With nearly three decades of experience in the Animal Nutrition and Poultry Industry, Ms. Sandhya Shetty exemplifies passion, perseverance, and leadership. Her career began in the pharmaceutical sector with Norris Medicines as a Medical Representative at Mangalore HQ before transitioning into Animal Nutrition. Over the years, she has contributed to esteemed organizations such as Vetcare, Provimi, Lotus Farms, and Cargill in various roles. These experiences allowed her to gain invaluable industry insights and collaborate with visionary leaders who have shaped the poultry sector.

Currently, Sandhya serves as Vice President – HR at Noveltech, a Goldman Sachs-owned company. Over the years, she has taken on key roles across Marketing Administration, Product Management, Customer Relationship Management, Corporate Communication, Sales Force Effectiveness, and Business HR. Her contributions have significantly driven organizational growth, people development, and strategic transformation.

Academically, she holds a Science degree from St. Aloysius, an MBA in Marketing from Symbiosis and an Executive MBA in HR from IIM Kolkata. Her unwavering commitment to innovation, leadership, and mentorship makes her a vital force in the poultry industry.

As part of Poultry Creations ‘Pioneering Women in the Poultry Industry’ feature, we had the privilege of interviewing Sandhya Shetty to gain insights into her journey, challenges, and vision for the future.

Welcoming Women to the Poultry Industry: A Call to Make a Difference
The poultry industry offers vast opportunities beyond farming—spanning innovation, technology and sustainability

…Sandhya

Poultry Creations: Your journey in the animal nutrition and poultry industry spans nearly three decades. What inspired you to transition from the pharmaceutical sector to this industry?

Sandhya: Back in 1995, I would call it the nascent era of poultry in India. The Animal Nutrition & Poultry industry was not as organized as it is today. When I moved to Bangalore in search of a Sales Representative job in this industry, I realized that companies were reluctant to hire women for sales roles due to security concerns and the necessity of working in rural areas. Despite these barriers, I was determined to break through. During my job search, I had the opportunity to face an interview with Mr. O.P. Singh, a name that needs no introduction in the poultry industry. The interview process was challenging and rigorous, but it was a turning point in my career. He saw potential in me and assured me that while the journey was tough, it would also be rewarding, offering me a career filled with exposure and growth.

My transition from pharmaceuticals to animal nutrition was not just a career shift; it was a bold step into an industry. The lack of structured opportunities made it even more challenging, but I saw this as an opportunity to learn, adapt, and prove my capabilities by joining a sales-supportive role.
Over the years, I have worked with leading organizations like Vetcare, Provimi, Lotus Farms, and Cargill. Each role shaped my understanding of nutrition, poultry management, and business strategy. Working closely with visionary leaders helped me develop a deep industry perspective and navigate the evolving landscape.

Today, as Vice President – HR at Noveltech, I look back at my journey with immense pride. My experiences across Sales & Marketing Administration, Product Management, Customer Relationship Management, Sales Force Effectiveness, Corporate Communication and Business HR have allowed me to contribute significantly to organizational growth and people development.
The journey was never easy, but the passion, perseverance, and mentorship I received helped me carve a niche in the poultry industry. Looking ahead, I remain committed to innovation, leadership, and mentorship, ensuring that more talented individuals, especially women, find their place in this dynamic field.

Poultry Creations: Having worked across various domains such as Product Management, CRM, Sales Force Effectiveness, and HR, which role has been the most challenging and rewarding for you?

Sandhya: Each role I have taken on has come with its own set of challenges and rewards. However, the two roles stand out as the most challenging and fulfilling:
Sales Force Effectiveness (SFE) and Business HR.
Sales Force Effectiveness: Driving Revenue and Business Growth
My time in SFE was particularly interesting as it directly influenced revenue-generating teams. In both animal nutrition and pharmaceuticals, the sales force is the backbone of the business, determining market penetration, customer relationships, and revenue growth.
A key challenge was ensuring the sales team provided value-based solutions rather than just selling products. This requires:
– Implementing structured training programs to enhance product knowledge.
– Standardizing sales processes for better market penetration.
– Introducing performance metrics to improve sales productivity.
– Bridging the gap between marketing and sales for seamless execution.
By introducing Sales Force Automation, these efforts translated into higher efficiency, improved customer relationships, and revenue growth. The most rewarding part was witnessing the transformation of sales professionals into highly effective market influencers.
Business HR: Building a Strong People-Centric Organization
Unlike SFE, which focused on revenue, Business HR was about people – the true drivers of the organization. When I stepped into this role, HR policies lacked structure, unlike sales and production, which had clear processes.
The focus was on building:
– A structured recruitment and onboarding process.
– Employee engagement programs to retain talent.
– Career development frameworks for internal growth.
– A performance-driven culture balancing accountability and motivation.
Designing HR policies from scratch to be both business-centric and employee-friendly was complex yet fulfilling. Business HR required close collaboration with leadership teams and industry peers to balance business goals with people aspirations.

Poultry Creations: What major transformations have you witnessed in the poultry industry, particularly in terms of people development and workforce management?

Sandhya: The poultry industry has undergone significant transformations over the years, not just in terms of technology and production efficiency, but also in people development and workforce management. The sector, once unstructured and male dominated, has evolved into a more professional, process-driven, and inclusive industry. Some key transformations include:
-Shift from an unstructured workforce to a professional industry.
– Greater emphasis on sales and technical training.
– Inclusion of women in sales and leadership roles.
– Adoption of structured performance management systems.
– Employee retention and engagement strategies.
– Integration of technology in workforce management.
– Greater focus on work-life balance and employee well-being.
– Evolution from family-run businesses to corporate-led organizations.
– Structured career progression for veterinarians and nutritionists.
– Rise of leadership development programs.
The future of the poultry industry lies in continuous upskilling, digital transformation, and advancing a strong, engaged workforce.

Poultry Creations: As a leader in HR, how do you adopt a culture of excellence and innovation at Noveltech?

Sandhya: At Noveltech, excellence and innovation are embedded in our culture. As an MNC driven organization, we prioritize a people-centric approach, ensuring employees feel valued, empowered, and motivated to perform at their best.

People-Centric & Ethical Culture
Our guiding principle is simple: our people are at the heart of everything we do. We invest in continuous learning, leadership development, and career progression to nurture talent and drive business success. Integrity and transparency form the foundation of our organization, with a zero-tolerance policy for corruption and unethical practices.

Safety & Governance Excellence
Employee safety is non-negotiable at Noveltech. We maintain stringent safety standards, regularly reviewed and aligned with best practices. Our whistleblowing policy advances an open work environment where employees can raise concerns without fear of retaliation.

Leadership & Business Excellence
Our CEO & Managing Director, Dr. Sandeep Karkhanis, a renowned nutritionist and scientist, firmly believes that leadership drives success. We cultivate leaders at every level, encouraging ownership and informed decision-making. Our highly qualified board provides strategic direction for long-term sustainability.

Innovation & Continuous Improvement
Innovation is central to our operations. We create an environment where creativity thrives, empowering employees to contribute new ideas in process optimization and technology adoption.

Sustained Growth Through Culture
A strong organizational culture translates into business success. By adopting integrity, transparency and excellence, we ensure high engagement, productivity, and alignment with business goals.

Poultry Creations: Being one of the pioneering women in a traditionally male-dominated sector, what challenges did you face and how did you overcome them?

