Mahesh Jaju
Managing Director
Asian Thai Foods
By Upashana Neupane
Launched 13 years ago in the market, Rumpum brown noodles with its unique taste has become a household name in Nepal. The brand, which was launched in late 90s with a massive media campaign, was initially targeted at the 8-18 year-old. However, over the years, the brand, has slowly become a favourite among households and working class people. According to Managing Director Mahesh Jaju Rumpum is now the leading brown noodle in Eastern Development Region.
Available in two flavours -- chicken and vegetarian, Rumpum is a Nepali noodle which tastes like Singapore soup. The noodle is rich in nutrients such as Vitamin A, Vitamin D3, Calcium and Proteins, the company says. Asian Thai Foods P. Ltd., a Sharda & Jaju Group joint venture, entered into the brown noodle segment at a time when there was monopoly in the market of brown noodles. But Rumpum, with its ability to adapt to the changing market, soon proved that it was here to stay.
“We are very conscious about the brands. We have a very strong research dept and an international quality lab to check our products regularly to uphold our standards,” shares Mr. Jaju. Meanwhile, as more brands entered into the market, competition intensified. To attract consumers, Rumpum has been running various consumer schemes to attract new consumers including the initial highly successful offer of putting a toffee along with each Rumpum.
The company, which was started with 250 employees, now has 600. Rumpum is currently the largest exported brand to be made and exported from Nepal to India. Besides they also export regularly to USA, Bhutan, Bangladesh, Malaysia and countries in the Gulf, according to Asian Thai Foods. Managing Director Mahesh Jaju says, ‘’Brands stand the test of time only if they do not compromise on quality. One has to be able to be position a product differently from the rest to push the brand towards success’’, he concludes. As part of the CSR, besides supporting various sport activities, cultural programs etc, the company has time and again provided noodle during natural calamities.
