๐๐ ๐ซ๐ข-๐ ๐จ๐จ๐ ๐๐ฑ๐ฉ๐จ๐ซ๐ญ๐ฌ ๐ญ๐จ ๐๐ข๐ง๐ ๐๐ฉ๐จ๐ซ๐: ๐๐ซ๐จ๐๐ฎ๐๐ญ ๐๐๐ฏ๐๐ฅ๐จ๐ฉ๐ฆ๐๐ง๐ญ, ๐๐ซ๐๐ง๐๐ข๐ง๐ ๐๐ง๐ ๐๐ฑ๐ฉ๐จ๐ซ๐ญ ๐๐ซ๐จ๐๐๐๐ฎ๐ซ๐๐ฌ
14 January | Punakha
In collaboration between JICA Bhutan and the Department of Agricultural Marketing and Cooperatives (DAMC), more than 20 Agri-Entrepreneurs successfully completed a training programme on export requirements and procedures for the Singapore market, with a focus on product development, branding and marketing.
The three-day programme was facilitated by Mr. Kanthiban, CEO of Business Engineers Asia, who shared practical insights on Singaporeโs market dynamics and the opportunities available for Bhutanese agricultural products. Singapore is a highly urbanised and technologically advanced market that relies on imports for over 90 percent of its food requirements, offering significant potential for Bhutanese exporters. The training emphasised the importance of branding and marketing as complementary functions, highlighting branding as a strategic foundation and marketing as its tactical execution. Participants gained a clear understanding that branding alone is ineffective without market visibility, while marketing without a strong brand lacks credibility and impact.
Government stakeholders from MoICE, BFDA and DAMC collectively highlighted the need to work towards a super brand for Bhutanese agricultural produce. At present, Bhutanโs agricultural export landscape remains fragmented, with individual enterprises producing items such as herbal teas, spices, honey and niche beverages operating independently. While some have achieved modest success, limited scale, visibility and collective market presence continue to constrain access to premium international markets.
Official from JICA Bhutan also presented on three key components essential for successful exports: product development, certification and testing, and marketing, including future plans to participate in market exhibitions in Singapore.
The programme concluded with an interaction session where the Chief Representative of JICA Bhutan and the Director of DAMC engaged with the Agri-Entrepreneurs, listening to their learnings and proposed practical applications derived from the training.
