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How Indomie Noodles Dominated The Nigerian\ African Market

To begin with, let us analyze how indomie noodles, first found it’s base in Nigeria and Africa as a whole.

Tolaram is a Singaporean company that began operations selling textiles in Nigeria in the 1970s. Executives and brothers, Haresh and Sajesh Aswani, however, saw an opportunity to create an instant noodle market in the country. They began importing Indomie noodles. But in order to truly target the local market, Tolaram decided to build manufacturing and distribution capabilities in Nigeria at a time when conventional wisdom advised against it.

Hence, the beginning of Indomie Noodles journey in Africa.

In 1988, The managing director of Tolarem Group Africa first introduced an affordable, convenient and quality quick-meal – the Indomie Instant Noodles. At the time, it took a wholesome amount of time for Nigerians to embrace the dish because fast food was not a thing in Nigeria.

Parents at the time believed in home-cooked meals, so the brand was met with denial and doubt etc. But the Ceo did not give up, he kept advertising, branding and pushing forth the product to the market. Created and hijacked both national and local distribution channels. This action enabled the product to reach every corner of Nigeria.

Today, they have dominated the fast-food market, not only in Nigeria but have also spread to other countries. although Nigeria remains the highest consumer.

Indomie noodles

Furthermore, The Aswani’s have turned Indomie noodles into one of Nigeria’s national dishes and Tolaram into the largest food company in Africa’s biggest market, surpassing the likes of Unilever and Nestlé as Indomie now in every corner market stall across Nigeria, and in most kitchen cupboards — a cheap, stomach-filling staple.

How did they succeed to position their Indomie Noodles Brand?

  1. Target Market : They targeted people above 5 years old to adults.
  2. They made Indomie Noodles very affordable. Everyone could afford it, be it a student or worker, farmer or just a plain market seller. Every store could sell it.
  3. It was acessible to all. Every provision store in the block sold it, every super market , in villages and in towns, Indomie noodles was a necessity. Also, Finding different markets to penetrate with their existing assets and boosting the utilisation of the existing assets.
  4. They made the Indomie Noodles relatable by creating names like; Hungryman pack, family pack, breakfast pack. This action alone, enabled them win both in the streets and in the huge markets.
  5. It is fast and easy to cook. It serves working mom’s who barely have the time to cook for thier kids. Students who just need a quick fix to fill their stomachs and rush to class. Indomie noodle takes just at most, 5 minutes to cook.

The Company which first started in Lagos later moved their headquarters of the Tolaram group( parent company of Indomie). From Lagos to Singapore to reflect the family’s global ambition and aspirations.

However, following the companies massive growth, the Aswani’s are making $1 billion(572 billion nairas) every year from just selling Indomie Noodles in Nigeria.

They also make over $ 500 million from selling Indomie noodles in other African markets and foreign markets like the US and UK where Indomie is exported for the consumption of Africans In the diaspora.

Now, Indomie has become a delicacy in every home. It is a household name.

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