Buoyed by the success of its whey-based idli-dosa batter, the Karnataka Milk Federation (KMF) is set to expand the product’s availability beyond its exclusive Nandini outlets. From April 2024, the batter will be available on quick-commerce platforms like Blinkit, BigBasket, and Zepto, as well as major retail stores across Bengaluru.

Nandini’s Success in a Competitive Market

Launched on December 26, 2023, in Bengaluru, Nandini’s idli-dosa batter, infused with 5% whey, has gained a strong foothold in a market dominated by iD Fresh Food, Asal, and MTR. Currently, daily sales average 4,600 kg, with KMF planning to scale up to 15,000 kg within three months.

“At present, we are selling the product exclusively through our 750 Nandini outlets in Bengaluru. From the first week of April, we will make Nandini’s whey-based idli-dosa batter available on all quick-commerce platforms and in major retail stores,” a senior KMF official told Moneycontrol.

Competitive Pricing and Market Response

Nandini batter is priced at Rs 40 for a 450g pack and Rs 80 for a 900g pack, making it a cost-effective alternative to other brands. With increasing demand, KMF has doubled production capacity from 5,000 kg to 10,000 kg per day and is scouting locations for additional manufacturing units.

Competitors Respond to Nandini’s Expansion

Following the launch of Nandini's whey-based batter, iD Fresh Food introduced four new variants: protein-rich, ragi millet, multi-grain, and mallige batter. Additionally, other competitors have resorted to price cuts and promotional offers to maintain their market share.

Future Expansion Plans

Apart from Bengaluru, KMF plans to expand to Mysuru, Mangaluru, Tumakuru, and Hubballi within the next two months. The company aims to establish local manufacturing units in these cities to ensure fresh supply and meet growing demand.

“Urban consumers, particularly those with busy schedules, are increasingly seeking ready-to-cook meals. Nandini’s strong reputation for quality makes it a preferred choice among customers in Karnataka and beyond,” a senior official noted.

National Expansion and Industry Trends

In a similar move, Mother Dairy, a wholly owned subsidiary of the National Dairy Development Board, recently launched its own idli-dosa batter under the ‘Safal’ brand in Delhi, indicating the growing demand for ready-to-cook products in India’s FMCG sector.

Key Takeaways

• Nandini’s whey-based idli-dosa batter will be available on Blinkit, BigBasket, and Zepto starting April.

• Production capacity has doubled to 10,000 kg per day, with further expansion planned.

• KMF aims to expand distribution beyond Bengaluru, covering Mysuru, Mangaluru, Tumakuru, and Hubballi.

• Competitors are closely monitoring the move, with brands like iD Fresh Food launching new variants.

• The demand for ready-to-cook meals is increasing, making this a lucrative market for FMCG brands.

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