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Wai Wai, a prominent instant noodle brand in India, is concentrating on premiumization and broadening its product offerings to cater to the changing tastes and preferences in the North East region. The company has launched new product formats and packaging sizes in response to consumer feedback from the area, with the goal of providing convenient and customized options that reflect local flavors. The choice to introduce a convenient cup format and implement these enhancements was driven by the increasing demand for convenience and appropriate portion sizes. The company is confident that this innovation will assist in boosting its market share in India’s USD 2.2 billion instant noodle sector. The new products are now accessible throughout North East India via an extensive network of retailers and distributors. The company aims to enhance its premium product range and reach its revenue target of Rs. 1,200 crore by 2026.
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