1. Introduction
Nutrition forms the cornerstone of human health, productivity, and national development. A country’s demographic dividend can only be realised when its population enjoys adequate nutrition throughout the life cycle. India, home to nearly one-fifth of the world’s population, has made extraordinary progress in food production since the Green Revolution. Today, the nation is largely self-sufficient in cereal production, ensuring food availability for millions through extensive public distribution systems.

However, the concept of food security has evolved beyond ensuring adequate calorie intake. Modern nutrition science emphasizes that food security without nutritional security cannot guarantee healthy populations. Balanced diets require adequate amounts of proteins, essential fatty acids, vitamins, minerals, and other bioactive compounds that support optimal growth, immunity, metabolism, and cognitive development.

Protein deficiency remains one of India’s most under-recognized nutritional challenges. Although the protein-energy malnutrition has declined compared with previous decades, suboptimal protein intake persists among vulnerable population groups. Many Indian diets continue to rely heavily on cereals that provide energy but relatively limited quantities of high-quality protein and certain essential amino acids. Consequently, children experience impaired physical growth, women face increased nutritional vulnerability during pregnancy and lactation, elderly individuals lose muscle mass more rapidly, and recovery from illness becomes slower.

India’s epidemiological transition further complicates the challenge. While undernutrition continues to affect millions, obesity, diabetes, hypertension, and cardiovascular diseases are increasing rapidly. This “double burden of malnutrition” demands dietary strategies that improve nutritional quality without contributing to excessive caloric intake.

Animal-source foods provide highly bioavailable nutrients that complement cereal-based diets. Among these, eggs and chicken offer particularly attractive advantages because they are nutritionally dense, affordable, culturally accepted across large sections of society, and can be produced efficiently with relatively modest environmental impacts. Their integration into regular diets represents one of the most practical approaches to improving protein intake at the population level.

2. India’s Nutrition Gap: A Continuing Public Health Challenge
India’s nutritional landscape reflects a paradox. Despite becoming one of the world’s leading producers of milk, eggs, poultry meat, cereals, fruits, and vegetables, nutritional deficiencies remain widespread. Economic growth alone has not translated into equitable access to diverse and balanced diets.

The concept of the “nutrition gap” extends beyond hunger. It refers to the difference between the nutrients people require for healthy living and those they actually consume. This gap encompasses inadequate intake of proteins, vitamins, minerals, and essential fatty acids.

Several factors contribute to India’s persistent protein gap: eg. Heavy dependence on cereal-based diets, Limited dietary diversity, Socioeconomic inequalities, Regional disparities in food availability, Inadequate nutrition awareness, Cultural and religious dietary preferences, Rising food prices affecting access to nutrient-rich foods etc.

Protein inadequacy is particularly concerning because proteins are indispensable for virtually every physiological function. Unlike carbohydrates and fats, proteins supply essential amino acids that cannot be synthesized by the human body and therefore must be obtained through food.

Children suffering from inadequate protein intake often exhibit poor linear growth, delayed cognitive development, weakened immune responses, and reduced educational performance. In adults, chronic protein deficiency contributes to diminished work capacity, slower wound healing, increased susceptibility to infections, and reduced muscle strength. Among older adults, inadequate protein accelerates sarcopenia, frailty, falls, and disability.

Women represent another nutritionally vulnerable group. Pregnancy and lactation substantially increase protein requirements. Inadequate maternal protein intake adversely affects fetal growth, birth weight, neonatal survival, and long-term health outcomes.

India also continues to face widespread deficiencies of iron, vitamin B12, zinc, vitamin D, and other micronutrients that frequently coexist with inadequate protein intake. These overlapping deficiencies magnify health risks and reduce economic productivity.

3. Understanding Protein: More Than a Bodybuilding Nutrient
Public perception often associates protein exclusively with athletes and bodybuilders. Contemporary nutritional science, however, recognizes protein as an essential nutrient required by every individual from conception through old age.

Proteins are composed of twenty amino acids, nine of which are considered essential because the human body cannot synthesize them. These essential amino acids must be supplied through the diet in appropriate proportions.

Protein performs numerous vital biological functions: eg. Growth and repair of tissues, Formation of muscles, skin, hair, and connective tissues, Production of enzymes and hormones, Synthesis of antibodies for immune defense, Maintenance of blood proteins, Transport of oxygen and nutrients, Regulation of fluid balance, Maintenance of healthy bones, Support of cognitive function and neurotransmitter synthesis etc.

The quality of dietary protein depends on both amino acid composition and digestibility. High-quality proteins contain all essential amino acids in sufficient quantities and are readily digested and absorbed.

Animal-source proteins generally possess superior digestibility and amino acid profiles compared with most plant proteins. While plant-based diets can meet protein requirements when carefully planned, combining cereals and pulses often requires larger quantities of food and may still provide lower bioavailability for certain nutrients.

4. Why Protein Quality Matters
Meeting daily protein requirements involves more than consuming sufficient grams of protein. Equally important is the biological quality of that protein. Protein quality is evaluated using indices such as the Protein Digestibility Corrected Amino Acid Score (PDCAAS) and the Digestible Indispensable Amino Acid Score (DIAAS). These measures assess both amino acid composition and digestibility.

Egg protein has long been regarded as one of the highest-quality dietary proteins, often serving as the reference standard against which other proteins are compared. Its amino acid profile closely matches human physiological requirements, and its digestibility exceeds 95%.

Chicken meat likewise provides highly digestible complete protein rich in leucine and other branched-chain amino acids that stimulate muscle protein synthesis. These characteristics make eggs and chicken particularly valuable for growing children, pregnant women, athletes, recovering patients, and older adults.

Beyond protein itself, eggs and chicken deliver numerous complementary nutrients that enhance overall nutritional status. Eggs supply choline, lutein, zeaxanthin, vitamins A, D, E, B12, riboflavin, selenium, and iodine. Chicken provides haem iron, zinc, phosphorus, niacin, pyridoxine, and vitamin B12, all of which support immunity, neurological function, and metabolic health.

The synergy of complete protein with highly bioavailable micronutrients distinguishes eggs and chicken from many other dietary protein sources, making them powerful tools for combating hidden hunger and improving population health.

5. Eggs: Nature’s Most Complete Functional Food
Among all naturally available foods, the egg occupies a unique position in human nutrition. Often referred to as “nature’s perfect package,” an egg delivers nearly every nutrient required for life, except vitamin C, in a highly digestible and bioavailable form. For decades, eggs have served as the reference protein against which the quality of other dietary proteins is compared because of their balanced amino acid composition and excellent digestibility.

A standard hen’s egg contains approximately 6–7 g of high-quality protein, with all nine essential amino acids present in proportions closely matching human physiological requirements. Importantly, egg protein exhibits a Protein Digestibility Corrected Amino Acid Score (PDCAAS) approaching the maximum value and a Digestible Indispensable Amino Acid Score (DIAAS) that places it among the highest-quality dietary proteins available.

Beyond protein, eggs are a rich source of nutrients that address several common deficiencies in Indian diets:
– Choline, essential for brain development, memory, and liver function.
– Vitamin B12, critical for red blood cell formation and neurological health.
– Vitamin D, important for calcium metabolism and skeletal integrity.
– Vitamin A, supporting vision and immunity.
– Riboflavin, biotin, folate, and pantothenic acid for energy metabolism.
– Selenium and iodine, important antioxidants and regulators of thyroid function.
– Lutein and zeaxanthin, carotenoids associated with improved eye health and reduced risk of age-related macular degeneration.

