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Purabi Dairy forays into traditional sweets to boost farmer incomes in Assam
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Thursday, 04 December, 2025, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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Purabi Dairy the largest dairy cooperative in Northeast India has now ventured into the traditional Indian sweets market with the launch of Purabi Mithai. Produced by 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 National Dairy Development Board (NDDB) this new sweets line is aimed at expanding Purabi’s product offerings while delivering added benefits to its dairy-farming base.
NEDFL’s managing director, Satya Brata Bose, described this milestone as a “natural extension” of Purabi’s already-trusted dairy range. He emphasised their commitment to providing “fresh, authentic and hygienically prepared sweets for every household.” WAMUL’s managing director, Sameer Kumar Parida, added that each new product translates to more value for their member-farmers. He noted that the launch of Purabi Mithai will lead to increased milk procurement, thereby ensuring better returns for producer-members and reinforcing Assam’s dairy ecosystem a growth strategy supported by the state government led by Chief Minister Himanta Biswa Sarma.
The introduction of traditional sweets isn’t just a business expansion: it’s an attempt to tie urban demand for mithai with rural livelihoods. By channeling more milk and dairy raw materials into value-added products, Purabi Dairy hopes to strengthen demand at the grassroots level and enhance incomes for farmers across Assam. As part of the launch celebrations, five dairy farmers associated with Purabi were felicitated by the Assam government for their outstanding contributions and progressive practices.
With Purabi Mithai now joining Purabi’s existing portfolio of milk, curd, paneer, and other dairy products, the cooperative aims to deepen its connection between consumers seeking traditional sweets and the farming community that supplies raw milk offering a model of inclusive growth that blends tradition, quality, and farmer welfare.
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