Noodle brand Wai Wai unveiled a major category expansion, including new sauces and frozen snacks, at Aahar 2026 in Delhi. Speaking at the exhibition, Varun Chaudhary, MD of CG Corp Global (owner of the Wai Wai brand), highlighted the brand’s growth strategy and its focus on diversifying beyond its core noodle products.
The brand’s most significant move is its recent entry into the sauce segment, a recently launched category. The new range features a variety of popular global flavors, including Sriracha, Teriyaki, BBQ, and Chili. This move aligns with a broader push into the Korean range, where Wai Wai is introducing multiple sub-ranges at various price points for a wide demographic of consumers seeking trendy, international flavors.
Beyond noodles and sauces, the company is looking to capture more of the snack market. Chaudhary spoke about plans for a new line of chicken-based snacks, including nuggets, and a strategic new avatar for its pasta products.
The exhibition served as a successful platform for the brand to connect with domestic partners, particularly from the Southern and Western regions of India, who showed keen interest in the new offerings, company officials said.
While Wai Wai remains primarily focused on the domestic market, it currently exports approximately 10% of its Indian production, with the Middle East serving as a primary destination for these products.
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Naresh Khanna – 10 February 2025
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