Purabi launches Flavoured Milk category

Syllad | The Rising MeghalayaSeptember 28, 2024

Purabi, Northeast’s largest cooperative dairy brand, has officially launched its new range of long shelf-life flavoured milk on September 27, which will enable a significant brand expansion across geography. The flavoured milk category is manufactured in the recently-inaugurated state-of-the-art facility in Purabi Dairy, Panjabari, developed under the World Bank-funded APART project of Govt of Assam.

At a programme titled “Purabi Xondhiya” attended by leading intellectuals, artists, sportspersons, media representatives and stakeholders, Assam’s Minister for Cooperation, Nandita Gorlosa, introduced three exciting variants of flavoured milk: Mango, Strawberry, and Kesar under the brand Purabi. This initiative makes Purabi the first dairy cooperative in the region to offer flavoured milk under its bouquet of products. Going ahead, Purabi plans to introduce more exciting flavours in its portfolio in the near future.

At the event, Minister Gorlosa said: “Today is a very important day for the people of Assam. Purabi is not just a brand; it represents the heart of the Assamese people. It is the dream of our Honourable Chief Minister, Dr Himanta Biswa Sarma, to uplift the farmers of the state. The launch of these new products will help us realise his vision of producing 10 lakh litres of milk daily in Assam.”

Principal Secretary Cooperation, Dr. Kalyan Chakravarthy congratulated Team Purabi on this occasion.

This launch highlights the growth of Assam’s dairy cooperative sector, under the Purabi umbrella, aligned with Chief Minister Dr. Himanta Biswa Sarma’s goal of reaching a target of handling 10 lakh litres per day in the organized sector within the state. As milk production increases in the state, there is a pressing need for products with extended shelf life and added value. Purabi Dairy is committed to realizing the chief minister’s vision.

Purabi, under the West Assam Milk Producers’ Cooperative Union Ltd (WAMUL), has transformed the livelihoods of thousands of farmers across Assam. With the support of the Government of Assam and hand-holding by the National Dairy Development Board (NDDB), Purabi has emerged as a trusted and most loved brand of Assam. “We now even have East Assam Milk Producer’s Cooperative Union Ltd (EAMUL) on a similar track of transformation and North East Dairy and Foods Ltd (NEDFL), a joint venture company formed between the Govt of Assam and NDDB, to add extra wings to Purabi’s journey ahead,” said SB Bose, Managing Director, North East Dairy and Foods Limited (NEDFL).

“We, as Team Purabi, feel encouraged to see the excitement, the support and belongingness of the people of our state towards Purabi. The affection of our consumers and their high expectations keep us motivated to deliver at all times,” he added.

SK Parida, Managing Director, WAMUL, stated: “Following our successful launch of ice cream in March 2024, which has seen demand soar, we are excited to expand our product line further. We are also planning to introduce even more categories in the coming days. The new Purabi-flavoured milk is not only tasty and nutritious but also visually appealing. This double-toned milk is healthier and produced from milk sourced from Assam’s farmers. It is designed to attract both young children and grown-ups alike.”

Purabi Dairy’s entry into this market is a strategic move towards creating products with a longer shelf life, allowing for greater market penetration and value addition to milk produced by its members. The flavoured milk will be available in convenient 180ml PP bottles with a shelf life of five months, facilitating an increased depth of distribution in the market and also reaching new geographies which was not possible with fresh products. This new category of milk product could be stored in ambient temperature and conveniently transported without the need for cold chain maintenance. The new product launch will bolster the dairy cooperative by providing a new market for milk producers of Assam, creating additional opportunities for them. Their produce will now be accessible in remote areas, expanding their reach significantly.

The ‘Purabi Xondhiya’ event witnessed participation of several celebrities including Zubeen Garg, Dr Sanjive Narain, Pranjal Saikia, Mridula Baruah, Arun Hazarika, Atul Pasoni, Padmanav Bordoloi, Dr Hitesh Baruah, Atul Lahkar, Tanuja Chetia, Team Sikaar, Team Joy Hanuman, Team Bhoot Jolokia, among others. Team Purabi expressed their heartfelt gratitude to all the participants for their overwhelming support.