The Future of Flavour: Unlocking Consumer Potential for Nandini Spices with a Next-Generation Agribusiness Model for Sustainability

Spices have historically shaped global trade, with India as a major hub. Today, however, adulteration and unethical practices undermine consumer trust and highlight the need for pure, authentic products. This study examines consumer perceptions of the Karnataka Milk Federation’s (KMF) Nandini brand and the potential acceptance of Nandini-branded spice powders in Karnataka. Data were collected from 129 respondents across districts using a structured bilingual questionnaire, with analysis based on descriptive statistics. Results show preferences influenced by age, gender, education, and income: middle-aged consumers favored traditional spice powders, while younger consumers leaned toward modern blends. A high proportion of respondents rated Nandini’s product quality positively (98.4%), with bulk monthly purchases (40.3%) reflecting shelf stability. Adulteration concerns (36.2%) further emphasized demand for safe products. Notably, 82.2 per cent expressed willingness to purchase Nandini spices, citing trust, authenticity, farmer empowerment, and affordability as key drivers. Sambar powder, chilli powder, and garam masala emerged as priority products, while growing interest in organic options reflected rising health and sustainability awareness. The findings suggest that KMF can leverage Nandini’s brand credibility, retail network, and cooperative identity to ensure a successful market entry, promoting both consumer trust and farmer welfare.