With the launch, the brand now aims to make a profit of Rs 5,000 crore by the end of December. The venture plans to set up six manufacturing plants for 'Patanjali Atta Noodles' to add to the existing unit based in Haridwar as looks to cater to more states.
"There is no competition in our minds. We are serving a healthier product to the people. We have been noticing the trend in the market for this type of food and hence we decided to come up with a product which is healthy and safe for the people," Ramdev's spokesperson SK Tijarawala told MAILTODAY.
Dismissing all allegations over the timing of the launch which comes after the Maggi controversy, he said, "Those people are working as corporates. We are not. Our only focus is people's health." In the next one year, Patanjali Ayurved will set up noodles manufacturing plants in the NCR, Madhya Pradesh, Karnataka and Andhra Pradesh. Patanjali has priced its 70 gram pack at Rs 15, claiming it to be cheaper than products sold by competitors.
"Our atta noodles are priced at Rs 15 for 70 grams while other brands' atta noodles sell at Rs 25 for 70 grams," Tijarawala added. Nestle India had relaunched its Maggi noodles in the market last week after Bombay High Court had lifted the ban imposed on it by the FSSAI and Maharashtra FDA.
The atta noodles by Patanjali Ayurved went through a trial run for three weeks in the market. "The response we received was overwhelming. We will be able to meet the demand and earn a business of Rs 5,000 crore by the end of December," Tijarawala told MAILTODAY. Baba Ramdev's atta noodles consist of dehydrated vegetables, a tastemaker and are made in rice bran oil. Phrasing the catchline for the noodles as 'Jhat pat pakao, aur befikr khao,' the yoga guru claimed it will have 'no added MSG and lead'.