3rd Purabi milk booth opened in Guwahati

Syllad | The Rising MeghalayaMarch 13, 2024

Northeast India’s largest dairy cooperative, Purabi Dairy, has set up a prefabricated milk booth opposite Guwahati Zoo, in front of Bora Market Complex, SK Hazarika College building, on Wednesday.

West Assam Milk Producers’ Cooperative Union Ltd (WAMUL), which operates the Purabi Dairy brand, has set up a milk booth near Guwahati Zoo, which will help the general public to get fresh milk and dairy products, like lassi, curd, fresh cream, ghee, paneer etc. including the newly-launched Purabi ice-cream.

The booth will also have select Mother Dairy products. WAMUL is revolutionizing the dairy sector in the region with the introduction of prefabricated Purabi milk booths at various strategic locations. 

In the initial phase, multiple Purabi milk booths are being established in Guwahati, offering a wide range of Purabi and Mother Dairy products to consumers.

The Purabi Milk Booth at Zoo Road was unveiled by WAMUL managing director SB Bose in the presence of general manager SK Parida, marketing head SM Hussain, and North East Dairy and Foods Limited (NEDFL) CFO Chirag Sevak.

 Addressing the gathering, WAMUL managing director SB Bose said: “Asomor Swad – Purabi Dairy has been at the forefront of empowering our farmers and providing quality products to our customers. The dairy has brought positive transformation into the lives of thousands of our farmers and customers alike.”

“Purabi Dairy remains dedicated to producing high-quality dairy products that meet the expectations of our consumers. We understand the importance of providing nutritious and safe products, and we take pride in our rigorous quality control measures. Through these milk booths, we are coming a step closer to the consumers as we bring in innovation to meet their demands.” He also highlighted the visionary Assam Dairy Development Plan initiated by Assam chief minister Himanta Biswa Sarma. “Under the guidance of the chief minister of Assam, Himanta Biswa Sarma, we are proud to introduce these modern milk booths, contributing to the growth of the dairy sector in Assam. Over the next 3-6 months, we plan to introduce approximately 15 such milk booths in various locations of Guwahati city and adjoining markets. These booths, operated by franchisees, will provide employment opportunities for two-three people per booth across channels,” he said.

In December last year, a Purabi Milk Booth was inaugurated at Gauhati Medical College and Hospital (GMCH) at Bhangagarh and in February of this year, the 2nd booth was opened at Khanapara IOC Petrol Pump. 

The dairy cooperative also opened two Purabi Parlours at Purabi Dairy premises in Panjabari and the Purabi Cattle Feed Plant in Changsari, opposite AIIMS. These retail formats feature Purabi’s entire product range, including various types of pouch milk (toned, standard, and full cream), curds, lassi, fresh cream, ghee, and honey. Additionally, consumers can explore complementary products from the Mother Dairy basket, such as butter, cheese, milkshakes, flavoured milk, masala chaas, canned sweets, Mother Dairy ice cream, and Safal packed fresh vegetables and processed veggies.

The pre-fabricated booths, a first in the Northeast for milk distribution, are specifically designed to maintain the cold chain for dairy products. The booths are insulated and capable of withstanding high temperatures, ensuring the quality of products stored in visi coolers, chest coolers, and deep freezers. Combining modern aesthetics with operational efficiency, these booths are introduced under the Company Owned Franchisee Operated (COFO) model, presenting a unique business opportunity for aspiring entrepreneurs.

The key advantage of these pre-fabricated Purabi Milk Booths is the swift setup process, allowing franchisees to commence operations within two days of completing formalities. This significantly reduces the time required to establish a similar store.