MUMBAI: In a couple of months when Nestle re-launches its Maggi noodles , it will have to fight on two fronts. On the one hand, it faces an uphill task over its noodles' negative brand perception due to the controversy earlier this year. On the other, Nestle will have an equally major challenge from Baba Ramdev 's Patanjali Ayurved, which is readying to roll out its own brand of veg atta noodles at a huge discount to Maggi's product.Patanjali Ayurved plans to launch its atta noodles for around 30% less than Maggi atta noodles' price prior to its withdrawal from the market. Patanjali aims to introduce its noodles in about a fortnight, well before Nestle can relaunch Maggi subject to a nod from the Bombay high court."Patanjali's veg atta noodles will be priced at Rs 15 for a 70 gm pack. It will be a disruptor brand in the market with a superior quality. The product has received all concerned approvals and is ready to hit the shelves in about 10-15 days," said Aditya Pittie, CEO, Pittie Group, which is the Mumbai distributor of Patanjali products in general trade and is a pan-India distributor for the brand in modern trade.An 80gm pack of Maggi Vegetable atta Noodles retailed at a price of Rs 25. Nestle India, which has already begun fire-fighting under a new leader, is unlikely to take the competition lying down. A fierce marketing war is expected to be fought on all fronts, including pricing.In response to a query from TOI on what strategy would Nestle adopt for Maggi in the wake of competition from Patanjali, Suresh Narayanan, MD, Nestle India said: "Every brand seeks to define its competitiveness given its intrinsic strengths, its appeal and the price-value relationship it seeks to define. Maggi Noodles has been pioneering in its offering and has built up its equity, trust and consumer promise over 32 years in a systematic and significant way. Our relaunch will draw upon our equity, value, trust, long relationships with consumers, partners, stakeholders and others to define our appropriate response. Pricing is just one vector of this equation and will receive due attention as we go into the activities to reintroduce Maggi Noodles."The noodles market was of the order of Rs 4,000 crore, where Maggi had a lion's share of 70% prior to the brand's withdrawal. Patanjali's entry could expand the market, which witnessed a huge fall in volumes post the Maggi fiasco.A research report by Edelweiss Securities stated, "Patanjali started working on its own brand of instant noodles post the Maggi issue and - within three months - it is now ready with its own instant noodles. The product has been sent for approval and is expected to be launched within a period of one month (we got a chance to taste the product and really liked it.)" The report said Patanjali is well on course to achieve its targeted revenue of Rs 5,000-6,000 crore in fiscal year 2016. It achieved revenues of over Rs 2,000 crore in the previous fiscal."Despite being a corporate entity, Patanjali adheres to Baba Ramdev's consumer-centric ideologies. Hence, the focus is on revenue and not profitability. Even though the thrust is not on profitability, the company managed to clock approximately 20% ebitda margin in FY15, aided by better cost management (latest machinery and strong R&D capabilities) and lower A&P (ads & promotions) spends," the report said.