Nandini all set to take on big dairy brands in the North?
By Retail4Growth Team | November 22, 2024
Nandini, the dairy brand of the Karnataka Milk Federation, has just been launched in Delhi, marking its competition with brands like Amul and Mother Diary, with marginally lower pricing.
Nandini, a household name in Karnataka, is now all set to play a bigger game competing against the likes of Amul, Mother Diary, etc., having just been launched in New Delhi.
The Karnataka Milk Federation's (KMF) Nandini branded milk products were launched in the Delhi-NCR market by Karnataka Chief Minister Siddaramaiah.
The products have been reportedly pricedmarginally lower than competitors to gain a foothold in the region.The cooperative will retail four cow milk variants, curd, and buttermilk from Friday. Cow milk will reportedly be sold at ₹ 56 per litre, full Cream Milk at ₹ 67 per litre, Standardised Milk at ₹ 61 per litre, Toned Milk at ₹ 55 per litre, and curd at ₹ 74 per kg.
According to reports, the KMF currently collects 100 lakh litres of milk daily, with local consumption at 60 lakh litres, leaving a surplus of 40 lakh litres for expansion into new markets. The federation has reportedly partnered with 40 dealers in the Delhi-NCR region to facilitate sales, he added.
Nandini currently operatesin Karnataka, Maharashtra (Mumbai, Nagpur, Pune, and Solapur). Mumbai, Nagpur, Pune, and Solapur), Goa, Hyderabad, Chennai, and Kerala,and the latest move to Delhi marks its first foray in the North.
It may be recalled that last year, there was a row over Amul's decision to enter the Bengaluru market, which was expected to affect Karnataka's dairy cooperative and dairy farmers. Nandini’s foray into into the Delhi market marks another interesting development in the ‘Dairy War’.
Meanwhile Nandini is also reportedly planning to launch its idli-dosa batter in Bengaluru, competing with brands like iD, Asal, and MTR.
It will be interesting to see how all of this will unfold in the retail space with the brand obviously wanting to connect with shoppers at the retail touchpoints with relevant communications that can reiterate its positioning.
