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Wai Wai, the iconic instant noodle brand enjoys an enormous presence of a consumer base that is spread across 50 countries globally. India being the second largest market for the brand, Wai Wai understands its heightened responsibility as an essential good provider, in light of the second outbreak of the COVID-19 pandemic. CG Corp Global, the first billionaire multinational corporation of Nepal with a conscious approach has divulged in spreading the healthy habit of hand and personal hygiene. With invoking messaging imprinted on its globally celebrated brand the ‘Wai Wai’ noodles sold under the company’s FMCG vertical CG Foods, it staunchly exhibits the ‘Business with a Purpose’ approach.

With the rising number of cases in many parts of the world including India, Wai Wai is doing its bit to instill the habit of handwashing in children and the youth. The company echoes the ‘Hand Wash Program’ lead by WHO by amplifying the message through a dedicated space on each packet of noodles.

This is in line with the ideology of creating a safer, healthier and hygienic ecosystem in the regular buyer-seller relation. The noodles are a rejoiced brand among many young adults and children worldwide, therefore; the company is propagating the messaging within the millennial consumer base through its packaging. Moreover, the message of ‘Wash hands be healthy’ is printed both in English and Hindi alongside the catchy slogan of  ‘Sabun paani haath, humesha saath saath’ thus aiding inclusivity and accessibility.

Commenting on the initiative, Mr. GP Sah, CG Corp Global Business Head stated ‘We are proud to carry forward our legacy of being the only food brand that started such an initiative last year when the pandemic started. As a customer-first organization, we are always seeking opportunities to make the customer experience enriching and wholesome. This year we have already manufactured and distributed around 60 Cr. packets in parts of India and over 240 Cr packets in parts of South Asia. We as the global corporations have been involved with many initiatives through are multiple subsidiaries spread across the world and we constantly strive for the betterment of these societies we dwell in.’

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