The Nepali instant noodle brand Wai Wai which had already taken the Indian northeast by storm is now being launched for Tihar in Calcutta. Wai Wai is the leader in the instant noodles market after it started exporting to India 10 years ago where it has an annual turnover of Rs 500 million. R K Gupta, vice president of the Chaudhary Group (Foods) India Ltd says: ?We are trying to strengthen our position in Calcutta, it will be our launch pad for the eastern region because of its connectivity and infrastructure.? Wai Wai is trying to push the brand as a value-added instant noodle that can even be had directly from the pack.?Though noodles are very popular in Calcutta, the ready-to-eat brown category is virtually absent. We want to target that virgin segment,? says Gupta.