HT Bureau
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GUWAHATI, July 17: Purabi, the cooperative brand owned by West Assam Milk Producers’ Cooperative Union Ltd. (WAMUL), inaugurated its new-format milk parlour in Panjabari, Guwahati. The parlour was opened to the public by the Hon’ble Cooperation Minister, Smt. Nandita Gorlosa, and witnessed the presence of Shri Maninder Singh, IAS, Additional Chief Secretary, Cooperation Department, along with representatives from the cooperative and a large crowd of enthusiastic customers.
The newly designed milk booth features a contemporary layout and aesthetics to cater to customers of all ages and backgrounds. The in-shop cafe settings aim to provide a fulfilling experience for consumers on the go.
The introduction of this modern store signifies the transformation of the Purabi brand into a more contemporary and customer-centric entity. It reflects the aspirations of the milk producers to serve the evolving needs of today’s consumers, particularly the younger generation. The milk booth adopts a cafeteria concept, offering not only dairy and honey products under the Purabi brand but also a range of hot beverages and snacks.
This particular parlour serves as a special prototype supported by the National Dairy Development Board under the “Rejuvenation of Promising Producer Owned Institutions” scheme. With the support of the Government of Assam, especially through the Assam Agribusiness and Transformation Project (APART), WAMUL aims to establish similar milk booths/parlours in major urban areas across Assam. Consumers can expect many more such initiatives from Purabi in the near future.
These direct selling points will provide a significant boost to this Producers’ Owned Institution (POI), allowing it to expand its business turnover by offering a wide range of milk and value-added milk products under the Purabi brand. Purabi, a trusted brand known for its purity, freshness, and consistent quality, passes on more than 70% of its sales turnover to its associated dairy farmers, who currently contribute around 65,000 kg of milk per day. In the fiscal year 2022-23, WAMUL achieved a sales turnover exceeding Rs 200 crore and aims to surpass Rs 300 crore in the current financial year by expanding its market presence and diversifying into more value-added products.
