Guwahati: With temperatures climbing across Assam, homegrown brand Purabi Ice Cream is rapidly scaling up its distribution network to meet rising summer demand.
Launched just a year ago, the dairy-based product from the West Assam Milk Producers’ Cooperative Union Ltd. (WAMUL) is making significant inroads across the state.
Initially introduced with six core flavours — Vanilla, Strawberry, Kesar, Pista, Chocolate, Mango, and Fruit n Nut — Purabi Ice Cream has been lauded for its commitment to authenticity.
Unlike many mass-market frozen desserts, Purabi’s offerings are made entirely from pure milk sourced from local dairy farmers, positioning the brand as a truly Assam-made alternative in a competitive market.
North East Dairy and Foods Limited (NEDFL), a joint venture between the Government of Assam and the National Dairy Development Board (NDDB), is responsible for marketing the brand.
Officials said the current summer season has prompted an aggressive expansion of the product’s availability, which was previously concentrated in Guwahati.
“We are extremely pleased with the consumer response to both our ice cream and flavoured milk,” said Satya Brata Bose, Managing Director of NEDFL.
“Last year’s launch was limited in reach, but even then, our sales figures exceeded expectations. With a stronger distribution network now in place across both eastern and western Assam, we are confident in meeting the growing demand.”
In addition to retail presence, Purabi products — including ice cream, flavoured milk, standard milk, and curd — are now available on several leading quick-commerce platforms such as Blinkit, Flipkart Minutes, BigBasket Now, and Swiggy Instamart.
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The brand’s commitment to quality and farm-to-table sourcing has received high praise, including from Assam Chief Minister Himanta Biswa Sarma, who, at the time of the product’s launch, underscored the role of local farmers in producing high-quality milk that distinguishes Purabi Ice Cream from competitors.
With its focus on authenticity and support for local agriculture, Purabi Dairy is not only meeting Assam’s cravings for a refreshing summer treat but also contributing to the sustainability of the state’s dairy farming sector.
As demand continues to rise, industry observers suggest Purabi is well on its way to becoming a household name in the region’s frozen dessert market.
