Baba Ramdev's Patanjali atta noodles again in a controversy, worms found

The controversy involving selling Patanjali noodle brand without appropriate license from the Indian food regulator, yoga guru Baba Ramdev-promoted Patanjali brand has faced heat from a consumer for an alleged worm that landed in his plate of Patanjali Atta Noodles, reported ET.

But Patanjali has rubbished the reports saying they are "fabricated". "The reports are baseless and fabricated. No formal complaint has been lodged," said S K Tijarawala Ramdev's spokesman.

The Patanjali Ayurved Ltd, last month, with revenues in excess of Rs 2,000 cr for 2014-15, was issued a showcase notice by FSSAI seeking explanation on how could the Patanjali Atta Noodles be retailed without appropriate license.

Patanjali has so far maintained that it complied with the guidelines laid down under the law. Amid the controversy, the consumer goods company was the third most advertised brand on television in India during the last week of November, behind Cadbury and Fair & Lovely.

Reportedly, Patanjali Ayurved has set aside more than Rs 300 crore for advertising and promotion and is set to step up its publicity campaign further.

Patanjali's confirmation in the noodle license case notwithstanding, the stakes are high for the brand trumpeting the swadeshi card to the hilt with netizens slamming the brand and Tweeting "They are now ready to enter the China market."