<img class="gwt-Image" src="/photo/51669099.cms" style="width: 800px; height: 600px;" />It seems trouble has not ended for noodlemakers in this country yet. Recently, a team of Food Safety and Drugs Administration based in Meerut has found a <keyword id="6356684" type="UNKNOWN" weightage="20" keywordseo="patanjali">Patanjali</keyword> Atta Noodles sample "sub-standard" on the grounds that the ash content in the tastemaker was exceeding the prescribed limits by nearly three times. That’s even higher than <keyword id="6369404" type="PERSON" weightage="20" keywordseo="Maggi">Maggi</keyword> samples. 
 The tests were carried out on samples of Patanjali Noodles, Maggi and <keyword id="1510738" type="UNKNOWN" weightage="20" keywordseo="Yippee">Yippee</keyword> collected from Meerut on February 5, 2016, the report of which reached came out on Saturday. In all the three samples, ash content found is invariably high. 
 
The permissible limit for ash content according to law is 1%, but all the three samples failed the test and were found "substandard" for consumption.

After Maggi, Patanjali Atta Noodles found ‘sub-standard’

<img class="gwt-Image" src="/photo/49801170.cms" /> 
<a href="http://www.businessinsider.in/searchresult.cms?query=Baba+Ramdev">Baba Ramdev</a> promoted <a href="http://www.businessinsider.in/searchresult.cms?query=Patanjali+Ayurved">Patanjali Ayurved</a> on Monday announced the launch of instant atta noodles, a week after foods giant Nestle announced the relaunch of its Rs 2,000-crore <a href="http://www.businessinsider.in/searchresult.cms?query=Maggi+noodles">Maggi noodles</a>. 
 <keyword id="3138088" type="UNKNOWN" weightage="60" keywordseo="Patanjali-Atta-Noodles">Patanjali atta noodles</keyword>, launched nationally, has been positioned on the tagline 'jhatpat banao, befikar khao'. <a href="http://www.businessinsider.in/searchresult.cms?query=Patanjali+Ayurved">Patanjali </a>officials said the product has been developed by a 'strong research team', adding that the noodles are made with rice bran oil using dehydrated vegetables. The noodles are priced at Rs 15 for a 70-gm pack. 
 
The noodles will be sold through 5,000-plus chikitsalayas and arogya kendras besides Big Bazaar and Reliance Fresh, company officials said. 
 
<a href="http://www.businessinsider.in/searchresult.cms?query=Patanjali+Ayurved">Patanjali</a> already sells products like creams and shampoo under its label. 
 
Image credit: Indiatimes

Beware Maggi! Baba
Ramdev has launched his instant noodles

<img class="gwt-Image" src="/photo/50138919.cms" style="width: 800px; height: 600px;" />Two ayurvedic firms including yoga guru <a href="http://www.businessinsider.in/searchresult.cms?query=ramdev">Ramdev's</a> <keyword id="672744" type="ORGANIZATION" weightage="100" keywordseo="Patanjali-Ayurved-Ltd">Patanjali Ayurved Ltd</keyword> have been served notice by the government for violating food safety norms in manufacturing atta noodles, Health Ministry JP Nadda said. 
 
"The Food Safety and Standards Authority of India (<a href="http://www.businessinsider.in/searchresult.cms?query=FSSAI">FSSAI</a>) has issued a notice to M/s Patanjali Ayurved Ltd and M/s Akash Yog Health Products Pvt Ltd on November 19 asking them to show cause as to why action should not be taken against them for violating the provisions of the Food Safety and Standards Act...for manufacturing, relabelling and marketing <keyword id="3138088" type="UNKNOWN" weightage="100" keywordseo="Patanjali-Atta-Noodles">Patanjali atta noodles</keyword> without obtaining valid approvals," Nadda said in a written reply to Lok Sabha. 
 <keyword id="6369109" type="PERSON" weightage="100" keywordseo="Ramdev">Ramdev</keyword> had launched the product with the aim to capture the noodle market by branding his product as healthier and more affordable than other instant noodles available to consumers. 
 
Instant noodle <a href="http://www.businessinsider.in/searchresult.cms?query=Maggi+">Maggi</a> was banned earlier this year for five months after some samples were found to have dangerous levels of monosodium glutamate and lead. However, it returned to shops after a clean chit from labs. 
 
