Samdrup Jongkhar unveils brand ‘SAMJONG” to promote local products

In an exciting development, Samdrup Jongkhar district has unveiled a district brand name called ‘SAMJONG’ for its agriculture, livestock, forest and tourism products. The new brand launched on Friday aims to showcase and promote the district’s unique products and offerings to a wider audience. SAMJONG has already been registered with the Department of Media Creative Industry and Intellectual Property under the Ministry of Industry, Commerce and Employment.

Alongside the brand launch, several new products were introduced and the Rural Youth Processing and Marketing Enterprise was established across eleven gewogs. This initiative aims to empower rural youth by providing them with opportunities for skill development and entrepreneurship, further elevating the SAMJONG brand.

The district agriculture officer said the district aspires to make SAMJONG products synonymous with quality, sustainability and the vibrant spirit of the region.

“The newly launched brand will facilitate product marketing by making advertising easier. In addition, there’s also the potential for exporting products to other countries under the brand name by obtaining a third-party export certification,” said Saha Bir Rai, chief agriculture officer.

“If we see the district-wise poverty level, Samdrup Jongkhar comes in second after Zhemgang. But Samdrup Jongkhar has a lot to offer in terms of product varieties. So, the responsibility of the district administration is to explore these opportunities and encourage the youth and farmers to work diligently hereafter,” said Tashi Wangmo, Samdrup Jongkhar Dzongda.

Some of the entrepreneurs present during the launch expressed confidence in producing high-quality products with the brand SAMJONG.

“For instance, the brand would allow customers in places like Thimphu to recognise the origin of the products, thereby attracting more customers,” said Karma Wangdi, an entrepreneur from Dewathang Gewog.

“These days everyone does business but without a brand name. Without a brand, people tend to trust the products less. However, with a brand name, producers are motivated to maintain good quality to gain customer’s trust, making it easier to market their products,” said Yejay Norbu, an entrepreneur from Gomdar Gewog.

 “We will be able to market our products easily with the branding. The SAMJONG brand with good packaging, would lead to product recognition and ultimately generate profits,” said Jamyang Singay, an entrepreneur from Phuntshothang Gewog.

The district administration will also set up SAMJONG outlets in Samdrup Jongkhar town, Jomotshangkha and in Samdrupchhoeling. They will provide technical and financial support to youth and farmers to produce agricultural products.

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