‘Patanjali noodles’ will not have any maida (flour), Ramdev said.
By Sreejith Vallikunnu
In an apparent attempt to capture the fast food market that was lost by Maggi noodles in India, Yoga guru Baba Ramdev has launched his own ‘Patanjali atta noodles’ in the country.
Patanajali Ayurved, the FMCG venture promoted by Ramdev, launched the fast food product in New Delhi on Monday.
Speaking during the launch, the yoga guru said the noodles were completely safe and healthy for consumption, and he was promoting swadeshi products because they were natural and caused no harm.
“These noodles will not have any maida (flour) with no added lead or monosodium glutamate (MSG)”, Ramdev said.
Each pack of noodles will cost Rs.15. The catchline of the Patanjali noodles is “Jhat pat pakao, aur befikr khao”.
The Patanjali group owned by Ramdev had a turnover of Rs.1,200 crores in 2014 and a projected turnover of Rs.2,000 crores in 2015.
The company, which produces various Ayurvedic products, is planning to introduce a health drink called ‘Powervita’ for children, which will compete with Complan, Horlicks and Bournvita.
Meanwhile, Nestle India has already restarted the sales of Maggi Noodles from last week. Maggi was banned last June for alleged high content of lead in the fast food product.
The Food Safety and Standards Authority of India (FSSAI) had clamped a nationwide ban on sale, production and stocking of the fast food product.
With the ban being lifted last week, Nestle has brought Maggi back to the market with a special campaign in partnership with e-retailer Snapdeal, with hashtag #SnapdealWelcomesMAGGI.
The company is in touch with their channel partners and distributors to make the product available to everyone. However, Maggi Noodles will not be available in 8 states where it has been banned.