Baba Ramdev’s Patanjali Atta Noodles Were Launched Without FSSAI Approval

You’ve probably heard about Patanjali Atta Noodles; a brand that has the force of Baba Ramdev behind it. According to several news reports, Ramdev claims that these noodles are a healthy alternative to instant noodles, having said that they “will not have any maida (flour) and they will provide a healthy alternative to Maggi for children.”

The noodles, with all their fanfare were launched into the market two days ago. But (and this is a big but) the FFSAI has announced that the noodles haven’t been given the required product clearances to be allowed to launch in the market.

The FSSAI Watchdog

While the company that manufactures the noodles; Patanjali Food and Herbal Park, does have FSSAI certificates to manufacture a variety of products, the noodles are not included in the list. “Patanjali Atta Noodles has not got product approvals from us. The matter has been brought to our notice. We are pursuing it,” Ashish Bahuguna, FSSAI chairperson and CEO, told The Indian Express.

Strangely enough, the packets of noodles themselves carry FFSAI approved stamps, so there’s definitely something fishy going on here. Are the noodles going to be recalled mere days after they came onto the market?

Battling Maggi

Even if the noodles are recalled, we doubt there will be a large public outcry similar to the reactions facing the Maggi ban. For one, the noodles have only been on the market for two days, giving consumers no time to develop any loyalty towards them.

Secondly, the noodles were launched after the reappearance of Maggi, and most consumers, at present, are ignoring all other noodle brands for their childhood favourite.  

In short, we predict problems ahead for the Patanjali Atta Noodles. Will they get an undisputed FFSAI approval? And if they do, how will they win Maggi-loyal consumers over to their noodle bowls?