Popular quick-service restaurant chain Wow! Momo is making a strategic leap into the competitive Rs 14,000 crore instant noodles market with the launch of Wow! Noodles. The company is bringing its culinary expertise to this new venture, offering unique desi-Asian flavor profiles including Khow Suey, Thukpa, and Chinese Bhel that differentiate it from established players.
“This is a crucial brand extension that allows us to grow across multiple food categories,” explains Sagar Daryani, Group CEO & Founder of Wow! Momo, highlighting the strategic importance of this diversification beyond their signature momo offerings.
The company’s FMCG division has already demonstrated impressive momentum with 100% year-on-year growth. With the addition of cuppa noodles expected to generate Rs 2 crore monthly revenue initially, Wow! Momo projects scaling to Rs 8 crore per month within two years—translating to an annual Rs 100 crore business from this segment alone.
To support this ambitious growth, the company is investing in a dedicated FMCG production facility in Taloja, Maharashtra, with the capacity to produce one million momos daily. The brand is also prioritizing health-conscious innovations, with gluten-free momos in development.
Wow! Momo has simultaneously accelerated its international expansion through a partnership with the Lulu Group, establishing operations across the Middle East in Dubai, Abu Dhabi, Sharjah, Qatar, and Oman. The company now has Singapore and Australia in its sights as it transforms from a beloved Indian restaurant chain into a global food brand with significant FMCG potential.
