Phufa Shop operates under the concept of integrating the development of the people in remote communities with business concept. It aims to promote and support the development of people’s skill and career to earn a living or to have additional work aside from farming which is their primary occupation, without needs to leave their homeland. Her Royal Highness Princess Maha Chakri Sirindhorn’s Royal Initiative is to encourage people to work after the harvest season to earn supplementary incomes for their families and to become more self-reliant. Suitable occupations that fit local conditions and needs are then selected by the people themselves. The Office has set up the purchasing system with the occupation groups. Phufa Shop is the marketing venue of the products and also joins in other activities such as product development, occupation skill development and product quality control, including the introduction of business process to local villagers.

In performing retail marketing for the products from the project, Phufa Shop maintains efficient inventory system, sales and marketing system, modern management system in the same way as top retail stores. Phufa Shop aims to manage professionally, offering good quality products and services to customers. Her Royal Highness Princess Maha Chakri Sirindhorn has assigned the management team of Phufa Shop to set as the important policy to allocate net earnings to support the improvement of the quality of life of the villagers, children and youths in remote areas.