ITC's instant noodles brand $4 has made the most out of the controversy that hit $4's $4. It will soon become a Rs 1,000 Crore brand.
"$4! as a brand is now in its fifth year post the national rollout... We are proud to say that Yippee Noodles is poised to enter the Rs 1,000 crore club in the ITC Foods stable," ITC Ltd Divisional Chief Executive, Foods Division V L Rajesh told PTI.
Explaining $4's growth pre- and post-$4 ban, rajesh said it was "growing at more than 40% before the controversy broke out..., with all the competitors in the market".
"The controversy and confusion that prevailed adversely affected the whole industry. However, with our proactive inputs and innovative campaigns, we were the fastest to recover and then exceed our old sales levels," Rajesh added.
The company's campaigns had focused on "world-class product and manufacturing processes", he said.
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