According to a statement, paneer, curd, and cream sales in Guwahati and surrounding areas increased significantly this Magh Bihu as people from all walks of life participated in the festivities. Purabi Dairy, Assam’s largest dairy cooperative with a 40% market share in the city, saw average sales of over 1 lakh litres of milk and milk equivalent products in the four days surrounding Magh Bihu.

During the Bihu season, the West Assam Milk Producers’ Cooperative Union Ltd (WAMUL”Purabi” )’s brand sold over 85,000 litres of milk per day. “It saw phenomenal growth in terms of product sales – paneer sales increased by 35%, cream volume increased by 9%, and 23MT of curd products were also sold during the three days of the festival, representing an 18% increase over the same period last year,” said a WAMUL spokesperson.

According to him, sales of the new Purabi Ghee increased by more than fourfold. Purabi Dairy officials expressed their delight that they were able to meet consumer demand to a large extent this year.

“We were able to achieve a significant increase in sales figures this Magh Bihu as well.” On a daily basis, we sold more than 1.25 lakh litres of milk and milk equivalents in our products. “Our customers’ continued love allows us to provide dairy farmers with increased revenue opportunities,” said the spokesperson.

He went on to say that the laying of the foundation stone for the expansion of the Purabi dairy plant by Chief Minister Dr. Himanta Biswa Sarma, Cabinet Minister for Fisheries, Animal Husbandry and Dairying, Parshottam Rupala, and Agriculture, Animal Husbandry, Fisheries and Cooperation Minister Atul Bora would boost sales even more in the coming years, resulting in exponential growth.

The milk union has been at the forefront of enabling state farmers to become ‘Aatmanirbhar’ through dairying, as Prime Minister Narendra Modi has envisioned.

The milk union achieved a sales turnover of Rs 120 crores in FY 2020-21, which is around 15% higher than the previous financial year. In the current financial year, WAMUL expects to surpass its sales turnover of Rs. 150 crores.

This has enabled WAMUL to reinvest a significant portion of the revenue generated during the year in the form of a higher milk procurement price paid to eligible dairy farmers.

Purabi Dairy declared an additional milk price of around Rs 1.42 crore to over 8,000 eligible dairy farmers who poured milk into it during the financial year 2020-21 on October 6, 2021, and Minister for Agriculture, Animal Husbandry, Fisheries and Corporation Atul Bora awarded the best farmers and AI workers at a function held at Srimanta Shankardeva Kalashetra in Guwahati.

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