Sandhya: Entering the poultry and animal feed industry three decades ago was a formidable challenge, as it was predominantly male dominated. Throughout my journey, I encountered different leadership styles—some supportive, others rigid. As professionals, we must navigate such dynamics with agility and adaptability. Resilience plays a crucial role in sustaining success, and I learned early on to handle these variations without losing focus.
One major challenge was balancing career and motherhood. Despite being a top performer, I faced scrutiny over work hours rather than my contributions, based on outdated norms. When I rose to a leadership role, I prioritized policies that supported working mothers, including a dedicated nursing time from 12 PM to 4 PM for up to six months after maternity leave till baby turns one year, to help women transition back to work.
Initially, there was resistance, but I believed performance should be measured by outcomes, not rigid hours. Over time, we saw higher retention of skilled female employees, increased engagement, and improved efficiency. This experience reinforced my belief that leadership is not just about driving profits but about understanding real workplace challenges and implementing solutions that help employees thrive. Seeing more women excel in our industry today is a witness to the impact of these changes.

Poultry Creations: As a marketing expert, what strategies do you recommend for effectively promoting poultry products like chicken and eggs? How can industry enhance consumer awareness and drive increased demand for these products?

Sandhya: I am not an expert, there are several stalwarts in the industry who can suggest us good strategy to lead on this…. However, to share my opinion….
India’s struggle with malnutrition makes it essential to promote protein-rich foods like chicken and eggs. Raising consumer awareness through public campaigns, advertisements, and school nutrition programs can highlight their affordability and health benefits. Industry associations like CLFMA, PFI, NECC, and IPSA should collaborate to advocate for policies integrating poultry into national nutrition initiatives.

Government support, including eggs in Mid-Day Meals, subsidies for poultry farmers, and improved farming techniques, can enhance accessibility.
Marketing should target both urban and rural consumers through digital campaigns, influencer collaborations, and grassroots activations. Social media can help debunk myths, while partnerships with healthcare providers and NGOs can drive nutrition-focused efforts. Retail promotions, loyalty programs, and restaurant collaborations can boost demand. By uniting government, industry leaders, and educators, India can make poultry a dietary staple, promoting better health nationwide.

Poultry Creations: How do you balance your professional responsibilities with your family life?

Sandhya: Balancing professional responsibilities with family life is no longer just about work-life balance; it’s about work-life integration. In today’s world, where remote work, travel, and global collaborations are common, seamlessly blending work and personal life has become the key to managing both effectively.

I work in Hyderabad while my family is in Bangalore, and frequent travel is part of my job. Rather than seeing this as a challenge, I have built a strong support system and trained my family to manage routines independently while maintaining constant communication. Prioritization and delegation help both at work and home, ensuring efficiency and self-sufficiency.
Technology plays a vital role – video calls, messaging, and shared calendars keep me connected. Setting boundaries ensures I am mentally present for my family despite limited time. Instead of perfect balance, I focus on flexibility, adapting as needed. Work and life coexist, and integrating them allows me to stay productive, fulfilled, and connected.

Poultry Creations: What message would you like to share with the younger generation, especially women, who aspire to build a career in the poultry industry?

Sandhya: Welcoming Women to the Poultry Industry: A Call to Make a Difference
The poultry industry offers vast opportunities beyond farming—spanning innovation, technology, and sustainability. Women are already making strides as farm managers, feed technologists, and entrepreneurs, and there is immense potential for more to lead and innovate. Success in this field requires passion, perseverance, and continuous learning, from technical expertise to business strategy. Networking, mentorship, and adaptability are key to overcoming challenges and excelling in leadership roles. The industry is evolving, and strong, visionary women can drive its future, Are you ready to make your mark?

Poultry Creations: How do you think Poultry Creations Magazine can enhance its content quality to better serve the industry and its readers?

Sandhya: Poultry Creations Magazine has established itself as a valuable resource for poultry professionals, farmers, and enthusiasts….
I recommend, Be Local – Go Global Approach
Poultry Creations Magazine can enhance its impact by integrating industry insights, academic collaborations, and a global perspective. Partnering with institutions like ICAR, IVRI, and agricultural universities will attract researchers, students, and industry professionals while boosting credibility. Expanding content to include market trends, technological advancements, and expert interviews will provide diverse perspectives and actionable insights. A dedicated section for young professionals, career guidance, and success stories will bridge the gap between academia and industry. Strengthening digital presence with interactive content, webinars, and mobile-friendly formats will increase accessibility. By encouraging knowledge exchange and inclusiveness, the magazine can become a leading global resource for the poultry industry.

In this issue of Poultry Creations magazine, we extend a warm welcome to Ms. Reena Rani L C, MSc, Senior Marketing Communication Specialist at NOVUS, under the compelling theme of “Pioneering Women in the Poultry Industry.”

Ms. Reena Rani L C, MSc, comes from an agricultural family, grounding her career deeply in tradition and innovation. Her journey is distinguished by strategic planning, cross-cultural communication, and precise data analysis. Fluent in Kannada, English and Hindi, she adeptly navigates diverse cultural terrains. Join us as Ms. Reena Rani shares her invaluable insights, providing a unique perspective on the evolving dynamics of poultry marketing. This exclusive interview promises insights into her experiences, challenges, and achievements within the poultry industry.

One piece of advice I would offer to other young women is to embrace your unique strengths and talents, and never underestimate the value of your voice and perspective.
…Reena Rani

Poultry Creations: What is your personal journey and how have your experiences shaped your path to your current position?

Reena: I was fortunate to be born and brought up in an agricultural family deeply rooted in values of hard work, integrity, and community. This upbringing instilled in me a profound appreciation for the land and its people, igniting a passion for making a meaningful impact in the agriculture industry. My journey has been guided by this passion, leading me to pursue a career where I can leverage my skills and insights to drive positive change. With each experience, I’ve learned the importance of delivering my best in everything I do, and it’s this commitment to excellence that has shaped my path to my current position as a Senior Marketing Communication Specialist at NOVUS.

Poultry Creations: What inspired you to transition from a background in industrial chemistry to a career in marketing, particularly within the poultry & livestock Industry?

Reena: My innate desire is to meet people, explore the world, collaborate, and exercise both strategic and creative thinking. While my background in industrial chemistry provided me with valuable scientific knowledge, I felt a strong pull towards roles that allowed me to interact with diverse audiences, tell compelling stories, and make a tangible impact in the agricultural sector.
I saw marketing as a dynamic field that offered endless opportunities to connect with people, understand their needs and aspirations, and market innovative solutions to connect with them. In particular, the poultry & livestock Industry presented a fascinating blend of science, technology, and human interaction, making it an ideal space for me to apply my skills and passions.

The prospect of leveraging strategic planning, creative messaging, and collaborative efforts to drive positive change in an industry that plays a crucial role in global food security was incredibly inspiring.
This transition allowed me to combine my analytical mindset with my love for storytelling and relationship building, enabling me to make meaningful contributions to the industry while pursuing a career that truly resonated with my interests and aspirations. The marketing doesn’t solve the problem – the product does. But marketing connects people to products.

Poultry Creations: What does your typical day look like in terms of managing your work responsibilities in marketing communication, particularly focusing on tasks like strategic planning, relationship building, collaboration, and data analysis?

Reena: A typical day for me is a blend of strategic planning, relationship building, collaboration, and data analysis – all with a focus on delivering the best possible outcomes for our marketing initiatives. I start my day by setting clear objectives and priorities, ensuring that every task aligns with our overarching goals. Throughout the day, I collaborate closely with my team and stakeholders to develop innovative strategies and campaigns that resonate with our audience. Whether it’s analyzing market data, fostering partnerships, or refining our messaging, I approach each task with a commitment to excellence and a dedication to delivering impactful results. Additionally, as part of the global team, I bring a broader perspective to the region, incorporating global trends, best practices, and insights into the marketing strategies for South Asia. This dual role requires me to strike a balance between localized strategies that resonate with the regional audience and overarching global objectives.

