SAMJONG COOPERATIVE’S

SAMJONG Cooperative’s Success Story

Empowering Samdrup Jongkhar through sustainable economic growth

About SAMJONG

Our Mission

SAMJONG’s mission is to create employment opportunities for the people, especially rural youth, and consolidate the district’s economic efforts in agriculture, livestock, tourism, forestry, and Cottage and Small Industries.

About SAMJONG

The SAMJONG brand is an economic development initiative from the scenic Dzongkhag of Samdrup Jongkhar. It is more than a business—it is a movement born from the dedication and vision of the Dzongdag and rooted in the principles of environmental sustainability.
SAMJONG symbolizes Samdrup Jongkhar’s journey toward economic self-sufficiency through environmentally conscious, locally driven growth. It represents hope, pride, and opportunity for the people of the Dzongkhag.

Market Presence & Reach

SAMJONG’s reach spans three main locations within Samdrup Jongkhar, with Farmers’ Sale Outlets established in strategically selected areas: Samdrupcholing and Jomotsangkha Drungkhags, and Samdrup Jongkhar Throm.
These locations provide easy access for farmers and small entrepreneurs to display and sell their products—whether crafted, harvested, or processed from local resources. The marketplaces are designed not only to promote SAMJONG brand products but also to reflect a strong sense of place, heritage, and economic resilience.

Operations & Cooperative Model

SAMJONG’s operations are guided by a market-led production approach, also known as backward design thinking. This model begins by understanding market demand and consumer needs, then supports local producers in developing products that meet those demands. Under this approach, 37 agricultural products, 5 livestock products, and various tourism-based products have been identified for value addition. The brand is powered by the SAMJONG Cooperatives, made up of young rural entrepreneurs trained in processing, marketing, and quality management.

The cooperative was registered with the Department of Agricultural Marketing and Cooperatives on July 31, 2024, and serves as the driving force behind SAMJONG’s mission and growth. The SAMJONG brand itself was officially launched on December 19, 2023, and registered with the Department of Media, Creative Industry, and Intellectual Property, marking a strong step toward impactful development.

Future Plan and strategic Outlook

Establishment of multiple outlets in different cities

Diversification of markets (local, domestic and international)

Diversification of products

Value addition activities (processes, packaging, labelling, branding, certification)

Credit facilities among the members of the cooperative

Instilling the system of fair price to support the producers

Collaboration and Support

Our Leadership

Ngawang Choden

Chairperson

Yejay Norbu

Secretary

Jigme Phuntsho

Accountant

Cooperative Development and Support Office

Tashi Wangmo

DZONGDAG

Sonam Dhendup

DZONGRAB

Phuntsho Wangdi

DAO

B. N Sharma

DLO

Sonam Wangchuk

EDMO

Kelzang Jigme

Finance Officer