(Image credit: BCCL)

Atta noodles: Ramdev's Patanjali among 2 firms served FSSAI notice

<img class="gwt-Image" src="/photo/50074189.cms" /> 
Yoga guru <a href="http://www.businessinsider.in/searchresult.cms?query=Baba+Ramdev+">Baba Ramdev </a>planned to take on the instant noodles market with his ‘healthy alternative’ you could have instead - <a href="http://www.businessinsider.in/searchresult.cms?query=Patanjali+Atta+noodles">Patanjali Atta (wheat) noodles</a>. Few weeks into the launch, and the noodles is already getting into trouble, just like the man himself. 
 
According to Zee News reports, bugs were found in a packet of <a href="http://www.businessinsider.in/searchresult.cms?query=Patanjali+Atta+noodles">Patanjali’s Atta noodles</a> in Jind, Haryana. These bugs were spotted inside a sealed pack and the customer is reportedly gearing up to sue the company. 
 
Also, India’s food regulator, the <a href="http://www.businessinsider.in/searchresult.cms?query=FSSAI">Food Safety and Standards Authority of India</a> (FSSAI) has said that <a href="http://www.businessinsider.in/searchresult.cms?query=Baba+Ramdev+">Ramdev</a>’s company <a href="http://www.businessinsider.in/searchresult.cms?query=Patanjali+Ayurved">Patanjali Ayurved</a> didn’t have approvals for instant noodles before it’s launch. Patanjali officials however said it is not required to get a product specific approval to launch instant noodles. They argue noodles falls under the ‘pasta’ category, and they had a license for the same. 
 
While many dismiss these initial reports, there is no denying that incidents like these could snowball into a bigger controvery. Patanjali noodles has huge potential in a market where people are increasingly looking for quick and easy meal. While a sizeable chunk of the pie is hooked onto <a href="http://www.businessinsider.in/searchresult.cms?query=Maggi">Maggi</a>, <a href="http://www.businessinsider.in/searchresult.cms?query=Patanjali+Ayurved">Patanjali</a>’s low prices give it the edge in an increasingly crowded market. Most of it’s products sell at 30-50% cheaper rates than it’s peers from multinational brands. 
 
Image credit

Bugs and Approvals, another controversy brewing
with Baba Ramdev’s Noodles?

<img class="gwt-Image" src="/photo/49831931.cms" style="height: 600px; width: 800px;" />The Patanjali Yogpeethv(Trust) promoted by yoga teacher Baba <a href="http://www.businessinsider.in/searchresult.cms?query=ramdev">Ramdev </a>on Wednesday rubbished allegations of having violated Food Safety and Regulatory Authority of India (<keyword id="154680" type="ORGANIZATION" weightage="100" keywordseo="FSSAI">FSSAI</keyword>) guidelines for its Patanjali Atta <keyword id="60202" type="UNKNOWN" weightage="100" keywordseo="Noodles">Noodles</keyword>. 

	"We have followed all <a href="http://www.businessinsider.in/searchresult.cms?query=FSSAI">FSSAI </a>rules and guildelines and committed no violation," said Ramdev's spokesman SK Tijarawala. 
 

	His response came a day after the FSSAI hit out at the brand for not seeking mandatory approvals.
 

	The noodle brand made headlines and grabbed social media attention when Ramdev's pictures of scooping up noodles flashed all over early this week.

	 
	However, with FSSAI chairman Ashish Bahuguna having stated that the instant noodle brand is yet to obtain mandatory approvals from the food regulator, the brand has come under scrutiny subduing the fanfare launch amid Nestle Maggi controversy and the latter's relaunch during Diwali.
 

	A statement issued by Patanjali Yogpeeth (Trust) said that <a href="http://www.businessinsider.in/searchresult.cms?query=Patanjali+">Patanjali </a>Ayurved Ltd and <keyword id="1963293" type="UNKNOWN" weightage="100" keywordseo="Patanjali-Food-and-Herbal-Park">Patanjali Food and Herbal Park</keyword>, Hardwar have obtained a relabeling license (license number 1001401200026) from FSSAI which is valid until February 20, 2019. 

	The relabeling license permits it to get (source) noodles from companies which have FSSAI approval to manufacture noodles. "We have FSSAI license for pasta under Central category and noodles falls under pasta as per FSSAI guidelines," it added. 
	 
