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KMF storms into production & supply of idli-dosa batter as market indicates demand
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Monday, 21 October, 2024, 08 : 00 AM [IST]
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Nandita Vijayasimha, Bengaluru
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Karnataka Milk Federation (KMF) is all set to launch ready-made idli and dosa batter under its Nandini brand before the month end. In the first phase, 10,000 to 20,000 kilogram of batter will be sold in Bengaluru alone.
The launch of ready-made idli and dosa batter could really cater to the growing demand for convenient food options. With busy lifestyles, many people are looking for quick and easy meal solutions without compromising on traditional flavours. Ready-made idli and dosa batter could appeal to both working professionals and families.
The federation has perceived a growing demand, despite the presence of idli-dosa batter from leading food processing companies. Presently the market has a visible presence of companies like iD Fresh, MTR, Asal, Thayyar, Mav-G, Fresh to Home, Sluurp Farm, FarmVeda, Gits and Upside, besides, scores of unbranded versions. In fact, KMF too had embarked to outsource idli-dosa batter to be sold at its Nandini outlets in the city to bring in the convenience of ready to eat foods.
The emphasis on quality and authenticity of the idli-dosa batter from Nandini will resonate well in the market among those who value homemade taste. The batter of idli-dosa is positioned by food experts in the prebiotic and balance nutrition category as they are fermented products boosting B-complex in the body.
“We, for the purpose of supplying Nandini batter, have set up a packaging unit in Jayanagar close to the head office of KMF in Bengaluru. Even though competition prevails, we will compete on quality and pricing. Our packs will be available to customers at a lower cost compared to those currently available in the market. The trial testing for the readymade batter has already been completed," said MK Jagadish, managing director, Karnataka Milk Federation.
"Once the first phase launch of idli and dosa batter is complete, we will assess the performance of the brand going by its demand and then plan for the second phase of introduction across Karnataka," he added.
Currently, KMF has milk processing plants and supply depots, besides, kiosks of Nandini in the state. The federation is expected to take advantage of these locations and launch the idli-dosa batter which has a perishable time-line. The dosa and idli batter will be available in 450 gram and 900 gram packs.
The market size for idli-dosa batter in India is estimated to be between ?1,500 and 4,000 crore. However, only 5–10% of the market is organised and dominated by big brands. iD Fresh claims to have a 95% market share in Mumbai, 70% in Bangalore, and 10% in Chennai.
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