Nandini Milk, from Karnataka, expands into the Delhi market with a launch on November 21, challenging dominant players like Amul and Mother Dairy.
Nandini Milk, a popular dairy brand from Karnataka, is making its debut in the Delhi market today. The launch of Nandini in the national capital marks a significant expansion for the Karnataka Milk Federation (KMF), which has been a trusted name in dairy across southern India. With the brand’s introduction, Nandini aims to take on established market leaders like Amul and Mother Dairy, which currently dominate Delhi’s dairy market.
Karnataka’s Chief Minister, Siddaramaiah, will officially launch Nandini milk products in New Delhi. Nandini’s entry into the capital follows a successful trial phase where milk products were transported from Karnataka to New Delhi to test their shelf life. The brand, which has a strong presence in states like Telangana, Tamil Nadu, Andhra Pradesh, Kerala, and Maharashtra, will now make its high-quality milk and dairy products available to Delhi’s vast consumer base.
Expanding Product Portfolio
In addition to milk, Nandini will introduce new products, including Dosa and Idli batter, to the Karnataka market starting on November 26. This move will further diversify Nandini’s offerings, strengthening its presence not only in the dairy market but also in ready-to-eat foods.
KMF Managing Director MK Jagadish highlighted the strategic nature of the launch, noting that Nandini is now poised to compete with the major players in Delhi’s dairy market. Amul and Mother Dairy currently hold a dominant share, but Nandini’s reputation for quality and affordable pricing is expected to make a strong impact.
Nandini’s Global Reach
The brand’s influence isn’t limited to India. During the recent T20 Cricket World Cup in the United States, Nandini ventured into the energy drink market with ‘Nandini Splash,’ a whey-based energy drink. Nandini also made headlines by sponsoring the national cricket teams of Scotland and Ireland, marking the first time an Indian dairy brand supported international cricket teams.
Controversy and Co-existence with Amul
The launch comes after a period of political tension in Karnataka, when the BJP government faced criticism following Amul’s entry into the state’s curd market. Karnataka’s then-Chief Minister Basavaraj Bommai reassured the public that Amul would not replace Nandini in the state, with both brands co-existing peacefully.
With its expansion into Delhi, Nandini Milk is positioning itself as a serious contender in the Indian dairy market, aiming to carve out a niche for itself in a highly competitive sector. The brand’s success in Delhi will depend on how well it can cater to local tastes while maintaining its reputation for fresh, high-quality products.
