Value-Added Poultry Products: India’s Growth Story at Home and Abroad

Dr. Narahari, Project Consultant – Meat and Poultry
Founder, NH ProPOWER Consultancy Services, Bengaluru, Karnataka
+91 96633 76040, drnarahari@nhpropower.com

Introduction
The poultry market reached USD 30.46 billion in 2024. India’s poultry sector has moved far beyond backyard activity and the sale of live birds or fresh cuts to integrated commercial systems. This shift over the last three to four decades, especially in broiler meat and eggs (Annual growth rates: 8–10% for broilers and 4–6% for eggs), is driven by rising incomes, urbanization, modern retail, quick commerce, QSR growth, better cold-chain facilities, and higher protein demand. Value-added poultry products have created space in the industry. They capture premium margins and meet the needs of busy lifestyles by offering convenience, consistency, safety, and branding. Per capita consumption climbed from 0.4 kg in 1980 to 3.2 kg in 2023, and is projected to reach 5 kg by 2030. Poultry dominates India’s edible meat market with 43.78% share in 2025 (USD 6.61 billion). Chicken accounts for about 49% of total meat production. Eggs generate INR 1,500 billion in annual sales (138 billion units).

Table: Market Share of meat production in India

Evolution of India’s Value-Added Poultry Products
From the 1990s to the early 2000s, branded poultry products characterized by basic further processing emerged. A marked phase of accelerated transformation in value-added poultry products occurred in the 2010s. The first large-scale commercialization of products such as nuggets, patties, and sausages was made possible by the rapid expansion of quick-service restaurants (QSRs) and modern organized retail, advances in processing technology, and cold-chain logistics. In the 2020s, the convergence of quick-commerce platforms, direct-to-consumer (D2C) meat brands, and substantial investments in integrated cold-chain infrastructure has significantly reshaped consumption patterns, positioning ready-to-cook (RTC) and ready-to-eat (RTE) poultry products as routine components of urban household food baskets, rather than niche or occasion-based offerings.

Major Value-added poultry Product categories
Value-added poultry in India can be clustered into the following.
1. Breaded & coated products: Products in which marinated or portioned meat is coated with batter and/or breadcrumbs to provide texture, flavor, and moisture retention, typically followed by par-frying or full cooking and freezing for consistent quality, extended shelf life, and convenience across QSR, foodservice, and retail channels. Eg, nuggets, popcorn, fingers, schnitzel, patties.

2. Emulsion-based products: Finely comminuted poultry formulations in which meat proteins, fat, water, and seasonings are emulsified into a stable matrix, then filled into casings or molds and cooked to produce uniform-textured items. Eg, sausages, frankfurters, mortadella-style, cold cuts.

3. Marinated/RTC products: Raw, portioned chicken items infused with spice blends, marinades, or functional ingredients to enhance flavor, tenderness, and cooking performance, enabling quick preparation while retaining fresh-meat characteristics for retail, QSR, and home-consumption markets. Eg, peri-peri cuts, tandoori, biryani cuts, kebab mixes

4. RTE (Ready to eat) products: Fully cooked, thermally processed items that require no further cooking and can be consumed directly or after minimal reheating, offering assured food safety, consistent sensory quality, and extended shelf life for institutional, retail, and convenience-driven consumers. Eg, curries, biryani bowls, grilled chicken strips, etc.

Market Size Ambiguity and Urban Demand Concentration in India’s Value-Added Poultry Segment
Value-added poultry consumption in India is most pronounced in regions with strong cold-chain infrastructure, organized modern retail, and high last-mile delivery penetration. Bengaluru, Delhi-NCR, Mumbai, Hyderabad, Chennai, Pune, and Kolkata consistently emerge as the primary demand centers for organized ready-to-cook (RTC), ready-to-eat (RTE), and direct-to-consumer (D2C) meat distribution. For instance, Licious has publicly emphasized its strong metro-centric presence and phased expansion strategy across leading urban markets. In the states, notably Karnataka, Telangana, Tamil Nadu, and Maharashtra, exhibit higher adoption of RTC and frozen poultry products, while the NCR belt, along with Punjab and Haryana, benefits from strong institutional and QSR demand coupled with expanding organized retail. Meanwhile, eastern metros such as Kolkata are witnessing a gradual scale-up, enabled by quick-commerce platforms and smaller pack formats tailored to emerging urban consumption patterns.
India-specific estimates for sausages and breaded products vary widely across reports due to differences in category definitions, data sources, and methods. For instance, one report places the frozen food market at around INR ~3,500 crore within its defined scope, reflecting an optimistic outlook driven by rising demand for convenient foods. However, such figures should be interpreted as directional indicators rather than absolute market sizes, as reporting boundaries frequently diverge, variously aggregating or separating frozen vegetables, frozen RTC meals, frozen snacks, and frozen meat products. This lack of standardization complicates direct comparisons across reports and underscores the need for cautious interpretation when assessing the scale and growth potential of India’s value-added poultry segments.

