Nandini dairy to sponsor Scotland, Ireland T20 World Cup teams

Nandini dairy to sponsor Scotland, Ireland T20 World Cup teams
21 Apr 2024

Karnataka Milk Federation (KMF), renowned for its Nandini dairy products, has announced its sponsorship of Scotland and Ireland cricket teams in the forthcoming T20 World Cup.

KMF's Managing Director, MK Jagadish, has confirmed this development to Moneycontrol.

The Nandini logo will be prominently displayed on the players' jerseys, and both teams will participate in various promotional activities for the brand.

The tournament will be co-hosted by West Indies and the US from June 1-29. This year's edition includes 20 teams.

KMF's global presence and new product launch
Expansion plans

KMF, with a significant international presence in markets such as the Middle East, Bhutan, Singapore, and Myanmar, is planning to introduce new launches during the T20 World Cup.

"We want to launch Nandini Splash, a whey-based energy drink for the first time with different flavors such as mango, orange, lychee, and lemon," Jagadish stated.

The federation is also planning to launch a series of new products, with the aim to extensively promote them in the US market.

Nandini's strategy for international brand visibility
Strategic move

This sponsorship move by Nandini is mainly aimed at enhancing brand visibility on an international stage, as explained by Jagadish.

Nandini is already an associate sponsor of the Bengaluru Bulls team in the Pro Kabaddi League.

The dairy cooperative also aimed to sponsor Bengaluru's IPL team, RCB. However, it was unable to secure a slot due to high costs.

KMF's impressive reach and turnover
Business overview

KMF comprises 14 unions, 24 lakh milk producer members, 14,000 milk producers' cooperative societies across 22,000 villages, and procures 8.4 million liters of milk daily.

It provides a range of over 65 milk and related items, disbursing ₹17 crore daily to farmers. Furthermore, it serves the armed forces and engages in milk exports.

In FY 2021-22, KMF clocked a turnover of nearly ₹19,800 crore.

Contrarily, Amul reported a provisional turnover of ₹55,055 crore in 2022-23.