Amul vs Nandini: Milk war hots up in Karnataka

DAIRY BRANDS AMUL and Nandini will compete with each other in Bengaluru, one of the country's largest milk markets, as the former makes an entry into the same.

- VIVEAT SUSAN PINTO

Amul announced on Wednesday that it was entering the Bengaluru market via e-commerce channels. The announcement created a social media storm, with hashtags such as #SaveNandini and #GobackAmul doing the rounds.

Marketed by the Karnataka Milk Federation (KMF), Nandini is the largest supplier of milk in Bengaluru, at 23 lakh litres per day, which is about 70% of Bengaluru's milk market, pegged at 33 lakh litres per day, according to dairy industry sources.

Nandini is also keeping price points low at ₹39 a litre for its packet milk, in a bid to protect its market, dairy industry sources said, even as Amul will retail its milk at higher price points in the capital of Karnataka.

"Amul Taaza and Amul Gold, our packet milk brands, will be available for ₹54 a litre and ₹64 a litre each in Bengaluru," Jayen Mehta, managing director (MD), Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets Amul, told FE.