Sausages and Breaded Products Market
Sausages and breaded nuggets are growing at a 5.14% CAGR and are valued at approximately USD 380 million by 2031. The total sausages market is around INR 5,000 crore. Breaded products are sold through QSRs like KFC and McDonald’s, with thousands of tonnes sourced annually in India. Southern states lead in the consumption of such products, followed by Haryana, West Bengal, and Uttar Pradesh.

Ready Meals Market
RTC and RTE offerings in India are no longer confined to vegetarian convenience foods; within the meat segment, RTC growth is particularly pronounced in marinated chicken cuts, kebabs and tandoori preparations, biryani-ready mixes, and burger–patty products. RTC and RTE segments grow 15-20%, led by ITC, Venky’s, and Suguna. Also, the segment is valued at ~INR 2,000 crore, driven primarily by strong institutional demand from QSR chains such as Domino’s and KFC, alongside rapid growth in online food delivery platforms like Swiggy and Zomato.

Major players in India’s value-added poultry market

India’s value-added poultry market involves large integrators, FMCG and food companies, D2C brands, and QSR-linked processors, creating a layered supply and demand system. At the core, major integrated players like Suguna Foods, Skylark Hatcheries, Sneha Group, and VH Group offer scale, raw material security, and processing for organized value addition. In branded RTC and frozen products, Godrej Yummiez (under Godrej Agrovet) has a strong line-up of nuggets, pops, and patties. Venky’s has long been in processed chicken and RTC formats sold via organized retail.

Larger food companies like ITC join through RTE food offerings and regional partnerships. Specialist brands such as Prasuma and Keventer, along with many regional firms, have strong positions in sausages, cold cuts, and related products. D2C and omnichannel brands, led by Licious, focus on city-centric scaling, cold-chain control, and RTC selections. This shows the rising importance of digital distribution in value-added poultry.

Equipment Strategy in India’s Value-Added Poultry Sector
Value-added poultry production relies on distinct and more complex equipment, encompassing integrated modules for slaughtering, evisceration, chilling, deboning, portioning, forming, marination or injection, batter–breading, thermal processing, freezing, and advanced packaging with in-line inspection systems. Global market analyses frequently identify multinational suppliers as leading providers of highly automated meat and poultry processing solutions, particularly for high-throughput further-processing applications, as reflected in industry summaries. In parallel, India has developed a broad base of domestic manufacturers and system integrators supplying semi-automatic lines, utilities, and stainless-steel fabrication, including conveyors, chillers, scalders, basic evisceration systems, and balance-of-plant equipment. However, India-specific market share data by supplier origin are rarely disclosed in a citable form. A practical industry view indicates that capital-intensive, high-automation further-processing and sophisticated packaging systems remain largely import-driven, whereas fabrication-heavy, semi-automatic, and utility-focused components are predominantly Indian-supplied.

