Patanjali Ayurveda partners with Future Group, to launch noodles on Oct 15


New Delhi: Kishore Biyani-led Future Group has entered into a marketing partnership with Baba Ramdev-led Patanjali Ayurveda to sell its products and expects to do business worth Rs 1,000 crore in the next 20 months. Patanjali will roll out its noodles across the country on October 15.

“We will launch Patanjali noodles all over India on October 15. Maggi used to sell for Rs 25, we will offer it for Rs 15. Its taste maker will be a health maker. It will have no added lead or MSG (monosodium glutamate),” Ramdev said at a joint press meet here to announce the strategic partnership between Kishore Biyani-led Future Group and Patanjali.

Saying that Patanjali will clock a business of Rs 5,000 crore in the 2015-16 financial year, Ramdev added: “In Maggi, they (Nestle) used palm oil, but we will use much costlier rice bran oil in our noodles.”

He said the catchphrase for Patanjali noodles will be “Jhat pat pakao, aur befikr khao”.

“We will sell Patanjali products under this partnership. We went to see their food park. These products have something that can bring revolution in India,” said Biyani, founder and CEO of Future Group.

“We are jointly going to set up an office for collaboration in Rishikesh. Within the next 20 months, we will jointly do a business of Rs 1,000 crore.”

We wanted to partner a ‘Swadeshi’ retail chain. Indigenous products should get more respect. We provide world-class quality products with low price. Hence, customers are benefited from it. We will partner Future Group in manufacturing also wherever possible,” Baba Ramdev told reporters.

In June, Maggi noodles were taken off the shelves across India amid concerns over “dangerous levels” of lead and MSG.

Patanjali products will be available in all Future Group retail outlets in 240 cities.