The Chief Executive Officer of the CSI Market, Sonam Chopel, spoke to Entrepreneur Magazine about the CSI Market, its core mandate, and the status of domestic products in Bhutan. The CSI Market was established through a collaborative effort between the Department of Cottage and Small Industry and local entrepreneurs to support and promote locally made and grown products.

Sonam Chopel is a branding and marketing expert who also founded Druksell—Bhutan’s first online e-commerce platform. For over eight years, Druksell has served as a digital marketplace offering Bhutanese products to more than 30 countries. Building on that experience, the CSI Market aims to provide a dedicated physical platform for cottage and small industries to showcase and sell their products.

The main objective of the CSI Market is to promote Bhutanese-made and grown products by bringing them under one roof. It plays a vital role as a consolidator and aggregator by offering a retail space where entrepreneurs can exhibit, market, and sell their goods directly to customers. This platform provides entrepreneurs with an opportunity to enhance their visibility and improve market access both within Bhutan and internationally.

According to Sonam Chopel, the CSI Market currently features over 1,000 products across ten major categories. These include food items, herbal teas, snacks, spices, processed foods, edible goods, crafts, books, and other locally produced merchandise. The market serves as a central hub where diverse CSI products are brought together and made accessible to consumers.

Since opening, the CSI Market has seen strong support from Bhutanese customers, especially those in Thimphu. Many customers leave inspired and appreciative of the high-quality local products on display. The store has witnessed a steady increase in foot traffic, with monthly growth estimated at around 25 percent. The market also houses a cozy co-working café that serves Bhutan-grown coffee and a selection of drinks, making it an inviting space for entrepreneurs and families to enjoy while shopping.

With demand for local products on the rise, Bhutanese entrepreneurs are actively scaling up their production and manufacturing capabilities. The COVID-19 pandemic highlighted the need for self-sufficiency, prompting many businesses to explore alternatives to imported goods. As a result, more entrepreneurs are now investing in expanding their operations to meet growing customer needs.

Despite progress in the domestic market, the export volume of Bhutanese CSI products remains relatively low. Less than 10 percent of these products are currently exported. However, there are ongoing efforts to change this trend. Plans are in place to participate in trade fairs and organize promotional roadshows abroad to showcase Bhutanese products to international buyers. The government is also supporting such initiatives through a wide range of programs aimed at encouraging innovation and entrepreneurial growth.

One of the challenges facing Bhutanese products is their limited ability to capture the local market at scale. While domestic products are gradually gaining popularity, many enterprises are still in the early stages of growth. According to Sonam Chopel, these businesses need more financial assistance and policy support to increase their production capacity, reduce costs, and offer more competitive prices. This will ultimately make local goods more affordable and accessible to consumers.

Additionally, some products fail to compete effectively due to issues related to quality, packaging, pricing, or inconsistent supply. To address these challenges, entrepreneurs require more structured support across the entire value chain—from raw material sourcing and branding to distribution and marketing.

Sonam Chopel believes that the CSI Market has the potential to significantly transform Bhutan’s entrepreneurial landscape. By strengthening domestic supply chains and enhancing product visibility, it can serve as a powerful vehicle for economic resilience and self-reliance. He emphasizes that every product sold at the CSI Market represents more than just commerce—it reflects a commitment to national growth, cultural preservation, and community empowerment.

By Kinley Yonten