Baba Ramdev launches his ‘Atta’ instant noodles


Baba Ramdev-promoted Patanjali on Monday formally launched its whole wheat instant noodles, just a week after product leader Nestle’s Maggi re-hit the retail shelves after a five-month ban imposed by the food-safety regulator.

The “atta” noodle has been priced at Rs.15 for a 70-gram pack.

With the launch, Patanjali has entered another major food segment to take on multinational firms — such as Tropicana’s fruit juices, Kellogg’s muesli and cornflakes, Mondelez “Cadbury” India’s Bournvita — not to mention well established cosmetics and home grown ayurvedic brands.

Last month, Patanjali — which had a turnover of around Rs.1,200 crore in 2014 with a projection of Rs.2,000 crore this year — had announced an agreement with the Future Group to sell its noodles through Big Bazaar and Nilgiri’s supermarkets across 240 cities.

It also has a similar agreement with Reliance Fresh.

“The profits we make from the sale of our noodles and other products will be used for educating the under-priviledged children,” Ramdev told a press conference here, adding that the launch was in line with the idea of introducing healthier products that are made in India.

“We are also planning six-seven large production units across India over the next one year. One factory with a capacity of 100-200 tonnes will be set up in the NCR (National Capital Region),” he added.


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