Baba Ramdev-promoted Patanjali on Monday formally launched its whole wheat instant noodles; just a week after product leader Nestle's Maggi re-hit the retail shelves after a five-month ban imposed by the food-safety regulator.
The atta noodles cost Rs. 15 for a 70-gram pack.
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.
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 an agreement with the Future Group to sell its noodles through Big Bazaar and Nilgiri's supermarkets across 240 cities.
It also has a similar agreement with Reliance Fresh.
"The profits we make from the sale of our noodles and other products will be used for educating the under-privileged children," Ramdev told a press conference here, adding that the launch was in-line with the idea of introducing healthier products that are made in India.
"We are also planning six-seven large production units across India over the next one year. One factory with a capacity of 100-200 tonnes will be set up in the NCR (National Capital Region)," he added.