Karnataka Milk Federation to sponsor Ireland, Scotland cricket teams with brand name ‘Nandini’

Meanwhile, social media users slammed former Infosys chief financial officer Mohandas Pai for criticising the move of KMF.

BySouth First Desk

Published Apr 21, 2024 | 3:29 PMUpdatedApr 21, 2024 | 8:04 PM

KMF Nandini

The Karnataka Milk Federation (KMF), the state-owned dairy cooperative federation with the brand name ‘Nandini’, will sponsor Scotland and Ireland cricket teams in the 2024 T20 World Cup — a move which has come under criticism in some quarters.

“Yes, we are sponsoring them. They are going to display our brand during the matches,” KMF Managing Director M K Jagadish told PTI on Sunday.

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To make it a global brand

He said the decision was taken to make Nandini a global brand.

“We already have stores in the Middle East. Our presence is in Singapore as well. We are selling our sweets in America,” Jagadish explained.

Information technology industry veteran and former chief financial officer of Infosys TV Mohandas Pai criticised the move.

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!”

Responding to this, Jagadish said: “85 percent of our revenues goes to the farmers only. We are sponsoring it for the promotion of our product.

“We need to go global,” he said.

Social media criticises Pai

Meanwhile, social media users slammed Pai for criticising the move of KMF.

“The T20 World Cup is one of the most watched sports events in the world and in India. What’s wrong in a brand using it to promote itself across both India and the world?” wrote a user on X.

Another user highlighted the viewership of the matches is India.

“Why are you assuming they are going to overseas market? They are sponsoring a team that will feature in upcoming world cup and will get enough eyeballs domestically… You being so dumb and low IQ gives confidence to millions in this nation that they can also do well in life,” the user wrote.

Some users also criticised Pai’s differing views on Amul and KMF.

“Socialist thinking when it comes to Nandini but not when it comes to Amul. Looks like Pai does not want Nandini to compete with Amul in terms of brand recognition. At the same time, Mr. Pai is missing out a point that Nandini is going to launch energy drink during the event. What better way to launch a new product. This is when sales locally are soaring,” one person wrote.

Meanwhile, Pai stood firm asking the cooperative to sponsor any Karnataka-based team.

(With PTI inputs)