Patanjali likely to launch its noodle brand pre-Diwali

Ramdev's Patanjali Ayurved Limited (PAL) has too announced the launch of its own brand of atta noodles which is likely to be available in the first week of November.
Patanjali Ayurved Limited

In the midst of Maggi making a comeback, yoga guru Ramdev’s Patanjali Ayurved Limited (PAL) has too announced the launch of its own brand of atta noodles which is likely to be available in the first week of November.
Acharya Balkrishna, the yoga guru's Confidant and Managing Director, PAL, said “by early next month, the product would have been tested and proper feedback taken regarding its marketing. We will be fully ready to take our product to the consumers within the next fortnight.”
Supplies of the instant noodle, priced at Rs 15, have already started in limited quantities to select outlets in Uttarakhand. According to officials at Patanjali, this is meant as a customer feedback exercise while the company gears up for a nationwide launch. Incidentally, Baba Ramdev, during a press conference on October 9, had announced that the noodles would be launched in the market on October 15.
An MoU had also been signed with the Future Group, which operates supermarket chain Big Bazaar, to this effect. But according to sources, it was simply not possible to bring the product into the market in the short time span announced by the yoga guru. "It is just a single unit at the Patanjali Food & Herbal Park at Padartha on Haridwar-Laksar road that has been producing the noodles. If our brand has to compete with Maggi, which may start production soon, we need to have a huge quantity of the product being produced in various units," said an associate of the yoga guru, who did not wish to be named.
However, the Patanjali management, when queried, said that the production of noodles had been going on in various units at different locations. "We have pressed the units of Sidcul (Haridwar), Guwahati and Kanpur into the production of our noodles," said Balkrishna. On being asked why the delay happened against the proposed schedule, he said that the company wanted to come into the market with full force so that "we can pose a strong challenge to our rivals." Meanwhile, retailers who were given the noodle samples reported a good response to the product.
"The noodles have been well received by the customers but as of now, we have been given only three boxes of the product. We will have a better idea of the response when more stocks are put up for sale," said ubodh Yadav, who runs a Patanjali retail store at Civil Lines in Roorkee.

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