𝐒𝐭𝐚𝐫𝐭𝐮𝐩𝐬 𝐒𝐡𝐨𝐰𝐜𝐚𝐬𝐞 𝐈𝐧𝐧𝐨𝐯𝐚𝐭𝐢𝐨𝐧 𝐀𝐧𝐝 𝐃𝐫𝐢𝐯𝐞 𝐅𝐨𝐫 𝐆𝐫𝐨𝐰𝐭𝐡

…𝒆𝒏𝒕𝒓𝒆𝒑𝒓𝒆𝒏𝒆𝒖𝒓𝒔 𝒔𝒉𝒂𝒓𝒆 𝒔𝒕𝒐𝒓𝒊𝒆𝒔 𝒐𝒇 𝒓𝒆𝒔𝒊𝒍𝒊𝒆𝒏𝒄𝒆 𝒂𝒔 𝒈𝒐𝒗𝒆𝒓𝒏𝒎𝒆𝒏𝒕 𝒊𝒏𝒕𝒓𝒐𝒅𝒖𝒄𝒆𝒔 𝒏𝒆𝒘 𝒚𝒐𝒖𝒕𝒉 𝒆𝒎𝒑𝒍𝒐𝒚𝒎𝒆𝒏𝒕 𝒑𝒓𝒐𝒈𝒓𝒂𝒎𝒔

By Lhendup Wangmo

More than 40 Bhutanese startups gathered in Thimphu at the end of August to present a wide range of innovative products and ideas, underscoring the role of entrepreneurship in tackling unemployment and strengthening the economy. The program was organized by the Department of Employment and Entrepreneurship in collaboration with the Startup Centre and Entrepreneur Bhutan.

The event brought together about 80 participants, including entrepreneurs, investors, and officials from different agencies. Startups displayed products such as eco-friendly nettle bags and rugs, locally produced wine, ginger candy from Pure Bhutan, and frozen dumplings, along with digital solutions and services designed to address sustainability and market access.

Lyonpo Younten Phuntsho, Minister of Agriculture and Livestock, emphasized the importance of entrepreneurship in shaping Bhutan’s economic future. “Entrepreneurs matter because they create jobs, diversify the economy, and inspire innovation. Bhutanese youth must take risks, be innovative, and work with determination to solve challenges such as unemployment and sustainable growth,” he said.

The gathering also saw the launch of two startup magazines aimed at documenting the journey of Bhutanese entrepreneurs and sharing opportunities within the ecosystem. Officials said such platforms are essential for visibility, networking, and learning from peers.

Despite Bhutan’s overall unemployment rate falling to 3.6 percent in 2025, youth unemployment remains a concern at 17.1 percent. With more graduates expected to enter the labor market this year, the Ministry of Industry, Commerce, and Employment (MoICE) has announced several initiatives to support young people in the transition from school to work.

To address immediate challenges, the ministry is implementing the Youth Employment and Livelihood Program, which provides paid internships lasting from one to twelve months. Depending on qualifications, participants receive monthly allowances of up to Nu 9,000.

MoICE is also expanding its Overseas Employment Program to help young Bhutanese secure international jobs, gain experience, and build entrepreneurial skills. For Bhutanese workers returning from abroad, the National Reintegration Program provides financial support, career counseling, and services to help them re-enter the local workforce.

Another initiative, the Employment Responsibility System (ERS), coordinates efforts among agencies to promote, prepare, and place job seekers. Complementing this, Employment Service Centers have been established in six regions to provide job matching and referrals. To ensure reliable access to information, the ministry regularly releases labor market bulletins, publishes job seeker guides, and organizes employer forums.

Among the entrepreneurs at the event was Santi Devi, the founder of Easy Eats Foods, which was established in 2020. She said Easy Eats Frozen Momo specializes in high-quality frozen dumplings blending traditional flavors with modern convenience. “Our products are all made using locally sourced ingredients,” she said.

She added, “The inspiration behind my business came from a deep love for food and a desire to elevate Bhutanese identity as I saw a great opportunity to blend tradition with innovation, taking something as beloved as momos and turning them into premium, ready-to-eat products.”

Santi Devi explained that each pack is designed to reflect cultural pride and modern appeal, making it shelf-ready and recognizable. “We offer diverse fillings including vegetarian and fusion options tailored to evolving consumer tastes,” she said. On sustainability, she noted, “We prioritize local sourcing to reduce carbon footprint and support Bhutanese farmers. Our packaging is designed with minimal waste in mind, and we are exploring eco-friendly materials for future product lines. We also focus on batch efficiency to reduce food waste during the production.”

On challenges, she said, “The biggest challenges we face in Bhutan as startups are the market, as Bhutan is a small country and at times we face hard times to find markets in and around.” She also acknowledged government support. “The government helps us with workshops and training sessions which sharpen our skills in branding, financial planning, and digital marketing, allowing us to compete more effectively. Being part of these programs boosts our credibility and opens doors to retail partnerships, exhibitions, and cross-border opportunities.”

She said the business also creates jobs. “We create job opportunities across multiple roles from kitchen staff and packaging assistants to branding and marketing support. By hiring locally, we empower individuals with skill development and stable income, especially youth and women seeking flexible and stable work. Our ingredients are sourced from Bhutanese farmers and suppliers, helping stimulate rural economies and promote sustainable agriculture. This strengthens the supply chain and keeps value creation within the country.”

