Trial Marketing of Bhutanese RNR Products in Guwahati, Assam
Following up on previous efforts, the RAMCO, based in Gelephu recently conducted a trial marketing event in Guwahati, Assam, from April 21st to 25th, 2025. The initiative aimed to deepen trade connections, understand the demand for Bhutanese RNR products, and negotiate export prices.
Guwahati, the capital of Assam, was identified as a key market due to its large and diverse population and increasing preference for organic and natural goods. Its geographic location as a gateway to India and Southeast Asia, coupled with good infrastructure and the future Gelephu Mindfulness City’s potential as a regional economic hub, offers significant advantages for Bhutanese exports. The existing Free Trade Agreement between Bhutan and India further simplifies market access.
The primary objectives of the visit were to connect Bhutanese suppliers with Guwahati vendors, assess the market’s appetite for specific products, discuss pricing strategies, promote Bhutan’s natural and organic offerings, and establish a sustainable pathway for export growth.
A range of key Bhutanese products were showcased, including black pepper, turmeric, ginger, green tea, large cardamom, Dalley chili, and fresh vegetables and potatoes.
Key Highlights and Collaborations:
The initiative saw promising collaborations with key regional organizations:
- NERAMAC (North East Regional Agriculture Marketing Corporatives): NERAMAC expressed strong interest in Bhutanese Green Tea and the distinct Dalley Chili. An initial shipment of green tea from Samcholing Green Tea is scheduled for May 2025, with Dalley Chili exports by Chhudzom Nazhoen Detshen and Dolongang Tsessey Detshen expected in September. Discussions covered logistical arrangements, quality standards, and ensuring a consistent supply.
- NEDFi (North Eastern Development Finance Corporation Limited): A visit to NEDFi Haat, a prominent marketing platform in Guwahati, led to a meeting with NEDFi’s Chairman and Managing Director. This resulted in an agreement to showcase Bhutanese products at NEDFi House through both their physical platform (NEDFi Haat) and their digital platform (NE RACE).
Way Forward
The immediate next steps involve the first green tea consignment delivery in May 2025 and the subsequent Dalley Chili exports in September. RAMCO will be responsible for coordinating these shipments and managing the necessary documentation. Furthermore, RAMCO is actively following up with NEDFi to finalize the setup of a dedicated promotional space for Bhutanese products.
This trial marketing effort signifies a crucial step towards achieving Bhutan’s broader national goals of increasing exports, enhancing the income of local farmers, and strengthening its trade relationships with India.