Bhutanese entrepreneurs are turning to India’s booming market for natural and organic products in a bid to expand trade opportunities and overcome domestic market limitations. A team of Bhutanese businesspeople is currently participating in the Kachenjunga Tourism Festival in Siliguri, showcasing a wide variety of agro-based goods ranging from herbal teas and honey to pickles and buckwheat flour.
The three-day festival, which concludes tomorrow, has become a vibrant platform for Bhutanese producers to connect with Indian buyers, explore new business linkages, and promote Bhutan’s reputation for authentic, naturally grown products.
Organic Appeal Draws Indian Interest
Visitors and industry representatives have shown strong interest in Bhutanese goods, highlighting their purity and quality.
“Bhutanese products are purely authentic and organic, and there is no doubt about it,” said Pradeep Singhal, Chairman of the North Bengal Zonal Council. “Many of these items are produced by women, which is commendable. The quality, certification, and packaging meet world-class standards — exactly what today’s global consumers are looking for.”
Shared Tastes, Growing Opportunities
Entrepreneurs say the event is already generating meaningful sales and conversations.
“As we engage with people here, we find that communities in Darjeeling and Kalimpong have similar food preferences,” said Tshering Dorji, Chairman of the Aggregator Network of Chhukha. “Our honey, noodles, and buckwheat flour are especially popular — they sell out quickly at our stalls.”
The Bhutanese delegation includes officials from the Department of Agricultural Marketing and Cooperatives (DAMC), the Bhutan Chamber of Commerce and Industry (BCCI), and the Bhutan Exporters Association. Together, they are promoting Bhutan’s agro-products while exploring long-term business collaborations.
Strategic Location, Strong Market Potential
According to Sangay Thinley, Chief Marketing Officer at DAMC, Siliguri’s proximity makes it an ideal trading hub.
“There’s a huge market here,” Thinley said. “It’s only a four-hour drive from Phuentshogling, which makes transport easy and affordable. The population in surrounding areas like Darjeeling and Sikkim is double ours, and their food habits are similar to Bhutanese. Many are surprised to learn that Bhutan produces high-quality tea and noodles.”
Strengthening Ties Through Agro-Tourism
The collaboration between Bhutan and India in promoting agro-tourism is not new.
“It’s been about two years since COVID that we began working with DAMC and Chhukha Dzongkhag,” said Raj Basu, Convener of the Association for Conservation and Tourism in India. “We signed an MoU, held farmers’ meetings, and built awareness — now, Indian consumers are genuinely interested in Bhutan’s organic products.”
Looking Ahead
Bhutanese officials believe that such trade events are instrumental in building trust and business relationships. Past initiatives have already opened small but steady channels for Bhutanese exports to India. The current participation in the Kachenjunga Festival is expected to further strengthen these links.
In addition to product exhibitions, Bhutanese participants are taking part in business idea pitching sessions, one-on-one meetings, and networking events with entrepreneurs from India and Nepal — signaling a broader vision to integrate Bhutan’s agro-sector with the regional marketplace.
As the festival draws to a close, the enthusiasm surrounding Bhutan’s products underscores a growing appetite for sustainable, organic, and ethically sourced goods — a niche in which Bhutan seems poised to thrive.