Export opportunities for value-added poultry products

Export opportunities for value-added poultry are strongest where Indian processors can offer regulatory-compliant and certified production facilities (such as HACCP, ISO 22000, or BRCGS, depending on market requirements), alongside consistent portioning, IQF formats, and cooked or frozen products tailored to institutional and foodservice buyers. In particular, the Middle East and Southeast Asia demonstrate sustained demand for reliable frozen and processed poultry supply chains, positioning compliant Indian value-added processors for selective, yet meaningful, export growth. At present India’s value-added poultry exports are strategically aligned with markets that demand Halal-compliant, cooked, and frozen products, supported by certified processing infrastructure and consistent quality. The Middle East countries, Saudi Arabia, United Arab Emirates, Kuwait, Oman, and Qatar, remain the largest destination, driven by a strong preference for Halal cooked and frozen poultry. Southeast Asian markets such as Vietnam, Malaysia, Singapore, and Philippines focus on institutional and foodservice demand. African destinations, including Ghana, Congo, Angola, and Benin, import price-sensitive frozen and further-processed products. South Asian countries, Nepal, Bhutan, and the Maldives, benefit from the proximity-driven trade, while premium niche markets such as Japan and Hong Kong source products with high-specification, value-added, and institutional poultry products.

Opportunities: Dried meats and pickles
This segment remains underexploited yet culturally well aligned with Indian consumption habits, offering significant scope for scalable growth in value-added animal protein products. Its expansion potential is supported by shelf-stable formats, which substantially reduce dependence on continuous cold-chain infrastructure, alongside strong regional taste preferences for spice-forward and traditional flavor profiles. These attributes make the segment well-suited for travel snacking, gifting, and export to diaspora markets. Product opportunities include dried or jerky-style chicken strips formulated with Indian masala blends, smoked and dried poultry snacks, retort-processed pickles in pouches or jars, and dry snack variants inspired by coastal and North-Eastern cuisines. Commercial success in this category depends on precise control of water activity, validated thermal processing protocols for retorted products, and carefully designed preservative strategies, complemented by high-barrier packaging systems to prevent oxygen and moisture ingress. Equally critical are regulatory compliance, food safety validation, and, where feasible, clean-label positioning to ensure both consumer trust and long-term market sustainability.

Conclusion
India’s value-added poultry growth is best understood as the convergence of convenience with rising protein aspirations, enabled by advances in cold-chain infrastructure, branding, and processing technologies. Domestically, continued expansion is expected as organized RTC and RTE products move beyond metros into tier-2 cities, supported by smaller pack sizes and quick-commerce platforms. Internationally, while the opportunity space is more selective, it remains tangible in markets where India can reliably deliver consistent quality, regulatory compliance, and cost-competitive processed poultry products.

References are available on request.

Poultry Federation of India (PFI) proudly recognised Mr. Shabbir Ahmed Khan for his remarkable 60+ years of dedicated and practical experience in the poultry industry during its 36th Annual General Meeting (AGM) held in Lucknow on 8th–9th October 2025.

Mr. Shabbir, one of the founding members of Poultry Federation of India, has been an integral part of the Federation’s journey since its inception 38 years ago, contributing immensely to the growth and development of India’s poultry sector. His lifelong commitment, visionary approach, and continuous support to small and medium poultry farmers have made him a highly respected figure in the industry.

With over six decades of hands-on experience, Mr. Shabbir Sahab’s unwavering dedication to poultry farming and his tireless service to farmers have made him a true inspiration.

Beyond being an industry stalwart, he is also an esteemed writer, having authored numerous insightful articles in several magazines in both Hindi and English that highlight the concerns, challenges, and aspirations of poultry farmers. Through his writings, he has consistently raised a strong voice for the poultry sector and advocated practical solutions for the issues faced by small farmers.

The recognition award was presented to Mr. Shabbir Ahmed Khan by Poultry Federation of India Team in honour of his outstanding contribution to the poultry industry and the Federation.

PFI extends its heartfelt appreciation to Mr. Shabbir Ahmed Khan for his invaluable contribution, wisdom, and lifelong service that continue to inspire generations within the Indian poultry fraternity.

Grading in poultry breeding is the process sorting birds into categories based on their body weights. Grading is the process of sorting individual birds into categories based on bodyweight (super light, light, average, heavy) so that birds within respective categories can be managed back to standard. Grading is the process of shorting of all individual birds in a flock (both Male & Female separately) into 3 sub-populations based on body weights (physiological state) so that each group can be managed back to the standard to have perfect uniformity in the whole flock at the point of Lay (POL). A uniform flock is easier to manage than a variable one; birds in similar physiological stale will respond more similarly to managemental factors.

