Assam’s most-loved dairy brand, Purabi, has been on an impressive growth trajectory in the recent years. In a significant achievement, Purabi Dairy’s business crossed Rs 200 crore in the financial year 2022-23.
The success of this farmers’ cooperative – the West Assam Milk Producers’ Co-operative Union Ltd. (WAMUL), which operates as brand Purabi, can be attributed to its focus on quality and innovation besides being an enabler for ‘farmpreneurship’, which has helped it to establish a loyal customer base and expand its market reach across Assam.
The revenue growth can be primarily attributed to the rising demand for the dairy’s milk and milk products, which contributed to Rs 190 crore of the total revenue this financial year. The cattle feed business which started operations from May 2022, added another Rs 10 crore to the revenue.
In the financial year 2021-22, Purabi Dairy’s business stood at Rs 151 crore, and within a year, the cooperative has managed to cross the Rs 200 crore mark in 2022-23.
WAMUL’s growth is not just limited to its revenue but also its volume-wise sales. Milk sales grew by 17%, curds by 80%, paneer by 45%, lassi by 160%, and ghee by 120%. This indicates that Purabi Dairy’s customers are not only increasing in numbers, but they are also increasing their consumption of the Assam’s most-loved dairy products.
Looking forward, Purabi Dairy has set an ambitious target of achieving a turnover of Rs 300 crore in the financial year 2023-24. To achieve this target, WAMUL plans to introduce new categories and expand its operations to new geographies. The dairy cooperative is optimistic about achieving its target, given its strong brand recognition and loyal customer base.