A staple in households, college dorms, and street food stalls alike, Wai-Wai has woven itself into the fabric of Indian culinary culture. But what is it about Wai-Wai noodles that elicits such fervent devotion from Indians? Now, by 2026, Nepalese billionaire Binod Chaudhary hopes to float the India food division of his conglomerate, Chaudhary Group. Chaudhary built his money selling instant noodles.
The Wai-Wai Emotion
Wai wai noodles are better than maggi.
Change my mind pic.twitter.com/l34lbBWEJs— Kartik Gupta (@TechyWizard_18) January 1, 2024
Wai-Wai noodles made their way into Indian kitchens, quickly establishing themselves as a go-to comfort food for people of all ages. With their distinct crunchiness, quick-cooking nature, and versatile flavour profile, these noodles offer a convenient and satisfying solution to hunger pangs and cravings. Yet, the appeal of Wai-Wai noodles extends far beyond mere convenience. For many Indians, indulging in a bowl of Wai-Wai noodles is a sensory experience that evokes a myriad of emotions and memories. It’s the warmth of a steaming bowl on a rainy evening, the camaraderie of sharing a packet with friends during college breaks, or the nostalgia of savouring a childhood favourite prepared by loving hands.
Beyond its intrinsic qualities, the allure of Wai-Wai noodles lies in its ability to evoke a sense of nostalgia and comfort. For many Indians, indulging in a steaming bowl of Wai-Wai noodles is not just about satisfying hunger; it’s about reconnecting with cherished memories of childhood or college days, of shared moments with friends and family, of late-night cravings and impromptu gatherings.
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Plans For Growth
Wai Wai noodles for breakfast. pic.twitter.com/QIdbNxMNdM
— Shekar Iyer (@SHEKARSUSHEEL) November 8, 2021
In the ever-evolving landscape of Indian cuisine, the introduction of new plans by the brand adds another layer of excitement and delight to the culinary journey. By 2026, Nepalese billionaire Binod Chaudhary hopes to float the India food division of his conglomerate, Chaudhary Group. The Gurgaon-based company competes with market leader Maggi from Nestle Ltd. and ITC Ltd.’s Yippee brand of noodles. Now, the brand is gearing for a sizable listing in the next two years after introducing new products and purchasing smaller businesses in the noodle sector.
In Kathmandu, the capital of Nepal, Chaudhary Group introduced the Wai Wai noodle forty years ago. Since then, the brand has expanded to become the third largest in India. Wai Wai is well-known for its pre-seasoned noodles, which may be eaten as a snack without needing to be cooked. The noodles come with a coating of spice on top of the seasoning pouches in the packet.
When it comes to the humble packet of Wai-Wai noodles, each bowl tells a story of culinary curiosity and endless quest for flavour and delight.
Cover image credits: Canva