New Delhi, Nov 16 Baba Ramdev-promoted Patanjali on Monday formally launched its wholewheat instant noodles, just a week after product leader Nestle's Maggi re-hit the retail shelves after a five-month ban imposed by the food-safety regulator. The product has been priced at Rs.15.

With the launch, Patanjali has entered another major food segment to take on multinational firms — such as Tropicana's fruit juices, Kellogg's muesli and cornflakes, Mondelez "Cadbury" India's Bournvita — not to mention well established cosmetics and home grown ayurvedic brands.
 
Last month, Patanjali — which had a turnover of around Rs.1,200 crore in 2014 with a projection of Rs.2,000 crore this year — had announced a pact with Kishore Biyani-led Future Group to sell its noodles through Big Bazaar and Nilgiri's supermarkets across 240 cities.