MAGGI has unveiled a new campaign that shines a spotlight on the carefully sourced ingredients and extensive processes behind its signature masala. The initiative highlights the journey of 10 key spices that play an important role in creating the brand’s distinctive flavour, offering consumers a closer look at the origins of its trusted recipe.
The campaign traces the path of spices, including cumin, fenugreek, coriander, aniseed, turmeric, black pepper, chilli, ginger, cardamom and nutmeg, from farms across India to the final product. Through the campaign, the brand showcases various stages of the process, including cultivation, harvesting, roasting and rigorous quality checks before the spices are blended into MAGGI products.
According to the company, it works with more than 4,500 spice farmers across 128 villages spread over seven states, reinforcing its long-standing commitment to sourcing quality ingredients while supporting agricultural communities.
The campaign also highlights the brand’s spice procurement programme, which focuses on responsible agricultural practices and initiatives aimed at strengthening farmer resilience and encouraging sustainable cultivation over the long term.
Speaking about the initiative, Rupali Rattan, Head – Foods Business, said that MAGGI’s iconic taste has been shaped by its masala for more than five decades. She noted that the campaign is a tribute to the thousands of farmers and partners whose efforts help maintain the quality and flavour that consumers have come to trust over the years.
Through this campaign, MAGGI seeks to reinforce the connection between its products, the farming communities that support its supply chain and the quality standards that contribute to its enduring popularity among consumers.
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