Unique products present transformative opportunities for micro, small, and medium enterprises (MSMEs).
Himalayan Chhurpi falls into such a category, as it has carved itself into a profitable niche in the international pet care sector, where demand for Himalayan Chhurpi is growing.
Started with the initiative by Himalayan Pet Supply, the Himalayan Yak Chhurpi was transformed into dog chew food that gained significant demand in the American market.
In 2023/24, the total export value was Rs 3.18 billion, which expanded to 26 countries. The US is the major export destination comprising 87.18% of the total export quantity in FY 2023/24. This fiscal year, exports have reached Rs 786 million in the first quarter.
Let’s look at the trend.
Leading exports market:
| Country | Quantity
(In KG) |
Export Value (in thousands) |
|---|---|---|
| United States | 1,435,853 | 2,761,393 |
| Canada | 123,822 | 266,389 |
| United Kingdom | 16,715 | 43,267 |
| Japan | 14,111 | 28,026 |
| Hong Kong | 10,568 | 9,661 |
| China | 9,050 | 2,009 |
| Republic of Korea | 8,571 | 18,076 |
| Singapore | 4,725 | 10,415 |
| Malaysia | 4,586 | 10,830 |
| Czech Republic | 3,540 | 298 |
There was a slight decrease in exports comparable to the previous fiscal year. Reportedly, this is due to requirements of the export standard. However, the overall upward trend of dog chew exports as an alternative to rubber-based dog chews highlights its increasing popularity, with further potential in this market.
The growing export surge has prompted the Department of Food Technology and Quality Control (DFTQC) to establish new quality standards to ensure that this protein-rich delicacy meets international standards and phytosanitary regulations.
In line with this, the Ministry of Agriculture and Livestock Development (MoALD) has submitted a draft standard to the World Trade Organization (WTO) for approval, outlining the crucial guidelines on food safety, production process, and packaging quality relating to Chhurpi.
The proposed standard entails all chhurpi made from processed milk of cows, yak, and buffalo contain specified fat content: high-fat chhurpi contains over 5% of milk fat and low-fat chhurpi contains milk fat of less than 5% (which are mainly used as dog chew).
Other quality standards include:
| Quality characteristics | High-fat Chhurpi | Low-fat Chhurpi |
| Maximum moisture (%) | 14 | 14 |
| Crude milk protein* (Minimum % on dry weight basis) | 60 | 60 |
| Total ash (Maximum % on dry weight basis) | 7 | 7 |
*Protein = Nitrogen x 6.38
The standard also emphasizes these chhurpi are free from adulterants, fungus, pests, and foreign debris such as stones, plastics, and metal.