Eggs also contain high-quality fats, including phospholipids that support cellular membrane function and neurological development. Contrary to earlier concerns, contemporary nutritional research indicates that moderate egg consumption has little adverse effect on cardiovascular risk in healthy individuals, and eggs are now widely recognized as an integral component of balanced diets.

6. Chicken Meat: Affordable Lean Protein for a Healthier Nation
Chicken meat has emerged as one of the fastest-growing animal-source foods globally, driven by its nutritional value, affordability, versatility, and comparatively efficient production system. In India, poultry meat consumption has increased steadily over the past two decades, reflecting rising incomes, urbanization, changing lifestyles, and greater awareness of dietary protein.

Chicken provides approximately 20–24 g of high-quality protein per 100 g of edible meat, making it one of the most concentrated natural protein sources available. Importantly, this protein contains all essential amino acids required for tissue growth, enzyme synthesis, immune function, and muscle maintenance.

Unlike many red meats, skinless chicken contains relatively low levels of saturated fat while supplying substantial amounts of Vitamin B3 (Niacin), Vitamin B6, Vitamin B12, Phosphorus, Zinc, Selenium, Iron (highly bioavailable haem iron), These nutrients play indispensable roles in energy metabolism, immune competence, cognitive performance, oxygen transport, and antioxidant defence.

Health Advantages of Chicken Consumption
Growing evidence indicates that incorporating lean poultry into balanced diets offers multiple health benefits i.e. Supports healthy muscle development, Promotes satiety and healthy weight management, Helps preserve lean body mass during ageing, Facilitates recovery following illness and surgery, Contributes to improved immune function, Provides bioavailable iron and zinc essential for children and women, Supports optimal athletic performance.

For populations transitioning away from protein-deficient diets, chicken represents an economically viable option capable of substantially improving nutritional quality without excessive caloric intake.

7. Scientific Evidence Linking Animal Protein to Improved Nutrition
The importance of animal-source foods in combating undernutrition has been demonstrated across numerous epidemiological studies, randomized trials, and systematic reviews.

Child Growth and Development
Children receiving diets supplemented with eggs demonstrate improvements in Linear growth, Weight gain, Cognitive performance, Language development, School attendance and Physical activity.

The inclusion of eggs in complementary feeding programmes has been associated with reductions in childhood stunting and improved nutrient adequacy. Similarly, diets incorporating poultry meat improve iron status, enhance haemoglobin concentrations, and reduce the prevalence of anaemia in vulnerable populations.

Muscle Health
Leucine, abundant in eggs and chicken, acts as a powerful stimulator of muscle protein synthesis. Adequate intake helps maintain skeletal muscle during ageing, prevents frailty, and accelerates recovery after illness or hospitalization.

Immune Function
Protein deficiency compromises immune competence by reducing antibody production, impairing immune cell proliferation, and weakening resistance to infections. Eggs and chicken provide both protein and immune-supportive micronutrients including zinc, selenium, vitamin A, and vitamin B12.

Maternal and Neonatal Health
Adequate maternal protein intake improves fetal growth, birth weight, placental development, and infant survival while reducing risks associated with intrauterine growth restriction.

Cognitive Development
Nutrients abundant in eggs—particularly choline, iodine, vitamin B12, and high-quality protein—are increasingly recognized for supporting brain development, memory formation, and learning capacity during early childhood.

8. Poultry Sector: Powering Nutrition, Livelihoods, and Economic Growth
India’s poultry industry has evolved into one of the country’s most dynamic agricultural enterprises. Through advances in genetics, nutrition, disease control, housing, and supply chain management, the industry has achieved remarkable gains in productivity while keeping eggs and chicken affordable for consumers.
Today, poultry contributes substantially to:
– National food and nutrition security.
– Agricultural GDP.
– Rural employment.
– Women’s empowerment.
– Entrepreneurship development.
– Allied industries including feed manufacturing, veterinary pharmaceuticals, equipment production, processing, logistics, and retail.

Millions of farmers depend directly or indirectly on poultry production for their livelihoods. The sector provides opportunities for landless labourers, smallholder farmers, women self-help groups, and rural youth, making it a powerful instrument for inclusive economic development.

Women’s Empowerment
Backyard poultry remains particularly important for rural women. Income generated from egg and chicken sales often supports household nutrition, children’s education, healthcare expenditures, and financial independence. Numerous development programmes have demonstrated that poultry farming can enhance women’s decision-making capacity while improving household dietary diversity.

Employment Generation
The poultry value chain creates employment across multiple sectors: eg. Hatcheries, Feed manufacturing, Veterinary services, Equipment manufacturing, Farm management, Transportation, Processing plants, Cold chain logistics, Retail marketing, Food service industries As demand for animal protein increases, these employment opportunities are expected to expand further.

9. Barriers to Achieving “Protein in Every Plate”
Despite clear nutritional advantages, several obstacles continue to limit egg and chicken consumption in India.
Economic Constraints
Although eggs and chicken are among the most affordable animal-source foods, financial limitations still restrict access for many low-income households, especially during periods of food inflation.
Nutrition Awareness
Many consumers remain unaware of daily protein requirements or the health benefits associated with regular consumption of high-quality protein. Misconceptions regarding cholesterol, body weight, and dietary protein continue to influence food choices.
Cultural and Religious Diversity
India’s remarkable cultural diversity shapes dietary practices. While vegetarianism is respected and remains an important component of Indian food culture, many populations that do consume animal-source foods still consume eggs and poultry below nutritionally desirable levels.
Regional Inequalities
Consumption varies considerably across states due to differences in production infrastructure, market accessibility, purchasing power, cultural preferences, and public nutrition programmes.
Supply Chain Challenges
Inadequate cold-chain infrastructure, transportation losses, fluctuating feed prices, disease outbreaks, and seasonal market volatility can affect affordability and availability, particularly in remote regions. Addressing these challenges requires coordinated efforts involving policymakers, public health professionals, educators, researchers, and the poultry industry to ensure equitable access to affordable, safe, and nutritious protein sources.

10. Policy Initiatives and the National Nutrition Agenda
India has recognized the importance of nutrition as a cornerstone of human development. Over the past decade, several flagship programmes have sought to improve nutritional outcomes, particularly among women and children. However, the emphasis has gradually shifted from food security to nutrition security, recognizing that adequate calories alone cannot eliminate malnutrition.

POSHAN Abhiyaan
The POSHAN Abhiyaan (National Nutrition Mission) represents India’s flagship initiative to reduce stunting, undernutrition, anaemia, and low birth weight. The programme promotes convergence among multiple ministries while emphasizing behavioural change communication, growth monitoring, maternal nutrition, and dietary diversity.
Incorporating affordable, high-quality proteins such as eggs into supplementary nutrition programmes can significantly enhance the nutritional impact of POSHAN interventions.

Integrated Child Development Services (ICDS)
ICDS remains one of the world’s largest early childhood nutrition programmes. Anganwadi centres provide supplementary nutrition to pregnant women, lactating mothers, and children below six years of age.

Several Indian states have successfully included eggs in ICDS meals, demonstrating improvements in dietary quality, child acceptability, and programme effectiveness. Wider adoption of this evidence-based intervention could substantially improve protein intake among vulnerable populations.

PM POSHAN (Mid-Day Meal Scheme)
The school meal programme reaches millions of children every day and offers an excellent opportunity to address childhood protein deficiency.
States that provide eggs in school meals have reported:
– Improved attendance.
– Better student satisfaction.
– Enhanced nutritional quality of meals.
– Increased dietary protein intake.
– Improved growth indicators.
Expanding egg inclusion while respecting regional dietary preferences can strengthen India’s investment in human capital.

