The Karnataka Milk Federation (KMF) is getting ready to launch idli and dosa batter under its flagship dairy brand Nandini in Bengaluru, entering a market dominated by private players such as iD, Asal and MTR.
Moneycontrol was the first to write about the brewing “batter wars” Bengaluru.
“We are ready for the launch and have sought a date from the CM. It will happen soon. We will price it competitively, keeping it below that of our competitors,” KMF managing director MK Jagadish told Moneycontrol.
Also, read: Batter Wars! Karnataka's Nandini to launch idli & dosa batter in Bengaluru in two months
Sources in KMF said the batter would be available in 450-gram and 900-gram packs.
What will set Nandini apart is the whey protein base of its batter, enhancing its flavour and texture, they said.
The blue coloured 900-gram promises to make up to 18 idlis or 12–14 dosas. The launch was planned for August but was delayed due to various factors.
Nandini offers a range of products including milk, bread, ghee, butter, curd, cheese, buttermilk and yogurt.
Bengaluru, with its large working population, especially tech professionals seeking quick a breakfast fix, would be a key market for the new product. KMF plans to take the batter to other places after gauging the response in Bengaluru.
Nandini is also the official central sponsor of the Indian Super League (ISL) football tournament. KMF plans to sponsor the Pro Kabaddi League’s Season 11, slated for November-December.
Also, read: Karnataka's Nandini likely to sponsor ISL football tournament; to launch fresh dairy products in Delhi
Nandini sponsored the Scotland and Ireland cricket teams in the T20 Cricket World Cup played in June in the West Indies and the United States.
KMF is also expanding its presence beyond Karnataka, with plans to enter the Delhi market. At present, Nandini’s fresh dairy products are available in Karnataka, Maharashtra (including Mumbai, Nagpur, Pune, Solapur, and surrounding areas), Goa, Hyderabad in Telangana, Chennai in Tamil Nadu, and Kerala.
Also, read: MC Exclusive: Karnataka's Nandini to sponsor Scotland and Ireland cricket teams for T20 World Cup
Nandini found itself in the middle of an election battle in 2023, when the Congress, which was then in the opposition, vehemently opposed the entry of the country’s largest dairy cooperative Gujarat Cooperative Milk Marketing Federation (GCMMF), better known by its brand Amul. The opposition party had slammed the BJP for allowing Amul to sell curd and milk in Bengaluru, saying it could trouble Nandini.
Also, read: MC Explains | The white war between Nandini and Amul ahead of Karnataka polls
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!
