BENGALURU
Karnataka Milk Federation’s (KMF) Nandini is making a bold move to challenge Gujarat-based Amul in the IPL 2026 sponsorship arena. The cooperative has issued a tender to appoint an agency to facilitate its association with Royal Challengers Bengaluru (RCB) as the official partner in the dairy products category.
Nandini plans to leverage RCB’s massive fan base and Virat Kohli’s star appeal to boost brand visibility, particularly in key markets such as Delhi, Mumbai, and Uttar Pradesh. The partnership proposal includes using RCB players in marketing campaigns, setting up kiosks at stadiums for on-ground sales, and running digital promotional initiatives.
This strategic push forms part of KMF’s broader plan to expand its footprint beyond Karnataka and directly compete with Amul, which sponsored RCB during the previous IPL season. By associating with a high-profile team, Nandini aims to strengthen its national presence and challenge Amul’s dominance in the dairy segment.
