Guwahati: Purabi Dairy, the largest dairy cooperative in Northeast India, has forayed into the traditional Indian sweets segment with the launch of its new brand, Purabi Mithai. The sweets are manufactured by the West Assam Milk Producers’ Cooperative Union Ltd (WAMUL) and marketed by Northeast Dairy and Foods Limited (NEDFL), a joint venture between the Government of Assam and the National Dairy Development Board (NDDB).
The entry into the sweets category marks a strategic expansion of Purabi’s product portfolio and strengthens its long-term plan to enhance value creation for dairy farmers across Assam. Executives said the new venture is designed to increase milk procurement, enable better price realization for producers, and broaden the cooperative’s presence in value-added dairy products.
Satya Brata Bose, Managing Director of NEDFL, called the move a “significant milestone” for the cooperative. He said consumers already associate Purabi with trusted dairy offerings, and Purabi Mithai is a natural progression toward offering fresh, hygienic, and authentic sweets for households in the region.
WAMUL Managing Director Sameer Kumar Parida added that every new product helps create additional value for Purabi’s farmer-members. “With Purabi Mithai, we aim to channel higher milk procurement and ensure better returns for our producer members. This initiative is another step toward strengthening Assam’s dairy ecosystem as envisioned by Chief Minister Himanta Biswa Sarma,” he said.
The launch coincided with the state-level celebrations of National Milk Day, observed annually on the birth anniversary of Dr. Verghese Kurien, the architect of India’s White Revolution. During the event, the Assam government felicitated five dairy farmers associated with Purabi Dairy for their exceptional contributions and progressive farming practices, underscoring the cooperative’s growing role in rural development and farmer empowerment.