{"id":57244,"date":"2026-06-25T17:11:20","date_gmt":"2026-06-25T11:41:20","guid":{"rendered":"https:\/\/nashik24.com\/index.php\/2026\/06\/25\/why-dont-instant-noodles-taste-gujarati-ahmedabad-company-bets-on-regional-flavours-to-crack-indias-noodle-market\/"},"modified":"2026-06-25T17:11:20","modified_gmt":"2026-06-25T11:41:20","slug":"why-dont-instant-noodles-taste-gujarati-ahmedabad-company-bets-on-regional-flavours-to-crack-indias-noodle-market","status":"publish","type":"post","link":"https:\/\/nashik24.com\/index.php\/2026\/06\/25\/why-dont-instant-noodles-taste-gujarati-ahmedabad-company-bets-on-regional-flavours-to-crack-indias-noodle-market\/","title":{"rendered":"Why Don\u2019t Instant Noodles Taste Gujarati? Ahmedabad Company Bets on Regional Flavours to Crack India\u2019s Noodle Market"},"content":{"rendered":"
\n

Ahmedabad (Gujarat) [India], June 25: <\/strong>Instant noodles have become one of India\u2019s most popular convenience foods, enjoyed by millions across age groups and geographies. Yet despite India\u2019s rich culinary diversity, most noodle flavours available in the market continue to follow a familiar formula\u2014spicy masala, schezwan, or Indo-Chinese-inspired seasonings.<\/p>\n

An Ahmedabad-based food company believes there is room for something different.<\/p>\n

As India\u2019s packaged food industry increasingly embraces regional tastes and local food preferences, EJAG Foods has launched\u00a0NOOLS<\/a>\u00a0Masala Kehvu Pade, an instant noodle inspired by Gujarat\u2019s distinctive khatta-meetha flavour profile.<\/p>\n

The launch raises an interesting question for India\u2019s food industry:\u00a0Why have regional tastes transformed snacks, beverages and ready-to-eat foods, but remained largely absent from the instant noodle aisle?<\/p>\n

India\u2019s packaged food sector has witnessed a growing shift towards localisation in recent years. Consumers are increasingly seeking products that reflect familiar tastes and cultural food habits rather than generic national flavours. Major snack manufacturers have introduced region-specific variants inspired by local cuisines, while beverage brands have launched flavours tailored to specific states and markets.<\/p>\n

Industry observers believe this trend is being driven by rising disposable incomes, stronger regional identities and consumers\u2019 growing preference for products that feel culturally familiar. For Gujarat, where traditional cuisine is known for balancing sweetness, tanginess and mild spices, the opportunity appears significant.<\/p>\n

Unlike many parts of India where consumers gravitate towards fiery spice levels, Gujarati cuisine has long celebrated a balanced flavour profile. From dal and kadhi to farsan and everyday vegetables, sweet and tangy notes form an integral part of daily meals. Yet consumers shopping for instant noodles typically encounter products built around stronger spicy or Indo-Chinese flavour profiles.<\/p>\n

\u201cGujarati consumers have always had distinct taste preferences. We felt there was an opportunity to create an instant noodle that reflects what people in the state enjoy every day at home,\u201d said a spokesperson from EJAG Foods.<\/p>\n

The result is\u00a0NOOLS Masala Kehvu Pade, developed specifically for consumers who prefer balanced khatta-meetha flavours over aggressive spice levels.<\/p>\n

According to distributors associated with the brand, early market response has been encouraging, with repeat purchases emerging as a key indicator of acceptance.<\/p>\n

\u201cThe flavour seasoning is very good. It works for breakfast, lunch, dinner or whenever someone feels hungry. People are coming back and buying it again,\u201d<\/em>\u00a0said Tejasbhai, a distributor associated with the brand.<\/p>\n

He added that retailers are witnessing steady demand and repeat customers.<\/p>\n

\u201cRetailers want fast rotation, distributors want stable demand, and NOOLS is providing both. Customers are specifically asking for NOOLS and returning to purchase it again.\u201d<\/em><\/p>\n

Food industry observers believe products such as NOOLS could signal the next phase of growth in India\u2019s convenience food segment. As consumers increasingly seek products that resonate with local eating habits, regionalisation may become a key competitive strategy across categories ranging from snacks and beverages to instant meals.<\/p>\n

For Gujarat, a state known for its entrepreneurial culture and strong consumer market, locally inspired food innovations could create new opportunities for home-grown brands to compete alongside established national players.<\/p>\n

As India\u2019s food market becomes increasingly diverse and segmented, Ahmedabad-based EJAG Foods is betting that the future of instant noodles may not lie in creating one flavour for the entire country\u2014but in celebrating the tastes that make each region unique.<\/p>\n

About EJAG Foods<\/strong><\/p>\n

EJAG Foods is a Gujarat-based food company focused on developing affordable packaged foods inspired by regional eating habits. Through its NOOLS brand, the company aims to create instant foods that resonate with local consumers while celebrating India\u2019s culinary diversity.<\/p>\n

Media Contact<\/strong>
media@ejagfoods.com
www.nools.com<\/a><\/p>\n

If you object to the content of this press release, please notify us at pr.error.rectification@gmail.com. We will respond and rectify the situation within 24 hours.<\/em><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Ahmedabad (Gujarat) [India], June 25: Instant noodles have become one of India\u2019s most popular convenience foods, enjoyed by millions across age groups and geographies. Yet despite India\u2019s rich culinary diversity, most noodle flavours available in the market continue to follow a familiar formula\u2014spicy masala, schezwan, or Indo-Chinese-inspired seasonings. An Ahmedabad-based food company believes there is […]<\/p>\n","protected":false},"author":1,"featured_media":57245,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[645],"class_list":["post-57244","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","tag-business"],"_links":{"self":[{"href":"https:\/\/nashik24.com\/index.php\/wp-json\/wp\/v2\/posts\/57244","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/nashik24.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/nashik24.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/nashik24.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/nashik24.com\/index.php\/wp-json\/wp\/v2\/comments?post=57244"}],"version-history":[{"count":0,"href":"https:\/\/nashik24.com\/index.php\/wp-json\/wp\/v2\/posts\/57244\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/nashik24.com\/index.php\/wp-json\/wp\/v2\/media\/57245"}],"wp:attachment":[{"href":"https:\/\/nashik24.com\/index.php\/wp-json\/wp\/v2\/media?parent=57244"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/nashik24.com\/index.php\/wp-json\/wp\/v2\/categories?post=57244"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/nashik24.com\/index.php\/wp-json\/wp\/v2\/tags?post=57244"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}