Background of Grading
There is always a natural variation in a flock, even at day old. At placement, the chick body weight in a flock should have minimum variation. As chicks grow, the variation in the flock increases further due to difference of response of individual birds to factors like vaccination, disease, differing competitiveness of feed, etc. The increased variation reduces overall flock performance and makes the flock management much more difficult.

Understanding the Principles of Grading
Grading is a systematic process that adheres to well-defined principles. It’s a great way to improve the uniformity of a flock!

With grading, the flock is separated, and groups of smaller and bigger birds are formed to improve the total flock uniformity. The grading principles serve as guidelines to ensure consistency, and fairness while classifying birds. The primary principles of grading are the following:

1. Objectivity: Grading should be based on measurable and observable characteristics, minimizing subjective judgments.
2. Traceability: Detailed records should be maintained to track the grading process and facilitate future analysis.
3. Continuous Improvement: Grading practices should be regularly reviewed and updated to incorporate advancements in breeding management.

Purpose
Grading improves uniformity in a flock by separating birds into groups based on their weight so that they can be managed back to the standard.

Benefits
A uniform flock is easier to manage because birds in similar physiological states respond similarly to management.

When to grade
Grading is usually done when the flock is 7–14 days old, and then again at 4, 8, and 12 weeks of age. It’s recommended to grade as soon as possible so that the birds can recover from growth retardation.

How to grade
To grade, you can:
1. Weigh a minimum of 2% of the flock to calculate the average weight and variation in body weight.
• Measure the variation in body weight using the coefficient of variation (CV%) or uniformity (%).
• Separate the birds into categories based on their weight.
• Manage each group to bring them back to the standard weight.

Grading Procedure
Depending on the uniformity 3 to 4 sub-populations may be made; Heavy, Medium, Light & Super light (if necessary). Some breeder houses have fixed pen or partitions and some houses has adjustable partitions; in both cases at least one pen shall be left empty during chick placement for Grading operation. It is better to have adjustable Partition and divide the whole house in 4 parts for Female & 4 parts for Male; with 2 parts each for medium size group (usually over 65% of total population), One part each for Heavy & Light Weight group for both Male & Female. Arrange Brooding in one part each for Male & female separately. Start grading on 8th day itself and shift them in different pen, keepingthe lighter group at the entry side. With advancing age & body weight, arrange 100% grading at the end of 4, 8 & 12 weeks and give floor space accordingly in the respective pen. In case of fixed pen, calculate the floor space, no of feeder & drinker as per maximum no of birds to place after grading. Similarly, in case of adjustable pen adjust the size as per no of birds to be housed along with sufficient no of feeder & drinkers. If stocking density in a pen is not adjusted with floor space, feeder & drinker space, then grading will cause more problem.

Variation in a flock can be measured by 2 different ways:
1. Coefficient of Variation (CV%) – this measured the variations of body weight within the flock, the flock with lower CV’s is a less variable flock.
2. Uniformity% – this measures the evenness of body weights within a flock, the higher the uniformity the less variable the flock is.

Key Issues during Grading:
• Start Grading of Male & Female simultaneously @ 2nd Week or 29th day.
• A successful Grading should minimize the variability in graded flock than the original flock with the CV% shall be around 8 and Uniformity above 80%.
• Each sub-population should be re-weighted & counted to confirm the Av Body Wt and CV%/ Uniformity so that projected (re-scheduled) target body weights & Feeding rates can be determined.
• Inaccurate bird counting will lead to incorrect quantity of Feed, which invite future problem
• Each sup-population should have own dedicated feeding system. Otherwise, supplementary feeding must allow even distribution of feed & adequate feeding space per bird.
• Ensure the stocking density, feeding & drinking space are consistent as per guidelines after grading; specially for the adjustable size pen.

Flock Management after Grading:
• Following grading, the flock need to be managed to achieve targeted body weight in graded group in uniform & coordinated manner. Post grading management to maintain uniformity within graded pen is more important than the grading itself. The most important issue is the post grading management results in the birds converging to a common target body weight at Transfer to laying house.
• Post Grading Feed Quantity should be adjusted to individual pen and graded birds body weights to bring each sub-population gradually back to the target line.

Challenges for Grading
• Grading is often seen as a herculean task. Add to that the misconception that it involves too much work for a very little return, and there are numerous reasons why farm owners do not want to grade their flock.
• Increased costs due to more labor.
• Stressful for birds to move between the pens.
• Feeder & drinker configurations. Managing feed times.