11. Strategies for Achieving “Protein in Every Plate”
Addressing India’s protein gap requires coordinated action across agriculture, health, education, food industries, and public policy.
1. Promote Nutrition Literacy
Public awareness campaigns should emphasize: Daily protein requirements, Importance of protein quality, Benefits of eggs and lean poultry, Protein needs across different age groups, Dispelling myths surrounding egg consumption.
Nutrition education should begin in schools and continue through community health programmes.
2. Strengthen School Nutrition Programmes
Including eggs in school feeding programmes can simultaneously improve: Child nutrition, School attendance, Learning outcomes, Cognitive development, Long-term productivity.
Where eggs cannot be provided because of cultural preferences, nutritionally equivalent alternatives should be offered to ensure that children receive adequate protein.
3. Improve Maternal Nutrition
Pregnant and lactating women require substantially higher protein intake. Maternal nutrition programmes should prioritize affordable sources of complete protein, including eggs where culturally acceptable, alongside counselling on balanced diets and micronutrient supplementation.
4. Expand Poultry Production Sustainably
Increasing poultry production through scientific farming practices can improve affordability while minimizing environmental impacts.
Priority areas include: Improved genetics, Precision nutrition, Disease surveillance, Vaccination programmes, Climate-resilient housing, Waste recycling, Renewable energy adoption, Digital technologies for farm management etc.
5. Support Smallholder Poultry Farming
Backyard and small-scale poultry systems remain critical for rural livelihoods and household nutrition.
Policies should strengthen: Access to quality chicks, Veterinary healthcare, Credit facilities, Farmer producer organizations, Women’s self-help groups, Local hatcheries, Market linkages.
6. Reduce Supply Chain Losses
Investments in: Cold-chain infrastructure, Modern processing, Refrigerated transport, Food safety systems, Value-added poultry products etc. can improve year-round availability while reducing post-harvest losses.
7. Encourage Public-Private Partnerships
Collaboration among government agencies, research institutions, universities, poultry industries, non-governmental organizations, and international development agencies can accelerate nutrition-sensitive interventions and evidence-based policymaking.

12. Summary
India stands at a pivotal moment in its journey toward achieving comprehensive nutrition security. While remarkable gains have been made in agricultural production and food availability, ensuring access to high-quality dietary protein remains a pressing public health priority. The persistence of protein inadequacy, micronutrient deficiencies, childhood stunting, maternal undernutrition, and age-related muscle loss underscores the need for nutrition-sensitive strategies that extend beyond calorie sufficiency.

Eggs and chicken offer a compelling solution to this challenge. They provide highly digestible, complete proteins together with an array of essential vitamins, minerals, and bioactive compounds that support growth, cognitive development, immunity, reproductive health, and healthy ageing. Their affordability, wide availability, and compatibility with diverse dietary patterns make them particularly well suited to addressing India’s nutritional needs across all stages of life.

Equally important is the contribution of the poultry sector to livelihoods, rural development, women’s empowerment, and economic growth. As one of the most efficient livestock production systems, poultry offers an environmentally responsible pathway for expanding access to animal-source foods while minimizing pressure on natural resources.

The vision of “Protein in Every Plate” is therefore more than a nutritional aspiration—it is a national development strategy. Achieving this vision requires coordinated efforts involving government, academia, healthcare professionals, educators, the poultry industry, civil society, and consumers. Investments in nutrition education, scientific poultry production, evidence-based public policies, and inclusive food programmes will not only improve dietary quality but also strengthen human capital, economic productivity, and national resilience.

Ultimately, bridging India’s nutrition gap is not simply about increasing food production; it is about ensuring that every citizen, irrespective of geography or socioeconomic status, has regular access to safe, affordable, and nutrient-rich foods. Eggs and chicken can play a transformative role in this endeavour, helping build a healthier, stronger, and more prosperous India—one protein-rich plate at a time.

Global expertise meets local partnerships, the three-day show introduces a complete feed to food platform for India’s fastest-growing agribusiness sector


VIV Select India 2026 takes place from 22–24 April 2026 at Yashobhoomi Convention and Expo Centre, New Delhi, introducing the globally established VIV Worldwide platform to the Indian market for the first time. The three day business to business exhibition brings together international and domestic suppliers, industry leaders, and decision makers at a pivotal moment for India’s rapidly expanding animal protein sector.

Organised by VNU Exhibitions Europe, the international division of Royal Dutch Jaarbeurs, in strategic partnership with the Poultry Federation of India (PFI), VIV Select India has been developed as a long term platform to support technology transfer, business growth, and international collaboration within India’s livestock and animal protein industries.

Exhibitors and Technologies on Display
VIV Select India 2026 features over 130 exhibitors, representing a strong mix of Indian and international companies. Participation spans Europe, the Middle East, and Asia, underscoring India’s growing importance as a destination for innovation, investment, and long term collaboration in animal protein production.

The event is supported by a broad coalition of national and regional industry associations, reinforcing its role as a unifying platform for poultry, dairy, and allied livestock sectors.
The exhibition floor presents a comprehensive cross section of technologies and services designed to enhance productivity, efficiency, sustainability, and product quality across animal protein production. Visitors can expect solutions ranging from automation and precision systems to animal health, biosecurity, processing, and digital tools.

International and Indian companies such as Big Dutchman, JBT Marel India, Viscon Hatchery Automation, De Heus Animal Nutrition India, FAMSUN, Venky’s India, and Himalaya Wellness Company are among those confirmed—alongside many other technology providers serving integrators, producers, processors, and service companies.

VIV Square: Knowledge Exchange at the Core
VIV Square opens with a formal inaugural ceremony marked by the presence of senior industry leaders and government representatives, including Mr. Jeroen van Hooff, President & CEO of Royal Dutch Jaarbeurs and VNU Group, Mr. Ranpal Dhanda, President of the Poultry Federation of India, and Prof. S.P. Singh Baghel, Honorable Minister of State for Fisheries, Animal Husbandry & Dairying. The opening is further distinguished by participation from key public and diplomatic stakeholders such as Ms. Varsha Joshi, Additional Secretary, Department of Animal Husbandry & Dairying, Government of India, H.E. Ms. Marisa Gerards, Ambassador of the Kingdom of the Netherlands, and Shri Mahipal Dhanda, Education Minister of Haryana.

Across the three days, the programme includes expert-led sessions addressing critical developments in poultry production, dairy advancement, and animal health. Industry leaders from companies including Viscon Hatchery Automation, De Heus Animal Nutrition, JBT Marel, Venkateshwara Hatcheries (Ventri Biologicals), MSD Animal Health, HIPRA, CEVA, Holm & Laue, Binsar Farms, and Verka Dairy are all to share insights on topics such as automation and AI in production systems, nutrition strategies, processing performance, international dairy collaboration, and advances in vaccines and biologicals.

Patrick van Rooij, Project Manager – VIV Select India shares, “The poultry and livestock sectors are entering a phase where scale must be matched by efficiency, resilience, and smarter use of technology. VIV Select India has been developed to support that shift—by connecting the value chain, facilitating knowledge exchange, and giving professionals direct access to solutions that work in real production environments. This platform is as much about dialogue and learning as it is about business. Our goal is to create conversations that lead to stronger partnerships, better decisions, and long term value for the industry as a whole.”

Registration and Visitor Information
VIV Select India 2026 is open exclusively to trade professionals active across the animal protein and livestock value chain, including producers, integrators, processors, veterinarians, feed manufacturers, technology providers, consultants, policymakers, and industry media.

