How Wai Wai noodles went from Nepal's kitchens to global shelves

The Hindu

3 days ago

As Wai Wai launched its new range of instant cup noodles last month, founder Binod Chaudhary took a moment to reflect on how it all began. The Nepal-based brand first hit the shelves in 1984, entering the market quietly, but it did not stay quiet for long. In no time, Wai Wai shook up the instant noodle scene.
The brand made its Indian debut in the Northeast, gradually winding its way across the country. So, what prompted Binod to take that first bold leap? He recalls a moment of serendipity: 'That was 35 years ago. Travellers returning from Thailand with bags of instant noodles sparked my curiosity as a bystander,' he says. 'The businessman in me spotted a gap. Even though Maggi ruled the market, I believed Nepal deserved its own brand.'
His decision was not met with universal support. 'Many advised me not to bother,' he admits. 'But facing those doubts only pushed me harder. I wanted to create something that would become a staple snack, and I'm proud we did.'
Wai Wai now positions itself as the third-largest instant noodle brand in India. It reported revenues of ₹800 crore and is aiming for ₹1,200 crore by 2026. What began as a single product has grown into a portfolio of 200 to 250 SKUs, with a footprint in over 30 countries.
Part of what made Wai Wai stand out from the very beginning was its packaging, and how people could eat it. Each pack came with a tastemaker, flavoured oil, and a spiced powder, offering more than just convenience. It offered choice.
'It was the versatility that set Wai Wai apart,' says Binod. 'From day one, you could eat it straight from the packet as chur-mur (a type of snack where the ingredients are crushed and peppered with potatoes and spices), boil it into a hot noodle soup, or mix it into snacks like Wai Wai bhel or alu mimi, a comforting, runny potato curry with crushed noodles that's popular in Darjeeling.'
The inspiration came from Thailand, where he had observed people eating noodles in all kinds of creative ways. 'We took that idea and adapted it for Nepal. Especially the chur-mur style, in flavours like Schezwan and tomato — it really clicked with the younger crowd. Over time, it became a snack loved across generations.'
Wai Wai's journey began in a modest factory in Saibu, Bhainsepati, in Nepal's Lalitpur district. By 2006, the brand had made its first international leap, setting up a factory in Rangpo, Sikkim. Today, Wai Wai has product lines like Wai Wai Xpress and Wai Wai Quick, catering to a global audience.
But the idea was not just about noodles, it was about bold diversification. Binod Chaudhary, then running his family's textile business, Arun Emporium, saw an opportunity in food. 'I believed Nepalese consumers would welcome a different taste and more flexibility,' Binod says. 'We introduced flavours like spicy chicken and veg masala, now pantry staples across Nepal and India. Our initial success at home gave us the confidence to grow into India, where we tailored products for local preferences with flavours like jain masala and tomato chatpata.'
To get the flavours just right, the early team travelled to Thailand, studying how noodles were made and consumed. 'We kept the name 'Wai Wai' from the Thai brand — it was catchy and worked well in our markets,' Binod adds. 'Flavours like classic masala and chicken were refined through trials and feedback. Our first taste-testers were our own families and young people in Kathmandu. That local connection mattered.'