As a marketer currently visiting my birthplace, Nigeria, how can I not share my commentary about Indomie ! For the uninitiated, Indomie for many Nigerians is more than just a product . Over four decades, this Indonesian brand of instant noodles has swirled its way into being a staple on the dining tables of the people of this West African country, both locals and expats alike. Here, you don’t eat noodles, you eat Indomie. As little kids in school in the early 90s, I envied that one classmate who used to enjoy those yummy soggy chicken flavoured Indomie noodles for lunch while I ate the healthy tiffin my mum packed for me (delicious as it was). As teenagers, our evening congregation was incomplete without a packet of Indomie that we crushed, seasoned, and ate off the packet (what a snack!). And as high school students studying our nights away during exam season, our hungry stomachs and tiring minds only craved that warm bowl of Indomie. For years, Indomie had no competition –