Five months after the noodles were banned in the country, Maggi reappeared in the market earlier this month in the same charming yellow packs. Nestle Inc has suffered a loss of around 320 crore due to the Maggi fiasco.
Just as Maggi was preparing to make its comeback, Patanajali Ayurved, the FMCG venture promoted by yoga guru Baba Ramdev, yesterday launched its whole wheat instant noodles giving tough competition to Nestle’s Maggie that has returned after a ban for higher than permissible use of lead. With this launch Patanajali has entered another food segment and plans to set up six manufacturing plants for its atta noodles to add to the existing unit based in Haridwar.
“By the end of December, our noodles will hit one million stores. We are ramping our production capacity,” Ramdev told reporters in Delhi.
And these atta noodles received a great applause when Patanajali claimed that their product is priced cheaper from competitors, and is available at Rs. 15 for 700 gms. “It is Rs 10 cheaper from our rivals noodles, which are selling atta noodles at Rs 25,” said Ramdev.
Even before its launch, Patanjali Atta noodles created a huge buzz in the market few months before when Baba Ramdev announced to enter into noodle segment. It will be interesting to see how this new player competes with older established brands such as ITC’s Yipee noodles and Nissin’s Top Ramen.