Visitor admission is free of charge and includes access to the full exhibition floor as well as all sessions at VIV Square, the show’s integrated knowledge programme. Advance online registration is recommended to ensure smooth entry and timely access to event updates and programme scheduling. The show is open during the event dates from 10:00 to 18:00.

Visitors can register online at india.viv.net/registration.

Introduction
The poultry industry has emerged as one of the most dynamic and rapidly expanding segments of the livestock sector in India. Over the past few decades, the sector has transformed from a subsistence-level backyard activity into a highly organized and technologically driven industry. Poultry production plays a critical role in ensuring nutritional security by providing affordable sources of high-quality animal protein in the form of eggs and chicken meat. In addition, the sector contributes substantially to rural employment, income generation, and the growth of allied industries such as feed manufacturing, pharmaceuticals, hatcheries, and processing units. With a population exceeding 1.4 billion and steadily rising income levels, the domestic demand for poultry products has increased significantly. Despite the strong domestic market, India possesses substantial potential to expand its presence in international poultry trade. Globally, poultry meat is one of the fastest-growing sources of animal protein due to its relatively low cost, high nutritional value, and minimal cultural or religious restrictions. Consequently, many developing countries are witnessing a surge in poultry consumption. India, being among the leading producers of eggs and poultry meat in the world, has the capacity to meet a portion of this growing global demand. However, the export share of Indian poultry products remains relatively modest compared with major exporting nations. Understanding the export potential and global competitiveness of the Indian poultry sector is therefore essential for designing strategies that can enhance the country’s participation in global markets. In this article we shall try to examine the production strength, comparative advantages, export trends, constraints, and future opportunities that will determine India’s ability to become a competitive player in the international poultry trade.

Evolution and Growth of the Industry
The growth trajectory of the Indian poultry industry has been remarkable, particularly since the 1970s when scientific poultry farming began gaining momentum. Initially, poultry rearing in India was largely confined to backyard systems characterized by indigenous breeds with low productivity. The introduction of improved poultry breeds, scientific feeding practices, and better disease management gradually led to increased productivity and commercialization. Government support through various livestock development programs further accelerated the expansion of the sector. In the 1980s and 1990s, the emergence of private hatcheries, commercial feed mills, and vertically integrated poultry enterprises transformed the industry structure. Integration enabled better coordination among breeding, feed production, broiler growing, processing, and marketing activities, leading to greater efficiency and reduced production costs.

In recent years, modern technologies such as automated climate-controlled poultry houses, precision feeding systems, and improved genetic strains have significantly enhanced productivity levels. India has now become one of the largest producers of eggs and poultry meat globally. The country produces more than 149 billion eggs annually and 4.95 million tonnes of poultry meat, reflecting the rapid growth of the sector. This expansion has been supported by the availability of skilled manpower, improved veterinary services, and a strong research base in poultry science. The industry also benefits from an extensive network of small and medium poultry farmers who contribute to production through contract farming and cooperative models. The transformation of the Indian poultry sector demonstrates its ability to adapt to technological innovations and market demands, which is a crucial factor in developing export competitiveness.

Current Production Scenario
India’s poultry industry today represents a major component of the country’s livestock economy. Egg production has witnessed consistent growth over the past two decades, positioning India among the top two egg-producing nations in the world. Several states have emerged as major poultry production hubs due to favourable climate, infrastructure, and investment. States such as Andhra Pradesh, Tamil Nadu, Telangana, Karnataka, and West Bengal account for a significant share of the country’s egg and poultry meat production. These regions have developed strong production clusters supported by hatcheries, feed mills, and marketing networks. The broiler sector has also expanded rapidly, driven by increasing urban demand for poultry meat. The organized broiler industry operates through integrated production systems in which large companies provide chicks, feed, and technical support to contract farmers, while marketing the final product through established distribution channels. Such systems help maintain uniform quality and reduce production risks for farmers. Per capita consumption of eggs (106 eggs/capita/annum) and poultry meat (7.5 kg / capita / annum) in India has steadily increased as consumers recognize the nutritional benefits of these products. Eggs are considered an affordable and high-quality source of protein, vitamins, and minerals, while poultry meat is widely accepted across various cultural and religious groups. The expanding domestic market has been the primary driver of industry growth. Nevertheless, the scale of production achieved by the Indian poultry sector provides a strong foundation for exploring export opportunities, particularly in regions where demand for poultry products is growing rapidly.

Export Profile of Indian Poultry Products
Although India is among the leading producers of poultry products, its share in global poultry exports remains relatively small. The majority of poultry production in the country is consumed domestically, leaving limited quantities available for export. Nevertheless, India does participate in international trade in several poultry products. The main export items include table eggs, egg powder, liquid egg products, frozen chicken meat, and certain processed poultry products. Among these, egg powder and processed egg products constitute a significant proportion of India’s poultry exports. These products are widely used in the bakery, confectionery, and food processing industries in many countries. Major export destinations for Indian poultry products include countries in the Middle East, South Asia, and Southeast Asia. Nations such as Oman, the United Arab Emirates, Maldives, Sri Lanka, and Vietnam import eggs and poultry products from India due to geographical proximity and established trade relationships. Export volumes tend to fluctuate depending on factors such as domestic demand, international market prices, and disease outbreaks. Despite these fluctuations, the poultry export sector has shown gradual growth in recent years. However, compared with global leaders in poultry exports, India’s presence in international markets remains limited. Increasing export volumes will require improvements in processing infrastructure, quality standards, and supply chain management. Strengthening these areas will enable Indian poultry producers to compete more effectively with established exporters in the global market.

Comparative Advantages of the Indian Poultry Sector
India possesses several inherent advantages that can support the expansion of poultry exports and enhance its competitiveness in global markets. One of the most significant strengths is the large production base of eggs and poultry meat. The scale of production allows the industry to generate surplus quantities that can potentially be directed toward export markets. Another important advantage is the availability of diverse agro-climatic conditions that support year-round poultry production. This ensures a continuous supply of poultry products throughout the year, which is essential for maintaining export commitments. India also benefits from a large pool of skilled and semi-skilled labour engaged in poultry farming, processing, and marketing activities. Labor costs in India are relatively lower compared with many developed poultry-producing countries, providing a competitive edge in terms of production and processing expenses. Furthermore, the country has developed a strong research and development infrastructure in poultry science through universities, research institutes, and industry partnerships. These institutions contribute to improvements in breeding, nutrition, disease control, and farm management practices. Another advantage is the strategic geographical location of India, which allows easy access to markets in the Middle East, Africa, and Southeast Asia.
Shorter shipping distances reduce transportation costs and help maintain product quality. These comparative advantages, if effectively utilized, can significantly enhance the export potential of the Indian poultry industry.

Global Poultry Trade Dynamics
The global poultry trade is characterized by intense competition among a few major exporting countries that dominate international markets. Nations such as Brazil, the United States, Thailand, and several European countries account for a large share of global poultry exports. These countries have developed highly efficient production systems supported by advanced genetics, large-scale feed production, modern processing facilities, and strong export marketing networks. Brazil, for instance, has emerged as the largest exporter of poultry meat due to its abundant feed resources, large-scale integrated operations, and well-developed logistics infrastructure. Similarly, the United States benefits from high productivity, advanced technology, and strong global distribution systems. In contrast, many developing countries with growing poultry industries, including India, have not yet fully realized their export potential. Global poultry demand continues to rise due to increasing population, urbanization, and changing dietary preferences. Poultry meat is often preferred over other meats because it is relatively affordable, has lower fat content, and is widely acceptable across cultures. As a result, emerging economies in Asia, Africa, and the Middle East represent important growth markets for poultry exporters. For India to compete effectively in this global environment, it must improve its production efficiency, processing capacity, and compliance with international quality standards. Understanding the dynamics of global poultry trade is essential for identifying strategic opportunities and positioning Indian poultry products in suitable international markets.

