In a cozy kitchen, dough was mixed with water and kneaded into a soft, smooth texture. A group of girls crafted it into intricate designs, shaping the beloved Bhutanese snack, Khabzay. Nearby, two boys fried the dough pieces in hot oil until they turned golden and crispy. The delicious aroma filled the air, enticing neighbors and passersby alike.
For Tshering Dema, Khabzay was more than a treatโit was her inspiration. Starting her entrepreneurial journey by selling vegetables, Tshering worked tirelessly until she turned 22. However, as markets like Kaja Throm grew and competition intensified, she realized she needed to adapt. With a deep understanding of Bhutanese culture, she saw a rising demand for traditional products at home and abroad.
In 2023, during the Druk Tshongrig Gatoen (DTG) festival, she introduced a range of products including dried local cheese, dried coriander, and children’s snacks. However, recognizing the evolving needs of the Bhutanese market and the country’s ongoing development, she conducted thorough research and ultimately shifted her business focus to “khabzay,โ a pastry deeply tied to Bhutanese rituals and celebrations.
โ๐ผ ๐ค๐๐๐ก๐๐ ๐ก๐ ๐๐๐๐๐ก๐ ๐ ๐๐๐๐กโ๐๐๐ ๐กโ๐๐ก ๐๐๐๐๐๐ ๐๐๐ข๐๐ ๐๐๐ก ๐๐๐๐ฆ ๐๐๐๐๐ฆ ๐๐ข๐ก ๐๐๐ ๐ ๐๐๐๐ ๐๐๐๐๐๐๐ก๐๐ ๐ก๐ ๐กโ๐๐๐ ๐๐๐๐ก๐ ,โ ๐๐ โ๐๐๐๐๐ ๐ โ๐๐๐๐ ๐๐ ๐๐ ๐๐๐ก๐๐๐ฃ๐๐๐ค. โ๐โ๐๐ ๐ผ ๐ ๐๐ค โ๐๐ค ๐๐ข๐โ ๐ตโ๐ข๐ก๐๐๐๐ ๐ ๐๐๐ฃ๐๐๐ ๐๐๐๐๐๐ ๐๐๐ ๐ ๐๐ ๐กโ๐๐ ๐ ๐ก๐๐๐๐๐ก๐๐๐๐๐ ๐ก๐๐๐๐ก๐ , ๐ผ ๐๐๐๐ค ๐กโ๐๐ ๐ค๐๐ ๐๐ฆ ๐๐๐๐๐๐๐.โ
Driven by her passion for tradition and religious devotion, Tshering viewed her business as a mission to preserve Bhutanese heritage. She prioritized cleanliness and discipline in her production process, ensuring her products reflected her values.
However, her journey was not without challenges. Limited resources and strict regulations tested her resolve. โ๐โ๐๐๐ ๐ค๐๐๐ ๐๐๐ฆ๐ ๐คโ๐๐ ๐ผ ๐๐๐๐ก ๐๐๐๐ ๐๐๐ฃ๐๐๐ ๐ข๐,โ ๐ โ๐ ๐๐๐๐๐ก๐ก๐๐. โ๐ต๐ข๐ก ๐ผ ๐๐๐๐๐๐๐๐ ๐๐ฆ๐ ๐๐๐ ๐กโ๐๐ก ๐ ๐ข๐๐๐๐ ๐ ๐๐๐๐ ๐โ๐ก ๐๐๐๐ ๐๐๐ ๐ฆ. ๐ผ๐ ๐ฆ๐๐ข ๐ค๐๐๐ โ๐๐๐ ๐๐๐ ๐ ๐ก๐๐ฆ ๐๐๐๐ข๐ ๐๐, ๐ฆ๐๐ข ๐๐๐ ๐๐ฃ๐๐๐๐๐๐ ๐๐๐ฆ ๐๐๐ ๐ก๐๐๐๐.โ
A breakthrough came when the Ministry of Industry, Commerce, and Employment (MOICE) recognized her dedication and provided free machinery to boost her production. โ๐โ๐๐ก ๐ค๐๐ ๐ ๐ก๐ข๐๐๐๐๐ ๐๐๐๐๐ก ๐๐๐ ๐๐,โ Tshering said with gratitude. โ๐ผ๐ก ๐๐๐๐ ๐๐ฆ ๐ค๐๐๐ ๐๐๐ ๐ก๐๐ ๐๐๐ ๐๐๐๐ ๐๐๐๐๐๐๐๐๐ก, ๐๐๐๐๐ค๐๐๐ ๐๐ ๐ก๐ ๐กโ๐๐๐ ๐๐๐๐ข๐ก ๐๐๐๐ค๐๐๐ ๐๐ฆ ๐๐ข๐ ๐๐๐๐ ๐ ๐๐๐ ๐ก๐๐๐ ๐๐ ๐๐ข๐ ๐ก ๐ ๐ข๐๐ฃ๐๐ฃ๐๐๐.โ
Today, Tsheringโs Khabzay enterprise is thriving. Her products reach all 20 dzongkhags in Bhutan and have even made their way to markets in Singapore. With dreams of expanding her exports further, Tshering hopes to share Bhutanese traditions with a global audience.
Adapting to changing times, Tshering embraced social media to market her products. Initially relying on WeChat and door-to-door sales, she later gained social media marketing skills through MyBiz, which transformed her business. โ๐ฟ๐๐๐๐๐๐๐ ๐ก๐ ๐ข๐ ๐ ๐๐๐๐ก๐๐๐๐๐ ๐๐๐๐ ๐น๐๐๐๐๐๐๐ ๐๐๐ ๐ผ๐๐ ๐ก๐๐๐๐๐ ๐ค๐๐ ๐ ๐๐๐๐-๐โ๐๐๐๐๐,โ ๐ โ๐ ๐ ๐๐๐. โ๐๐๐ค, ๐ผ ๐๐๐ ๐๐๐๐โ ๐๐ข๐ ๐ก๐๐๐๐๐ ๐ผ ๐๐๐ฃ๐๐ ๐กโ๐๐ข๐โ๐ก ๐๐๐ ๐ ๐๐๐๐.โ
To aspiring entrepreneurs, Tshering offers simple but powerful advice: โ๐๐๐ฃ๐๐ ๐๐๐ฃ๐ ๐ข๐ ๐๐ ๐ฆ๐๐ข๐ ๐๐๐๐๐๐ . ๐ต๐๐๐๐๐ฃ๐ ๐๐ ๐ฆ๐๐ข๐๐ ๐๐๐ ๐๐๐ ๐ ๐ก๐๐ฆ ๐๐๐๐๐๐ก๐ก๐๐, ๐๐ ๐๐๐ก๐ก๐๐ โ๐๐ค ๐๐๐ ๐๐ ๐ ๐๐๐๐ ๐ฆ๐๐ข๐ ๐๐๐๐.โ
Looking ahead, Tshering dreams of reclaiming her original vegetable market space and turning it into a clean, organized hub to showcase her products. This vision reflects her journey from humble beginnings to becoming a champion of Bhutanese tradition and entrepreneurship.
Through her dedication and resilience, Tshering Dema has not only preserved a cherished cultural tradition but also inspired Bhutanโs youth to pursue their dreams with determination. Her story is a testament to the power of passion, hard work, and support in turning dreams into reality.