Ramdev to launch Patanjali noodles, forges partnership with Future group

Baba Ramdev’s Patanjali Ayurveda will launch its instant noodles next week at a price of Rs 15, a move seen as an attempt to capture the market lost by Maggi – the market leader till a few months back that had to go off the shelves following regulatory orders.

Phrasing the catchline for the noodles as “<g data-gr-id="30">Jhat</g> pat <g data-gr-id="31">pakao</g>, <g data-gr-id="32">aur</g> <g data-gr-id="33">befikr</g> <g data-gr-id="34">khao</g>”, the yoga guru claimed it will have ‘no added MSG and lead’.

Maggi noodles, which were being sold by Swiss giant Nestle with a catchline of ‘two-minute’ noodles had to be taken off the shelves after food regulator FSSAI found excess lead and taste enhancer MSG despite ‘No MSG’ labelling.

These findings were later challenged by the company before the Bombay High Court, which quashed those orders and ordered fresh tests. Nestle is looking to relaunch the product by December.

“Our noodles will be available at Rs <g data-gr-id="26" data-style="color: #3b3b3b; font-size: 11px;">15,</g> whereas other used to sell it for Rs 25 and its taste-maker will be a health maker,” he added.

Ramdev also said that he has no issues with the functioning of FSSAI and is open to any scrutiny of his products. Meanwhile, retail major Future Group on Friday entered into a partnership with Baba Ramdev-promoted Patanjali Ayurved to sell the latter’s FMCG products through its stores with plans for joint manufacturing in future.

Patanjali’s range of FMCG products, including staples, nutrition, hair care, skin care, dental care and toiletries, will be sold through Future Group’s Big Bazaar, KB’s and EasyDay outlets across India.