Buoyed by the success of its whey-based idli-dosa batter, the Karnataka Milk Federation (KMF) plans to launch the product, sold under its flagship dairy brand Nandini, on major quick and e-commerce platforms as well as retail outlets from April.
Nandini's batter, which contains 5 percent whey and was launched in Bengaluru on December 26, has gained traction in a market dominated by private players such as iD, Asal and MTR. Its daily sales average 4,600 kg, with KMF planning it scale up to 15,000 kg in three months.
“At present, we are selling the product exclusively through our 750 Nandini outlets in Bengaluru. From the first week of April, we will make Nandini’s whey-based idli-dosa batter available on all quick-commerce platforms and in major retail stores,” a senior KMF official told Moneycontrol.
Nandini batter is priced at Rs 40 for a 450g and Rs 80 for a 900g pack.
Also read: After delays, Karnataka's Nandini whey-based idli-dosa batter launched in Bengaluru
“It will be available on e-commerce and quick-commerce platforms like Blinkit, BigBasket and Zepto as well as in major supermarkets,” the official, who didn’t wish to be named, said.
To meet the growing demand, KMF has doubled the plant’s production capacity from 5,000 kg a day to 10,000 kg. “We are also identifying locations to set up additional manufacturing units to further increase capacity,” the official said.
Also read: Karnataka's Nandini ready to launch idli & dosa batter in Bengaluru
Following the launch of Nandini’s batter launch, iD Fresh Food came out with four new batters — protein-rich, ragi millet, multi-grain and mallige.
KMF had initially restricted batter sales to its outlets to gauge market response. “We expect sales to triple once we expand to all major supermarkets and quick-commerce platforms. Our competitors are closely monitoring us — some have already launched protein-rich batters, while others are reducing prices/giving offers to stay competitive,” an official said.
KMF is also planning to expand to cities such as Mysuru, Mangaluru, Tumakuru, and Hubballi over the next two months. “We will set up local manufacturing units in these cities,” the official added.
Also read: Karnataka: Nandini puts whey-based idli & dosa batter launch in Bengaluru on backburner
“Urban consumers, particularly those pressed for time due to work pressures, are increasingly seeking ready-to-cook meals. Nandini brand has earned a strong reputation for quality and values the trust placed in it by customers in Karnataka and beyond.”
Mother Dairy, a wholly owned subsidiary of the National Dairy Development Board, recently introduced its idli-dosa batter under the ‘Safal’ brand in Delhi.
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!