Cost of Production and Feed Economics
One of the most critical factors influencing the global competitiveness of the Indian poultry industry is the cost of production, particularly the cost of feed. Feed typically accounts for nearly seventy to eighty percent of the total cost of poultry production. The major feed ingredients used in poultry diets include maize and soybean meal, both of which are subject to price fluctuations due to variations in agricultural production and market demand. In India, the prices of these feed ingredients are often higher compared with those in major poultry-exporting countries. High feed costs increase the overall cost of poultry meat and egg production, making Indian products less competitive in international markets. In addition to feed costs, other factors such as energy prices, transportation costs, and infrastructure limitations also contribute to production expenses. Improving feed efficiency through better genetics, balanced nutrition, and innovative feed additives can help reduce production costs. The development and adoption of alternative feed ingredients, including agricultural by-products and locally available feed resources, may also contribute to cost reduction. Furthermore, improvements in feed processing technologies and feed management practices can enhance nutrient utilization and overall productivity. Addressing the issue of feed cost is therefore a key requirement for strengthening the global competitiveness of the Indian poultry industry and enabling it to compete effectively with established poultry exporters.

Quality Standards and Food Safety Requirements
Access to international poultry markets depend heavily on compliance with stringent quality and food safety standards. Importing countries require strict adherence to regulations related to hygiene, product safety, and animal health. Poultry products must meet internationally recognized standards such as Hazard Analysis and Critical Control Points (HACCP), ISO quality management systems, and various sanitary and phytosanitary regulations. Additionally, many markets require certification related to halal processing, particularly in regions with large Muslim populations. Ensuring compliance with these standards requires significant investment in modern processing facilities, laboratory testing, and quality control systems. Traceability of poultry products from farm to processing plant is also becoming increasingly important in international trade. Consumers and regulatory authorities in many countries demand transparency regarding production practices, feed ingredients, and disease control measures. Indian poultry processors must therefore adopt advanced monitoring systems to maintain product quality and safety throughout the supply chain. Training of personnel in hygiene practices and quality management is equally essential. By strengthening food safety systems and ensuring consistent product quality, India can enhance the reputation of its poultry products in international markets. Improved compliance with global standards will not only facilitate export growth but also benefit domestic consumers by ensuring safer and higher-quality poultry products.

Infrastructure and Supply Chain Challenges
Infrastructure development plays a critical role in determining the export readiness of the poultry industry. In India, one of the major constraints affecting poultry exports is the limited availability of modern processing facilities and cold chain infrastructure. A large proportion of poultry birds are still marketed as live birds rather than processed products. This traditional marketing system restricts opportunities for value addition and limits the shelf life of poultry products. Export markets generally require processed, packaged, and frozen poultry products that can withstand long-distance transportation. The availability of refrigerated storage facilities, cold transport vehicles, and efficient port infrastructure is essential for maintaining product quality during export. Inadequate cold chain logistics can lead to spoilage and quality deterioration, reducing the competitiveness of poultry exports. Furthermore, transportation costs and logistical inefficiencies can increase the final price of exported products. Strengthening supply chain infrastructure through investments in modern slaughterhouses, cold storage units, and refrigerated transport systems is therefore essential for expanding poultry exports. Public-private partnerships and government support programs can play an important role in developing such infrastructure. Improved logistics and supply chain management will enhance the efficiency of poultry exports and ensure that Indian products reach international markets in optimal condition.

Opportunities in Emerging Markets
Despite the challenges faced by the poultry sector, several opportunities exist for expanding India’s presence in global poultry trade. One of the most significant opportunities lies in the rapidly growing demand for poultry products in developing regions such as Asia, Africa, and the Middle East. Population growth, rising incomes, and urbanization in these regions are driving increased consumption of animal protein. Poultry meat, being relatively affordable and easy to prepare, is often the preferred choice among consumers. India’s geographical proximity to many of these markets provides a logistical advantage in terms of transportation time and cost. Additionally, cultural similarities and established trade relationships with several Asian and Middle Eastern countries can facilitate market access. Another important opportunity lies in the production of value-added poultry products such as ready-to-cook and ready-to-eat items. The global demand for convenience foods is increasing as urban lifestyles become more hectic. Indian poultry processors can capitalize on this trend by expanding the production of processed and packaged poultry products. Developing specialized export zones for poultry processing and strengthening branding and marketing strategies can further enhance India’s export prospects. By focusing on emerging markets and innovative product development, the Indian poultry industry can significantly increase its share in international poultry trade.

Strategic Interventions for Enhancing Competitiveness
To fully realize its export potential, the Indian poultry industry must adopt a series of strategic interventions aimed at improving productivity, quality, and market access. One of the primary priorities should be the modernization and expansion of poultry processing infrastructure. Establishing more integrated processing plants equipped with advanced technology will enable the production of high-quality export-oriented poultry products. Strengthening veterinary services and disease surveillance systems is also crucial for preventing outbreaks that could disrupt export trade. Investments in research and development are needed to improve poultry genetics, nutrition, and disease management practices. The development of cost-effective feed formulations using locally available ingredients can help reduce production costs. Additionally, capacity building programs should be implemented to train farmers, technicians, and processing personnel in modern poultry management and food safety practices. Government policies aimed at promoting agricultural exports, including financial incentives and infrastructure development programs, can further support the growth of poultry exports. Collaboration between government agencies, research institutions, and the private sector will be essential for implementing these strategies effectively. By adopting a coordinated approach that integrates technological innovation, infrastructure development, and policy support, India can significantly enhance the global competitiveness of its poultry industry.

Future Outlook
The Indian poultry industry has achieved remarkable progress over the past several decades, evolving into one of the most vibrant sectors of the country’s agricultural economy. With a large production base, expanding domestic demand, and improving technological capabilities, the industry possesses substantial potential to become a significant exporter of poultry products. However, realizing this potential requires addressing several structural challenges, including high feed costs, limited processing capacity, inadequate cold chain infrastructure, and strict international quality requirements. Strengthening these areas will be critical for enhancing the competitiveness of Indian poultry products in global markets. At the same time, the growing global demand for affordable animal protein presents significant opportunities for export expansion. By focusing on value-added poultry products, improving supply chain efficiency, and ensuring compliance with international food safety standards, India can strengthen its position in international poultry trade. Continued investment in research, infrastructure, and policy support will play a vital role in achieving this objective. In the coming years, the integration of modern technologies, sustainable production practices, and export-oriented strategies is likely to transform the Indian poultry industry into a globally competitive sector. Such progress will not only generate additional export earnings for the country but also contribute to rural development, employment generation, and improved nutritional security.

Abstract
The global poultry market has experienced significant expansion over the past three decades, driven by rising incomes, urbanization, dietary shifts, improvements in production technologies, and evolving consumer preferences. Poultry meat and eggs are now among the most widely consumed animal protein sources globally. Despite robust growth trajectories, the sector faces multifaceted challenges, including disease outbreaks, feed cost volatility, sustainability pressures, trade tensions, regulatory complexity, and animal welfare concerns. This review examines the current dynamics of the global poultry market, identifies key growth opportunities, explores systemic and structural challenges, and outlines strategic considerations for stakeholders. The paper synthesizes production and consumption trends, discusses supply-chain transformation, and highlights policy implications relevant to producers, industry actors, and global food security agendas.
Keywords: poultry market, poultry production, consumption trends, animal health, sustainability, global trade, feed resource pressures

1. Introduction
The poultry sector occupies a central position in the global agri-food system, supplying an estimated 130 million tonnes of poultry meat and over 80 million tonnes of eggs annually (most recent FAO/USDA estimates). Poultry’s competitive advantage lies in its relative efficiency in converting feed to edible protein, rapid flock turnover, adaptability to diverse production systems, and broad consumer acceptance.

