Meanwhile, Nestlé has a wily new competitor in the noodle market. A week after the Maggi relaunch, Baba Ramdev introduced his new Patanjali noodles. They're made from atta, a "healthier" whole-wheat flour, and cost 10 rupees less than Nestlé's Maggi equivalent. As the robed guru whipped up a batch for media onlookers in a Delhi mall, he noted that Patanjali's product was lead- and MSG-free. Then, for the cameras, he enthusiastically slurped some down, noodles tangling in his beard.