Take Home Message
• Feed level must be recalculated on a weekly basis calculating for changes in liveability.
• Feed recalculation twice a week gives excellent results specially for Light weight group where higher increase level is required.
• Feed calculation based on individual pen birds Av Body Wt & bird numbers
• Feed level should never be reduced
• Feed level for Light Wt group should remain same first week post grading owing to the fact that reduced competition from heavier birds will give a good amount extra feed to all birds.
• Smaller for Heavy Wt Bird group
• Greater for Lighter Wt Bird group
• Standard for Medium Wt bird group
Never hold feed increment for any group for more than 2 weeks

Post Grading: Continuous Improvement
Flock grading is an ongoing process that requires regular review and refinement. Post-grading activities are essential for continuous improvement and sustained breeding success.

By mastering flock grading and adhering to best practices, poultry breeders can achieve optimal flock management, genetic progress, and long-term profitability in their breeding operations.

With the expansion of the poultry industry, farm owners have looked further in detail about ways to improve the hatching eggs and chick output. With increased research, what we know is that one certain way of increasing the overall performance is by maintaining flock uniformity.

A well-graded flock is bound to be more predictable, easier to manage, and more profitable. Combine this with the extensive features that seasoned poultry management software offers, and farm owners will start managing a flock with much greater production potential.

Poultry production is one of the most advanced agricultural industries, playing a key role in the global food supply. While the poultry industry works to meet the rising demand for high-quality protein, the availability and cost of feed ingredients remain significant challenges for the poultry sector. Poultry feed accounts for more than 70% of total production costs, making it the largest expense in poultry farming. Fluctuations in the prices of key ingredients like corn and soybean meal, driven by global markets and climate conditions, significantly impact feed costs. Moreover, dependency on corn and oil as major energy sources in poultry feed, along with competition for these commodities from biofuel and human food industries, further drives prices up the poultry feed cost.

• Rapid & fast growth -Where important amounts of ATP are absorbed for protein synthesis
• Excitement or stress – Not only for escape but also for macrophages to fight pathogens
• Low oxygen supply – Leading to low ATP production
• Disturbed energy metabolism -Impaired mitochondrial function (Oxidative stress)
• Low feed consumption especially in extreme summer

• GAA has been officially registered as an animal feed additive by the EFSA (European Food Safety Authority) (2009; 2022) & the US-FDA (U. S. Food and Drug Administration)
• GAA supplements account for 40% less cost compared to creatine.
• GAA exerts many non-creatine roles, including the stimulation of insulin secretion, neuromodulation, and vasodilation.
• GAA has an arginine-sparing potential of up to 149% in broilers, thus arginine is more readily available for metabolic processes other than GAA production

Rising consumer demand for economical protein sources is driving the poultry industry’s growth as it is poised for the next phase of growth-Ricky Thaper (www.rickythaper.com)

India has a vast livestock and poultry resources that play a vital role in improving the socio-economic conditions of rural communities. As per the 20th livestock census, 2019, there are about 303.76 million bovines – cattle, buffalo, mithun and yak), 74.26 million sheep, 148.88 million goats, 9.06 million pigs and about 851.81 million poultry. The Indian poultry sector has played a crucial role in meeting protein and nutritional needs of a vast section of the population. Currently while the production of agricultural crops has been rising at a rate of 1.5 to 2 percent per annum, that of eggs and broilers has been rising at a rate of 7-8 percent per annum.

Poultry production in India valued at $ 30 billion has taken a huge leap in the last four decades, emerging from conventional farming practices to commercial production systems with state-of-the-art technological interventions. Currently the sector is estimated to employ more than 6 million people either directly or indirectly. The small and medium size farm (5000 birds onwards) are mostly engaged in contract farming systems under larger integration companies.

According to the Ministry of Fisheries, Animal Husbandry, and Dairying, the poultry sector grew 8% annually during 2006-07 to 2021-22. The poultry meat output of 4.5 million tonne (MT), contributed to 51.4% of the total meat production of 9.3 MT in 2021-22. However there has been regional concentration of production of poultry meat and eggs in the country.

