Anil (pronounced aNil, means squirrel, in Tamil) is one of the oldest, most recognized vermicelli brands in Tamil Nadu (besides other brands like Savorit and Bambino). Anil Semiya has been advertising its products in local Tamil TV for a very long time, leading to that association. I knew they had diversified into other categories, like vermicelli made of thiNai (foxtail millet), ragi, wheat, varagu (kodo millet) and kambu (pearl millet), besides other products like rava, salt, appalam and atta.
But this expansion – instant noodles – is a surprise!
Vermicelli may be Italian in origin but, for most Indians, vermicelli was the original ‘noodles’ (thinner noodles), consumed in other forms – semiya/sevai in Tamil, shavige in Kannada. It was also a standard ingredient for kheer/payasam!
To see a well-known vermicelli brand diversify into instant noodles is an odd feeling! It is perhaps a small sign that the instant noodles market is a lot more compelling now that a famous vermicelli brand is having FOMO about it and wants some action in that segment! But good for them if the expansion helps them do more business.
For context, imagine MTR starting to offer instant noodles! They haven’t, of course, but they do have something that is a close second – instant seviyan upma! It packages the semia upma as a Maggi-equivalent – make it in 3 minutes (like Maggi’s famously misleading ‘2-minutes’)! This one’s easier to make too – just need hot water and microwave oven. And it tastes really, really good!
Another context: this tweet!
To be fair, French bakery cafe Brioche Dorée has partnered with HR Bakers, promoted by Haldiram MD Ashish Agarwal. There is no Haldiram branding anywhere in Brioche Dorée.
Final context, a tweet of mine, from last night (since we actually had semia upma for dinner last night!):