Yangchen Dema, a 35-year-old entrepreneur, has taken the traditional recipe for Puta and Jangbali noodles and transformed it into a thriving business. With her passion for preserving Bhutanese food traditions and her entrepreneurial spirit, Yangchen has created a brand that celebrates local flavors while catering to a modern market. Today, Yangchen turned a beloved family recipe into a successful noodle empire.
Puta and Jangbali noodles have been a part of Bhutanese cuisine for generations. These noodles, made from wheat and buckwheat flour, are traditionally hand-rolled and sun-dried. They are known for their unique texture and nutty flavor, which adds depth to various Bhutanese dishes. Recognizing the importance of preserving this culinary tradition, Yangchen Dema set out to bring Puta and Jangbali to a wider audience.
Yangchen’s journey began in her family’s kitchen, where she spent countless hours learning the art of noodle-making from her grandmother. Inspired by her grandmother’s expertise, in 2023, she founded Puta and Jangbali, a small-scale noodle production unit in Bumthang.
Starting a food business is never easy, and Yangchen faced her fair share of challenges. One of the major hurdles was scaling up production while maintaining the quality and authenticity of the noodles. Yangchen focused on sourcing the best ingredients, working with local farmers to ensure the highest quality wheat and buckwheat flour. She also invested in modern machinery to increase efficiency without compromising the traditional methods of noodle-making.
To create awareness and build a strong brand, Yangchen said that capitalized on the rising interest in traditional and local foods. “I attended food festivals, organized tasting events, and established partnerships with local restaurants and hotels,” she said, adding that her efforts paid off, as Puta and Jangbali gained recognition and appreciation not only within Bhutan but also among international visitors seeking an authentic Bhutanese culinary experience.
According to the founder, Yangchen, with the growing demand for authentic Bhutanese products, Puta and Jangbali expanded their market reach beyond Bumthang. “I started a distribution network that covered major cities in Bhutan, making my noodles readily available to customers,” she said.
To keep up with changing consumer preferences, Yangchen embraced innovation and introduced variations of Puta and Jangbali noodles. She experimented with different flavors and created gluten-free options to cater to a wider customer base.
She shared that she received an amount of Nu 9 lakhs 50 thousands from the Loden Foundation and Nu 3 lakhs from DCSI (Department of Cottage and Small Industry) – an organization in Bhutan that promotes and supports small-scale industries and entrepreneurs.
As her business grew, Yangchen remained committed to empowering the local community and promoting sustainability. She employed local women and provided them with training and employment opportunities. Additionally, she ensured that her production practices aligned with environmental sustainability, minimizing waste and using eco-friendly packaging materials.
Looking ahead, Yangchen Dema has ambitious plans for Puta and Jangbali. She envisions opening a flagship store in the capital city of Thimphu and expanding her product line to include other traditional Bhutanese delicacies.
As an accomplished entrepreneur, Yangchen Dema understands the importance of inspiring and nurturing the next generation of Bhutanese entrepreneurs. She actively participates in mentoring programs and shares her experiences with aspiring business owners. She believes that by empowering young minds and encouraging them to embrace their cultural heritage, she can contribute to the growth and prosperity of Bhutan’s entrepreneurial ecosystem.
