The Karnataka Milk Federation (KMF) has postponed its plan to introduce idli and dosa batter under its well-known dairy brand, Nandini, in Bengaluru. The city, which is already home to dominant private brands like iD, Asal, and MTR, was expected to see this launch as part of KMF’s expansion strategy.
The delay comes amid the transfer of KMF’s Managing Director, MK Jagadish, who was overseeing the launch of the innovative whey protein-based batter. Jagadish, recognized for his bold marketing tactics, had successfully elevated Nandini’s profile. Under his leadership, Nandini became a prominent sponsor for major sports leagues, including the Indian Super League (ISL) and Pro Kabaddi, and even extended its sponsorship to the cricket teams of Scotland and Ireland during the T20 World Cup.
The leadership change has cast uncertainty over the planned product launch, which was expected to challenge the stronghold of private competitors in the idli and dosa batter market.
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