The global poultry market comprises diverse value chains—from large, vertically integrated producers in North America and Europe to smallholder and backyard operations in Africa and Asia. Structural transformation in emerging economies has accelerated poultry’s contribution to GDP, employment, and rural livelihoods. Consumption patterns reflect the interplay of economic growth, cultural food preferences, price elasticity, and health perceptions.

However, this dynamic industry operates within a complex environment marked by rising feed costs, global pandemics impacting animal and human health, environmental sustainability imperatives, and regulatory fragmentation.
Understanding the multifactorial opportunities and challenges shaping the poultry market is essential for sustainable policy and investment decisions.

2. Global Poultry Market Overview

2.1 Production Trends
Global poultry production has grown steadily, with compound annual growth rates (CAGR) of 3–4% over the last decade. Key producers include the United States, China, Brazil, the European Union, and India. Brazil has emerged as a dominant exporter, particularly in broiler exports to the Middle East, Asia, and Africa.

Poultry’s growth outpaces other livestock sectors due to:
– Favourable feed conversion ratios (FCR).
– Short production cycles (5–7 weeks for broilers).
– Technological advancements in genetics and nutrition
– Expansion of commercial hatchery and feed mill capacity.

Regional production characteristics differ:
– North America and Europe: Highly industrialized, integrated supply chains.
– Latin America: Strong export orientation with competitive cost structures
– Asia: High consumption growth driven by population size and rising incomes
– Africa: Mixed systems with predominance of smallholder production and emerging commercial zones.

2.2 Consumption Patterns
Poultry consumption has outpaced other meats globally, with poultry meat now representing over 40% of total meat consumption in many countries. Drivers of demand include:
– Affordability relative to beef and pork.
– Perceived health benefits (lower fat content)
– Culinary versatility
– Cultural and religious acceptability (chicken widely accepted globally).

Egg consumption also remains strong as a low-cost source of high-quality protein, especially in low- and middle-income countries (LMICs).
2.3 Trade Dynamics
Trade in poultry products is a critical factor shaping global market balances. Key export nations (Brazil, the United States, EU-27) supply major importing regions such as China, Japan, the Middle East, and Sub-Saharan Africa. Trade policies, sanitary and phytosanitary (SPS) measures, and bilateral agreements influence market access and competitiveness.

Export growth is influenced by:
– Currency exchange rates
– SPS compliance
– Consumer preferences (e.g., halal, antibiotic-free)
– Logistic infrastructure and cold chain capacity

3. Opportunities in the Global Poultry Market
3.1 Rising Global Demand
Population growth and urbanization are projected to increase global demand for animal protein. The FAO projects meat demand to rise by 14% by 2030, with poultry accounting for a large share of this increase due to its cost competitiveness and consumer acceptance.

Key demand accelerators include:
– Expansion of the middle class in Asia and Africa
– Increased purchasing power and dietary diversification
– Retail and food service growth (quick service restaurants)
3.2 Technological Advancements
Innovation across the value chain presents opportunities to enhance productivity and sustainability:
– Genetics: Improved broiler and layer strains with better FCR and disease resilience.
– Precision nutrition: Formulation software and feed additives (enzymes, probiotics)
– Automation: Climate-controlled housing, automated feeders, and data-driven management
Digital tools—such as IoT sensors, predictive analytics, and blockchain for traceability—are transforming production, quality control, and supply chain transparency.

3.3 Value-Added Products and Market Segmentation
Consumers increasingly seek value-added poultry products (ready-to-eat, convenience cuts), organic and free-range options, and niche segments (e.g., antibiotic-free, non-GMO). Urban middle-income consumers drive demand for premiumization.
Emerging product categories include:
– Prepared meals.
– Specialty eggs (omega-3 enriched)
– Ethnic and functional poultry products
3.4 Export Growth and Market Diversification
Countries with cost advantages and efficient logistics can expand exports. Trade agreements (e.g., MERCOSUR preferences in the EU market) and niche market access (halal certification) create export opportunities.
Export prospects are amplified by:
– Infrastructure investment in cold chain and ports.
– SPS harmonization under WTO frameworks.
– E-commerce platforms facilitating cross-border trade
3.5 Sustainability and Circular Bioeconomy Practices
Sustainability imperatives offer opportunities for innovation:
– Feed efficiency reduces resource use and greenhouse gas emissions
– Alternative feed resources (DDGS, insect meal) reduce dependence on conventional grains
– Manure management technologies provide renewable energy and biofertilizers
Consumers and regulators increasingly value sustainability certification, carbon labelling, and responsible sourcing.

4. Major Challenges Facing the Global Poultry Market

4.1 Feed Cost Volatility
Feed accounts for 60–70% of poultry production costs. Maize and soybean price swings due to weather events, commodity speculation, and biofuel policy interactions significantly influence profitability. Feed cost volatility impacts producers’ planning and price competitiveness.
Risk factors include:
– Climate change effects on crop yields
– Competing demand from biofuel sectors
– Trade disruptions and tariff barriers
4.2 Disease Outbreaks and Animal Health Risks
Highly pathogenic avian influenza (HPAI), Newcastle disease, avian mycoplasma, and emerging viral pathogens pose ongoing risks. Outbreaks lead to flock depopulation, trade restrictions, and loss of consumer confidence.
Key challenges:
– Cross-border movement of pathogens.
– Wild bird reservoirs
– Vaccine access and cold chain logistics in LMICs
Biosecurity adoption is uneven, especially in smallholder systems.
4.3 Environmental and Resource Constraints
Poultry production, while more efficient than other meats, still contributes to environmental footprints:
– Nutrient runoff and water quality impacts.
– Greenhouse gas emissions from manure decomposition
– Land use for feed crop production
Environmental regulations impose compliance costs and may constrain expansion in sensitive regions.
4.4 Regulatory Fragmentation and Trade Barriers
Divergent regulations on food safety, animal welfare, antibiotic use, and labelling create complexity for multinational operations. SPS measures, though justified by food safety, are sometimes perceived as trade barriers.
Regulatory challenges include:
– Differing maximum residue limits (MRLs)
– Antibiotic growth promoter bans
– Varied certification requirements across markets
4.5 Consumer Perceptions and Animal Welfare Concerns
Public awareness of animal welfare, antibiotic resistance, and food safety influences purchasing behaviour. Negative media coverage of factory farming practices can suppress demand and lead to restrictive legislation.
Animal welfare certification (e.g., free-range, cage-free) increases costs and requires investment by producers.
4.6 Inequities in Market Access
Smallholder and family poultry producers face structural disadvantages:
– Limited access to quality inputs (chicks, feed, vaccines)
– Weak integration into formal value chains
– Poor access to credit and market information
Addressing inclusivity is crucial for food security in developing regions.

