Baba Ramdev-supported Patanjali Ayurveda on Friday announced exclusive tie-up with Kishore Biyani’s Future Group to sell the consumer ayurveda products of the 9-year-old company.
According to announcement, all the consumer products of the Patanjali Ayurveda will be available for the direct sale in Future Group’s Nilgiris, Food Bazar, Food Hall, Big Bazaar outlets.
Beating Emami, Jyoti Labs and P&G, the Patanjali Ayurveda has already crossed the Rs 2,000 crore revenue model in just nine years of its foundation. According to experts, this deal will give a boost to Patanjali’s upcoming new products like instant noodle ‘Patanjali Maggi’, toothpaste and other malted products.
In a move as an attempt to capture Maggi’s lost market, Patanjali’s instant noodles brand will be available in the market from next week.
When asked about the noodle brand with “Jhat pat pakao, aur befikr khao”, the yoga guru claimed it will have ‘no added MSG and lead’.
Maggi noodles, which were being sold by Swiss giant Nestle with a catchline of ‘two-minute’ noodles had to be taken off the shelves after food regulator FSSAI found excess lead and taste enhancer MSG despite ‘No MSG’ labelling.
“We will launch Patanjali noodles on October 15. It will be made from whole wheat flour (atta), not like noodles of other companies which are made up of maida and has only 10 per cent atta,” Ramdev said at a press conference here.
“Our noodles will be available at Rs 15, whereas other used to sell it for Rs 25 and its taste-maker will be a health maker,” he added.
He further said, “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 said.
Ramdev also said that he has no issues with the functioning of FSSAI and is open to any scrutiny of his products.
Pertinent to mention, Ramdev is neither an owner nor stakeholder of the Patanjali Ayruveda. His close aid Acharya Balkrishnan holds around 92 per cent stake while rest of 8 per cent is owned by a Scottish NRI couple, a report said.
According to experts, after the tie-up, Ramdev-supported Patanjali Ayurved will add around one crore more customers in next couple of years.
After the Future Group deal, the Patanjali may also begin the planning to sell its products with e-retailers of the country.
(with inputs from PTI)