The quick-service restaurant brand Wow! Momo has broadened its fast-moving consumer goods (FMCG) lineup by introducing Wow! Noodles, marking its entry into the instant noodle market. The company aims to distinguish itself in the Rs. 14,000-crore noodle sector with its distinctive desi-Asian flavors such as Khow Suey, Thukpa, and Chinese Bhel.

The company has set ambitious revenue goals, with its FMCG division already witnessing a 100% increase year-on-year. Wow! Momo anticipates generating Rs. 2 crore in monthly revenue solely from cuppa noodles and aims to escalate that to Rs. 8 crore per month within two years, positioning it for Rs. 100 crore annual recurring revenue (ARR) business.

Daryani notes that the growth of Wow! Momo’s FMCG division is primarily fueled by quick commerce, which accounts for 52% of its revenue. The brand is capitalizing on major e-commerce platforms and boasts a robust retail presence in over 10,000 stores across the country. Strategic collaborations with airlines have also enhanced brand recognition and product availability. Wow! Noodles can currently be found on Akasa Air and Air India Express, with plans to be available on SpiceJet flights soon, he mentioned.

To bolster its expanding FMCG operation, Wow! Momo is investing in infrastructure, including the establishment of a new production facility in Taloja, Maharashtra. This plant, which will be exclusively dedicated to the FMCG sector, will have the capacity to produce one million momos daily.

Wow! Momo remains committed to innovation and health, with intentions to launch gluten-free momos in the near future. Additionally, international growth is a significant focus. The company has already established a presence in the Middle East through a partnership with the Lulu Group, operating in regions such as Dubai, Abu Dhabi, Sharjah, Qatar, and Oman. Future aspirations include expansion into Singapore and Australia, with exports projected to be a pivotal growth factor.

"This is a much-needed brand extension that helps us grow across all food verticals. We stand for health, hygiene, and happiness—it's about bringing that happiness to the consumer", said Sagar Daryani, Group CEO & Founder of Wow! Momo.