	(Image credit: Economic Times)

Our noodle brand hasn't violated FSSAI norms: Patanjali Yogpeeth

<img class="gwt-Image" src="/photo/50510593.cms" style="width: 800px; height: 600px;" />Yoga guru <keyword id="6369109" type="PERSON" weightage="20" keywordseo="Ramdev">Ramdev</keyword> today said <a href="http://www.businessinsider.in/searchresult.cms?query=patanjali">Patanjali's atta noodles</a> is on course to oust <a href="http://www.businessinsider.in/searchresult.cms?query=maggi">Maggi</a> as the top noodles brand in the country in the next few years, and the 'swadeshi' <keyword id="34523" type="CITY" weightage="20" keywordseo="fmcg">FMCG</keyword> company will overtake all multinational firms in the consumer goods space, barring <a href="http://www.businessinsider.in/searchresult.cms?query=Hindustan+Unilever+Ltd+">Hindustan Unilever Ltd</a> (HUL). 
 "<keyword id="3138088" type="UNKNOWN" weightage="20" keywordseo="Patanjali-Atta-Noodles">Patanjali atta noodles</keyword> will soon oust Maggi as the top noodles brand in the country. Currently from about a 100 tonnes, our production of atta noodles will be increased to 300-500 tonnes," Ramdev told reporters at a conference here. 
 
 
"Barring HUL, we will overtake all other multinational companies. These companies are taking money out of the country," he added. 
 
Patanjali, which is slowly capturing bigger share in market by introducing array of products at a lower price, will also divert 100 per cent of its profits towards social service, he said. 
 
 
He added that Patanjali is keeping its production costs low compared with MNCs, in order to keep the product price reasonable. 
 
In the next five to seven years, Patanjali expects to earn profits of Rs 5,000 crore to Rs 10,000 crore, and will divert it to non-profitable causes. 
 
Ramdev said that his persistent campaign against black money and corruption over the last five years has created awareness among masses, but it will take time for the government to fulfill the aspirations of the people. 
 
"We have been persistently campaigning against black money and corruption since the last 5 years. The result is that people are aware of realities. Also, the country got rid of dynasty politics and a man from a humble background, who sold tea for a livelihood became the Prime Minister. But, it will take some time (for the government) to fulfill all the aspirations of the people," he said. 
 
Ramdev is also planning to open a chain of schools across the country, based on vedic-cum-modern education called Acharyakulam, for which he is awaiting government permission. 
 
"We will build a self-sustainable model, and every state should have 2 to 3 such educational institutions," he said. 
 
(Image credits: Indiatimes)

Patanjali's noodles will soon oust Maggi as top brand: Baba Ramdev

<img class="gwt-Image" src="/photo/49337427.cms" /> 
It’s all set to be a ₹5,000 Crores company by next March, and is headed by a Yogi. It has effectively demolished all set notions of business, finance and marketing. In an age where companies spend as much as 70% of their earnings on marketing, this ‘desi’ <a href="http://www.businessinsider.in/searchresult.cms?query=FMCG">FMCG</a> brand expends a few pennies at the most. Yet, <a href="http://www.businessinsider.in/searchresult.cms?query=Kishore+Biyani">Kishore Biyani</a>, CEO, <a href="http://www.businessinsider.in/searchresult.cms?query=Future+Group">Future Group</a> expects sales revenue of about ₹1,000 Crores in the next 3 years from his partnership with this brand. We’re talking of the ‘swadeshi’ <keyword id="34523" type="CITY" weightage="100" keywordseo="fmcg">FMCG</keyword> giant – <a href="http://www.businessinsider.in/searchresult.cms?query=Patanjali+Ayurved">Patanjali Ayurved</a>. 
 
BI India chatted up with <a href="http://www.businessinsider.in/searchresult.cms?query=Acharya+Balkrishna">Acharya Balkrishna</a>, Managing Director of <a href="http://www.businessinsider.in/searchresult.cms?query=Patanjali+Ayurved">Patanjali Ayurved</a> to get a rare glimpse into this unconventional business machine that’s raking in the moolah like never before. 
 
1. How did Patanjali begin? 
We’ve always focused on the needs and demands of the people of the country. That led to the inception of the brand. Our focus has always been on <a href="http://www.businessinsider.in/searchresult.cms?query=Yoga">Yoga</a> and <a href="http://www.businessinsider.in/searchresult.cms?query=Ayurveda">Ayurveda</a>. We never planned it to be so big. We wanted to serve the people, and by the grace of the Almighty it has been successful. Without divine intervention this would never have been possible. 
 
