The Indian government is seeking damages of nearly $100 million from Nestle for "unfair trade practices" after the government's food safety watchdog banned its hugely popular Maggi noodles brand. The government said yesterday it filed a suit with the country's top consumer court for 6.4 billion rupees ($98.6 million) in damages from the Indian arm of the firm. India's food safety watchdog in June banned Nestle from making or selling noodles in the country after tests by some states found lead levels exceeded statutory limits. Nestle has withdrawn the product in India but continues to sell it elsewhere, and has always denied the charge. Nestle India is challenging the ban on Maggi noodles in the Mumbai high court. It had been selling the brand for decades in India and had 80 percent of the country's instant noodle market before the ban. Several celebrities endorsed Maggi, including Bollywood superstar Amitabh Bachchan.