The launch of Yoga guru Baba Ramdev’s Patanjali atta noodles triggered a public debate over locally manufactured product vs international products.
The product launch will give a boost to the Modi government’s Make in India programme. Already some people have decided to buy the locally made Patanjali atta noodles saying that it would be safe for consumption. On the other hand, some others who used to consume Maggi before its ban are likely to retain their loyalty for the brand. Patanjali atta noodles was launched a week after product leader Nestle’s Maggi was relaunched after a ban was imposed on its sale. The product has been priced at Rs 15.
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.
Ramdev said that noodles would cost Rs 15 – with no added lead or monosodium glutamate (MSG). The catchline of the Patanjali noodles is “Jhat pat pakao, aur befikr khao”. The noodles will be sold across 3 lakh outlets in India.
Amar Seth, a Kandivali resident said, “I have already been buying foods, juices and cosmetic products of Patanjali ayurved. Therefore, I will buy the noodles manufactured by them which is safe for consumption.”
Sushil Sharma, a Borivali resident said, “I love eating Maggi and was unhappy when it went off the shelves. I will definitely prefer Maggi over other products as I have been consuming it since my childhood and there is a trust factor associated with it.”
Patanjali officials said the product has been developed by a ‘strong research team’, adding that the noodles are made with rice bran oil using dehydrated vegetables. The noodles are priced at Rs 15 for a 70-gm pack.
“By the end of December, our noodles will hit one million stores. We are ramping our production capacity,” Ramdev said.
“It is Rs 10 cheaper from our rivals noodles, which are selling atta noodles at Rs 25,” he said.
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 a pact with Kishore Biyani-led Future Group to sell its noodles through Big Bazaar and Nilgiri’s supermarkets across 240 cities.
Another product Patanjali plans to introduce sometime soon is Powervita, a health drink for children that will compete with brands like Complan, Horlicks and Bournvita. 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.