
New Milk Booth at Mini ISBT Targets Commuters, Boosting Market Reach.
In a strategic expansion of its retail network, Purabi Dairy, a key dairy cooperative in Assam, has inaugurated a new milk booth at the ASTC’s Mini Inter-State Bus Terminus (ISBT) in Khanapara, Guwahati. The new booth was formally opened by Shri Jogen Mohan, Assam’s Minister of Cooperation and Transport. This initiative represents a collaborative effort between Purabi Dairy and the Assam State Transport Corporation, specifically designed to offer easy access to high-quality dairy products for the large volume of commuters and travelers passing through the busy terminal.
The new milk booth is set to offer a comprehensive range of Purabi Dairy’s products, going beyond fluid milk to meet diverse consumer preferences. Available items include flavored milk, lassi, curd, paneer, and ghee, as well as fresh cream and ice creams. This diverse product portfolio is a key part of the cooperative’s strategy to not only increase sales but also to showcase its full range of value-added dairy products to a new and dynamic audience of commuters and travelers.
A significant aspect of this expansion is the innovative business model being employed. Purabi Dairy is using a “Company Owned, Franchisee Operated (COFO)” model for its new booth network. This approach not only facilitates rapid expansion but also provides valuable business opportunities for local entrepreneurs. The prefabricated design of the booths ensures a quick setup process, and their construction is focused on maintaining an effective cold chain, a critical factor for ensuring the quality and safety of products in a hot climate.
The new booth at the Mini-ISBT in Khanapara adds to a growing list of key locations for Purabi Dairy in Guwahati. The cooperative has strategically placed similar booths in high-traffic areas such as the Gauhati Medical College and Hospital and the Assam State Zoo. This targeted placement is a key pillar of its market expansion plan, which aims to maximize visibility and convenience for consumers throughout the city, solidifying its position in the competitive dairy market.
This strategic retail expansion provides a compelling case study in agribusiness for the international dairy community. It demonstrates how a cooperative can leverage partnerships with public entities and modern business models to enhance market reach and consumer convenience. The move underscores the growing importance of a strong retail presence and effective cold chain management in today’s dairy economics, ultimately supporting the financial viability of local farmers who supply the cooperative.
Source: Business News This Week: Purabi Dairy sets up milk booth at ASTC’s mini ISBT in Khanapara
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