Bypassing traditional FMCG shelves entirely for a new launch, South Korea’s largest instant noodle maker, Nongshim, signed a supply contract with Blinkit last month. The $2.5 billion global food conglomerate plans on going straight to the consumer’s doorstep in 10 minutes and winning India’s $2.1 billion instant noodle market through quick-commerce.

At the centre of this strategy is Jo Yong-chul, President and CEO of Nongshim, who sat down with Business Outreach to lay out the company’s India ambitions — and why he believes the country, not China, will define Nongshim’s next decade of growth.

For Nongshim, it is India market over China’s 

Nongshim currently derives its largest export volumes from China, a market built over decades of traditional retail partnerships. India, by comparison, is newer territory. Yet Jo’s projections are unambiguous.

“India is one of our most vital strategic growth engines globally, fuelled by a massive young population and an incredibly dynamic digital commerce ecosystem. We achieved nearly 40% cumulative growth between 2023 and 2025, and recorded a strong 17.1% year-on-year growth in 2025 alone. In terms of market share growth, India is poised to become Nongshim’s No. 1 market within the next five years,” he said. 

Jo draws a distinction between the two markets.

“While China represents a massive, mature market with established traditional supply chains, India offers a uniquely fast-paced, digitally-driven landscape. The rapid rise of the quick commerce ecosystem in India is unparalleled and allows us to connect with consumers almost instantly.”

He adds that the cultural dynamics in India create a brand-building opportunity that more conventional markets simply do not offer. “India has an extraordinarily high concentration of young, trend-conscious consumers who are highly receptive to global subcultures and K-culture. This allows us to build a brand community through digital touchpoints much faster than in more conventional markets.”

The Blinkit bet for Nongshim in India: Product discovery and market entry through q-comm

India’s quick-commerce sector, which accounts for roughly half the country’s rapid-delivery grocery market through platforms like Blinkit, is projected to expand from $8 billion to $50 billion by 2030, according to data cited by Nongshim from the Korea International Trade Association. It is this explosion that Nongshim has chosen as its primary entry vehicle for its latest premium SKU, the Shin Ramyun Kimchi Stir Fry.

The product was launched exclusively on Blinkit for three months, skipping brick-and-mortar distribution altogether, marking an unusual move for a global FMCG player of Nongshim’s scale. 

Jo explains why: “This exclusive three-month launch with Blinkit represents a major milestone in our India growth strategy. Younger consumers want immediate gratification, and India’s quick commerce ecosystem caters to that beautifully. Bypassing traditional distribution for the Shin Ramyun Kimchi Stir Fry launch allows us to target Gen Z and millennial consumers right where they shop. It creates instant product accessibility and builds localised brand buzz, matching the fast-paced lifestyle of our core audience.”

Screen to basket: Converting K-drama curiosity into habit

Nongshim’s India growth story runs on a now-familiar cultural current: the Hallyu wave. Korean dramas, music, and food content have driven a measurable uptick in demand for Korean instant noodles among urban Indian consumers. But Jo is careful to separate the moment of cultural curiosity from the mechanics of building a loyal customer base.

“Cultural curiosity through K-dramas opens the door, but superior taste and a premium experience lock in consumer loyalty. We aren’t looking to replicate the existing mass-market offerings; instead, we are establishing leadership in the premium Korean noodle category. By delivering authentic, high-quality, and distinct flavour profiles like the global phenomenon Shin Ramyun, we turn the excitement of seeing Korean food on screen into a recurring lifestyle habit for Indian food lovers looking for an elevated meal experience.”

Bid to beat Maggi

The segment Nongshim is targeting sits above Maggi, which commands dominant market share in the mass instant noodle category and has decades of embedded brand recall among Indian consumers. Rather than compete head-on, Nongshim is positioning Shin Ramyun as a category apart: a premium Korean experience.

For a brand whose identity rests on a specific, globally consistent spice profile — Shin Ramyun has been available in over 200 countries and territories since its launch, and recently crossed the 20 trillion Korean won sales milestone — the question of localisation begs an answer. 

“Authenticity is our greatest strength. Shin Ramyun’s iconic, bold spicy flavour profile is recognised globally, and we find that Indian consumers genuinely appreciate and seek out that authentic Korean taste. Our strategy focuses on introducing innovative culinary concepts — like the new Shin Ramyun Kimchi Stir Fry, which marries our signature spice with the rich flavours of stir-fried Kimchi — rather than diluting what makes our brand special. We believe the Indian palate is highly sophisticated and ready for authentic global flavours.”

On the question of vegetarian variants — a critical consideration in a market where a significant proportion of consumers follow vegetarian diets — Jo acknowledged the product pipeline implications directly.

“Absolutely. Understanding local preferences is central to our long-term vision of moving from premium niches into the broader Indian mass market. The high demand for vegetarian options heavily influences our product pipeline strategy. As part of our India Vision Project 2030, we are continuously reviewing our global portfolio and focusing on distribution and localisation strategies that ensure a robust selection of compliant, high-quality products that cater perfectly to the dietary preferences of Indian households.”

The 2030 roadmap for Nongshim India

India fits into a significantly larger corporate ambition. Under its “Global Agility & Growth” vision, Nongshim is targeting a doubling of its annual global turnover — from approximately $2.5 billion (KRW 3.5 trillion) to KRW 7.3 trillion by 2030. The company, headquartered in Seoul, currently exports to more than 100 countries.

The India chapter of this plan is formalised under what Nongshim calls the “India Vision Project 2030,” which Jo described as an aggressive scaling of both online and offline distribution networks, designed to ride the convergence of quick commerce adoption, premiumisation in food, and K-culture momentum.

“Under our long-term India Vision Project 2030, we are aggressively expanding our online and offline distribution networks. By capitalising on the rapid shift toward premium food experiences and leveraging the explosive growth of quick commerce, we are confident that India will lead our global markets in growth momentum over the next five years,” Jo said.