A new chapter in Bhutan-India relations began yesterday with the opening of a permanent Bhutanese product outlet at The Sunday Haat in Siliguri. The store, featuring nearly a hundred homegrown Bhutanese products, has quickly attracted large crowds from Siliguri and nearby areas such as Kalimpong, Darjeeling, and Sikkim.
The initiative, launched by a group of Bhutanese entrepreneurs with support from the Department of Agricultural Marketing and Cooperatives (DAMC) and partner agencies, aims to give Bhutanese goods a consistent foothold in the Indian market while helping Bhutanese producers tackle domestic market challenges.
A Gateway for Bhutanese Entrepreneurs
Speaking at the launch, Sangay Thinley, Chief Marketing Officer at DAMC, said the outlet would serve both as a showcase and a distribution hub for Bhutan’s growing range of agro-products.
“Many people here are not aware of the agro-products made in Bhutan,” he explained. “This outlet will not only promote Bhutanese products but also serve as a platform for bulk orders from interested buyers.”
The enthusiasm among local Indian customers was evident, with several visitors placing large orders and expressing curiosity about Bhutan’s unique culinary and cultural identity.
Expanding Horizons Beyond Borders
Kelzang, Regional Secretary of the Bhutan Chamber of Commerce and Industry (BCCI) in Phuentshogling, noted that Siliguri’s large population and proximity to Bhutan make it an ideal location for business expansion.
“Entrepreneurs often give up when they face market challenges,” he said. “Instead, they should explore new markets like Siliguri, which offers immense potential for Bhutanese products.”
Adding to the optimism, Tshering Dorji, Chairman of the Aggregators Network of Chhukha, emphasized the outlet’s long-term role as an aggregation and distribution center.
“The outlet will remain open permanently,” he said. “It will serve nearby areas like Sikkim, Kalimpong, and Darjeeling, where customers can place bulk orders for Bhutanese goods. Almost all Bhutanese startup products are represented here.”
Bhutanese Flavors on Indian Menus
Beyond trade, the Bhutanese presence is also beginning to influence Siliguri’s culinary scene. The popular restaurant Mamagoto announced that it will soon launch a Bhutanese menu in collaboration with Bhutanese partners.
“Bhutanese products are truly exceptional—from their fresh juices and organic vegetables to their simplicity and warmth,” said Karan, owner of Mamagoto. “We’re excited to bring that experience to our diners very soon.”
The introduction of Bhutanese cuisine in Indian restaurants is also seen as a cultural bridge. Raj Basu, convener of the Association for Conservation and Tourism in India, said this movement could promote Bhutan’s culture of happiness alongside its food.
“We are now working with several restaurants in Siliguri to serve Bhutanese dishes,” he said. “This is about more than food—it’s about celebrating Bhutan’s peaceful way of life.”
Building Bridges of Trade and Friendship
Encouraged by the positive response, Bhutanese entrepreneurs are already considering opening similar outlets in Kalimpong, Sikkim, and Darjeeling, further extending their reach in eastern India.
With its first permanent outlet in Siliguri, Bhutan has taken a major step toward expanding its entrepreneurial landscape beyond its borders, while simultaneously sharing a slice of its culture with its closest neighbor.
The Bhutanese outlet stands as a symbol of cross-border friendship—where commerce, culture, and community come together to strengthen ties between Bhutan and India.