One notable example is when I took the lead in organizing an international trade show for NOVUS in 2023 (VIV Asia). It was a thrilling challenge that required me to dive headfirst into every aspect of event planning, from securing partnerships to designing compelling marketing campaigns. I remember feeling both excited and challenged by the task at hand, but my passion for creating impactful experiences drove me forward. This experience not only allowed me to showcase my abilities but also deepened my appreciation for the power of collaboration and creative problem-solving. It’s moments like these that remind me why I’m so passionate about what I do and inspire me to continually push the boundaries of what’s possible in our marketing endeavors.

Poultry Creations: What upcoming innovation in the poultry industry do you find most promising and how do you envision it shaping the future of poultry production and management?

Reena: Advanced technology represents a significant advancement in the poultry industry, offering a comprehensive approach to managing and optimizing various aspects of poultry production and management. Integrating sensors, data analytics, and automation, enables farmers to monitor and manage individual animals’ health, welfare, and productivity in real time. The adoption of advanced technologies holds immense promise for transforming poultry production and management in several key areas: enhanced animal welfare, improved efficiency, disease prevention, and management, data-driven decision-making, and sustainability.

In India, AI adoption in poultry production is gaining momentum, but at a slower pace compared to developed countries. Factors like limited awareness, resource constraints, and fragmented supply chains contribute to slower adoption. However, increasing government initiatives, technological advancements, and growing awareness among farmers suggest the potential for acceleration. Challenges such as data privacy concerns and initial investment costs persist, but the opportunities for enhanced efficiency, profitability, and competitiveness in the global market are substantial as AI technologies become more accessible and affordable.

Poultry Creations: Have you found any individuals or organizations within the industry particularly inspirational in your career journey?

Reena: Throughout my career journey, I’ve been fortunate to encounter numerous individuals and organizations within the poultry industry who have inspired me with their dedication, innovation, and passion for making a difference. From visionary leaders who have pioneered groundbreaking initiatives to grassroots organizations driving positive change at the local level, each has left a lasting impression on me. Their unwavering commitment to excellence and their tireless efforts to advance the industry have served as a constant source of inspiration and motivation, shaping my approach to leadership and advocacy within the sector.

One of the most impactful pieces of advice I received from a mentor was to embrace a “never give up” attitude and to always prefer action today over procrastination until tomorrow. This principle has profoundly shaped my professional ethos, guiding me through challenges and encouraging a proactive, resilient approach to both opportunities and obstacles. It has not only influenced my work ethic and decision-making but also my leadership style, inspiring me to instill the same values of determination and urgency in my team. Moreover, my journey has taught me the profound importance of fostering a team environment where success is shared and celebrated collectively. I’ve learned that the true mark of leadership is not just in achieving personal milestones but in the ability to uplift and lead your team to success, finding deep satisfaction in their growth and achievements. This holistic approach has helped in building a cohesive, motivated team, reinforcing the idea that our successes are far richer when they are the result of collaborative effort and mutual support. This advice has been a cornerstone of my journey, driving me to continuously innovate and strive for excellence in the dynamic poultry and livestock industry.

Poultry Creations: What is your next challenge or target and how do you plan to tackle it?

Reena: My next challenge is to further expand NOVUS’s market presence and brand recognition in South Asia, particularly in emerging poultry markets. To tackle this challenge, I plan to leverage innovative marketing strategies, deepen our relationships with key stakeholders, and tailor our offerings to meet the unique needs of the region. Additionally, I aim to stay updated on industry trends and consumer preferences, I use a combination of methods. I regularly analyze market research and consumer feedback with my team to spot emerging trends. Attending industry conferences and workshops helps me stay informed about innovative practices and challenges. This approach ensures that our marketing strategies remain relevant and effective in the ever-changing poultry and livestock market allows us to anticipate market shifts and adapt our strategies accordingly. By focusing on strategic growth initiatives and fostering collaborative partnerships, I am confident that we can achieve our targets and continue driving success in the region.

Poultry Creations: In your career, are there any decisions or paths you regret taking?

Reena: While every decision and path in my career journey has contributed to my growth and development, there are certainly moments where I faced challenges or setbacks like feeling overlooked or underestimated in meetings or decision-making processes due to being the only woman. Struggling to find a sense of belonging and togetherness in a predominantly male team environment. However, I choose to view these experiences as valuable learning opportunities rather than regrets. Each challenge has taught me resilience, adaptability, and the importance of perseverance in the face of adversity. Moreover, overcoming these obstacles has ultimately led me to where I am today, equipped with the knowledge, skills, and determination to succeed in my current role in a global marketing team.

Poultry Creations: How do you effectively maintain a balance between your professional responsibilities and personal life?

Reena: Maintaining a balance between my professional responsibilities and personal life is essential for my overall well-being and success. To achieve this balance, I prioritize effective time management, setting clear boundaries between work and personal time. I also make it a point to engage in activities that rejuvenate and nourish me, whether it’s spending time with loved ones. So, one thing I love is traveling the world. There’s just something so magical about exploring new places and experiencing different cultures.

It’s not just about seeing the sights; it’s about making memories with my family that we’ll cherish forever.
And speaking of family, spending time with my son and husband is so important to me. We love getting outdoors, playing sports together, or simply having quality time at home. It’s those little moments that matter. They’re what keep me grounded and remind me of what’s truly important in life.

And then there’s visiting my parents in our village. It’s like stepping back in time. The simplicity of life there, the connection to our roots – it’s just so refreshing. Whether we’re working on the farm, cooking together, or just sitting and chatting, being with my parents brings me so much joy and peace.

I should mention that having a strong support system is incredibly important to me, and I’m grateful for the unwavering support I receive from my husband, parents, and in-laws. They’re always there for me, cheering me on, offering words of encouragement, and helping whenever I need it. Their support empowers me to pursue my goals and dreams with confidence, knowing that I have a loving and supportive network behind me every step of the way. So yeah, that’s how I recharge and take care of myself. It’s all about finding that balance and making time for the things that truly matter to me.

Poultry Creations: In your current role and reflecting on your journey, what’s the one piece of advice you’d offer to other young women?

Reena: One piece of advice I would offer to other young women is to embrace your unique strengths and talents, and never underestimate the value of your voice and perspective. Remember, there is no one like you. In male-dominated industries like agriculture and marketing, it’s important to cultivate confidence in your abilities and advocate for yourself. Seek out mentors and allies who can support and empower you on your journey, and don’t be afraid to take risks and pursue opportunities that align with your passions and aspirations. Remember that your experiences, insights, and contributions are invaluable, and by owning your narrative, you have the power to shape your success.

Poultry Creations: What innovative marketing approaches would you suggest for promoting chicken and eggs in the poultry industry to attract consumers, drive sales, and ultimately increase profits for farmers and industrialists?

Reena: Innovative marketing approaches for promoting chicken and eggs in the poultry industry could include leveraging digital platforms and social media to engage with consumers, sharing compelling stories about the farm-to-table journey, and highlighting the nutritional benefits of poultry products. Additionally, experiential marketing initiatives such as farm tours, cooking demonstrations, and recipe contests can create memorable experiences for consumers and foster brand loyalty. Collaborating with influencers and partnering with local communities can also enhance brand visibility and credibility. Furthermore, emphasizing sustainability, animal welfare, and traceability in marketing communications can resonate with conscientious consumers and differentiate products in the market.

Poultry Creations: How can Poultry Creations magazine improve its content to offer more valuable insights and attract a larger audience within the poultry industry?

Reena: To offer more valuable insights and attract a larger audience within the poultry industry, Poultry Creations magazine could consider diversifying its content to cover a broader range of topics, including industry trends, technological innovations, best practices in poultry management, and profiles of industry leaders and innovators. Incorporating multimedia elements such as videos, infographics, and interactive features can enhance engagement and provide readers with more dynamic and immersive content experiences. Additionally, soliciting feedback from readers and industry experts can help identify areas for improvement and ensure that the magazine remains relevant, informative, and impactful in addressing the evolving needs and interests of its audience.

