The Nandini logo will feature prominently on the leading arm of the new Scotland men’s playing shirts at the tournament, scheduled to take place in the West Indies and US.
Published May 16, 2024 | 7:54 PM ⚊ Updated May 16, 2024 | 7:54 PM
Scotland cricket team in their new jersey. Credit: Ian Jacobs
A proud moment for Karnataka as the words ‘Nandini’ in Kannada is etched on the left arm sleeve of Scotland men’s cricket team jerseys for the ICC Men’s T20 World Cup 2024.
Nandini, the brand name that had turned into a Kannada pride issue during Karnataka assembly elections 2023, has returned to headlines but this time for a delightfully novel reason.
The Nandini logo will feature prominently on the leading arm of the new Scotland men’s playing shirts at the tournament, which is scheduled to take place in the West Indies and US, beginning on 2 June.
Members of the playing squad proudly showcased the striking new design.
“Cricket Scotland and Karnataka Milk Federation are pleased to announce Nandini as the official sponsor of the Scotland men’s team at the ICC Men’s T20 World Cup 2024,” the country’s cricket body wrote on X.
Cricket Scotland and Karnataka Milk Federation are pleased to announce Nandini as the official sponsor of the Scotland men’s team at the ICC Men’s T20 World Cup 2024 🤝🌎🏴#FollowScotland
— Cricket Scotland (@CricketScotland) May 15, 2024
Claire Drummond, Commercial Manager of Cricket Scotland, expressed her excitement about the partnership.
“We’re delighted to partner with Nandini ahead of what will be an exciting T20 World Cup campaign for our squad and supporters,” she said.
“It’s fantastic to have an established brand backing our men’s team as they head onto the global stage and compete against the best in the world, and we’re confident that this partnership demonstrates the global appeal of our national team and of Cricket Scotland, Drummond said.
“We look forward to working together with Nandini to further promote their brand as well as Scottish cricket. When our team lines up to play England, Namibia, Oman, and Australia at the World Cup, the Scotland colours will sit proudly alongside the Nandini logo,” she added.
Richie Berrington models the new Scotland men’s T20 World Cup shirt. Credit: Ian Jacobs/@CricketScotland
MK Jagadish, Managing Director of Karnataka Milk Federation, the parent company of Nandini, shared his enthusiasm.
“We are very excited to partner with the Scotland men’s cricket team for their T20 World Cup campaign. Nandini as a brand stands for excellence and purity, and over the last forty years we have grown into a global brand,” he said.
“Our partnership with Cricket Scotland at this World Cup will help Nandini reach a global audience of cricket lovers and is a first step in taking our brand to more countries around the world. As the second largest dairy brand in India, we are constantly looking to grow and strengthen our commitment to supplying nutritious and quality dairy products to India and the world,” Jagadish further said.
“It is a matter of great pride for us to see Nandini on a World Cup jersey and we wish the Scotland men’s team all the best for their T20 World Cup campaign,” he added.
According to KMF officials, the sponsorship amount is around ₹2.5 crore per team. Further, the KMF is also launching Nandini Splash, a whey-based energy drink in the US during the tournament.
However, the announcement had also faced criticism. Critics argued that KMF should focus more on supporting local entities or providing scholarships to underprivileged children in Karnataka.
Information technology industry veteran and former chief financial officer of Infosys TV Mohandas Pai criticised the move.
He argued that the resources used for international sponsorships could be better utilized to address local needs and contribute to the welfare of the community.
In a post on ‘X’, he said: “What a big shame! Why are they using the money belonging to the farmers of Karnataka, paid by consumers who are Kannadigas, to sponsor foreign teams? What value will it deliver? Pay poor farmers better. @siddaramaiah @DKShivakumar this is a waste for a largely Karnataka-based co/op!”
Why not sponsor the Karnataka Ranji team , Karnataka sports persons, Karnataka artists? Farmers children, scholarship for poor? Kmf is funded by Kannadiga tax papers money, subsidy and investments from budget but chooses to spend on foreign teams whom nobody knows! @siddaramaiah… https://t.co/i8DFYl3Pcl
— Mohandas Pai (@TVMohandasPai) April 21, 2024
In response to the criticism, KMF stated that while international partnerships are part of their strategy to expand globally, they remain committed to supporting local communities through various initiatives.
KMF emphasized that their growth on a global scale ultimately benefits local farmers and consumers by increasing demand for their products and generating more revenue for community development projects.
Karnataka’s Chief Minister Siddaramaiah highlighted the significance of this sponsorship on social media, stating that the Karnataka government is determined to introduce the world to the state’s best quality milk products.
ಮಲೇಷಿಯಾ, ವಿಯೆಟ್ನಾಂ, ಸಿಂಗಾಪುರ, ಅಮೇರಿಕಾ, ದುಬೈ, ಯುಎಇ ಮುಂತಾದ ರಾಷ್ಟ್ರಗಳಲ್ಲಿ ಹೆಸರುವಾಸಿಯಾಗಿರುವ ಕರ್ನಾಟಕದ ಹೆಮ್ಮೆಯ ನಂದಿನಿ ಸಂಸ್ಥೆ ಈಗ T20 ವಿಶ್ವಕಪ್ ಪಂದ್ಯಕೂಟದಲ್ಲಿ ಸ್ಕಾಟ್ಲೆಂಡ್ ಮತ್ತು ಐರ್ಲೆಂಡ್ ತಂಡಗಳ ಪ್ರಾಯೋಜಕತ್ವ ಪಡೆದಿದೆ.
ರಾಜ್ಯದ ಉತ್ಕೃಷ್ಟ ಗುಣಮಟ್ಟದ ಹಾಲಿನ ಉತ್ಪನ್ನಗಳು ಮತ್ತು ನಾಡಿನ ರೈತರ ಶ್ರಮವೆರಡನ್ನೂ… pic.twitter.com/CG7UhDtmLM
— Siddaramaiah (@siddaramaiah) May 16, 2024
He emphasized the partnership as a significant step in making Nandini a global brand and posted a photo of Scotland men’s team captain Richie Berrington wearing the new jersey with the Nandini logo.
KMF, the second-largest dairy cooperative in India, is renowned for its extensive procurement and sales network.
With 16 Milk Unions covering all districts of Karnataka, KMF procures milk from Primary Dairy Cooperative Societies and distributes it to consumers across towns, cities, and rural markets in the state.
This World Cup will see Nandini, the pride of Karnataka, shine on the global stage, symbolizing both the high quality of the state’s milk products and the dedication of its farmers.
(Edited by Shauqueen Mizaj)
