After noodles, Patanjali Ayurved eyes health drink, babycare segments

Our Bureau New Delhi | Updated on January 22, 2018 Published on November 16, 2015

Baba Ramdev at the launch of Patanjali Atta Noodles in the Capital on Monday RAMESH SHARMA

Priced at ₹15 for 70 gms, the company’s atta instant noodles are cheaper, says Ramdev

Yoga-guru Baba Ramdev-promoted FMCG venture, Patanjali Ayurved, which formally launched its atta instant-noodles on Monday, has now set its eyes on the health-food drinks and babycare product categories. The company also plans to expand its beauty care range with a premium cosmetic brand and launch khadi-made yoga wear apparel.

At the launch of atta instant noodles, Baba Ramdev said the idea behind entering the noodles segment is to bring in the concept of healthy food as well as compete with foreign companies that dominate the FMCG segment. Priced at ₹15 for 70 gms, the company’s atta instant noodles are cheaper and healthier with higher percentage of wholesome wheat and are made from rice bran oil and a tastemaker made of dehydrated vegetables and ayurvedic ingredients, he said. The company will soon launch an oil-free variant of atta noodles.

“We aim to be present with our atta instant-noodles at over 10 lakh outlets across the country. We will also expand manufacturing capacity by setting up five new units in Madhya Pradesh, Karnataka, Andhra Pradesh and another one in the Delhi-NCR region which will have capacity of 100-200 tonnes,” he added. The company has tied up with Big Bazaar, Reliance Fresh and other retail outlets and the noodles are currently available at about 6 lakh outlets across the country.

The company aims to enter the health-food drinks category with Powervita and babycare products range such as talcum powder, baby soap and baby oils. Both will be launched by next month, he said adding that a premium cosmetic product range under brand Soundrya and health supplements are also on the cards.

The company is said to have closed the last fiscal with a turnover of about ₹2,000 crore and aims to cross the ₹5,000-crore mark by the end of the current fiscal.

Asked if the company will foray into khadi products, Baba Ramdev said the company is looking to launch khadi-made apparel in the yogawear segment.

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Published on November 16, 2015
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