2. How difficult was it to create a brand? 
The biggest difficulty was that people who run MNCs never revolt against the government. However, Swamiji spoke up against black money and other pressing issues. You must realize it’s the government that issues certificates and licenses. To stand up to the government and yet establish a brand, it’s a daunting task. We have had over 300 cases registered against us. Yet, we were successful in our protest. Our processes are transparent and in line with the government operations and the love of the people is with us. That’s exactly why the brand has been left unharmed. 
 
3. How do you conduct your market research? 
We’ve never done any market research or market survey. We’ve focused all our efforts on <a href="http://www.businessinsider.in/searchresult.cms?query=R%26D">R&amp;D</a>, product development and quality control. 
 
The initial idea was that MNCs offer the best quality. They had a monopoly over the Indian <a href="http://www.businessinsider.in/searchresult.cms?query=FMCG">FMCG</a> market. Indian brands were expected to lose out on quality. We focused on low price and high quality to demolish this myth. It has worked for us. 
 
4. How do you assess the need for a product? 
We never think of commercial benefits. Our efforts are guided by consumer demand. We surround ourselves with people and understand their sentiments, needs and desires. 
 
Our first products were Aloe Vera Oil and Amla Juice. There was no market for products like these. Nobody ever thought this would sell. It started like this. Amla farmers were in dire losses. We felt we should buy some from them. We knew Amla was very good for your health. Swamiji declared the benefits of drinking Amla juice, and it started to sell. Any corporate trained in market research and planning would call this move a foolish move. 
 
For Aloe Vera Oil we were selling it at as little as Rs. 200. Most MNC priced theirs at around Rs. 1300. Our focus was never on the size of the market, but on the demands of the people. 
 
5. Why don’t you market your products? 
For any <a href="http://www.businessinsider.in/searchresult.cms?query=FMCG">FMCG</a> product you'll have raw material, processing cost and packaging. Nobody gives out of their own pocket. Either one has to increase the price or offer inferior quality. If we invest in marketing we can’t offer low prices. MNCs might try to sell products via marketing, we’ll do the same with quality. 
 
6. Are you worried about the future of your retail outlets after the partnership with <keyword id="44949" type="CITY" weightage="100" keywordseo="Future-group">Future Group</keyword>? 
Our sales would spike from this partnership. Once people see products in malls, try them, and find it’s effective, they’ll become loyal customers of the brand. This would draw them to our brand stores. This would strengthen <a href="http://www.businessinsider.in/searchresult.cms?query=Patanjali">Patanjali</a> as a brand. 
 
7. What are your current expansion plans? 
Our Atta noodles would arrive very soon. We would sell it at half the price of most leading MNCs. We’ll also launch Power Boost – a malt-based children’s health supplement soon. We’re currently focusing on ramping up our R&amp;D operations on this. 
 
8. How did you come across the idea to have your won noodles brand? 
We never planned to enter the ready-to-eat category. Our social media expert spoke up about the <a href="http://www.businessinsider.in/searchresult.cms?query=Maggi">Maggi</a> controversy. The posts went viral. People asked us to offer a healthy alternative to <a href="http://www.businessinsider.in/searchresult.cms?query=Maggi">Maggi</a>. Our R&amp;D team worked on it and started developing. Now we’re a few days from the launch. 
 
9. How do you plan to finance your expansion plans? 
We would get bank loans. We can also loan from partner institutions. There are no plans to look at <a href="http://www.businessinsider.in/searchresult.cms?query=FDI">FDI</a> currently. 
 
10. Do you think your financial model is self-sustainable? 
We’ve come so far based on this model. We started by taking personal loans as well. Patanajali can’t dream to be a global brand overnight. We don’t build castles in the air. This model seems simple and effective to us. 
 
11. Have you broken even? 
In the zeal to expand, when we started there were several problems. We optimized our systems accordingly. We decided to expand as much as we can afford to. It’s as simple as that. 
 
12. Are you looking at other brand partnerships? 
None as of now. We’re always open to more fruitful partnerships that would help better our services. 
 
13. What do you look for in a job candidate before you hire them? 
Our system is corporate, but our culture isn’t. We hire people that share our line of thought. Incidentally they’re also experts in their fields. We don’t hire those who have non-vegetarian fare, consumer tobacco or alcohol. They must be patriotic and spiritual. We routinely receive resumes for consideration. We scan them and choose the best in case of vacancies. 
 
