Rivals make merry as Maggi market share shrinks 35%

The controversy over Maggi noodles, which led to a ban that was overturned, has seen its market share drop by almost half, according to industry executives who drew on Nielsen data.

The Nestle brand managed to retain only 42 percent share in January while ITC's Yippee grabbed 33 percent, reported Economic Times.

While Maggi regained the No 1 slot in instant noodles in January, ITC Foods' Sunfeast Yippee has covered much ground and came a close second with a 33 percent share. The category, dominated by Maggi until May 2015, has become fragmented with others such as Nissin's Top Ramen and Cup Noodles, Ching's Secret, Wai Wai and HUL's Knorr having caught up.

Maggi was banned in June 2015 and returned to stores in early November after a five-month ban.