5. Analytical Perspectives on Key Systemic Issues

5.1 Feed Resource Dependence and Innovation Imperatives
The poultry sector’s dependence on maize and soybean meal exposes it to agricultural commodity risks. Strategic diversification requires:
– Development of alternative protein sources (DDGS, legumes, single-cell proteins)
– Feed enzymes and amino acid supplementation technologies
– Localizing feed ingredient value chains
Policy support for agricultural diversification and feed industry investment is necessary.
5.2 Disease Control and Biosecurity Scaling
Global disease control requires:
– Harmonized surveillance systems
– Rapid reporting and compensation mechanisms
– Biosecurity training and infrastructure, especially in smallholder settings
Public–private partnerships can accelerate vaccine deployment and extension services.
5.3 Environmental Sustainability Integration
Life cycle assessment (LCA) frameworks help identify hotspots for environmental mitigation. Opportunities include:
– Precision feeding to reduce nutrient excretion
– Renewable energy integration (biogas from litter)
– Water recycling systems in processing plants
Sustainability reporting and carbon footprint labelling are emerging market differentiators.
5.4 Digital and Data-Driven Transformation
Digital transformation can help optimize production and supply chains:
– Real-time flock monitoring
– Predictive analytics for disease and performance
– Blockchain for traceability and food safety assurance
Investment in digital literacy and infrastructure is essential.

6. Regional Market Insights
6.1 North America
North America exhibits high levels of industry integration, advanced genetics, and robust export markets. Regulatory frameworks increasingly emphasize antibiotic stewardship and traceability.
6.2 Europe
European poultry markets are mature, with emphasis on animal welfare, sustainability, and niche segments. Regulatory stringency presents compliance costs but also premium market opportunities.
6.3 Asia
Asia represents the largest consumption market with rapid per capita meat demand growth. China, India, and Southeast Asian nations present divergent market structures—ranging from industrial poultry to traditional smallholder systems.
6.4 Latin America
Latin America’s cost-competitive producers dominate export markets, especially for broilers. Investments in processing and compliance with SPS standards enhance competitiveness.
6.5 Africa
Africa’s poultry sector is heterogeneous; many countries have smallholder dominance, limited feed industry capacity, and infrastructure constraints. However, urban demand growth signals substantial opportunities.

7. Strategic Policy and Industry Actions
7.1 Supporting Research and Development
Public and private investments in R&D can accelerate:
– Genetics for disease resistance
– Nutritional innovations
– Sustainable housing systems
Collaborative research platforms and knowledge sharing can enhance global productivity.
7.2 Enhancing Value Chain Competitiveness
Investments in cold chain, logistics, and processing infrastructure reduce post-harvest losses and expand market access. Policies that facilitate credit for small and medium enterprises can strengthen inclusivity.
7.3 Strengthening Trade Cooperation
Harmonizing SPS standards and reducing tariff barriers under multilateral frameworks can expand global trade and reduce market fragmentation.
7.4 Promoting Sustainable Intensification
Incentivizing nutrient management, renewable energy adoption, and reduced GHG emissions aligns sector growth with climate commitments.
7.5 Consumer Education and Market Development
Transparent labelling, food safety assurance systems, and communication about nutritional benefits can bolster consumer confidence.

8. Conclusion
The global poultry market stands at the intersection of rapid demand growth, technological evolution, and systemic challenges that require integrated policy and industry responses. Opportunities abound in expanding consumption, trade, product diversification, and sustainability innovation. Simultaneously, feed cost volatility, disease risks, regulatory complexity, and environmental pressures demand strategic investment, coordinated governance, and adaptive industry practices. Sustainable growth of the global poultry sector hinges on balanced approaches that combine productivity enhancement with welfare, environmental stewardship, and economic inclusion. The interplay of global trade, domestic policy, and local production systems will shape the future trajectory of this vital agri-food sector.

By Dr. Shiva Kumar, Director – Technical, TN South Asia

Poultry derived food products are the most important animal protein sources globally. India is the third-largest egg producer and the fourth-largest chicken producer in the world. Poultry meat and eggs are the most important animal protein sources available, and a significant increase is forecasted in demand.

But there is also a significant number of challenges facing the Indian poultry and allied industries with respect to sustainable production of poultry meat and eggs where market demands, and consumer needs will put more constraints on the production systems and methods. These challenges are dynamic and diverse, and solutions and opportunities will require development of appropriate technology, using and advancing our knowledge base.

Sustainable poultry farming is based on three pillars: environmentally sound, socially responsible, and economically viable. For all these pillars, innovation will be key and hence, advances in animal nutrition will play an important role, where we have concrete challenges in economical optimization of the value chain and meeting product quality demands, whilst safeguarding animal wellbeing and human health.

Trouw Nutrition is an organisation that deeply cares about building a more sustainable future – both for our industry and for consumers. We are committed to transform science into actionable, practical nutrition and farm management solutions to help customers produce quality poultry meat and eggs. We support food producers with the technology that puts advice and data at their fingertips.

Feeding the Future is the essence of Trouw Nutrition (a Nutreco company), expressing the challenge to double food production while halving the carbon footprint. Our ambition is to contribute meeting the rising global demand with growing number of world population in a sustainable manner. The Trouw Nutrition way focuses on innovation, quality, sustainability, and integrated solutions.

Our solutions are built on four solid pillars. Each one contributes to help our customers adding more value to their business in a sustainable and a safe way.

Trouw Nutrition is built on a strong commitment to transform science into actionable, practical nutrition and farm management solutions. We focus on our four innovation pillars that deliver sustainability benefits to animals, farms, and the environment:

Early Life Nutrition:
Birds are confronted with various stressful events during their life, especially in critical transition periods such as hatch and transport. Provision of nutrition and water during the immediate post-hatch period and during transit from hatchery to farm has shown promising effects on broiler performance and health in the first days and weeks of life (Bergoug et al., 2013; Published results, Trouw Nutrition 2016). Early life interventions do not per se result in higher market weights or improved feed efficiency in each flock, but it will contribute to more stable and consistent performance and a reduced risk of birds developing health problems.

Health Life:
Animal Nutrition is an important part of the solution to help to contain Antimicrobial Resistance (AMR). Adequate animal nutrition (well-balanced and well-formulated feed) combined with good hygiene practices on farms and proper housing are key in promoting animal health and welfare. A balanced diet of compound feed supported by specialty feed ingredients/additives meets the animal’s physiological requirements and maintains the balance of the gut flora. Poultry Gut health is in fact a key factor in keeping birds healthy and resilient to stressors, such as heat or pathogens.

Trouw Nutrition Poultry Gut Health Solution, integrates Farm, Feed and Health approach.

Feed​ – Premixes, Young Animal Feed (ChickCare, NutriOpt, feed formulation advice including Intellibond C,
Feed safety: Fysal/Fylax/Toxo
Farm​ – Advice on farm management​ and biosecurity​, Selko pH (drinking water) with dosing systems
Health​ – Selko pH (water) + Selacid (feed), Gut health evaluation​

Water and feed acidification will contribute to maintaining a stable microbiota in poultry. The efficacy of organic and inorganic acids can be further enhanced by inclusion of medium chain fatty acids or other natural antimicrobial compounds that exert a broad-spectrum antimicrobial activity at relative neutral pH ranges.

Precision Nutrition:
From an economical point of view, we need in general to meet nutrient requirements of the birds in the most efficient and economical way and assure that animals are in good health to exploit their potential.

Efficient use of resources e.g. feed ingredients will benefit environmentally sound production. In this respect, use and conversion of co-products from the food and biofuel industry to highly animal nutrition products is contributing to sustainable production as well. One of the challenges in our industry is to be flexible with our raw material usage to manage higher use of low-quality ingredients and anticipate on fluctuations in raw material prices, whilst at the same time we need to have grip on variation in raw material quality and assure that the feed delivers the same high performance.