We look at a relationship that can survive the test of time. They work here to serve society, not just to earn money. I personally never charge a rupee as a salary. 
 
14. It’s been in the news that you’re looking to hire executives from top FMCGs. 
If there are people in the system that are willing to come to our side, it’s a different thing. However, we never target specific brands. We haven’t come this far by copying the financial system or policies of any company, and we won’t. We don’t consider these companies as competition. 
 
15. Do you think Swamiji’s share of controversies had a positive or negative impact on the brand? 
The central and state governments were against us when Swamiji stood up against the government’s policies. This means people had faith in us and our brand. Otherwise this would have closed down by now. 
 
 (The following conversation was in Hindi. It has been translated to English with as little loss as possible)

Exclusive: the accidental
business - Patanjali Ayurved

<img class="gwt-Image" src="/photo/51454075.cms" /> Until a few years back, herbal product markets in India had just two names to reckon for, <keyword id="6842" type="COMPANY" weightage="100" keywordseo="Baidyanath">Baidyanath</keyword> and <keyword id="2057176" type="COMPANY" weightage="100" keywordseo="Vicco">Vicco</keyword>. However, in 2006, a new company entered the market and in just 10 years, it has left behind both these companies. 
 
Yoga guru Baba Ramdev's Patanjali Ayurved has set on a wave of Ayurveda love in the country, which has resulted in it being a successful business model using traditional products and the ancient system of medicine. 
 
This wave has also inspired the other two companies to pull up their socks and cash on to the increading popularity of Ayurvedic products. 
 The reason why some of these companies dealing in Ayurvedic products, like Vicco, Sandu, <keyword id="277948" type="COMPANY" weightage="100" keywordseo="Amrutanjan">Amrutanjan</keyword> and <keyword id="589160" type="PERSON" weightage="100" keywordseo="charak">Charak</keyword>, were not able to attract Indians to them was their limited portfolio, which never went beyond the traditional products. However, Patanjali sells products ranging from detergents and toothpaste to ghee, atta and noodles in an FMCG market, thereby making Ayurvedic products a big deal in India. 
 
This success of Patanjali Ayurved has inspired other gurus like Sri Sri Ravi Shankar, Sadhguru Jaggi Vasudev, Ram Rahim as well as Aurobindo Ashram to enter the consumer segment with Ayurveda-centric products. 
 However, Kolkata-based Baidyanath is of the opinion that they don’t need to rival Patanjali, <keyword id="62997" type="CITY" weightage="100" keywordseo="Dabur">Dabur</keyword> or <keyword id="26169" type="COMPANY" weightage="100" keywordseo="himalaya">Himalaya</keyword> in the core FMCG segments. "We have been here for 100 years and want to survive another century in a sustainable way. No point getting into all FMCG segments and be a fringe player," Ameve Sharma, its third-generation scion, told ET. 
 
Coming back to Patanjali, why a company the originated in 1997 as a small pharmacy has reached these heights? The reason is the nonconventional approach of catering to categories like noodles, oats and detergents. 
 "What we have done is consistently focused on quality and pricing. Ask consumers about our product quality. Why are repeat purchases coming? It's because of the quality we are offering consumers," said SK Tijarawala, spokesperson of <keyword id="700471" type="UNKNOWN" weightage="100" keywordseo="Patanjali-Ayurveda">Patanjali Ayurveda</keyword>. "As far as pricing is concerned, we are trying to give consumers the best possible prices. 
 
<a href="http://static.panoramio.com/photos/large/73116827.jpg">Image source</a>

You Searched For "Patanjali Atta Noodles" and got 8 results

After Maggi, Patanjali Atta Noodles found ‘sub-standard’

BI India Bureau

Beware Maggi! Baba Ramdev has launched his instant noodles

ET Bureau

Atta noodles: Ramdev's Patanjali among 2 firms served FSSAI notice

BI India Bureau

Bugs and Approvals, another controversy brewing with Baba Ramdev’s Noodles?

Saikat Pyne

Our noodle brand hasn't violated FSSAI norms: Patanjali Yogpeeth

BI India Bureau

Patanjali's noodles will soon oust Maggi as top brand: Baba Ramdev

BI India Bureau

Exclusive: the accidental business - Patanjali Ayurved

Saikat Pyne

Patanjali is taking over the entire Ayurveda industry

BI India Bureau