Maggi is back! The crisis for the brand that endured itself in India for over three decades isn’t fully over but the company is free to resume sale. Milling consumers, who fed themselves all these years on the two minute noodle, are obviously ecstatic. The Maggi controversy, however, offers critical learning for all relevant stakeholders: a) Never take regulatory framework for granted since the onus of certifying trust would always lie with the company; b) Regulatory framework in India itself calls for introspection given the tendency to at times over regulate while not investing adequately in certification infrastructure; c) Genuine consumer concerns have to be protected at all times in all situations; and d) For brand India to be seen as investor friendly it is imperative that transparent bench marking (free from undue discretion) is established and well articulated.


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