No one is sure how it all started. Was it Tibetan, Nepalese, Bhutanese or Chinese influence that converted chowmein into Indian street food. Today it is standard fare at city fairs and rural melas alike in the north. This allowed instant noodles to make a dent in the hinterland. “In our village in Badaun (Uttar Pradesh) every kirana store sells noodles, it is popular with the youngsters and some even eat it raw as a snack,” says shopkeeper Pavan Kumar. FMCG market watchers like Technopak point to the rising competition in the noodle market, though Maggi still rules the roost. There’s even a pack priced just five rupees.

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