India Ramen Market Ranks 3rd Globally... Highest Growth Rate
K-Ramen Targets Market with Localized Spicy Flavors
Responding to Me-Too Products by Enhancing Quality and Expanding Channels
The status of 'K-Ramen' is rising in the Indian market with a population of 1.4 billion. Catering to Indian consumers' strong preference for spicy flavors, various products with different levels of spiciness have been launched, attracting demand from diverse social classes with affordable prices and a variety of tastes. As preference for Korean ramen increases, local imitation products are also being released, and domestic companies are strategizing to respond through product quality and expansion of distribution channels.
According to market research firm Nielsen IQ on the 8th, sales of Korean ramen in India last year amounted to 650 million rupees (approximately 11 billion KRW). This figure surged more than 30 times in two years from about 20 million rupees (approximately 300 million KRW) in 2021. Last year, sales of Korean ramen increased more than fourfold compared to the previous year, far exceeding the 10% growth rate of the Indian instant ramen market during the same period.
India is recently considered the fastest-growing ramen market. According to the World Instant Noodles Association, India's instant noodle consumption last year was about 8.68 billion units, ranking third after China and Indonesia. This figure is higher than that of Vietnam, Japan, and the United States, and consumption is rapidly increasing every year, drawing attention as a new export destination for Korean ramen. In fact, India's ramen consumption has increased by 29.0% over the past three years since 2020, surpassing China (-9.0%), Indonesia (15.0%), and Vietnam (15.6%).
Recently, the Indian ramen market is growing rapidly based on urbanization and the resulting lifestyle changes. Office workers and students find it difficult to spend a long time on meals, so instant ramen, which can be prepared quickly, is gaining attention. Additionally, the relatively low price serves as a background for becoming an attractive choice for various social classes in the price-sensitive Indian market.
Major ramen manufacturers, including domestic companies, have played a decisive role in popularizing ramen by adapting the taste to suit Indian preferences. Indian consumers prefer spicy and seasoned foods, and some instant ramen manufacturers have introduced products modified to suit Indian tastes by adding local flavors such as masala, curry, and various regional spices. This customization helps create local demand and increases customer loyalty.
In particular, Korean ramen's spiciness and rich, savory broth serve as differentiating factors from existing instant ramen in the Indian market. Currently, domestic ramen manufacturers such as Nongshim and Samyang Foods are releasing products with various levels of spiciness to appeal to Indian consumers who enjoy spicy food. In fact, for Samyang Foods, the spiciest product, 'Haekbul Dakbokkeum Myun (Hot Chicken Flavor Ramen)', accounts for the highest sales proportion. Samyang Foods has recorded an average annual sales growth rate of 185% in the Indian market over the past four years. Furthermore, the growing influence of the 'Hallyu' wave in India is also impacting market growth.
As Korean ramen gains popularity in the Indian market, Korean-style ramen imitation products are flooding the market. Nestl?, which started selling ramen in India for the first time at the end of last year, expanded its product category by launching Korean-style ramen in two flavors: 'BBQ Chicken' and 'BBQ Vegetable'. Maggi is also aggressively promoting the new Korean-style ramen through the 'fire bhi, desire bhi' campaign featuring famous Indian actress Khushi Kapoor.
Domestic companies are also planning to actively respond by expanding distribution channels. Samyang Foods plans to strengthen distribution power in modern retail channels such as hypermarkets and convenience stores, which are growing, and also enhance online market entry and promotional activities. A Samyang Foods official said, "Similar products are being released by local small and medium manufacturers besides Maggi," but added, "Imitation products produced locally do not match the quality of Korean products, which rather emphasizes the authenticity of the Korean brand 'Buldak Bokkeum Myun'."
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