Company sees India as next major growth engine amid rising K-food demand
Nongshim is accelerating its expansion in India by targeting the country’s rapidly growing quick commerce sector, betting that mobile-based instant delivery platforms will become a key gateway for expanding the Shin Ramyun brand among younger consumers.
According to the food industry on Monday, Nongshim recently held a launch event for its new “Shin Ramyun Kimchi Stir-Fried Noodles” in Gurugram, India, where the company also unveiled plans to strengthen partnerships with local quick commerce platforms.
The new product will be sold through Blinkit, one of India’s leading instant delivery companies.
Nongshim’s focus on quick commerce reflects major shifts underway in India’s consumer market. While traditional retail channels such as supermarkets and neighborhood stores once dominated the distribution landscape, smartphone-based shopping and ultra-fast delivery services have recently expanded rapidly across major cities.
Among younger urban consumers in particular, ordering groceries and food products through mobile apps for delivery within minutes has increasingly become part of daily life.
Industry observers say quick commerce is emerging as one of the primary drivers of India’s online retail growth. As consumers purchase more food products through digital platforms, global food companies are also moving aggressively to strengthen their presence in the segment.
Nongshim has adjusted its product strategy to better align with local food preferences. The newly introduced Shin Ramyun Kimchi Stir-Fried Noodles was designed with India’s strong preference for stir-fried and spice-based dishes in mind, rather than traditional soup-style noodles.
The company said the product combines Korean-style spicy flavors with a stir-fried noodle format to improve accessibility for local consumers.
The launch event also went beyond a conventional tasting session, transforming into an experiential K-food marketing space. Organizers created Korean snack bar-themed experience zones and photo areas, while local influencers participated in product demonstrations and shared reviews through social media as part of a broader digital marketing campaign.
Inside Nongshim, India is increasingly viewed as a next-generation strategic market. As the company seeks to diversify its global growth drivers beyond the United States and China, India’s large population, strong economic growth, and rapidly expanding online consumption trends are seen as major opportunities.
Growing interest in K-food is also viewed as a positive factor. As younger Indian consumers become more familiar with Korean culture through dramas and music, awareness of Korean food brands has also risen significantly.
“India is not simply a large-population market — consumer behavior itself is rapidly evolving,” an industry official said. “Companies that establish an early lead in quick commerce platforms are likely to gain significant influence in the future online food market.”
