Patanjali Ayurved, the FMCG venture promoted by yoga guru Ramdev, has launched 70-gram pack atta noodles priced at Rs 15, claiming it to be cheaper than other competitors, with an eye to take on market leader Nestle's Maggi, which is back in shelves five months after FSSAI had banned it. Patanjali had earlier strongly denied FSSAI's claims and insisted that it had licence for pasta, under which noodles fall as per the regulator's classification.
The company further said FSSAI has already admitted that it's no longer possible for the regulator to continue with the process of product approvals, which was facilitated through an advisory in May 2013. This followed a Supreme Court order in August this year that upheld an order of the Bombay High Court on the issue.
In June last year, FSSAI had banned Nestle's instant noodles Maggi. This was later lifted by the high court, which ruled that the product needs to be tested at three government-approved laboratories. A clean chit from these labs led to the relaunch of the noodles in November.