Nestle partners with Mahindra; changes packaging of Maggi, others

Taking Corporate Social Responsibility to another level, FMCG major Nestle on Monday announced that it has changed the packaging of three of their most "iconic" brands, Maggi, Nescafe and Kitkat.

The company in a regulatory filing said that to support girl child education in association with Nanhi Kali, an NGO jointly managed by KC Mahindra Education Trust and Naandi Foundation, supports education of underprivileged girl children across India. Nestle has changed the packaging of 100 million packs. These packs will be available on shelves by the end of September. 

Talking about the association with the NGO, Suresh Narayanan, Chairman and Managing Director, Nestle India, said, "We are changing the packaging od three of our most iconic brands to sensitize and draw attention to the crucial need for society & citizens to embrace our collective responsibility in assuring that girls are allowed, given access to and nurtured with the power of education."

How will the new packs look now?

Giving the packaging an innovative twist, the brands Maggi, Nescafe and Kitkat will give up their taglines. Maggi famous for its '2 minute noodles' tag line will change it to '2 minutes for education'. Nescafe will change its 'It all starts with Nescafe' to 'It all starts with education'.

While, Kitkat has one more twist apart from tag line. The Kitkat has changed the visual of the finger snap to one without the break with the tag line 'No break from education'.

All the three brands will have a blue band which will carry more information on the association with the URL of Nanhi Kali, the company said in the filing.

The NGo which is jointly managed by Mahindra Group, Anand Mahindra, Chairman of the Group, said, "I am sure the new packaging of Maggi, Nescafe and Kitkat carrying the message to #EducateTheGirlChild will have the desired impact of helping Nanhi Kali put a million girls in school".

At 1244 hours the shares of Nestle was trading at Rs 6424.80 per piece, down 0.49% or Rs 31.90 on BSE.