In this issue of Poultry Creations magazine, we extend a warm welcome to Ms. Ruby Sharma, CEO of Vesper Group, Bangalore, under the compelling theme of “Pioneering Women in the Poultry Industry.” We explore Ms. Ruby Sharma’s accomplishments, perspectives, and her groundbreaking role in influencing the development of the poultry sector.

Ms. Ruby Sharma is a pioneering figure in the poultry industry, leading Vesper Group as CEO and proprietor. Originating from Amritsar, Punjab, she has brought innovation and determination to her role, overcoming obstacles in the male-dominated sector. Her visionary leadership has propelled Vesper to new heights of success, inspiring others with her commitment to excellence and animal welfare.

“To young women venturing into leadership and entrepreneurship in the livestock industry, I advise recognizing strengths and expressing thoughts to supportive individuals. Strengthen mental resilience and seek guidance from experienced professionals for successful navigation in this dynamic field. Keep yourself well-informed about current events. Plan your future and dedicate time to realizing your plans.”
                                                                                                                                                         … Ruby Sharma

 

Poultry Creations: Can you briefly discuss your educational background and how it influenced your entry into the poultry industry? Furthermore, what prompted your involvement with Vesper Group and your progression to the role of CEO and proprietor?

Ruby Sharma: Growing up in Amritsar, Punjab, I completed my schooling and graduation before moving to Bangalore in 2003. It was here that I began my journey in the poultry industry, initially working with breeder birds in Vesper’s vaccine division. Over time, my dedication and passion for animals caught the attention of my father Dr. Suresh Sharma, the founder of Vesper Group, who mentored me and eventually appointed me as CEO. In 2017, I became the proprietor of Vesper Labs, marking a significant milestone in my career journey.

Poultry Creations: Being a pioneering woman in the poultry industry and a second-generation poultry entrepreneur, what obstacles have you faced in leadership positions and how have you effectively navigated and overcome these challenges?”

Ruby Sharma: Navigating the male-dominated poultry industry presented its challenges. With Dr. Suresh Sharma’s support and our innovative products, I confronted these hurdles head-on. Managing a team of about 20 staff and over 200 production team members, all male was a difficult job. It required confidence-building, empathy, and a resilient attitude. Emphasizing my leadership role and ownership of the company helped foster mutual cooperation and growth among team members.

Poultry Creations: How do you address the challenge of enhancing profitability in your family business, especially within the poultry industry?

Ruby Sharma: Every business encounter financial fluctuation. We have focused on optimizing our workforce, reducing overtime, fostering transparent working conditions, meticulous budget planning, and reducing unnecessary expenses. Efficient management of purchase costs has been paramount, alongside initiatives to boost sales and access new markets, all contributing to bolstering our profits.

Our partnerships with senior product distributors, leveraging their market influence, combined with our established and effective product range, distinguish us from competitors. Additionally, maintaining a strict bad debt policy has been instrumental in sustaining profits. Moreover, making tough decisions and fostering mutual trust with farmers have been key factors in ensuring our business’s sustainability.

Poultry Creations: Could you highlight some of the innovative products or initiatives you’ve spearheaded at Vesper Labs, particularly those aimed at improving poultry health and productivity?

Ruby Sharma: In Vesper Labs, we’ve developed a suite of innovative products. These include RC-Ves, which effectively revitalizes chicks during transportation and in their early life stages. Our Spazyme is a powerful multienzyme formulation, while Cmi Plus stands out as a uniquely potent immunostimulant. Additionally, Altox serves as a reliable toxin binder, targeting chemical and organophosphorus toxicity, while Enerkal provides exceptional support as a liver tonic. We also offer Lumpy-Care for lumpy disease and Swine Fever-Care to combat mortality rates in pig farms. Ves Grow Boost, a water-soluble nutritional feed supplement, promotes sustainable production peaks. Moreover, Respiron is our flagship solution for controlling respiratory diseases, and Heat Relief is our latest product designed to manage summer stress effectively. These offerings have been widely embraced in the market, demonstrating strong sales performance.

These products have low profit margins but offer significant benefits to farmers, enhancing bird health and productivity. This mutually beneficial approach has been instrumental in our success with clients.

We’ve recently launched Vesper Overseas, focussing on marketing Vesper products and expanding the company’s growth into neighbouring countries for export.
Additionally, we have plans to soon launch “Vesper Feed” in select parts of the country.

Poultry Creations: How do you see your role in advancing the poultry industry, especially concerning issues like disease management and product development?

Ruby Sharma: The poultry industry is continuously expanding and stands as a premier sector within agriculture. Eggs are often referred to as “white gold,” representing highly digestible and nutritionally dense health capsules.

Improving marketing strategies and securing better farm gate prices are areas that require attention. Organizations within the poultry sector, acting as stakeholders, should adopt a more assertive approach. They should consider hiring professional spokespersons and becoming more proactive in their initiatives.

Diseases can be effectively controlled with the use of proper health-building products, maintaining optimal body weight, administering vaccines at the correct times, and utilizing superior immune enhancers.
Greater honesty is essential in business dealings and farmers should adopt a more professional approach and seek guidance from industry experts. They should prioritize logical decision-making, investing money wisely to generate greater returns and employing a more calculated approach.

The Vesper team aids farmers in managing issues more effectively, focussing on providing solutions rather than simply mitigating damages.

Poultry Creations: What are some of your upcoming plans or projects for Vesper Group, particularly regarding expanding into new markets or product lines?

Ruby Sharma: Vesper Group has been a pioneer in developing numerous poultry products such as Toxol, Respiron, Cmi Plus, and Notox, as well as livestock products like Masticare, Apthocare, Mastizyme, and Gynaecare. Recently, Vesper has expanded its reach into the aquaculture sector with products like Oxylife, Soil Boost, Pond Boost, and Aqua Kleen. Additionally, we’ve ventured into the pet care market with offerings such as Grow n Glow, Scabisol injection, Dematone lotion, Toxol-C, and dog snacks.

Furthermore, Vesper manufactures ND killed poultry vaccine to combat diseases such as Raniket and its variants. In addition to our animal health portfolio, Vesper has obtained licenses to produce herbal products for human use, including liver tonics and remedies for diarrhea. Beyond healthcare, Vesper’s entertainment division is actively involved in film and TV serial production, along with participation in motorsports.

Poultry Creations: How does being awarded the Young Entrepreneur Award 2023 impact your perception of your contributions to the industry, and how do you believe this recognition reflects the value you’ve brought to the poultry sector?

Ruby Sharma: Receiving the Young Entrepreneur Award at the same event where Dr. Suresh Sharma received the Lifetime Achievement Award was truly a proud moment for me. Having my husband, Dr. Dhirendra Kumar and my children Rashi and Chirag, present to witness and celebrate this achievement made the experience even more special. This recognition serves as both a morale boost and a reminder to continually strive for excellence and push boundaries. It underscores the importance of remaining focussed and committed to achieving higher goals. Additionally, it cultivates a sense of responsibility to contribute further to the industry and society.

This award not only brings joy but also fosters accountability and determination. I’m thankful for the recognition and motivated to keep making meaningful contributions to the industry.

Poultry Creations: What objectives do you aim to achieve through the implementation of a training program for supervisors and managers in the poultry sector, and how do you anticipate this initiative will positively impact the industry?

