Guwahati, Nov 26: Northeast India’s largest dairy cooperative, Purabi Dairy, celebrated National Milk Day with various initiatives to promote a balanced diet and the nutritional value of milk across different parts of Assam.
National Milk Day, observed on the birth anniversary of Dr Verghese Kurien, the “Father of the White Revolution in India”, underscores the importance of the dairy sector and its achievements in the country.
As a market leader, Purabi Dairy spearheaded efforts to raise awareness about healthy milk consumption across Guwahati and key towns such as Jorhat, Dibrugarh, Nalbari, Tezpur, Lakhimpur and Bongaigaon.
On this occasion, it organized a free milk distribution campaign and distributed free milk to hundreds of consumers and educated them on the benefits of milk, its purity, and the importance of consuming pasteurised milk.
Purabi also organised a cooking contest at its Panjabari premises in Guwahati, where 40 participants showcased their culinary prowess using Purabi products.
From desserts to savoury dishes, the event highlighted milk’s versatility and attracted considerable interest. The participants impressed judges and attendees with their creativity, turning the contest into a celebration of culinary talent and innovation.
Speaking on the initiatives, SK Parida, Managing Director of WAMUL, said its gives them immense pleasure as to celebrate the National Milk Day remembering the contributions of Dr Verghese Kurien. Through White Revolution, Dr Kurien showed us the way to solve consumers’ nutritional needs along with providing a strong livelihood opportunity to our farmers.
Purabi Dairy, being a leader in the dairy sector of Assam, have been promoting the benefits of milk consumption and its role in leading a healthy lifestyle since long. Purabi Dairy is providing fresh and nutritious options to their lakhs of customers besides enabling and empowering our farmers. We remain committed to fostering both health and livelihoods in the community.
He added that the dairy cooperative continues to contribute in building a strong rural economy, as envisioned by Assam Chief Minister Dr Himanta Biswa Sarma.
“With the growth of the dairy sector, our milk procurement has significantly increased. Purabi has expanded its product range to include exciting options like ice cream and flavored milk, delighting our customers. Even more innovative products are in the pipeline, promising to enhance their experience further,” he added.
Purabi Dairy has been at the forefront of dairy revolution in Assam. Being a farmer-led dairy cooperative, Purabi is able to provide livelihood support to thousands of local farmers, while at the same time being the beloved household dairy brand of Assam. The organisation is actively working towards the goal of doubling farmers’ income, in line with the vision of Prime Minister Narendra Modi.
The dairy cooperative also actively participated in other events on National Milk Day, like a bike rally in Jorhat, a Walkathon and an exhibition in Srimanta Sankardev Kalakhetra, Guwahati which is organized by Department of Animal Husbandry, Veterinary and Dairying, Govt of Assam.
Purabi Dairy actively participated by distributing pamphlets creating awareness on benefits of consumption of milk and also provide free milk samples to hundreds of enthusiastic participants, promoting health and nutrition.
On the occasion of National Milk Day, two farmers from Assam, an AI technician and a dairy cooperative were selected to be awarded the National Gopal Ratna Awards (NGRA), one of the highest national awards in the field of livestock and dairy sector.
The awards will be given by Union Minister Rajiv Ranjan Singh alias Lalan Singh, Ministry of Fisheries, Animal Husbandry and Dairying in the presence of Prof. SP Singh Baghel and George Kurian, Minister of State, Ministry of Fisheries, Animal Husbandry and Dairying, at a function in New Delhi on November 26.
Department of Animal Husbandry and Dairying under the Union Ministry of Fisheries, Animal Husbandry and Dairying, had initiated the ‘Rashtriya Gokul Mission’, under National Programme for Bovine Breeding and Dairy Development.
Dairy farmers Juna Tamuli Barman of Bajali and Junuma Mali of Morigaon won the Best Dairy farmer rearing indigenous cattle and buffalo breeds under the Special NER category. Md Abdur Rahim of Kamrup won Best Artificial Insemination Technician (AIT) award under the Special NER category.
Kamdhenu Dugdha Utpadak Samabay Samitee Ltd of Nityananda, Bajali, won the Best Dairy Cooperative Society award under the Special NER category. The milk producers and the dairy cooperative societies are all affiliated to West Assam Milk Producers Cooperative Union Limited (WAMUL).
The Award consists of a cash prize of Rs 2 lakh for Special Award for North Eastern Region, along with a Certificate of merit and a memento. The winners were selected out of a total of 2,574 applications received.
