An Ahmedabad-based food company believes there is room for something different.
As India’s packaged food industry increasingly embraces regional tastes and local food preferences, EJAG Foods has launched NOOLS Masala Kehvu Pade, an instant noodle inspired by Gujarat’s distinctive khatta-meetha flavour profile.
The launch raises an interesting question for India’s food industry: Why have regional tastes transformed snacks, beverages and ready-to-eat foods, but remained largely absent from the instant noodle aisle?
India’s 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.
Industry observers believe this trend is being driven by rising disposable incomes, stronger regional identities and consumers’ 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.
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.
“Gujarati 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,” said a spokesperson from EJAG Foods.
The result is NOOLS Masala Kehvu Pade, developed specifically for consumers who prefer balanced khatta-meetha flavours over aggressive spice levels.
According to distributors associated with the brand, early market response has been encouraging, with repeat purchases emerging as a key indicator of acceptance.
“The flavour seasoning is very good. It works for breakfast, lunch, dinner or whenever someone feels hungry. People are coming back and buying it again,” said Tejasbhai, a distributor associated with the brand.
He added that retailers are witnessing steady demand and repeat customers.
“Retailers want fast rotation, distributors want stable demand, and NOOLS is providing both. Customers are specifically asking for NOOLS and returning to purchase it again.”
Food industry observers believe products such as NOOLS could signal the next phase of growth in India’s 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.
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.
As India’s 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—but in celebrating the tastes that make each region unique.
About EJAG Foods
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’s culinary diversity.
Media Contact
media@ejagfoods.com
www.nools.com
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