Ruby Sharma: Through our training program for supervisors and managers in the poultry sector, our objective is to improve industry standards by enhancing knowledge sharing and fostering a sense of pride among stakeholders. This initiative aims to build a more skilled and cohesive workforce, ultimately leading to greater efficiency and professionalism within the poultry industry.

Poultry Creations: What recommendations do you propose for tackling the issue of escalating feed raw material costs and the prevailing lower selling prices within the poultry sector?

Ruby Sharma: The availability of feed ingredients suitable for commercial use is limited and the genetic material of poultry birds is optimized for performance.

Therefore, ensuring their well-being requires the provision of quality feed. Opting for cheap and low-cost alternatives can have detrimental effects on bird health. Birds, even those with a modest body weight of 1.5 kg, are expected to perform consistently, akin to machines. Hence, a highly scientific approach is necessary.
It’s essential to recognize that dead birds result in losses rather than profits. Therefore, modern farming practices must evolve to adapt to this reality. The farming methods of the past three decades are no longer sufficient for future success.

Poultry Creations: Your father, Dr. Suresh Sharma, MD and Founder of Vesper Group, has been cited as a significant influence. Could you elaborate on the role he played in your career development?

Ruby Sharma: Dr. Suresh Sharma is a highly respected figure in the poultry industry, renowned for his pioneering contributions and innovative solutions. As the founder and Managing Director of Vesper Group, Dr. Sharma has played a pivotal role in shaping the company’s growth and success. With his profound expertise and visionary leadership, he has propelled Vesper Group to the forefront of the industry, earning widespread recognition for its quality products and services. Dr. Sharma’s dedication, commitment, and strategic vision continue to inspire and guide the team, driving the company towards new heights of excellence and innovation in the poultry sector.

Poultry Creations: How has your husband Dr. Dhirendra Kumar, a renowned poultry consultant, supported you in your professional endeavors?

Ruby Sharma: Dr. Dhirendra Kumar, a renowned poultry consultant, has been an invaluable source of support in my professional endeavours. His exceptional qualities include being hardworking, dedicated, honest, and punctual. He is known for his straightforward nature, where his “yes” means yes and his “no” means no. With extensive experience in the poultry industry since 1992 and having travelled across the country, he possesses profound knowledge of the field.

Dr. Dhirendra motivational attitude, such as “I am here, just do it,” “When was the last time you did something for the first time,” and “If someone else can, so can you; if no one else has yet, you can be the first,” has inspired me to perform to the best of my abilities. He has always been available to offer technical, professional, marketing and moral support whenever needed. With him around, you can delete the word “fear.”

Poultry Creations: How do you effectively balance family responsibilities while running a business, ensuring success in both areas? What suggestions do you want to give to young women entrepreneurs in this sector?

Ruby Sharma: It’s all about time management. Being present in one place at a time is key. As a businesswoman, many routine activities are sacrificed, but seeing the smiles of both employees and kids alleviates stress. I don’t mix home and office timings and plan things well in advance.
To young women venturing into leadership and entrepreneurship in the poultry industry, I advise recognizing strengths and expressing thoughts to supportive individuals. Strengthen mental resilience and seek guidance from experienced professionals for successful navigation in this dynamic field. Keep yourself well-informed about current events. Plan your future and dedicate time to realizing your plans.

Poultry Creations: What key areas of improvement do you envision for Poultry Creations Magazine to better serve its readers and contribute more effectively to the poultry industry?

Ruby Sharma: Poultry Creations magazine is doing a good job in creating awareness. The articles on pioneering women and second-generation poultry entrepreneurs are particularly helpful for both those already in the industry and those seeking to enter it. Including practical articles that are selected seasonally would be beneficial. It’s also advisable to keep the number of pages limited to maintain reader engagement.
Introducing a monthly page dedicated to breaking news in the poultry industry would keep readers informed about the latest developments. Additionally, having a page dedicated to the common person in the industry would be valuable, as they are important stakeholders as well. Magazine print and color quality are good; please keep up the good work.
Vesper Group – Bangalore wishes you good luck.

Pioneering Women – In the Poultry Industry

In this issue of Poultry Creations magazine, we extend a warm welcome to Dr. Chandani Parihar, Director-Marketing at Nutreco India, under the compelling theme of “Pioneering Women in the Poultry Industry.”

Dr. Chandani Parihar, a veterinary graduate from G.B. Pant University, Pantnagar, and a Master’s Graduate in Agri-Business Management from MANAGE, Hyderabad, embodies a remarkable blend of academic prowess and professional acumen. With experience gained from the Big Four and a career focussed on strategic marketing in animal and aqua nutrition, Dr. Chandani stands as a trailblazing figure in the animal industry. Responsible for brands like Trouw Nutrition and Skretting, she contributes significantly to strategic initiatives, including Mergers & Acquisitions and investments in Indian startups. Her journey reflects resilience, expertise, and an unwavering visionary spirit. This exclusive interview promises insights into her experiences, challenges, and serves as a source of inspiration, highlighting the pivotal role of women in driving the dynamic evolution of the animal protein sector.”

Poultry Creations: As a pioneering woman in the animal sector, what pivotal experiences or milestones shaped your journey, and how have these experiences influenced your approach and outlook within the industry?

Dr. Chandani: While I would not say pioneering woman, but yes there were few representations of diversity in the industry compared to when I had joined. What shaped my career is I believe being trusted with important decision making, giving the freedom to think out of box and act individually. This helped me to quickly learn and grow in the field and for that matter is important for any employee in shaping their career path and gaining new experiences. I am glad about the opportunity that I had with Nutreco about 6 years back when we were building ourselves in the South Asian market. However, from early on in my career I have had the fortune to interact with customers and various stakeholders because of which it became easier to understand market conditions, customer requirements and how these insights can be utilised for bringing in solutions ensuring that I am able to contribute to the organisations.

Poultry Creations: Within the animal industry, particularly in a male-dominated sector like poultry, have there been significant challenges you faced as a woman? Looking back on your early days in this industry, were there specific instances where you encountered hurdles, and did you receive support or motivation from individuals within the industry to navigate through those challenges?

Dr. Chandani: The sector is male-dominated but as such I had not faced any gender specific challenges, at the end of the day we are all employees of our respective organisation fulfilling our respective duties. There were certainly hurdles at the start of the career as I was learning about business, industry and ways to contribute. However, a healthy work environment and supportive colleagues made it easier. I have been lucky to have good mentors. Their experience in multiple industries, leadership style to challenge and motivate while continuously supporting at the back end has been a critical building factor. The industry is still very niche and talent/capacity building remains a challenge as that leads to saturation of ideas. With my current responsibilities, I also try to bring in more diversity with female candidates and candidates from other industry.

Poultry Creations: Marketing is a challenging field. How do you navigate through these challenges and achieve success in this area? Additionally, could you share which specific strategies or approaches have proven effective for achieving success in marketing?

Dr. Chandani: I will not say marketing is challenging but it is dynamic. It requires one to be on top of the facts, data and current market scenario to implement the right thing at the right place in right time. My mantra to achieving success in marketing is knowing every aspect of your market & customers. Having an Omni channel presence is what really boosted our brand presence. Implementing digital marketing, which was fairly new when I had started, and being consistent with our efforts paid off.

Poultry Creations: How do you efficiently balance and execute marketing strategies for two diverse brands, such as Nutreco’s Animal Nutrition – Trouw Nutrition and Aqua Nutrition – Skretting, concurrently operating within the complex landscape of the Indian market?

Dr. Chandani: I would say that it is quite a daunting task given that both B2B and B2F marketing channels are very different and each species has their own sets of challenges. It does require you to understand the markets well, but I always say that basics of marketing never change, implementation strategies can be tweaked as per the market requirement and that is how we try to balance between the brands. The objective remains to have similar voice while maintain the integrity of individual brands. We really want to emphasize to the Indian audience about Nutreco’s global presence, our more than 125 years of history supporting farmers, feed millers and other stakeholders while bringing in solutions via the two leading global brands – Trouw Nutrition and Skretting.

