New Delhi, July 29, 2026: Dairy farmers across Northeast India could gain new income opportunities and greater access to international markets following the entry of Assam’s Purabi ice cream into Bhutan.
The first export consignment of Purabi ice cream was flagged off by Assam Chief Minister Himanta Biswa Sarma, marking a new step in the international expansion of Assam’s cooperative dairy sector.
The shipment comprised 5,627 litres of Purabi ice cream and is expected to make the product available across key Bhutanese markets, including Thimphu, Paro, Phuentsholing and Wangdue.
Union Commerce Minister Piyush Goyal said the export reflects the growing competitiveness of India’s dairy sector and could create additional income opportunities for dairy farmers across the Northeast.
First Purabi Ice Cream Export to Bhutan
The export marks an important milestone for Purabi Dairy and Assam’s organised dairy sector.
Purabi ice cream is manufactured by the West Assam Milk Producers’ Cooperative Union Limited (WAMUL) and marketed by North East Dairy and Foods Limited (NEDFL).
The product is made using milk sourced from dairy farmers across Assam through Purabi Dairy’s cooperative network.
By connecting locally produced milk with an international consumer market, the export creates an additional channel through which value can flow back through the dairy supply chain.
The initial shipment of 5,627 litres will allow Purabi to establish a presence in Bhutan and assess demand before considering larger shipments and a wider product portfolio.
Bhutan Provides a Nearby International Market
Bhutan’s geographical proximity to Assam provides an important advantage for the Northeast’s dairy industry.
The export of a frozen dairy product such as ice cream requires reliable transportation, cold-chain management and appropriate distribution infrastructure.
A nearby international market can potentially make these logistics more manageable compared with distant export destinations.
The availability of Purabi ice cream in major Bhutanese markets could also provide the company with an opportunity to understand consumer preferences and develop a stronger regional export strategy.
The initial markets include:
- 🇧🇹 Thimphu
- 🏔️ Paro
- 🚛 Phuentsholing
- 🌄 Wangdue
APEDA Facilitates the Export
The export was facilitated by the Agricultural and Processed Food Products Export Development Authority (APEDA) under the Ministry of Commerce and Industry.
APEDA assisted NEDFL with the necessary processes, documentation and regulatory formalities required to export the product to Bhutan.
Such institutional support can be particularly important for dairy businesses entering international markets for the first time.
Exporting processed dairy products requires compliance with destination-market requirements covering documentation, food safety, product standards, packaging, transportation and other regulatory conditions.
Support in navigating these requirements can help regional dairy organisations access markets that may otherwise be difficult to enter.
How the Export Can Benefit Dairy Farmers
The significance of the shipment extends beyond the export of ice cream itself.
Purabi’s products are made using milk sourced from farmers through the cooperative network.
This creates a connection between local milk production and international consumer demand.
As the export business expands, higher demand for Purabi products could potentially create additional demand for milk supplied by Assam’s dairy farmers.
Greater market access can also provide cooperatives with an opportunity to diversify their sales channels beyond the domestic market.
However, the long-term impact on farmers will depend on the scale and consistency of export demand, procurement arrangements and the overall economics of milk production.
Strengthening the North East Dairy Economy
The Northeast has significant potential for dairy development, but the region’s geography and infrastructure can create challenges for building large-scale organised dairy supply chains.
The development of regional brands such as Purabi can help connect farmers with formal milk procurement, processing and distribution systems.
International expansion could provide another layer of market opportunity for these regional dairy networks.
If successful, the Bhutan export model could potentially encourage other dairy companies and cooperatives in the Northeast to explore neighbouring international markets.
This could contribute to greater diversification of the region’s dairy economy.
Purabi Dairy’s Cooperative Model
The export is also significant because Purabi ice cream is linked to a cooperative-based milk procurement system.
Under this model, milk is collected from dairy farmers across Assam and channelled into processing and dairy product manufacturing.
The processed products are then marketed under the Purabi brand.
This allows farmers to participate in a broader value chain rather than simply selling raw milk.
The development of value-added products such as ice cream can potentially generate greater commercial opportunities for the dairy organisation and create additional markets for milk.
Moving From Raw Milk to Value-Added Products
The export highlights the importance of value addition in India’s dairy sector.
Raw milk is a highly perishable commodity and is generally constrained by local and regional market conditions.
Processing milk into products such as ice cream, cheese, yoghurt, milk powder and other dairy products can increase shelf life, improve marketability and create opportunities to reach consumers further away from the production base.
Purabi’s entry into Bhutan demonstrates how a regional dairy brand can use value-added products to move beyond its traditional domestic market.
For the Northeast, this could be particularly relevant because value-added dairy products can potentially be transported to nearby international markets when supported by appropriate logistics and cold-chain systems.
Exploring More Purabi Dairy Products
NEDFL is reportedly planning to explore exports of additional Purabi Dairy products in the future.
The company is expected to focus particularly on products with longer shelf lives, which could make them more suitable for international distribution.
Before significantly expanding its export portfolio, NEDFL plans to assess consumer response and distribution requirements in Bhutan.
This approach could allow the company to identify which products have the strongest demand while understanding the logistical requirements of the Bhutanese market.
The experience gained through the initial ice cream shipment could therefore help shape Purabi’s wider internationalisation strategy.
Consumer Response Will Be Important
The first shipment is an important market-entry step, but sustained export growth will depend on consumer acceptance.
Factors such as taste preferences, pricing, packaging, product availability and brand awareness will influence the performance of Purabi products in Bhutan.
Distribution will also be critical.
Frozen products require dependable cold-chain infrastructure from the processing facility through transportation and retail distribution.
If Purabi can establish an efficient distribution network and build consumer demand, the Bhutan market could become a foundation for further regional expansion.
Regional Export Potential
The development could have broader implications for the Northeast’s agricultural and food-processing industries.
The region shares borders with several neighbouring countries, creating potential opportunities for cross-border trade in processed food and agricultural products.
For dairy businesses, nearby international markets can offer an opportunity to expand without immediately requiring the extensive logistics networks associated with exports to distant markets.
A successful Purabi export programme could therefore provide a useful example of how regional dairy brands can use geographical proximity to explore international markets.
Government Push for Dairy Exports
The development also aligns with India’s broader efforts to increase agricultural and processed-food exports.
Commerce Minister Piyush Goyal highlighted the potential of the initiative to create new income opportunities, improve access to international markets and strengthen the livelihoods of dairy farmers.
Government agencies such as APEDA can play an important role in helping producers and processors meet export requirements and connect with overseas markets.
For regional dairy organisations, such support can reduce some of the barriers associated with entering international trade.
Outlook for Purabi and Northeast Dairy
The first export of 5,627 litres of Purabi ice cream to Bhutan represents a relatively small shipment, but its strategic significance could be much larger.
It demonstrates that a regional cooperative dairy brand from Assam can access an international market and connect locally sourced milk with consumers beyond India’s borders.
The next stage will be to determine whether the initial export can develop into a sustainable commercial relationship.
If consumer demand proves strong, NEDFL could increase shipment volumes and introduce additional Purabi products.
For Assam’s dairy farmers, sustained growth in Purabi’s domestic and export markets could create additional demand for milk and strengthen the cooperative dairy ecosystem.
More broadly, the development highlights the potential for value-added dairy products, regional brands and cross-border trade to contribute to the growth of Northeast India’s dairy economy.
As Purabi evaluates consumer response in Bhutan and considers additional products, the initiative could become an important stepping stone towards greater international market access for dairy products from the Northeast.
