Purabi Dairy, the leading dairy brand in Northeast India, has officially unveiled its exciting new line of long shelf-life flavoured milk, significantly broadening its product offerings. This innovative category is produced at Purabi Dairy's state-of-the-art facility located in Panjabari, a development made possible through the World Bank-funded APART project initiated by the Government of Assam.
The launch event, aptly titled “Purabi Xondhiya,” attracted a vibrant assembly of leading intellectuals, artists, sportspersons, media representatives, and various stakeholders. Assam’s Minister for Cooperation, Nandita Gorlosa, had the honor of unveiling three enticing variants: Mango, Strawberry, and Kesar. This initiative positions Purabi as the first dairy cooperative in the region to introduce flavoured milk, with ambitious plans to expand the flavor portfolio in the near future.
Minister Gorlosa highlighted the event's importance, stating, “Today is a very significant day for the people of Assam. Purabi is not merely a brand for Assam; it embodies the essence of the Assamese people. It reflects the dream of our esteemed Chief Minister to uplift the farmers of our state.”
SB Bose, Managing Director of North East Dairy and Foods Ltd, expressed his heartfelt gratitude for the community's unwavering support. He remarked, “As team Purabi, we are truly inspired by the enthusiasm and sense of belonging our people exhibit. The affection from our consumers and their high expectations continuously motivate us to deliver excellence.” He further elaborated on the company's growth plans, stating, “Our expansion strategy is now more ambitious than ever, with plans to broaden our reach across the Northeast region significantly. The Government of Assam is actively supporting our initiatives to enhance ‘Purabi Dairy’. We are steadily increasing our manpower, and in the last financial year, we achieved a turnover of approximately 262 cr Rs, with projections of around 320 Cr Rs for this year. Additionally, we are adding 35,000 more farmers to our network, a figure that continues to rise.”
Several esteemed guests shared their insights, noting the competitive landscape. One remarked, “While Amul is already an established brand in India with a strong market presence, Purabi Dairy is carving out its own niche in the Northeast. The Assam and Northeast markets are expanding, and this new product offers exceptional taste.”
With this strategic launch, Purabi Dairy is poised to rejuvenate the dairy market in Assam and beyond, further solidifying its commitment to quality, innovation, and community upliftment.
FIRST Business Portal addressing the potential of business capability of North East Region.