Near infrared reflectance spectroscopy (NIRS) is a rapid technique to evaluate the nutrient profile of feed ingredients. A more advanced precision nutrition system such as NutriOpt from Trouw Nutrition has incorporated NIRS, with its extensive nutrient databases.

NutriOpt is an integrated nutritional precision-feeding tool from Trouw Nutrition, which enables the poultry farmer or grower or feed miller to optimize both feed costs and production results to maximize financial benefits in the value chain. It consists of several key elements that complement and support one another in optimizing animal nutrition, performance and associated costs through precise real-time analysis, modelling and calculation.

To offer real-time feed analysis, Trouw Nutrition has introduced the NutriOpt On-site Adviser (NOA). This innovative solution reveals the real nutritional value of your feed ingredients and helps to improve performance and profitability. Powered by our comprehensive NutriOpt database, the NutriOpt On-site Adviser provides with accurate analytical results to make better-informed choices.

The portable NIR scanner and the mobile app enable you to get analytical results of nutrients in raw materials and finished feed onsite. The mobile app connects the handheld scanner to the NutriOpt nutritional database and advice on the nutritional value of the scanned materials. The NutriOpt On-site can be even connected to your decision-making tools for a smooth optimisation process.

NOA can perform convenient analysis without samples leaving your farm, and the poultry farm owner can enjoy a greater control over their animal performance.
In relation to feed safety, mycotoxins are probably one of the most important risk factors that need to be controlled among the Indian poultry Industry. It is also encouraging to note, that rapid diagnostics are now more widespread globally adopted for quality control to take appropriate measures once mycotoxin contamination in raw materials is detected. It is an essential part of feed quality assurance and with the right measures the risks can be mitigated, which will prevent unexpected performance losses and health problems.

Measuring mycotoxin levels in feed can be time-consuming and requires specialised and costly methodology. Trouw Nutrition offers “Mycomaster”, a tool to analyse mycotoxins.

Mycomaster provides rapid, cost-effective, and quantitative mycotoxin analyses of over 40 validated feed raw materials and final feed. And it works on-site, bringing flexibility to testing frequency, in support to Feed quality control, formulation decisions and remediation strategies.

Tackling the challenges:
The importance of using a holistic approach to enable successful conversion of feed into high quality poultry protein in a sustainable way is evident for the Indian poultry producers. These high producing birds must be able to consume, digest, absorb and convert sufficient nutrients to meet their genetic potential, and do this consistently from flock to flock. To do this successfully and achieve high consistent production with acceptable risk will require increased use of existing technology and expanding our knowledge and information network. At Trouw Nutrition, we have the tools to support the challenges faced by the poultry producers to make better choices to support the production chain. For a complete overview of our tools and services, please contact your nearest Trouw Nutrition expert/representative.

For further information, kindly write to us at customercareindia@trouwnutrition.com
or visit our website: www.trouwnutrition.in

With bright and cheerful expressions, Ambassador of the Netherlands to India, Marisa Gerards,
was joined by De Heus International Director Rutger Oudejans, company CEO Koen De Heus,
as well as Mr. Tanveer Malik, Country Director India, and Mr. Parveen Kumar, ASM,
in a memorable Lamp Lighting Ceremony with Chief Minister Bhagwant Mann.

Farmers in Punjab and Haryana, who have traditionally relied on cultivating traditional crops, are now seeking ways to diversify their agricultural practices. They aim to transition into horticulture, dairy farming, poultry, fishery, piggery, and other sectors to improve their earnings. De Heus, a top 10 global animal feed company based in the Netherlands, is offering hope to these farmers by investing in a state-of-the-art plant in Rajpura, Punjab, with an investment of Rs 142 crore. The plant will produce high-quality animal feed and promote best farming practices to boost farmers’ incomes.

During the foundation stone-laying ceremony of the Rs 142 crore De Heus animal feed plant in Rajpura, Punjab Chief Minister Bhagwant Mann unveiled the commemorative plaque, with the company’s CEO, Koen De Heus, standing beside him.

Chief Minister Bhagwant Singh Mann highlighted the state’s attractiveness to global business tycoons, attributing it to the relentless efforts of the state government. He emphasized that diversifying agricultural practices was crucial for the region, and De Heus’s investment would play a significant role in supporting this transition.

This investment marks the first major commitment by a Dutch company in Punjab. The Netherlands is renowned as the world’s second-largest exporter of agricultural products. The De Heus plant will produce a full range of livestock products, including compound feed, concentrates, base mix, and dairy mineral mixes. In the first phase, set to be completed by the first quarter of 2025, the plant will produce 180 kilo metric tons (kMT) of animal feed, with potential for expansion to 240 kMT. The factory will feature two dedicated production lines.

On this occasion, approximately 2,000 people, including farmers from the poultry, dairy, and pig industries, graced the ceremony with their presence. De Heus displayed exceptional hospitality throughout the program.

Chief Minister Mann reaffirmed his promise to attract investments to the state and highlighted the entrepreneurial spirit of Punjabis, which has gained recognition worldwide. He stated that the state government had successfully attracted investments worth Rs 50,840 crore, including significant commitments from companies like Tata Steel, Jindal Steel, Virgio, Class, Tafe, Hindustan Liver, and others, creating employment opportunities for 2.25 lakh youth.

The Chief Minister emphasized the state’s transformation into an industrial-friendly environment with a genuine single-window system. He underlined that the state government had shifted from signing MoUs with families to engaging directly with the state and its people, ensuring transparency and accountability.

Chief Minister Mann expressed his belief that the De Heus plant would serve as a catalyst for supplementing farmers’ income. He highlighted the industrious and resilient nature of both Punjabis and the Dutch, expressing optimism about their collaboration and the economic growth it would generate.

The Chief Minister envisioned the industrialists associated with this project as brand ambassadors for Punjab, turning the state into a global industrial hub. He assured a conducive environment for businesses in the state, emphasizing the availability of excellent infrastructure, power, skilled human resources, and a favorable industrial and work culture.

De Heus India, a wholly owned subsidiary of De Heus, will be responsible for establishing the plant. De Heus is a century-old company with a global turnover of 7 billion euros in 2022. The company specializes in providing nutritional products for animals and aims to support farmers in achieving optimal animal health and performance for better earnings.

Koen De Heus, CEO of De Heus, emphasized the company’s commitment to bringing progress to farmers and local communities. He mentioned that India is an essential market for De Heus, where they aim to contribute to sustainable farming practices and job creation while working with local suppliers and partners.

Mr. Rutger Oudejans, Business Group Director (Premix & Specialties) and Mr. Tanveer Malik, Country Director India; General Director India; and Mr. Amit Mittan, Commercial Director of De Heus India, provided insights into the company’s mission to support farmers through high-quality animal feeds and extensive knowledge in animal nutrition, husbandry, and science.

The investment in Punjab aligns with De Heus’s global expansion strategy to build a local presence, serve farmers with top-notch animal feeds, and provide practical farming advice. The company operates more than 60 production locations in over 20 countries, exporting its products to more than 50 countries across Europe, Asia, the Middle East, Africa, and Latin America.
Ms. Marisa Gerards, the Ambassador of the Kingdom of the Netherlands to India, Nepal, and Bhutan, expressed her enthusiasm for the collaboration between the Netherlands and Punjab. She suggested organizing a significant cycling event in Punjab, given the Netherlands’ reputation as a cycling-friendly country. She also highlighted the existing Indo-Dutch Centres of Excellence in potato seeds and floriculture in Punjab, with another centre focused on onions under construction, as examples of successful cooperation between the two regions beyond agriculture.