Purabi Milk Booth opened in Janata Bhawan

Guwahati, December 19, 2024: Bringing nutritious delight to hundreds of visitors and officials at the Janata Bhawan in Dispur, Northeast India’s largest dairy cooperative, Purabi opened a prefabricated milk booth at the entrance of Janata Bhawan on December 18.

Dr. B. Kalyan Chakravarthy, IAS, Additional Chief Secretary, Cooperation etc., inaugurated the milk booth in the presence of Smt Aruna Rajoria, IAS, APC and Chairman ARIAS Society, Shri Virendra Mittal, IAS, State Project Director, ARIAS Society and other senior officials and visitors. The inauguration was organized by West Assam Milk Producers’ Cooperative Union Ltd (WAMUL) and the newly formed North East Dairy and Foods Limited (NEDFL) – joint venture of Govt. of Assam and National Dairy Development Board (NDDB). WAMUL, which owns the Cooperative brand Purabi, set up the milk booth under the World Bank funded APART Project. Sameer Kumar Parida, Managing Director, WAMUL and Satya Brata Bose, Managing Director, North East Dairy and Foods Limited (NEDFL), were also present on the occasion.

This booth, just outside Janata Bhawan shall cater to the general public, especially the visitors and officials, who can now get fresh milk and dairy products, including lassi, flavoured milk, ice-cream, curd, fresh cream, ghee, paneer, etc right at the heart of Dispur – and keep up with their Healthy Habit.

Commenting on the initiative, B. Kalyan Chakravarthy, IAS, said: “Under the visionary leadership of Chief Minister Dr. Himanta Biswa Sarma, the Assam government is taking significant steps to enhance milk production and strengthen the dairy sector. Initiatives like the prefabricated milk booths by Purabi Dairy not only support these goals but also bring fresh, high-quality dairy products closer to the people. These booths are an excellent example of how modern infrastructure can promote both employment and a healthier lifestyle.”

As we are all aware, Purabi is transforming the dairy sector with initiatives across the entire value chain – from setting up Village Level Cooperatives to strengthening distribution across all markets in Assam. Introduction of the prefabricated Purabi Milk Booths at various locations under APART Project was a strategic initiative to not only improve availability of Purabi milk and milk products but also presenting a unique business opportunity for aspiring entrepreneurs.

In the initial phase, multiple Purabi Milk Booths are being established in Guwahati, offering a wide range of dairy products to consumers. These booths were successfully installed at strategic locations like Gauhati Medical College & Hospital (GMCH), opposite Assam State Zoo and Botanical Garden, and Indian Oil petrol pump at Khanapara. The dairy cooperative also opened two Purabi Parlours at Purabi Dairy premises in Panjabari and at the Purabi premises in Changsari, opposite AIIMS.

These booths feature Purabi’s entire product range, including various types of pouch milk (toned, standard, and full cream), curds, falvoured milk, lassi, ice-cream, fresh cream, ghee, and honey. Additionally, consumers can explore select products from the Mother Dairy basket, such as butter, cheese, milkshakes, masala chaas, canned sweets etc.

Combining modern aesthetics with operational efficiency, these booths are presently introduced under the Company Owned Franchisee Operated (COFO) model. Purabi looks forward to encourage more and more entrepreneurs to set up booths under Franchisee Owned and Franchisee Operated models as well. Such booths shall be set up not only in Guwahati but all across Assam.