Recalling her journey, she said, “When we started we were just starting from our home with a few orders but now we are under Startup Centre delivering all across Bhutan. Not only momos, but we want to produce varieties of frozen foods with the best quality of ingredients and become one of the best food producers.”

To young entrepreneurs, she advised, “The only advice I want to give to young entrepreneurs is that business is not a piece of cake. We face lots of challenges and difficulties but we should not give up. We should try to be patient and positive and give our best. One day you will have lots of success stories and be a proud entrepreneur.”

Another participant, Ugyen Tshering, the founder of Pure Bhutan Inc., described his business as a wellness-driven startup producing herbal products inspired by Bhutan’s ecology and ancestral knowledge. “Our premier brand, KUZU, produces herbal tinctures made from locally cultivated and wild-foraged plants like Reishi, Cordyceps, Turmeric, and Ginger. We also offer Pure Land, a brand tailored for the local market with accessible, natural food and health products like Ginger Candy which was launched on the International Entrepreneurship Day,” he said.

He added, “This journey began with a personal loss my father passed away from stomach cancer. That experience, coupled with witnessing the rising health challenges in our communities, compelled me to explore a better way to care for the body. I found that way in Bhutan’s herbal wisdom and began building a business around healing guided by compassion, sustainability, and respect for tradition.”

On the company’s approach, he said, “Our products are a blend of ancestral knowledge, scientific formulation, and modern design. Unlike many herbal offerings in the region, we focus on full-spectrum tinctures using dual extraction methods, ensuring maximum potency and bioavailability. More importantly, every bottle of KUZU represents a commitment to transparent sourcing, traceability, and fair collaboration with Bhutanese farmers and foragers.”

He highlighted sustainability as central to his business model. “From regenerative farming practices and zero-waste goals to block chain-based traceability platforms, we are building an ecosystem that respects nature at every step. We use storytelling and thoughtful design to convey this purpose, ensuring our packaging and branding reflect the calm, clarity, and depth of the Bhutanese landscape and culture.”

On challenges, he said, “Like many startups, we have faced challenges in access to capital, navigating regulatory landscapes, and limited processing infrastructure. But beyond logistics, the deeper challenge has been bridging traditional practices with modern global standards translating local knowledge into products that meet both local trust and international expectations.”

He also acknowledged government support. “We would not be where we are today without the tremendous support of various government programs and institutions. The Startup Centre and DoEE gave us a home to incubate our ideas and access to YELP and crucial training. DAMC supported us with product testing and marketing, while NBC’s ABS certification helped us ensure ethical and legal access to our herbal resources. MoICE facilitated training in Delhi and supported us with equipment procurement. FAO Bhutan has been very proactive in connecting us with international partners and supported with small grants, and through the formation of WFF Bhutan Chapter, had the opportunities to engage youth and spread the message of sustainability and partnership to more young friends. BFDA guided us on food safety, and the National Post Harvest Centre and CFC made essential processing tools accessible. PPD has been a bridge helping us connect with relevant agencies whenever we needed support. This journey has truly been collaborative, and I am deeply grateful to the entire Ministry of Agriculture, and so many other agencies that I have not mentioned here for walking alongside us.”

On local contribution, he said, “We work directly with farmers and local communities, creating transparent sourcing agreements that ensure they benefit from the value we create. Our goal is not just to make products but to build a shared ecosystem where farmers, healers, and entrepreneurs can thrive. We have also engaged young professionals through internships, training programs, and awareness workshops on herbal medicine, sustainability, and product innovation.”

Looking at milestones, he said, “A major milestone will be the launch of our first batch of KUZU Reishi-Cordyceps tinctures, which is set to take place on September 15, 2025. It represented years of groundwork researching extraction protocols, forging and production agreements with farmers, navigating regulations, and building the brand identity. Seeing people respond with curiosity, appreciation, and trust was incredibly humbling. It showed us that the world is ready for Bhutan’s story of healing.”

On future plans, he said, “In the short term, we aim to scale our production, launch more herbal formulations, and deepen relationships with local growers. Long term, we envision Pure Bhutan becoming a global house of wellness brands from Bhutan, known for purity, transparency, and compassion while remaining rooted in the values of community, nature, and interdependence.”

He added, “We are preparing for international market entry, beginning with California, where there is strong demand for holistic, high-integrity herbal products. We are also building a block chain-based traceability system so that every consumer can see where their herbs come from and how they were grown. Our goal is to create not just a product but a movement for mindful consumption and regenerative commerce.”

To young Bhutanese entrepreneurs, Ugyen Tshering said, “I personally hate advises, I think we all know deep down what we should do but if I can share something to the younger version of myself, it would be to start with a problem you genuinely care about and be your own first customer. Entrepreneurship reflects who you are, so align your work with your values. Be patient. The Bhutanese way is slow, deep, and meaningful. Embrace that.”

Reflecting on his journey, he added, “It does not always work, sometimes, the road of entrepreneurship is very lonely and tiring but one approach that does help me is reminding myself that every small step every challenge is part of a larger vision. I lean into purpose, my community, and self-reflection. I go back to the land, speak with elders, and remember that this journey is not just about building a company but about reconnecting people to what truly matters. I believe that I am doing purposeful work, and that also gives me so much of unbelievable energy when I am low, to remember that I am on a mission bigger than myself, which is both scary but also very fulfilling, to live my life, the short time we all get on earth with purpose and vision of creating a better world beyond me.”