The Karnataka Milk Federation which markets dairy products under the ‘Nandini’ brand is facing ire for their decision to sponsor T20 cricket teams of Ireland and Scotland.
The state-owned dairy cooperative federation’s logo will be displayed on the lead arm of the player’s jerseys. M.K. Jagadish, Managing Director of KMF told PTI, “ Yes, we are sponsoring them. They are going to display our brand during the matches.” Jagadish told Moneycontrol that work orders were placed on April 20. Jagadish said the move was part of their decision to make Nandini a global brand.
“The Nandini logo will come on the lead arm jersey (i.e., right arm for left-handed batsmen and left arm for right-handed batters). The two teams will be involved in our advertisements, social media campaigns, photo shoots, and endorsing our products, which we will air during the tournament. This will be a proud moment for everyone in Karnataka," Moneycontrol quoted Jagadish as saying. He added Nandini already has an international presence with stores in the Middle East and is available in Singapore, Bhutan, and Myanmar. The brand’s frozen sweets will soon be available in the United States.
However, KMF is facing ire from various sections for its decision. T.V. Mohandas Pai, former Chief Financial Officer of Infosys tweeted, “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! (sic),” he tweeted.
Pai also questioned why KMF isn’t sponsoring state Ranji team or artists from the state. “KMF is funded by Kannadiga tax papers money, subsidy and investments from budget but chooses to spend on foreign teams whom nobody knows! ” he added.
