Assam's cooperative brand 'Purabi', owned by the West Assam Milk Producers' Cooperative Union Ltd. (WAMUL), recently opened a contemporary milk parlour at its premises in Panjabari, Guwahati.

The grand inauguration of the new format booth was graced by Cooperation Minister Nandita Gorlosa and attended by a cross-section of producer representatives, as well as an enthusiastic crowd, reported EastMojo.

With a chic and modern design, the milk parlour is aimed at appealing to customers of all ages. Additionally, the in-shop cafe settings are expected to cater to consumers on the go.

WAMUL Managing Director, Suresh Goyari, expressed confidence that this strategic move will boost sales and attract more consumers, especially the youth of Assam.

The prototype of this contemporary milk parlour was made possible with support from the National Dairy Development Board under the scheme 'Rejuvenation of Promising Producer Owned Institutions'.

Furthermore, the government of Assam and the Assam Agribusiness and Transformation Project (APART) have joined hands with WAMUL to establish similar milk booths and parlours in major urban areas across the state.

According to Purabi Dairy's statement, the direct selling points at the booth will provide crucial leverage to this Producers' Owned Institution (POI), significantly increasing its business turnover by offering a diverse range of milk and value-added products.

Notably, WAMUL, as a cooperative, generously allocates more than 70% of its sales turnover to associated dairy farmers, who currently contribute around 65,000 kg of milk daily.

In the previous fiscal year 2022-23, WAMUL recorded a sales turnover exceeding Rs. 200 crore, and it now aims to surpass Rs. 300 crore in the current financial year by expanding its reach and venturing into more value-added products.