Guwahati, April 13: West Assam Milk Producers' Co-operative Union Ltd (Wamul, also known as Purabi Dairy) has clocked an over 20 per cent jump in the sales of milk and milk-related products in the run-up to Rongali Bihu.

Purabi had set a sales target of three lakh litres of milk (in and around the city) over the past five days as against 2.5 lakh litres in the corresponding period last year.

"We have almost achieved the sales target in the run-up to Rongali Bihu. In fact, the demand for products such as cream, paneer, curd and ghee has been higher than the corresponding period last year," Wamul managing director M. Thakur told The Telegraph today.

The milk union, commissioned in 1989, is currently present in Kamrup (metro), Kamrup, Morigaon, Nagaon and Barpeta.

In May 2008, the National Dairy Development Board took over its management and since then, its milk-producing capacity has shot up from 500 litres per day to 50,000 litres per day at present.

Purabi has sold cream close to 9,000kg over the past five days compared to 7,000kg cream during the corresponding period last year.

"Sales of curd (both sweet and plain) have also been higher than last year with 7,000kg (each) sold over the past five days as against 6,000kg last year," he said.

"Of course, the sales were higher during Bhogali Bihu (in January) which is understandable as people procure more for preparation of traditional delicacies," he added.

Accessibility and brand loyalty earned over 25 years have been growth drivers for Purabi.

"During festivals, the sales pick up faster. High concentration of retail outlets in residential areas and introduction of milk parlours have brought our products closer to people. Today, we are present in 1,800 outlets and 14 parlours, which remain open for over 12 hours a day," Thakur said.

Besides, hygienic production process, strict quality control, consistency, attractive packaging and reasonable pricing are factors behind the surge in sales.

Wamul is implementing a Rs 147-crore Assam dairy development plan that focuses on uplift of animal breeding, including facilitation of artificial insemination at the doorsteps of dairy farmers.

Chief minister Tarun Gogoi had earlier this year said a comprehensive dairy development "mission" would be adopted to usher in a "milk revolution" in Assam.