West Assam Milk Producers’ Co-operative Union Ltd. (WAMUL), which operates brand Purabi Dairy, has taken various initiatives to promote the benefits of milk consumption as part of the National Milk Day celebration on November 26.
National Milk Day is celebrated on the birth anniversary of ‘milk man’ Verghese Kurien.
While the day is celebrated all across the country, a centralised programme is organised by the Union ministry of fisheries, animal husbandry and dairying in Guwahati on November 26. Acknowledging the increasing role of dairying in the Northeast, this year the programme is being held in Guwahati. The main event is organised by Ministry of Cooperation, Govt. of India with the help of Govt of Assam, ALDA, ALPCO, AHVD, Dairy Directorate and NDDB.
As a build-up to National Milk Day 2023, three branded vehicles were flagged off on November 24 by Javir Rahul Suresh, IAS, director AHVD and officials of AHVD, NDDB and Purabi Dairy, in Guwahati. The branded vehicle drove through the different areas of Guwahati to increase awareness among the consumers on benefits of consumption of milk, with a catchy jingle and distribution of pamphlets.
Speaking on the initiative, SK Parida, GM, WAMUL said: “Purabi Dairy has always been a flagbearer when it comes to raising awareness about the benefits of milk consumption. On the occasion of upcoming National Milk Day, I urge the new generation to involve themselves in various dairy related activities, which will help in the economic development of themselves, their village and the state. Purabi Dairy has always believed and worked towards the motto of providing nutrition to the consumers and livelihood for the farmers. Purabi products are loved by the people of Assam. Purabi plans to introduce new categories like Ice Cream, flavoured milk and different types of traditional sweets in its product basket.”
As a part of the National Milk Day celebrations Purabi Dairy has distributed Purabi Lassi to school students across 15 districts of Assam to promote healthy beverage among the people. “We are witnessing that the awareness among people have risen about the benefits from dairying and dairy products’ consumption. The same can be seen in our sales figures which has increased around 20 per cent in milk sales and around 40 per cent in the sales of other milk products from last year till September 2023,” a statement from the cooperative said.
