KARMA CHOGYEL YODZER| Thimphu
Consumers in Thimphu continue to pay higher prices for doma even as source and wholesale prices have fallen sharply, according to the Competition and Consumer Affairs Authority’s latest Follow-Up Market Price Analysis of the Doma Market.
The report, released in April 2026, found that prices of doma and betel leaf declined at both source and wholesale levels between March and April 2026. However, retail prices moved in the opposite direction, raising concerns among consumers who expected lower prices to be reflected in the market.
According to the CCAA report, source prices from Jaigaon, India, dropped across all three major doma ingredients.
Doma fell by 19.39 percent, Bangla patta by 10.55 percent, and Mitta patta by 20.57 percent between March and April 2026.
Wholesale prices in Thimphu Thromde also followed the same downward trend, with doma decreasing by 15.67 percent, Bangla patta by 14.25 percent, and Mitta patta by 20.61 percent.
However, retail prices did not follow this decline. Instead, doma with Bangla pan increased from Nu. 6.89 to Nu. 7.31 per piece, a rise of 6.10 percent. Doma with Mitta pan increased from Nu. 8.27 to Nu. 8.63 per piece, a rise of 4.35 percent.
The report describes this as a breakdown in downward price transmission, where lower costs at the wholesale level are not passed on to final consumers.
For many consumers, the issue is not only about a few ngultrums but about fairness and transparency.
Doma remains a widely consumed item in Bhutan, especially among older people, office-goers, workers, and regular buyers who purchase it daily. Even a small increase becomes noticeable when consumption is frequent.
Dawa Zangmo, 39, a regular consumer in Thimphu said, “When prices go up, sellers say the cost has increased from India. But when the cost comes down, we do not see the price coming down at the shop. As consumers, we only want fair pricing. The price rise has become difficult to understand.
Another habitual chewer Sonam Peldon, 48, said one or two pieces may not look expensive, but for people who buy every day, it adds up.
” If wholesale prices have dropped, consumers should also benefit. Doma has become an everyday expense that many people do not calculate carefully, but the increase is still felt over time,” she added.
From the sellers’ point of view, the situation is more complicated.
The CCAA report notes that many retailers had purchased large stocks in March at higher wholesale prices. As a result, some retailers are continuing to sell at higher prices to recover the cost of their earlier purchases.
The report identifies this as “inventory cost recovery,” where sellers maintain higher prices until old stock bought at higher rates is cleared.
Kinley Choden, 32, a doma seller in Thimphu said retailers should not be blamed without understanding their side.
“We bought stock when the price was high. If we reduce the price immediately, we face losses. Once the old stock is finished and we buy new stock at lower prices, then prices can be adjusted,” she said.
Another retailer Ashish Rai said that small doma sellers work with limited margins and face additional costs such as rent, labour, transport, and wastage.
“People only compare wholesale and retail prices, but selling doma also has other costs. Some leaves get damaged, and sometimes the quality is not good. We have to cover those losses too,” he added.
The CCAA report also points to “price stickiness,” a situation where retail prices rise quickly when costs increase but fall slowly when costs decline. This means consumers may continue paying higher prices even after market conditions improve.
The report warns that price correction may be delayed until high-cost inventories are cleared, but also notes that downward adjustment may not fully happen without external pressure.
The report further highlights Bhutan’s dependence on Indian imports for doma and betel leaf. While areca nut is grown in southern dzongkhags, local supply remains inconsistent and insufficient for commercial wholesalers.
The report also notes that domestic areca nuts are often sold unpeeled and require additional labour for processing, making them less competitive compared with imported Indian areca nuts, which arrive pre-peeled and ready for sale.
To address the issue, the CCAA recommends issuing a consumer price advisory so that buyers are aware that wholesale prices have declined. It also advises consumers to purchase directly from licensed wholesalers where possible.
The report further recommends retailer engagement, continued price monitoring, and long-term investment in domestic areca nut processing facilities, especially peeling and grading infrastructure in southern dzongkhags.
For consumers, the key concern is whether the benefits of lower wholesale prices will reach them. For sellers, the concern is recovering earlier costs and managing business risks.
The CCAA report suggests that both sides are affected by a market system where prices rise easily but fall slowly.
As doma remains a daily commodity for many Bhutanese, the issue is likely to remain under public attention until retail prices begin reflecting the fall in wholesale costs.
