Guwahati: West Assam Milk Producers’ Co-operative Union Ltd. (WAMUL), which operates brand Purabi Dairy, has taken various initiatives to promote the benefits of milk consumption before and during the upcoming National Milk Day on 26 November.
National Milk Day – is to celebrate the wonderful natural drink we have and the enormous influence it has on our daily lives… individual, social, rural urban, nutrition and livelihood… And what better day than the birth day of our legendary Milk Man Dr. Verghese Kurien – 26th November.
While the day is celebrated all across the country, a centralised programme is organised by the Ministry of Fisheries, Animal Husbandry and Dairying, Government of India. Acknowledging the increasing role of dairying in the North-East, this year the programme is being held in Guwahati. The main event is organised by Ministry of Cooperation, Govt. of India with the help of Govt. of Assam, ALDA, ALPCO, AHVD, Dairy Directorate and NDDB
As a build-up to National Milk Day 2023, 3 numbers of branded vehicles were flagged off on 24th November by Shri Javir Rahul Suresh, IAS, Director AHVD and officials of AHVD, NDDB and Purabi, from the Purabi dairy premises at Panjabari in Guwahati. The branded vehicle drove through the different areas of Guwahati city to increase awareness amongst the consumers on benefits of consumption of milk, with a catchy jingle and distribution of pamphlets. The locations in Guwahati covered by the branded vehicles are Sixmile, Ganeshguri, Beltola, Kahilipara, Bhangagarh, Paltan Bazar, Pan Bazar, Silpukhuri, Chandmari, Uzanbazar, Maligaon, Adabari, Jalukbari etc. The awareness drive to continue on 25th and 26th November, with free milk distribution amongst consumers on 26th November.
Speaking on the initiative, S K Parida, GM, WAMUL said: “Purabi Dairy has always been a flagbearer when it comes to raising awareness about the benefits of milk consumption. On the occasion of upcoming National Milk Day, I urge the new generation to involve themselves in various dairy related activities, which will help in the economic development of themselves, their village and the state. Purabi Dairy has always believed and worked towards the motto of providing nutrition to the consumers and livelihood for the farmers. Purabi products are loved by the people of Assam. Purabi plans to introduce new categories like Ice Cream, flavoured milk and different types of traditional sweets in its product basket.”
As a part of the National Milk Day celebrations Purabi Dairy has distributed Purabi Lassi to school students across 15 district HQs of Assam to promote healthy beverage amongst the people. We are witnessing that the awareness among people have risen about the benefits from dairying and dairy products’ consumption. The same can be seen in our sales figures which has increased around 20 percent in milk sales and around 40 percent in the sales of other milk products from last year till September 2023.
Purabi Dairy has been at the forefront in helping provide livelihood to around 30,000 dairy farmers under 700 dairy cooperatives from 9 districts of Assam. Not only that, the milk cooperative has also initiated a series of workshops to help train the milk farmers in various allied activities like beekeeping, honey harvesting etc to help augment their income. Being the largest dairy cooperative in the region, Purabi Dairy has grown from strength to strength in ensuring a round the year remunerative market to its associated dairy farmers besides providing quality-based value-added products to its esteemed consumers.
Purabi Dairy has also consistently played a pivotal role in the state’s rural revolution, furthering the vision of Assam Chief Minister Dr. Himanta Biswa Sarma. Alongside empowering the farming community, especially the women farmers, the cooperative has expanded its product range and ventured into new markets, ensuring sustainable growth and prosperity for both farmers and consumers alike.
