Purabi Dairy opens first of a kind milk parlour in Guwahati

Guwahati: The West Assam Milk Producers' Cooperative Union Ltd. (WAMUL), which owns the cooperative brand Purabi, opened its first flagship milk parlour in Panjabari here on July 17. 

The parlour was inaugurated by Assam Cooperation Minister Nandita Gorlosa, with the Additional Chief Secretary of the Cooperation Department, Maninder Singh. The event was attended by producer representatives and a large crowd of enthusiastic customers of the Purabi brand.

The new milk parlour features a contemporary design and layout to cater to customers from all walks of life and generations. The in-shop cafe setting aims to provide a satisfying experience for customers on the go. This modern store signifies the transformation of the Purabi brand into a more modern and fulfilling brand, aligning with the aspirations of milk producers to serve the demands of the new-age consumers, particularly the youth.

Speaking to Business-Northeast, Marketing Incharge, Purabi Dairy (WAMUL), Syed Muzaddid Hussain, said, "We have started this flagship store to cater to people who want every kind of dairy product in just one store. This store will be a walk-in experience for the customers to choose what they want, along with a sitting area where they can have their cup of coffee or hot chocolate. We will use our own brand to make the coffee."

The milk parlour, following the "cafeteria" concept, offers not only dairy and honey products under the Purabi brand but also other hot beverages and snacks. It is a prototype supported by the National Dairy Development Board under the Rejuvenation of Promising Producer Owned Institutions scheme. 
With support from the Assam government and the Assam Agribusiness and Transformation Project, WAMUL plans to establish similar milk booths/parlours in major urban areas including GMC, GMCH as well as rural areas across Assam, added Hussain.

This initiative by Purabi will contribute to the growth of the producer-owned institution by providing direct selling points and increasing business turnover through a wide range of milk and value-added milk products under the Purabi brand. 

During the fiscal year 2022-23, WAMUL achieved a sales turnover exceeding Rs 200 crore. It aims to surpass Rs 300 crore in the current financial year by expanding its market reach and diversifying into more value-added products. The establishment of milk booths/parlours is part of WAMUL's strategy to enhance its presence and serve the growing consumer base in Assam.

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