Kolkata, July 31 (IANS): As controversy shrouds major noodle brands, the market will need quality assurance to reinstate the brands and regain the lost consumer confidence, ITC Ltd. chairman Y.C. Deveshwar said here on Friday.

"The noodle market needs reassurance and we need to give facts and figures over the products to the consumer," he told media persons here after the company's annual general meeting (AGM).

The official said when major brands including the market leader was pulled up by authorities over product quality, the company's produce has stood out.

"Yipee has stood out for its impeccable quality during the recent controversy that engulfed many other brands in the category," he said.

He said his company monitors and controls quality right from the stage of raw materials purchase at the farm gate and processing of the same.

However, owing to consumer perception over the noodles, its brand, Yipee had also suffered despite Indian authorities not pulling it up.

"The consumers got confused among the controversy and stopped buying noodles," he said.

Deveshwar said his company has prepared an advertising campaign to regain its hold in the market.

Prior to the storm created in the country over lead content beyond permissible limit in Maggi -- the best-selling noodle in the market, Yipee had commanded an 18-20 percent market share.