Guwahati: Purabi Dairy has inaugurated a new 'milk booth' near Ganesh Mandir at Ganeshguri Guwahati today, aiming to expand its sales network. The booth was inaugurated by renowned Assamese actors Moloya Goswami, Sagarika Goswami, and Debajit Mazumdar, alongside directors Achinta Sankar and Atualananda Barman. The event also saw the presence of Sameer Kumar Parida, Managing Director of WAMUL, and Satya Brata Bose, Managing Director of North East Dairy and Foods Limited (NEDFL). Franchise owner Bhabarnab Jyoti Barman was also present at the occasion.
The new booth, introduced under the Company-Owned Franchisee Operated (COFO) model, aims to provide citizens with fresh milk and dairy products, including lassi, flavoured milk, ice cream, curd, fresh cream, ghee, paneer, and more.
In a significant milestone, Purabi Dairy, a brand owned by WAMUL, recorded the sale of over 2 lakh litres of milk and milk products per day during Magh Bihu this year. This initiative was launched under the World Bank-funded APART Project.
The dairy cooperative announced a remarkable 35% growth in sales volume compared to Magh Bihu in 2024. Curd sales witnessed an impressive 70% increase, reflecting the growing trust of the people of Assam. Additionally, cream sales surged by 40% compared to the same period last year.
"We are planning to set up booths in major areas of Guwahati to ensure every store is stocked with Purabi products for the convenience of consumers. This year, we aim to establish 10 such booths. Our last refreshing drink, launched during the winter season, was a calculated risk but ran successfully. The Assam Government's announcement to achieve 10 lakh litres of daily milk production, alongside Purabi Dairy’s involvement, is poised to strengthen the state’s economic backbone," Satya Brata Bose, Managing Director of NEDFL, said while speaking at the event.
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"The Magh Bihu season brought significant financial benefits to farmers, with a record-breaking sale of 2 lakh litres of milk per day. Assam’s Chief Minister’s vision of achieving 10 lakh litres of milk production will further uplift farmers. For the financial year 2024-25, we are targeting revenue of nearly Rs. 300 crore, and we expect steady growth thereafter," SK Parida, Managing Director of WAMUL, stated.
Group Marketing Head SM Hussain shared additional insights. "Strategic planning ensured the success of our new refreshing drink, which is set to perform even better in the upcoming summer season. During the winter, approximately 2,500 stores stocked Purabi refreshment drinks, a long-shelf-life product. This enabled us to expand across state borders. Magh Bihu witnessed a record-breaking sale of 2 lakh litres of milk and dairy products, with overall sales growing by 45% compared to last year. Curd sales rose by 70%, and cream sales increased by 35% compared to the previous year," he told Business North East (BNE).
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