In a move to strengthen cross-border trade and promote certified Bhutanese products, Bhutan has opened a new outlet in Guwahati, India. The initiative is part of the country’s larger vision to become a high-income nation under the 13th Five-Year Plan. The outlet offers Indian consumers a direct window into Bhutanese quality, through food, crafts, and wellness items.
At the heart of Guwahati, a new Bhutan Outlet has opened its doors, showcasing 51 products ranging from agri-food items to traditional handicrafts and textiles. The North Eastern Development Finance Corporation (NEDFi) supported the opening of the outlet in collaboration with Bhutan’s Regional Agriculture Marketing and Cooperatives Office in Gelephu.
“It is envisioned as the gateway for the Bhutanese producers, cooperatives and entrepreneurs to access the wider Indian market, particularly in the Northeast, which shares deep historical, cultural and economic linkages with our country,” said Tashi Dorji, Director, DAMC, MoAL.
Located at the NEDFi Haat, a popular hub for handmade and regional goods, the outlet marks a new milestone in Bhutan–India trade cooperation.
“The Product of Bhutan is always being appreciated as authentic, original and very different from the general products. And I think that brand name will enhance the visibility, even for NEDFi Haat,” said Ramheube E. Zeliang, General Manager, NEDFi.
While the Indian counterparts operate the showroom and marketing managed on-site, the B-Coop Shop in Gelephu will take care of product sourcing, certification, and logistics. All products are certified and must carry the “Made in Bhutan” label. Only non-alcoholic items are allowed, and all transactions happen in Indian Rupees.
For Bhutanese suppliers, the model offers flexibility. They are not required to be physically present at the store.
“Since this is our first time venturing into such a business model, we’re unsure how it will evolve in the long run. However, so far, we’ve supplied Bhutanese products worth Nu 300,000,” said Pema Namgyel, Owner, B-Coop Shop, Gelephu.
Officials say the outlet has the potential to open more doors for Bhutanese producers in India, and possibly beyond. And with growing interest, the model could soon be replicated in other Indian cities.
As Bhutan targets Nu 6bn in export value from the agri-food sector, outlets like this one may soon serve as key stepping stones, bringing Bhutanese products closer to global markets, one shelf at a time.
Passang Dorji, Gelephu
Edited by Tandin Phuntsho
