore.

Cinnovation Inc, with operations in Dubai, Mumbai, Delhi, Kolkata and Singapore, has substantial presence in the field of investment banking and private equity participation. Wisdom Plus Asset Management, a part of the Group, is a global player in the asset management business.

Wai Wai noodles

Briefing newspersons here on the company's major foray into the North and Eastern markets of India, and growth plans in general, Mr Nirvana Chaudhary, Director, CG Foods India, said the first consignment of food products, including the famous Wai Wai Noodles from the Sikkim unit has already hit the Indian markets.

Describing Wai Wai 123 noodles as one of its kind in the Indian market, he said it was pre-cooked and can be eaten straightaway. It comes with three seasonings, and is priced at Rs 10 for the 100 g express noodles pack.

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