The instant pasta market is booming with the aggressive advertising by the Indian arm

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of the world’s largest foods company Nestle and tobacco giant ITC. Sunfeast from ITC and Maggi Pazzta are reaping the returns of a rapid double-digit growth rate in sales as customers increasingly add this to their portfolio of snacks they consume at home.

Industry experts said the entry of more firms into this market such as HUL’s Knorr soupy pasta, Future Group’s Tasty Treat, Bambino Agro Industries instant pasta and their marketing efforts has resulted in greater penetration and consumer awareness.

“The instant pasta market is at the kind of stage that the instant noodles market was years ago. We are seeing our sales of this product grow by between 35-40 per cent and we expect that the market will grow to Rs 100 crore this year,” Chitaranjan Dar, Chief Executive Officer (CEO), Foods division at ITC told Financial Chronicle.

According to data from market research firm Nielsen, Nestle and ITC between them control the majority share of the fast growing instant pasta market. The ready-to-eat Sunfeast pasta is positioned as a healthy product, as it is made of whole wheat. It has been launched in multiple flavours — masala, tomato cheese, cheese, sour cream, pizza style, chicken and tangy tomato.

“The instant pasta category will be a roaring success with the opening up of a number of Italian restaurants. Also, many players are positioning it as a health product,” said Shripad Nadkarni, founder director at MarketGate Consulting.

Nestle India has launched pasta under the Maggi brand in two flavours — masala penne and cheese macaroni — priced at Rs 12 and Rs 15. Positioned as a healthy product, the Maggi Nutrilicious Pazzta is made up of semolina. Nestle did not respond to an e-mail sent to the company seeking comments on growth potential of its instant pasta category.

“With more women picking up jobs, sale of convenience food would only grow. And since there are many established players in pasta, the early entrants will have an advantage,” said Saloni Nangia, president at consultancy firm Technopak Advisers.

According to an Ernst & Young report, the instant noodles and pasta market in the country would be worth Rs 1,500 crore in the next five years.