Patanjali Ayurved, the FMCG venture promoted by yoga guru Baba Ramdev, today launched its ‘healthy’ instant noodles that will take on Nestle’s Maggi, which returned to the Indian market after a five-month ban.
“By the end of December, our noodles will hit one million stores. We are ramping our production capacity,” Ramdev told reporters here but did not specify investment details for setting up new plants. Patanjali has priced its ‘Atta Noodles’ of 70g pack at Rs 15, claiming it to be cheaper from competitors. “It is Rs 10 cheaper from our rivals noodles, which are selling atta noodles at Rs 25,” he said, adding that its noodles are based on rice bran oil and not palm oil which other manufacturers uses.
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Its products are available at modern trade shops including Reliance Fresh, Big Bazaar, D Mart and Patanjali’s own retail network.
Nestle India relaunched Maggi noodles in the market last week after Bombay High Court lifted ban on it imposed by FSSAI and Maharashtra FDA. Ramdev said Patanjali will enter new product categories such as childcare, skincare and health supplement by the end of this year. The company will also foray into textiles sector and make clothes such as yoga attire.
“We will launch baby care under ‘Shishu Care’ brand, beauty care products under ‘Saundrya’ brand, health supplement powder under ‘Power Vita’ brand by the end of December. We will also enter into textiles category under ‘Vastram’ brand,” he said.
In order to meet the product demand, Patanjali will set up five manufacturing plants in Delhi NCR, Madhya Pradesh, Maharashtra, Karnataka and Uttar Pradesh within a year. These plants will also make other Patanjali products. In order to compete with multinational companies, the company will soon start airing TV commercials for Atta Noodles and other products such as hair care, ghee and toothpaste.