Karnataka’s legendary dairy chain, Nandini, is breaking new ground outside its own backyard.
Money Control reported that having already carved a niche for itself in Delhi, Karnataka Milk Federation (KMF) is now planning to introduce its new dairy products, including milk and curd, in Uttar Pradesh and Rajasthan—two BJP governed north Indian states.
Nandini officials confirmed that expansion of Nandini in northern Uttar Pradesh and Jaipur is expected to happen by end of March. Following the brand’s launch in Delhi on 21 November 2024, KMF is now strengthening its distribution in the capital’s border areas.
Further, the cooperative commissioned a new milk packaging plant in Hathras, Uttar Pradesh, for managing supply and distribution more effectively.
“The federation plans to distribute Nandini milk in surrounding areas, including Agra, Mathura, and Meerut. All necessary preparations are being made to commence sales in these areas from 16 March. Sales in Jaipur, Rajasthan, will also begin within this month,” stated KMF Managing Director B Shivaswamy.
KMF’s fast pace of North Indian expansion is pitting Nandini against Gujarat’s Amul, the market leader in the region.
And unlike the hyper-politicised Nandini vs Amul controversy that broke out during the 2023 Karnataka assembly polls, this expansion has not faced resistance in the north.
Contrary to the previous outcry about regional identity, Uttar Pradesh and Rajasthan state level brands are now facing more competition—without resorting to emotional appeals.
Rather, the attention is on fitting into market reality, eventually pleasing consumers through optimal pricing and improved quality of the product.
“KMF is not restricting Nandini’s sales to Karnataka alone but is steadily expanding its network across India and internationally. The federation has already introduced Nandini sachet milk, curd, and buttermilk in Delhi and is working on further expansion into nearby cities,” added Shivaswamy.
As India’s second largest dairy cooperative, KMF procures and processes milk from more than 26 lakh dairy farmers in its chain of District Milk Unions. For half a century now, Nandini has been the hallmark of dairy products.
