What does Top Ramen stand for today?

Top Ramen is a brand owned by Indo-Nissin Foods Limited which is promoted by Nissin Foods, Japan. Marico has been handling the marketing and distribution of Top Ramen since July 1998. Indo-Nissin has 2 manufacturing plants in India - in Bangalore and Rewari, Haryana. Top Ramen is an Instant Noodles brand offering great tasting mealtime options to young consumers. It is positioned as the source of uninhibited taste enjoyment delivered through Nissin's global expertise in Instant Noodles.

Evolution:

Top Ramen was initially launched as a soup style noodle, which was not received very well in India. It was re-launched in its current avatar, with modern western imagery. The brand targeted older kids who wanted to make a personal choice. "Don't be a noodle, be a smoodle" evolved as the base line for the brand. Top Ramen Curry Smoodles was launched to expand the category. A spicy and saucy product was introduced, again aimed at young adults. Hindi film star, Shahrukh Khan is endorsing the new product.

Our Consumers:

Compared to the market, Top Ramen has a higher skew, towards upper Social Economic Class (SEC) consumers. The superior taste experience has helped develop a loyal consumer base for Top Ramen. The franchise is now expanding with the launch of Top Ramen Curry Smoodles.

Contributors to Top Ramen's success:

Superior product experience has driven the brands' growth. Consumers have appreciated the brand's attractive packaging consistently. In the new product, Top Ramen Curry Smoodles, the advertising has generated high levels of interest and trials.