Yoga Guru Baba Ramdev set to feed Ayurvedic Maggi to Indian consumers

Yoga Guru Baba Ramdev, who is also known as the Founder of Patanjali Ayurveda has created a buzz in the Indian food retail market by announcing to launch its instant noodles named ‘Patanjali Maggi’.

Slated to hit market by next week onwards, Patangali Maggi is a move played by wellness industry’s key player to capture the lost market of Maggi noodles, the market leader till a few months back, that had to go off the shelves due to regulatory orders.

Sold by Swiss giant Nestle with a catchline of two-minute' noodles, Maggi had been taken off shelves after food regulator FSSAI found excess lead content and taste enhancer MSG in it, despite labelling the product as ‘No MSG'.

Betting high on the Maggi fiasco, the Patanjali team had rephrased the punchline of Maggi noodles as ‘Jhat pat pakao, aur befikr khao’ (Cook quickly and eat fearlessly), claimed the product contains no added monosodium glutamate (MSG) and lead.

Announcing the Patanjali noodles, Baba Ramdev in a press conference said, "We will launch Patanjali noodles on October 15. It will be made from whole wheat flour (atta), not like other companies’ noodles which are made up of maida (white flour) and have only 10 per cent atta.”

He further informed, "Our noodles will be available at Rs 15, and whereas other used to sell it for Rs 25 and its taste-maker will be a health maker.” 

Reportedly, Ramdev also said that he has no issues with the functioning of FSSAI and is open to any scrutiny of his products.

"Patanjali noodles will use rice-bran oil and not cheap and inferior palm oil as used by others. We are working on the principles of swadesshi, where we work for the betterment and health of the country," he noted.

Significantly, As Nestle challenged the findings of FSSAI before the Bombay High Court, which quashed the orders of taking the product off shelves and ordered fresh tests, sabki favourite (everybody's favourite) 2 minute Maggi noodles is expected to be re-launch by December onwards.