New Delhi: The Asian Development Bank (ADB), with support from the Government of Japan through the Japan Fund for Prosperous and Resilient Asia and the Pacific (JFPR), is helping Cottage and Small Industries (CSIs) in Bhutan to improve product quality, expand marketing efforts, and enhance their cultural impact, it said in a statement.
The project, Improving Market Linkages for Cottage and Small Industries in Bhutan, aims to strengthen market connections for CSIs, elevate the quality and marketing of locally produced goods, and stimulate economic growth.
A key accomplishment of the project is assisting beneficiaries in securing the Brand Bhutan Certification, the ADB said. This certification, overseen by the Department of Trade within the Ministry of Industry, Commerce and Employment, awards two sectoral brands: “Made in Bhutan” and “Grown in Bhutan.”
These brands represent premium quality, sustainable, and ethical production practices aligned with Bhutan’s values and its Gross National Happiness philosophy.
The project has implemented a new national framework for standardizing and certifying CSI products, promotes CSI products using the Brand Bhutan mark, and launched an integrated market access program by establishing a dedicated center for CSI Product Packaging and Labelling.
One such beneficiary, Wangchuk, founder of Bhutan Herbal Tea, achieved high-quality standards through compliance with Bhutan Organic Standards, it said. Wangchuk sought to expand his business beyond Bhutan’s domestic market, but he recognized the high cost and numerous requirements associated with penetrating international markets for a small farm.
With support from ADB and JFPR for laboratory testing, certification, and marketing, Bhutan Herbal Tea is now poised for international distribution.
Wangchuk emphasized the significant support from ADB and JFPR in conducting product testing, including shelf life, nutritional analysis, and fulfilling national requirements. Bhutan Herbal Tea is now expanding its operations to encompass 10 acres of land, a significant increase from its previous 6-acre farm.
The next step involves implementing a contract farming program, engaging surrounding communities in tea production.