Mumbai: MasterChow, a popular ready-to-cook Asian cuisine brand, has spiced up the instant noodle market with the launch of ‘K-Chow’, a new line of Korean-inspired noodles infused with an Indian twist. Catering to the rising demand for K-culture in India, K-Chow brings together authentic Korean flavours and beloved Indian masala, appealing to Gen Z and Millennials eager to explore global cuisines.
The launch marks a strategic step for MasterChow to diversify its product offerings and strengthen its foothold in the competitive instant noodle and ethnic food market. As Korean culture gains traction among Indian consumers—encompassing music, entertainment, beauty, and now food—MasterChow aims to capitalise on this trend with its Korean Masala Noodles, combining traditional Korean heat and spice with flavours that resonate with Indian taste preferences.
To celebrate this exciting launch, MasterChow has rolled out the ‘Loudest Slurp Challenge’ with the tagline ‘5 min me 5 Lakh’. Participants stand a chance to win Rs 5 lakhs. The challenge kicked off on 11 October 2024, with a promotional trailer released across social media platforms. The challenge will conclude with an offline event where ten finalists compete in two or three rounds, and the contestant who produces the loudest slurp will win the grand prize.
K-Chow sets itself apart in the market with unique selling points such as MSG-free noodles and a specially developed texture that ensures a satisfying slurp. The fusion of tastes and textures is encapsulated in the evocative tagline, ‘From Seoul to Soul’.
MasterChow founder & director, Vidur Kataria expressed his excitement, stating, "K-Chow is set to address the rising consumer demand for ethnic flavours, offering a product that combines the best of both worlds—authentic Korean ingredients balanced with Indian spices. Our team, including chefs from Korea, has worked tirelessly to create flavours that resonate with the Indian palate while staying true to Korean culinary traditions. I am supremely confident that this latest addition in our scrumptious product portfolio will be a smashing hit with our consumers across the nation."
