Indomie Noodles’ prices didn’t drop because of reduced patronage — Company
By Jeffrey Agbo
Dufil Prima Foods Ltd, producer of Indomie Instant Noodles, has said the drop in the cost of its product is due to noticeable improvement in the country’s economy in recent times and not linked to reduced patronage.
The company’s Group Corporate Communications and Event Manager, Temitope Asiwaju, made the clarification in an interview with the News Agency of Nigeria (NAN) on Saturday in Lagos.
Ashiwaju said that the clarification became imperative to correct the wrong narrative about the reason for price adjustment for the product recently.
He said that the company was also affected by the economic realities, hence the reason for increase in prices of Indomie Noodles in the past.
“For a listening company such as ours, we felt at some point in time, against our operational cost to adjust when things started to improve.
“We had a price reduction, which is not one of those characters that is usually found with some other companies.
“Nigerians are quick to adjust prices when it is going up and favour them, but when prices go down, they are slow to do that. This is not our character at Indomie,” he said
According to him, many firms do not have such habits of changing prices in record time when it goes down.
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He added: “We are not here to rip people’s out. Of course, if you starve people and make the products out of reach, it will also affect us.
“Our goal is to make the products affordable for Nigerians and at the best quality you can find around. Reduction in prices came when the operational cost started to go down.
“We don’t have a choice than to adjust to realities of times and other indices as they improve because serving people are at the centre of our core value.
“The moment we realised that things started to stabilise, we all hope and pray the economy gets better, as a responsible company, we felt it was time to do a further price reduction.”
According to him, some other companies would rather just either reduce qualities and start cutting corners when operational cost was up.
He said that instead of doing that Indomie opted for price jump to be in tune with what the reality is and that was what necessitated price increment in the first place.
He reiterated: “It was not about patronage at all. People must eat and this is uppermost in our heart as responsible company. It has nothing to do with low patronage at all.
“We have been in the country for over two decades and have factories and installations all scattered around the country.
“Over the years, we are all aware of the exchange rate dollars to the naira and most of these are components of determining prices. Machines and mechanical operators are things that are not produced locally.
“All businesses are set up to make profits, however, for us, in trying to make best quality products at affordable prices for Nigeria.
“We have kept that perspective in the last 20 years which made us to have a brand that is known to people and competing with almost all food brands to rice.
“Apart from maybe rice, the only thing people talk about is indomie and noodles,” he said.
