Ramdev's Maggi rival to face stiff test

Launched on Monday, noodles is probably the biggest test for Patanjali Ayurveda. A company that built its identity and reputation on Ayurveda, and wears its 'Made in Bharat' tag with much pride, has many a critic questioning the Indian-ness of noodles, while many brand experts believe that the noodle move might just backfire for brand Ramdev.

However, Ramdev seems unfazed by critics and competitors. Patanjali claims that four differentiators will work well for its latest Patanjali Atta Noodles offering: wheat instead of maida; rice bran oil instead of palm oil, healthmaker instead of tastemaker, Rs 15 instead of Rs 25. Rest is up to the consumer to decide.

"Hum instant food mein bhee healthy food hee logon ko dengey (even in instant food, we will provide healthy options," says Ramdev.

Harminder Sahni, Founder and Managing Director of management consulting firm Wazir Advisors, says that it should be interesting to watch how Indian consumers respond to an Indian noodle brand. "Patanjali's core is Indian-ness and noodles are not Indian. But Maggi has done a tremendous job in making noodles as Indian as Poha or Dosa. Most consumers in India may not have known that Maggi is an international brand before the recent controversy erupted. It may work in favour of Patanjali. Most people are hooked to quick serving noodles, and now with a healthier option available they may never go back to Maggi and side with Patanjali."

However, brand consultant Harish Bijoor says that the road ahead will not be as easy for Patanjali.

"This space is difficult for Patanjali because of a simple point. In the noodles category, consumption is totally image-led. The buys are led by the consumer which is the child at large. Pester power dictates consumption. The buyer of noodles is different from the consumer vastly. The mother buys and the child eats. The mother's role is not prescriptive, it is child-demand led. Therefore, Patanjali will find it difficult to make inroads in this space."