NIGERIA – Indomie Noodles, instant noodle giant in Nigeria, has opened its first ‘Heroes’ store in Lagos as part of efforts to expand its business and strengthen its operations.
According to the company, the store, located at Ikeja City Mall, will be a touch point to the brand’s community by providing creative and exciting Indomitables heroes experiences through various materials and immersive play experiences.
Offering various forms of kid-chic designs, innovative displays and consumer eco-friendly merchandise, the store promises to deliver an engaging, entertaining and exciting experience to its customers.
Speaking on the initiative, National Coordinator, Indomie Fan Club (IFC), Faith Joshua, stated that the store idea was prompted by the company’s passion to promote its consumers
She noted that the store allows consumer to “to experience first-hand creativity that goes into Indomitables character merchandise building, all available in the store at any given time.”
“It features engaging digital experiences in a unique physical space that will inspire children, parents and fans to fully explore the experience,” she added.
Faith revealed further that the firm has plans to commission more stores in other parts of the country in a bid to make its products more accessible.
Indomie, whose parent company is based in Indonesia, was introduced to the West African country in 1988 through export, and in 1995 the company opened its first production factory in the country
Currently, the product has gained popularity in the country into an overall per capita consumption is around 1.7 kg.
Indomie brands are locally produced by the Tolaram Group in Nigeria through its three factories in Nigeria in Ogun State, Port Harcourt and Kaduna at a capacity of eight million packets of noodles daily.
According to Pawan Sharma, the chief executive, Kellogs Tolaram, West Africa, the company has recorded significant growth in its business citing that increasing demand has compelled the firm to turn into importation of raw materials such as wheat and palm oil.
Sharma says that the company requires about 500,000 tons of wheat annually, which is eight times more than the amount of wheat Nigeria produced between 2016 – 2017, to meet its demand.
At the moment, Indomie accounts for 74% of Nigeria’s market, reports CNN.