Harbinger of the ‘Bharat Swabhiman Movement’, Baba Ramdev has launched “Swadeshi” noodles in the markets four months after Nestle’s Maggi noodles were taken off the shelves following the blanket ban imposed by FSSAI (The Food Safety and Standards Authority of India).
The announcement of launch was made by the seer in early October and on Monday, it was launched with pomp in New Delhi. It is a product made after research and has ‘Indian masala’ flavours, claims the yoga guru’s aide, Acharya Bal Krishna.
Even as the leader in the segment, Nestle has returned in some parts of the country and it still awaiting a green signal from Uttarakhand Government, Yoga guru Baba Ramdev’s Patanjali Ayurved ltd is fully geared with the ‘Desi’ product. Ramdev himself was in Delhi when the product was launched at Constitution Club. Priced at `15 for one pack of 70 grams, in contrast to `25 of Nestle Maggie, the launching move of Baba Ramdev is seen as an attempt to capture the market lost by Maggi.
In an exclusive talk with The Pioneer, the second- in- command of Patanjali group, Acharya Bal Krishna said, “We are working on the concept that even fast food can be healthy. For the first time, Patanjali Ayurved ltd has launched Atta noodles made from whole wheat flour (Atta). All those who claim to be manufacturing Atta noodles use at the most 10 percent Atta and the rest is Maida , something that is not so good for stomach. We want to explode the myth that fast food is unhealthy. Patanjali noodles are healthy by all accounts.”
“We have got the FSSAI recognition and the product is absolutely safe,” claims the production in-charge at PAl. It has already hit the Patanajli centres in and around Haridwar, he added.
Notably, the food industry watchdog, FSSAI had banned sale and production of Nestle-produced Maggi on June 5 on the basis of the tests conducted on a batch of Maggi which was found to contain more-than-permissible levels of lead and high quantities of mono-sodium glutamate (MSG). While the Nestle is trying to make its niche once again in the hearts of fast food lovers, Patanjali’s Atta noodles might give a tough competition to the multi- national giant.
A user of Patanjali Atta noodles, Shweta Verma opines, “The masala taste is different from the usual Maggi. Besides, it is less spicy. I am happy that my children will have safe noodles now.” With safety issue occupying the minds of many, it remains to be seen who finally wins.