Poultry Creations: Considering the fast-paced evolution of technology and sustainability demands, how do you envision the role of women evolving in the animal industry over the next decade?

Dr. Chandani: As an organisation we are extremely conscious of the changing technology scenario and evolving sustainability demands. Digital innovations – whether it is bringing innovative services or investing into IoT start-ups – forms a core focus criteria. Similarly in terms of sustainability we have defined our Sustainability Roadmap in alignment with United Nations Sustainable Development Goals. In fact, Skretting was recently named as Climate Leaders 2023 by PwC. When it comes to the contribution of women in these evolving scenarios, I believe they play a significant role given that women are traditionally known for being multi-taskers and communicators. Communicating to multiple stakeholders about the importance of implementing the changes is going to be the first critical step. Women are also significantly stepping up in the space of research and innovation; more than 30% of our researchers globally are females. Hence, their contribution and role is extremely important in the coming years.

Poultry Creations: How do you perceive the trajectory of industry growth within the animal sector, especially in the context of advancements in technology and evolving consumer demands?

Dr. Chandani: Technological advancements are impacting all facets of our life and the same is the case for the livestock industry as well. We are seeing more and more development when it comes to Internet of Things (IoT) platforms across the value chain. The developments are playing a crucial role in improving and maintaining quality of produce, improving efficiency in the production system and enhancing farm management. Technological advancements are also directly related to the evolving consumer demands and behavior. We see more Direct to Consumer (DTC) offerings that focus on tags like antibiotic free, mycotoxin free, safe to consume. This is all evolving the landscape for feed-to-food safety and antimicrobial resistance programmes.

Poultry Creations: How do you think fostering a collaborative environment and encouraging teamwork contributes to achieving organizational goals and enhancing productivity within a team?

Dr. Chandani: Collaborative environment and teamwork are extremely crucial in achieving organizational goals. The aim is to avoid silo working as that leads to lack of communication, delays and in worst case scenario business losses. For a holistic learning environment, communicating with multiple stakeholders and fostering teamwork helps to improve efficiencies, bring in new ideas and lead to more healthy work environment for engaged employees. We often run campaigns and projects, switching the roles of project leader, ideation, and implementer so that every employee understands the requirement and challenges of each role, promoting more inclusive culture.

Poultry Creations: What specific marketing strategies and promotional initiatives should be adopted within the poultry industry to effectively address the challenge of selling chicken and eggs below their production costs, aiming for beneficial outcomes for both farmers and consumers?

Dr. Chandani: Collaborative working among the industry key player to increase the awareness and demand is the first step. NECC ran a very successful campaign to raise awareness about eggs. Covid played a part in boosting the importance of animal protein. Even so, there are significant steps that need to be taken to bust common myths related to animal protein consumption and production.

Poultry Creations: Beyond your professional endeavors, what are some personal hobbies or interests that you indulge in, and how do you find a balance between these pursuits and your impactful career in the poultry industry?

Dr. Chandani: Beyond work, I am a big-time foodie and a fitness enthusiast. I do like to explore new things. I am lucky in that my work takes me around the globe and lets me pursue my love for food and my hustle to stay fit lets me excel at my workplace.

Poultry Creations: What advice or message would you convey to aspiring women entrepreneurs looking to venture into this industry, drawing from your own experiences and success as a woman in the animal industry?

Dr. Chandani: For the young women entrepreneurs looking to venture in animal nutrition industry, I will recommend to be fearless and start by understanding the industry from the grass root level. Travel and interact with stakeholders as much as possible, especially in your formative years.

Poultry Creations: How do you believe Poultry Creations could elevate its content or quality to better serve its readership? What suggestions or recommendations would you propose to enhance the magazine’s overall appeal and value within the industry?

Dr. Chandani: Poultry Creation offers a wide range of content which gives your readers a wholesome experience. I can suggest keeping on exploring new topics of interest, focus on innovations & technological advancements taking place around the globe. Would also recommend featuring start-ups in the industry which are creating a difference. All the best and do keep up the good work!

In this issue of Poultry Creations magazine, we extend a warm welcome to Ms. Meghal Singh, the Founder of Mommy’s Chicken, under the compelling theme of “Pioneering Women in the Poultry Industry.”

In this edition, we present an insightful discussion with Ms. Meghal Singh, the Founder of Mommy’s Chicken, which was established in Bhopal in 2017. Her brand has garnered acclaim for its unwavering commitment to ethical and sustainable practices within the poultry industry, all while championing the nutritional benefits of chicken and eggs. Her journey is an inspiring narrative, showcasing not only entrepreneurial success but also the remarkable potential of passion, innovation, and a mission to empower women while addressing protein deficiency in India. We are thrilled to feature Ms. Meghal Singh in this issue, where she shares her invaluable insights, experiences, and her visionary outlook for the future of the poultry industry. Continue reading to gain unique perspectives from Ms. Meghal Singh about her brand and the poultry industry.

“My advice to all women is simple: “Believe in yourself and keep taking small steps towards your goals, as they will eventually lead to remarkable achievements.”

                                                                                                  Meghal Singh

Poultry Creations- Could you share a brief overview of your personal journey and what inspired you to establish the Mommy’s Chicken brand?”

Meghal Singh- I’m Meghal Singh, and my journey into entrepreneurship began after completing my computer science engineering and post-graduation in Finance in Pune. I initially worked for Bank of New York Mellon in Pune for two years before returning to my hometown in 2017 to pursue my passion for entrepreneurship.
As a child of a veterinary doctor, I had the privilege of enjoying high-quality chicken without any hassles. However, my experience changed when I moved to Pune for my studies and job. Buying chicken became inconvenient, and I had to compromise on quality, hygiene, and the post-purchase experience, including cleaning and washing the cuts. Local butchers typically offered larger, tougher birds. Sharing these experiences with friends and family, I realized the need for improvement in this industry.

Conversations with my father, Dr. Mahendra Singh, a veterinarian, revealed that poultry farmers often incurred losses due to high production costs exceeding daily market rates. This insight drove me to bridge the gap between cost-effective production and quality, introducing a concept that prioritizes bird size, hygienic packaging, product variety, and convenient home delivery. In September 2017, Mommy’s Chicken was founded with a focus on the Farm to Fork concept. By 2021, we evolved into a private limited company, Mommy’s Chicken and Foods Pvt Ltd, with three retail stores and over 20,000 satisfied customers in Bhopal.

Poultry Creations- What were the key challenges you faced when establishing Mommy’s Chicken, and how did you overcome them?

Meghal Singh-Establishing Mommy’s Chicken in 2017 as a poultry processing startup in a tier two city like Bhopal came with its share of significant challenges. The foremost obstacle was creating a demand for our products in a market where they were not commonplace. This required substantial efforts to build customer awareness about our offerings. Additionally, ensuring that our staff was well-trained and maintaining quality standards was crucial. We had to continually work on developing the right products that resonated with local preferences. Penetrating the market initially, dealing with initial customer inquiries, and assembling the right team were all demanding tasks. Furthermore, we faced the challenge of operating in a market with lower perceived potential. Overcoming these hurdles demanded considerable time and financial investments in branding and educating the community, a vital step in boosting our business’s success.

Poultry Creations- From a global perspective, what do you believe are the biggest challenges and opportunities in the poultry industry, and how can entrepreneurs and businesses navigate them effectively?

Meghal Singh- Where there are challenges, there often lie numerous opportunities.

