Assam’s cooperative brand “Purabi” owned by West Assam Milk Producers’ Cooperative Union Ltd. (WAMUL), opened to public its new format milk parlor, with a contemporary look and feel, at its premises in Panjabari, Guwahati on July 17.
The parlour was inaugurated by the Assam cooperation minister Nandita Gorlosa in presence of additional chief secretary cooperation department Maninder Singh. A cross section of producer representatives was also present along with a big crowd of cheering the esteemed customers of brand “Purabi”.
The milk booth having a modern layout and appealing look will cater to the needs of customer from all walks of life and across all generations. The in-shop cafe settings will go a long way in satisfying the consumers on the go.
This new-gen store is an indication of the transformation of brand Purabi to a more modern and fulfilling brand. The brand encompasses the aspirations of the milk producers to serve the demanding consumers of the new age – more appealing to the youth of the city. The milk booth is based on the “cafeteria” concept that will serve not only dairy and honey products under “Purabi” brand but also other hot beverages and snacks.
This particular parlour is a special prototype, and has been supported by National Dairy Development Board under a scheme “Rejuvenation of Promising Producer Owned Institutions”. With support from the Assam government and the Assam Agribusiness and Transformation Project (APART), WAMUL will be setting up many such milk booths/ parlors in all the major urban agglomerations of Assam. The consumers can look forward to many such initiatives by Purabi in the near future, stated a press release on July 17.
These direct selling points will provide a much needed leverage to this producers’ owned institution (POI) in increasing its business turnover by making available a multitude of milk and value added milk products under brand “Purabi”. This farmers’ brand from Assam has already won consumers’ trust for purity, freshness and consistent quality. WAMUL as a cooperative passes on more than 70% of its sales turnover to its associated dairy farmers presently contributing around 65,000 kg of milk every day.
During FY 2022-23, WAMUL registered a sales turnover in excess of Rs 200 crore and looks forward to cross Rs 300 crore in sales turnover in the current financial year by expanding its reach and diversifying into more of value added products.