Rara: A Trail Blazer who led the way for others!!!
Rara Instant Noodles was the first instant noodle introduced for the Nepalese masses by Gandaki Foods in 1980. Not only Nepal it was first instant noodle in whole South Asia because the Swiss FMCG giant appeared in India six months after the introduction of Rara. This alone can attest for the title “Trail Blazer” for this legendary product. Now after 4 decades surviving the onslaught of other industry leader “Wai Wai“, Rara has not only survived but flourished in the noodles market. So I think it would be interesting to know some more about this industry’s first who survived and thrived without any offers that once ridiculed the Nepalese instant noodle business.
1. First of Its Kind:
Rara Instant Noodle was the first of its kind to be launched in not only in Nepal but in whole of South Asia( India, Pakistan, Bangladesh, Nepal, Maldives, Bhutan, Afghanistan and Sri Lanka) which is pretty much impressive in itself because Maggie came six months after Rara.
2. First White Noodles:
For those who do not know “White noodles” are made with processed wheat instead of Maida which is considered a much healthier option than the instant brown noodle produced by Wai Wai. So bringing in this option back then in 80’s itself was a radical thing since people are getting health conscious just now.
3. Early Marketers:
Rara was not only a trail blazer in product but also in the the field of marketing. Their televised advertisements created some customers who are still loyal after 40 years to the brand. Even in the battle of noodles it managed to survive with just it 2 flavors and products and with minimum marketing while other brands were selling their products on loss by cutting the price and offering all sorts of marketing incentives like Diamond Necklace, Diamond set, Overseas vacations, gadgets and even a quiz game show. This is the testament of how good the product is to survive such onslaught.
4. Initiator of Change:
Rara was a initiator of change in the field of Nepalese snacks and eating habits. It took the Nepalese populace by storm and managed to get initiated into the hearts and minds of Nepalese populace. It survived for 4 decades since it had the first mover advantage. This change is still in practice and has helped others to initiate the new experiments like Ramyeon and other flavors in Nepaleae FMCG market.
5. Iconic Catchphrase:
The company also created an iconic marketing catchphrase आरएआरए रारा मिठो भन्छन् सारा(R A R A Rara Everyone says its delicious) which was the theme jingle for the product. It was quite catchy and memorable. It was the first of its kind to be televised in Nepal so it remained in the memory of Nepalese people for a long period of time.
Conclusion: Will Rara’s Journey Continue?
Well you know what, that’s a billion rupees worth of question for the loyal customers like us. With the new flavors in town along with some strong competitors Rara may have to fight the battle for its survival in few years if some changes are not made. But still it could be the same that it was before and we will love it as it is now .