Challenges
– Biggest challenges is the myths that float around the buyers and consumers and industry people are not effectively trying to create awareness and burst those myths with trending ways and usage of digital and social media platforms.
– High costs of cold storage infrastructure
– No dedicated or proper support from the government or municipal corporation in the sector of poultry processing.

Opportunity
– Usage of Digitalisation and technology to increase the efficiency.
– More youth working towards such concept in order to revolutionise and organise the sector .
– Government schemes and support for startups working in poultry processing sector
– Loan schemes in order to accelerate the business initially
– Seamless and better export facilities for startups

Poultry Creations-Could you share a specific success story or moment that stands out in your journey as the founder of Mommy’s Chicken, where you felt the impact of your mission was truly making a difference?

Meghal Singh-Our customer reviews and feedbacks are sometimes so heart touching that we take pride in it. During the time of lockdown, we have served all across the city where lot of new customers got associated with us and appreciated the quality and hygiene we are maintaining. It was the right timing and proper execution of our concept that we were able to cater in those times.

Also, in tier 2 city like Bhopal we have 2 dedicated retail stores and 1 dark store, so when our customers who visit our retail store for the first time, they really appreciate the look and ambience of the store and how conveniently people are able to buy wide variety of products at affordable prices and clean and attractive looking packaging with well dressed, equipped and trained staff.

Poultry Creations-Your brand Mommy’s Chicken promotes the importance of protein in the diet. How do you educate consumers about the nutritional benefits of chicken and eggs, and what strategies have been effective in raising awareness?

Meghal Singh-Mommy’s Chicken is dedicated to promoting the nutritional value of chicken and eggs. We employ digital marketing and content creation to educate consumers. Through online platforms, we share informative content, including engaging videos, to highlight the benefits of chicken and eggs. Our goal is to raise awareness and encourage healthier dietary choices.

Poultry Creations-In recent years, food safety and quality have become top priorities for consumers. How does Mommy’s Chicken maintain high standards in these areas?

Meghal Singh-Mommy’s Chicken prioritizes food safety and quality to meet consumer demands. We maintain these standards with:

– Stringent SOPs and protocols
– A dedicated housekeeping team
– Effective disinfection practices
– Fly repellants for a sanitary environment
– Strict slaughtering and dressing protocols
– Staff hygiene standards
– Regular microbiological testing
– ISO certification and FASSI licenses
Our measures ensure the safety and quality of our poultry products.

Poultry Creations-Mommy’s Chicken has received the Agriculture Today Award. How has this recognition impacted your brand, and what does it represent in terms of your commitment to quality and sustainability?

Meghal Singh-This award has actually created impact in our brand recognition in local level as well as national level as we have gained customer trust and this award has both lot of authenticity in brand recalling, also we have gained Customer retention rate of 87%. National level people have started asking for franchisee of my brand which is going to be our next and upcoming goal.

Poultry Creations- You mentioned the importance of customer feedback in your start-up journey. How has customer feedback influenced the development of Mommy’s Chicken, and what specific changes have you made based on this input?

Meghal Singh-As the owner of Mommy’s Chicken, I can’t stress enough how valuable customer feedback has been on our journey. When we first started, we were passionate about serving only processed chicken, but with time and through the feedback we received from our customers, we gradually expanded and fine-tuned our product line to better cater to their preferences in all domains right from raw to ready to cook value added products to ready to eat products.

We also learned that people wanted pet-friendly options, so we added pet food product range for dogs and cats.

Customer feedback even encouraged us to diversify new dips and sauces, which have since become customer favourites.
Certainly, our name may suggest otherwise, but at Mommy’s Chicken, we’ve gone beyond poultry. Our menu now boasts a delightful range of non-vegetarian choices, all prepared with the same care and flavor that define our brand.

So, customer feedback isn’t just about business for us; it’s about building a connection with our community and making Mommy’s Chicken a place where everyone feels heard and valued. It’s these personal touches that have made our journey so special. We also implemented other changes like Marinades and packaging portion size. We have implemented most of the feedbacks given by our customers but also have created certain boundaries.

Poultry Creations- Given your experience as a founder, what advice would you offer to aspiring women entrepreneurs, as well as entrepreneurs in the poultry industry, who are interested in starting a business with a strong social impact mission? What role has your family played in your entrepreneurial journey, especially with your father’s Dr. Mahender Singh occupation in the poultry industry?

Meghal Singh-My father has been a constant support to me as he is my one and only trustworthy source of guidance and mentorship. Under his mentorship I am able to work efficiently, right from moral to technical business support.

But in the beginning my father was very much reluctant about me entering into poultry industry, so I had to first prove him that I can perform my best with my new and trending concept and ideas, gained his trust, showed him my very first month sale and then only he trusted me and sensed that I was very much serious about my poultry processing start-up. Since then, he is my constant support and I have gained some really valuable life skills and also business skills.

Poultry Creations-Could you share some insights into your future plans for Mommy’s Chicken? What do you envision for the brand in the years to come, and how do you plan to further expand its influence?

Meghal Singh-Mommy’s Chicken plans exciting growth, including nationwide franchise expansion. Our goal is to reach more customers across India, offering convenience and high-quality products. Expanding our franchise is a key strategy to strengthen the Mommy’s Chicken brand.

Poultry Creations-How do you stay motivated and maintain your passion for your brand’s mission despite the challenges and demands of running a successful business?

Meghal Singh-I stay motivated through a fitness lifestyle, short breaks, and travel, which inspires me. Managing different business domains also keeps my passion alive.

Poultry Creations-How can we develop strategies or implement changes in the poultry industry to minimize risks and create a more profitable environment for all segments, including small poultry farmers, while ensuring a brighter future for the industry? What are some ideas you can share for this transformation?”

Meghal Singh-To create a more profitable and secure environment in the poultry industry, we can focus on strengthening biosecurity measures, adopting sustainable farming practices, and diversifying products. Enhanced biosecurity can minimize disease risks, which is crucial for small poultry farmers. Sustainable practices not only align with consumer preferences but also reduce long-term costs. Diversifying into value-added products like organic and specialty poultry can provide higher profit margins and ensure a brighter future for the industry by meeting evolving consumer demands.

Poultry Creations-The poultry industry is traditionally male-dominated. What message or advice would you give to women looking to break into such industries and create a meaningful impact, as you have done with Mommy’s Chicken?

Meghal Singh-I believe that women have always proven themselves as strong administrative and management leaders in whichever sector they enter.

What kept me going was my:

– Passion and the will to achieve my dreams. I was resilient enough to prepare myself for setbacks and criticism, but I stayed committed to my goals.

– Networking with the right people for invaluable guidance.

– Belief in myself and a focus on my goals. My determination to achieve those goals kept me going.

– The innovative product and concept that I knew would have a positive impact on both the industry and the environment.

My advice to all women is simple: Believe in yourself and keep taking small steps towards your goals, as they will eventually lead to remarkable achievements.

PIONEERING WOMEN – IN THE POULTRY INDUSTRY

We are proud to celebrate the unwavering dedication of women leaders who tirelessly contribute to our poultry industry. Women have been an integral part of the poultry sector, driving its continuous growth and success. From farmers to processing plant workers, to veterinarians, and every role in between, the poultry industry owes much of its productivity to the steadfast commitment of these remarkable women.

In our commitment to supporting and empowering women in the industry, we launched a new section in our magazine, “Pioneering Women in the Poultry Industry,” starting with our October issue. Through this platform, we aim to shine a spotlight on the achievements and stories of these extraordinary women.

In our current issue, we have the privilege of featuring an interview with Ms. Meghana Mukherjee Salvi, Director of Glamac International Pvt Ltd. Meghana Mukherjee Salvi is not only a talented poet, writer, and blogger but also a keen observer of market dynamics and trends, with a strong inclination towards discussing economics. Her guilty pleasure is getting lost in the pages of a good book. Hailing from Bombay, she shares her life with her husband and exceptional in-laws.

