Shillong, May 28: A year after its launch, Purabi Ice Cream is making a mark by expanding its footprint statewide, aiming to become the go-to frozen treat for summer.
Purabi, a brand of the West Assam Milk Producers’ Cooperative Union Ltd. (WAMUL), entered the market with six flavours of ice cream: Vanilla, Strawberry, Kesar, Pista, Chocolate, Mango, and Fruit n Nut – and quickly won over ice-cream lovers across the state. Unlike many commercial brands that sell frozen desserts under the guise of ice cream, Purabi takes pride in being an authentic dairy-based ice cream, made from pure milk sourced from Assam’s farmers.
At the product’s unveiling last year, Assam Chief Minister Himanta Biswa Sarma highlighted its superior quality and taste, crediting the Assam farmers for providing the fresh, high-quality milk that sets Purabi apart.
North East Dairy and Foods Limited (NEDFL), a joint venture between the Assam government and National Dairy Development Board (NDDB), is marketing Purabi Ice Cream.
Now, with summer heat beating down, NEDFL has already strengthened its distribution network. This season, the ice cream and flavoured milk, which were launched in September 2024, are being made widely available across the state, making it easier for consumers to enjoy a truly local, farm-fresh treat.
“We are extremely pleased with the response to our new products – both ice cream and flavoured milk. Last year, we launched ice cream just before the summer season, though its distribution was primarily limited to Guwahati. Similarly, flavoured milk was introduced towards the end of the season. Despite these challenges, our sales numbers were remarkable. Now, with an expanded distribution network across eastern and western Assam, we are confident in our ability to meet consumer demand,” said Satya Brata Bose, Managing Director at NEDFL.
