Maggi's fresh flavours served at Paytm Mall

BENGALURU: Nestle India, which promised the delivery of its instant noodle brand Maggi on Snapdeal in 2015, has now moved to Paytm Mall to launch its new flavours.

This also marks an exclusive launch of a consumer brand on the Alibaba and Ant Financial backed platform which recently tied-up with device maker Samsung for an exclusive launch of phone. The platform which is fashioned after China's T-Mall intends to look at the offline to online strategy, incentivising users to scan offline and transact on Paytm Mall. The popular consumer brand from Nestle will be available on pre-registration as well for a box of 12 packs on the Paytm Mall. One of the people close to the development told ET that the online platform will be powering same day and next day deliveries with the launch.

Snapdeal had tried a similar model for flash sale of Maggi kits when it was relaunched in November 2015 after a five month ban by the Food Safety and Standards Authority of India for the presence of lead beyond permissible limits. Snapdeal had sold 60,000 kits in five minutes during its flash sale in 2015.

Nestle's exclusive launch on Paytm is likely to be valid for an introductory period of a month, post which the brand will launch its new variants offline.