Meghana’s journey is a testament to her determination and ambition. She followed in her father’s footsteps by initially pursuing a career in the pharmaceutical industry. It’s noteworthy that her educational background includes a graduation in Mathematics, followed by a master’s degree in Economics.

We invite you to read her inspiring story and insights in this issue as we continue to champion the exceptional women who make a difference in the poultry industry. Stay tuned for more empowering narratives!

“Be confident in your abilities because you have the power to break the glass ceiling.”

…Meghana

Poultry Creations- Can you share your journey and experience as a women in the poultry industry? What inspired you to get involved in this field?

Meghana- Initially, being one of the few females in a male-dominated industry felt daunting. But, my experience till now has been gratifying. I experienced ubiquitous optimism and encouragement from industry veterans and key poultry industry drivers. Not only was I welcomed with open hands, but I have often felt my peers, colleagues and mentors nurturing me to find my foothold in the industry. As an industry, we are eager to embrace the flavour of budding entrepreneurs, especially women who can run the show and take the sector to soaring heights.

My father, Mr Abir Mukherjee, has always inspired me never to shy away from challenges and I followed my father’s footsteps and joined the poultry industry. I grew up observing the industry and idolizing my father for the commendable feat he would consistently achieve in his remarkable career of over 33 years. As far as I can remember, I always wanted to be like him. When he started Glamac International Pvt. Ltd. a few years ago, I was excited to participate in the venture and see how the journey unfolds. Though poultry is a niche industry, it is technically driven and backed by consistent innovation, significantly boosting my creative flair. I knew with my existing skill set and my father’s guidance, I could add value to our company and the Poultry industry.

Poultry Creations- In your experience, what are some of the most significant barriers that women often face when entering or advancing within the poultry industry?

Meghana- Our industry framework naturally is such, which creates significant barriers to women’s participation in poultry. For starters, women face limited access to Education and Training.
Further, prevalent gender bias discourages women’s participation in the industry. A lack of financial resources, including credit and investment, impedes women from starting or expanding their poultry business. Also, in a country like India, societal expectations and cultural norms restrict women from pursuing careers in a male-dominated industry like ours. Moreover, women poultry farmers need help accessing markets, negotiating fair prices, and integrating supply chains.

Addressing such barriers will require a comprehensive approach which includes educational institutions, industry stakeholders, policymakers and communities to foster a more inclusive and supportive environment for women in poultry.

Poultry Creations- Can you provide examples of successful initiatives or stories where women have made a notable impact in various aspects of the poultry value chain?

Meghana- Recently, I came across a brand called Kerala Chicken. Kudumbashree started it with the animal husbandry department and Kerala State Poultry Development Corporation (KEPCO). The brand ensures the availability of premium quality chicken products at affordable prices to consumers. Kerala Chicken engages micro-enterprises run by women entrepreneurs to produce and supply nearly 50% of the chicken consumed by the state. Today, it has benefitted 364 women entrepreneurs and achieved a sales turnover of over 100 crore in just 5 years.

“And, of course, the contribution of Anuradha Desai, Chairperson of V H Group, has been prodigious in shaping the entire Indian poultry industry. In India, Venkateshwara Hatcheries pioneered the organised poultry business. And, under the able hands of Mrs Desai, the group incorporated both backward and forward integration, creating an integrated poultry organisation.”

Poultry Creations- Collaboration is often key to achieving meaningful change. Could you share any partnerships or collaborations that have been instrumental in advancing the cause of women in the poultry industry?

Meghana- When I had just entered the industry, somebody told me poultry would aid India’s prosperity faster if the industry facilitated further women empowerment. These words stuck with me. As you rightly mentioned, collaboration paves the path for meaningful change; I would like to share one initiative called the National Smallholder Poultry Development Trust(NSPDT). It enables the needy rural women in India to establish and successfully run their poultry enterprises. The Indian Veterinary Research Institute undertakes multiple trainings to equip the farmers, but women’s participation is low. If these trainings take place nearer to their homes, more females will be able to join. Another example is Hatching Hope, a collaborative effort to address malnutrition and poverty by engaging rural women in poultry rearing. It supplemented rural families’ income and became a source of nutrition.

If the industry’s significant stakeholders join their hands towards fruitful collaboration, it will transform the outlook of women’s participation in the poultry industry.

Poultry Creations- How can the industry encourage more women to pursue careers or businesses in poultry farming and related sectors?

Meghana- Firstly, there needs to be awareness about our industry as a whole. Beyond our industry network, only some know the poultry industry’s constituents.
In 2022, the Indian poultry market reached a value of USD 28.18 billion and is slated to grow at an average of 8.1% CAGR between 2023 and 2028. In the coming decade, considerable investment in capital and research, optimum capacity utilisation, availability of raw materials and effective feed strategy are monumental to meet the rising protein requirements of the country. Evidently, the poultry industry has a massive scope to generate employment. However, to encourage women’s participation, understanding their existing challenges can prove helpful.

Incorporating digital transformation and merging the poultry sector with IT will alter the existing gender disparity. Initiatives like offering subsidised education for females pursuing veterinary sciences will increase their participation. Women should be incentivised by providing online training workshops/courses to learn at their convenience. Establishing only women’s guilds/forums/networks where they can connect, collaborate and coexist. Multiple companies share the success stories of women in poultry on different social media platforms. Also, flexible work arrangements will help accommodate women’s diverse roles and entail their participation. Harbouring such proactive steps will create an inclusive culture for the poultry sector.

Poultry Creations- Could you elaborate on the role of education and mentorship in empowering women to overcome challenges and pursue successful careers in poultry farming and related areas?

Meghana- Indeed, education and mentorship are vital in empowering women to acquire the necessary skill sets and build a successful career in the poultry industry. Today, poultry farming has become highly technical, research-oriented and mechanised. Thus, to align with the altering needs of the industry, structured and comprehensive learning courses, access to knowledge-sharing forums and hubs, and techno-commercial training are required. It will equip the farmers regarding disease management, climactic challenges, feed ingredients, bio-security, and poultry waste management.

Poultry rearing and production is a crucial source of income and nutrition for many rural families and sees considerable women employment. While education can help them make informed decisions, mentoring will complement the process by offering practical insights and network opportunities. Training programs and course modules designed in their native language, engaging female role models and veterinarians to spread awareness, will provide access to better markets, volume purchasing of raw materials and shared veterinary services.

While the integration operation model has spearheaded the industry’s growth by supporting and safeguarding the farmers from market risks and assuring fixed-rearing prices, a massive scope still exists in disseminating knowledge and training.

Poultry Creations- Can you share your experiences and insights on how women can navigate and overcome challenges when they are the minority gender in meetings and conferences, particularly when traveling alone for such events?

Meghana- There will often be situations where we are the minority gender in meetings or conferences. But, in my experience, confidence and assertiveness have always helped me establish my presence and forge reliable friendships in the industry. Also, if I am travelling alone, I thoroughly research the event and the attendees and familiarise myself with the key participants and topics. First, being part of a like-minded community and building a professional network is essential.

I urge women to participate in forums and leverage social media platforms to establish connections. And seek out peers or mentors who might be attending the event as they can provide valuable insights about accommodation and travel.

Poultry Creations- What message or advice would you give to young women who are considering a path in the poultry industry?

Meghana- We have come a long way, but, there is an even longer journey that awaits. While we have arrived, it is also our responsibility to stay, nurture, and inspire other women.

I would like to tell every woman out there who is eager to join the poultry industry and also to those who are sceptical, “Be confident in your abilities because you have the power to break the glass ceiling.”