Guwahati, April 12: Assam’s most-loved dairy brand, Purabi, has been on an impressive growth trajectory in the recent years. The success of this farmers’ cooperative -the West Assam Milk Producers’ Co-operative Union Ltd. (WAMUL), operates as brand Purabi, can be attributed to its focus on quality and innovation besides being an enabler for ‘farmpreneurship’, which has helped it to establish a loyal customer base and expand its market reach across Assam.
In a significant achievement, Purabi Dairy’s business crossed Rs 200 crore in the financial year 2022-23. The revenue growth can be primarily attributed to the rising demand for the dairy’s milk and milk products, which contributed to Rs 190 crore of the total revenue this financial year.
The cattle feed business which started operations from May 2022, added another Rs 10 crore to the revenue. In the financial year 2021-22, Purabi Dairy’s business stood at Rs 151 crore, and within a year, the cooperative has managed to cross the Rs 200 crore mark in 2022-23.
WAMUL’s impressive growth is not just limited to its revenue but also its volume-wise sales. Milk sales grew by 17%, curds by 80%, paneer by 45%, lassi by 160%, and ghee by 120%. This indicates that Purabi Dairy’s customers are not only increasing in numbers, but they are also increasing their consumption of the Assam’s most-loved dairy products.
Looking forward, Purabi Dairy has set an ambitious target of achieving a turnover of Rs 300 crore in the financial year 2023-24. To achieve this target, WAMUL plans to introduce new categories and expand its operations to new geographies. The dairy cooperative is optimistic about achieving its target, given its strong brand recognition and loyal customer base.
Purabi Dairy’s success story is a testament to its commitment to quality, innovation, and customer satisfaction, thus providing round the year, consistent and remunerative returns to the dairy farmers of Assam.
Besides, WAMUL has been actively involved in supporting dairy farmers across the state. Aligning with the vision of the Assam government led by chief minister Himanta Biswa Sarma.
The cooperative has implemented several programmes to enhance the productivity and income of dairy farmers, as the project implementing agency of World Bank funded APART project.
These programmes aim to provide farmers with better access to resources and knowledge, as well as to promote sustainable ethical and climate climate resistant practices.
The dairy has been enabling ‘farmpreneurs’ (farmer entrepreneurs) to improve their livelihoods through dairy farming. Besides increasing milk procurement rates – providing extra income to the farmers, WAMUL has also been actively helping the farmers in technical knowhow and other various interventions to increase milk yield and quality. These programmes also offer training on modern farming techniques, animal health, and hygiene practices and high-quality cattle feed.
The automated milk collection centres set up in rural areas ensure that farmers receive a fair price for their milk. The cooperative operates a network of nearby 600 dairy cooperative societies across the state, which enables farmers to sell their milk at their village cooperative society and get payment in their bank in every 10 days cycle.
By eliminating the need for middlemen, the cooperative ensures that farmers receive a better price for their milk, which ultimately improves their livelihoods.
Purabi Dairy’s commitment to supporting nearly 30000 dairy farmers across Assam is an integral part of its success story. The dairy’s initiatives and programmes have not only improved the livelihoods of farmers but also helped to promote sustainable and ethical practices in the dairy industry.
As the cooperative continues to grow and expand its operations, it is expected that its impact on the livelihoods of farmers and the overall development of the dairy industry in the state will continue to grow.
