The Karnataka Milk Federation (KMF)'s plan to launch idli and dosa batter under its flagship dairy brand Nandini in Bengaluru—a market dominated by private players like iD, Asal, and MTR—has been delayed.
Karnataka government has also transferred KMF Managing Director MK Jagadish, who was spearheading the launch of the whey protein-based batter in Bengaluru.
Jagadish was known for his aggressive marketing strategies. Under his leadership, Nandini became the central sponsor for the Indian Super League (ISL) and Pro Kabaddi tournaments, and even sponsored Scotland and Ireland's cricket teams for the T20 World Cup.
Also, read: MC Exclusive: Karnataka's Nandini to sponsor Scotland and Ireland cricket teams for T20 World Cup
He also expanded the brand's footprint by introducing fresh dairy products in Delhi, opening Nandini Café Moo outlets in Dubai, and resuming the supply of Nandini ghee to Tirupati for making Tirupati laddus.
Also read: Karnataka's Nandini ready to launch idli & dosa batter in Bengaluru
KMF chairman LBP Bheema Naik and Jagadish were unavailable for comment. Sources said there were disagreements between Naik and Jagadish on various issues.
Sources said KMF initially planned to launch its idli and dosa batter in Bengaluru in October 2024. However, the launch was rescheduled to November 26 but has now been delayed further. The federation is yet to announce a new launch date.
While it is unclear whether Jagadish's transfer will impact the project, sources said there was internal opposition within KMF regarding the introduction of the dosa batter.
"The launch of the idli-dosa batter has been put on hold." a source told Moneycontrol.
The product, packaged in a blue 900-gram pouch, can prepare up to 18 idlis or 12–14 dosas. With its large working population and demand for quick breakfast options, Bengaluru was identified as a key market for the batter. KMF had plans to expand the product’s distribution to other cities based on its reception in Bengaluru.
KMF, which markets its dairy products under the Nandini brand, recently expanded to New Delhi with fresh dairy offerings such as milk and curd. The federation also sells its products in Karnataka, Maharashtra (including Mumbai, Nagpur, Pune, and Solapur), Goa, Hyderabad, Chennai, and Kerala.
Its foray into Delhi marks an effort to tap into North India, where the Nandini brand competes with the Gujarat Cooperative Milk Marketing Federation’s Amul. KMF also supplies products to the armed forces and exports milk to international markets such as the Middle East, Singapore, Bhutan, Myanmar, and the United States.
Also read: Karnataka's Nandini to partner with hospital chains, tech parks
Discover the latest Business News, Sensex, and Nifty updates. Obtain Personal Finance insights, tax queries, and expert opinions on Moneycontrol or download the Moneycontrol App to stay updated!
