MAM
Wow! Momo crashes cup noodles market with ‘Desi-Asian’ flavour bomb
MUMBAI: Hold onto your chopsticks—Wow! Momo has just sent shockwaves through the FMCG world by diving headfirst into the instant noodles market. With the launch of Wow! Noodles, the homegrown QSR legend has cooked up a storm, bringing India its first-ever Desi-Asian range of cup noodles. Think Thukpa from Tibet, Khao Suey from Burma, Manchurian, Korean, and India’s beloved Chinese Bhel—all in one slurp-worthy collection.
If instant noodles were a race, Wow! Momo just floored the accelerator. The brand is aiming for a jaw-dropping Rs 100 crore business within 24 months. With a fusion of bold flavours and a commitment to quality, it is revolutionising the way India experiences quick, tasty meals whether in dorm rooms, boardrooms, or 35,000 feet above ground.
Wow! Noodles is rolling out faster than a hot wok on high flame. Already available on leading Quick Commerce platforms like Instamart, Zepto, Blinkit, BigBasket, Flipkart Minutes, and D Mart Ready, the range is also flying off the shelves of Modern Trade giants such as Reliance, More Retail, Spencer’s, Spar, and Ratnadeep. And it doesn’t stop there, the brand has inked deals with over 10,000 general trade stores across 200+ towns and cities.
If that wasn’t impressive enough, these flavour-packed noodles are also soaring high in the skies. Akasa Air, Air India Express, and SpiceJet have added them to their inflight menus, proving that noodles truly have no boundaries. Travellers have lapped them up, making Wow! Noodles the hottest mid-air snack since peanuts.
Beyond just a product launch, Wow! Noodles is stirring up excitement with immersive in-store activations, eye-catching displays, and aggressive sampling at retail points. Whether it’s a college kid hunting for a midnight snack or a busy professional craving a quick fix, these noodles are winning hearts across all demographics.
Sagar Daryani, Group CEO & founder of Wow! Momo, can barely contain his enthusiasm. “At Wow! Momo Foods, innovation is in our DNA. With Wow! Noodles, we are disrupting the cup noodles category by bringing the perfect blend of desi and Asian flavours in a format that is both convenient and exciting. As we continue to expand our FMCG footprint, this launch marks a significant step towards making Wow! Momo a household name beyond QSR.”
Mithun Appaiah, CEO of Wow! FMCG, echoed the excitement: “We are leveraging the strong brand equity of Wow! Momo to make Wow! Noodles a household favourite. With our focus on product innovation and strategic channel expansion, we are confident about an exciting year ahead—bringing new flavours, scaling our distribution reach, and disrupting the FMCG space.”
Wow! FMCG has been on a meteoric rise since its inception 24 months ago. The brand’s packaged momos have already disrupted the frozen foods category, racking up an impressive Rs 60 crore annual recurring revenue (ARR) and dominating key distribution channels. Now, with 16 SKUs of momos and nine SKUs of cup noodles, the brand is available in over 10,000 stores across 200 plus towns and cities. And if that wasn’t enough, Wow! Momo’s FMCG division has just landed in the Middle East, partnering with retail giant Lulu Group for its international expansion.
With a solid recipe for success and an appetite for innovation, Wow! Momo isn’t just selling noodles—it’s stirring up a revolution in how India slurps, snacks, and satisfies its cravings. Whether at home, on the go, or mid-flight, Wow! Noodles is here to make every meal an adventure.
MAM
Crocs and Lego launch new collaborative collection in India
Iconic brands bring playful creativity to footwear with first drop on 13 April 2026.
MUMBAI: Crocs and Lego have clicked together once again and this time, the bricks are heading straight for Indian feet. The global footwear brand Crocs has announced the India launch of its latest Crocs x Lego Group collection, following the excitement of their multi-year global partnership unveiled earlier this year. The collaboration celebrates creativity, play, and individuality, merging Crocs’ signature comfort with Lego’s iconic building-block spirit.
The collection will roll out in two phases. A digital-exclusive pre-launch begins on 13 April 2026 on crocs.in, featuring four styles: the Lego Masterbrand Creativity Clog, Lego Midnight Garden Creativity Clog, Lego Creativity Clog, and Kids’ Lego Creativity Clog. Each pair purchased during this phase will include an exclusive Lego minifigure as a collectible bonus.
From May 2026, the full collection will be available across select Crocs stores, VegNonVeg, and Foot Locker outlets nationwide.
The designs playfully blend Crocs’ classic clog silhouette with Lego brick-inspired details, complete with custom Jibbitz charms on the upper and sole. The collection encourages wearers to treat their footwear as a canvas for personal expression, without any set instructions just an open invitation to build, explore, and have fun.
Crocs chief marketing officer Carly Gomez said, “The Lego Group’s boundless imagination makes them the perfect match to Crocs’ wonderfully unordinary spirit. We are both brands that pride ourselves on being built different, celebrating self-expression and fuelling creativity.”
LEGO Group, head of licensing & extended line design & partnerships Satwik Saraswati added, “Our common mission to enable self-expression and wear it with pride only marks the beginning of a journey with endless possibilities.”
The campaign will extend beyond the product launch through creator-led seeding, elevated visual merchandising, and exclusive on-ground previews, supported by a deeper partnership with the Lego India team.
In a market that loves both comfort and fun, Crocs and Lego have built something special, a collection that lets every step feel like playtime. Get ready to click your heels (or rather, your clogs) because this collaboration is set to be a blockbuster hit with Indian fans.