A report titled “Vision 2047″: Indian Poultry sector by Confederation of Indian Industry (CII) has stated that the growth in the poultry sector in the country has been attributed to the commercial poultry industry which accounts for 85% of production while the rest of 15% of the output comes from the traditional backyard poultry.
India has transformed their poultry farming industry through major investments in breeding, hatching, rearing, and processing of chicken. India, as the third-largest producer of eggs (129.60 billion) and the fifth-largest producer of poultry meat (4.5 million tonnes) globally. As per the FAOSTAT, the USA has 17% share in global poultry meat production followed by China (12%), Brazil (11.7%), Russia (3.8%) and India (3.5%).

Govt’s support to the sector
The government has been supporting the growth of the poultry sector through several initiatives like dedicated funds for setting up units, disease surveillance and providing support for ensuring supply of animal feed for the sector. Under the Animal Husbandry Infrastructure Development Fund was launched with a corpus of Rs 15,000 crore in 2020, was recently extended for three years till 2025-26 under Infrastructure Development Fund (IDF) with an outlay of Rs 29,610 crore. The centre government provides a 3 per cent interest sub-vention to the borrower and credit guarantees up to 25 percent of total borrowing. The interest subvention is for 8 years including two years of moratorium for loan up to 90% from the scheduled bank and National Cooperative Development Corporation (NCDC), NABARD.

There are more than 5000 odd project proposals have been received under the fund which aims at incentivizing investments for Dairy processing and product diversification, Meat processing and product diversification, animal feed plant, breed multiplication farm, animal waste to wealth management (agri-waste management) and veterinary vaccine and drug production facilities. Investment proposals for the modern poultry farms and feed plants have availed funds under the scheme. The stakeholders including Indian Dairy Association (IDA), All India Poultry Breeders Association (AIPBA), Compound Livestock Feed Manufacturers’ Associations (CLFMA), All India Livestock and Meat Exporters’ Association (AILMEA), Poultry Federation of India (PFI) and other associations have been asked by the Animal Husbandry Department, Government of India, to create awareness about the scheme.

The World Organisation for Animal Health (WOAH) has approved India’s self-declaration of freedom from Highly Pathogenic Avian Influenza (HPAI) or referred to as bird flus in specific poultry compartments. Compartmentalization is a crucial tool that enhances animal health, reduces the risk of disease outbreaks within and outside the compartment, and facilitates the trade of poultry and poultry-related products, according to an official statement. The Department of Animal Husbandry & Dairying has submitted a self-declaration of freedom from High Pathogenicity Avian Influenza in 26 poultry compartments in four states – Maharashtra, Tamil Nadu, Uttar Pradesh, and Chhattisgarh to the WOAH.

During the 2022-23, India exported poultry and poultry products worth $ 134 million to 64 countries. The approval of this self-declaration is expected to boost Indian poultry in the global market.

Under the National Livestock Mission’s submission on Breed Development of Livestock & Poultry aims at bringing sharp focus on entrepreneurship development and breed improvement in poultry, sheep, goat and piggery by providing the incentivization to the eligible entities like Individuals, Farmers Producers Organizations, Farmers Cooperative Organizations, Joint Liability Groups, Self Help Groups, Section 8 companies for entrepreneurship development and also to the State Government.

Feed supply with rising demand remain a challenge for the sector:
There has been increasing diversion of maize towards industrial use and ethanol production. Due to limitation of diversion of sugarcane towards ethanol production and to meet rising demand from animal feed and biofuel manufacturing, the government is aiming to increase production of maize by 10% to 42 million tonne (MT) by 2025-26 from 38 MT in 2022-23 crop year through initiating measures such as crop diversification, cluster development for ethanol plants and involving private sector in seed development. About 60-65% of the output of maize is used as poultry and animal feed while 20% is used for industrial use.

However, the current growth level of maize and soybean production in the country will be insufficient to meet the demand of the poultry industry. The industry associations have urged the government to allow imports of GM maize and soybean because of ‘unprecedented increase’ in prices. In August 2021, the government had relaxed import rules to allow the first shipment of 1.2 MT (million tonne) of Genetically Modified soymeal to support the domestic poultry industry after a record spike in feed prices. Several south Asian countries including Bangladesh, Nepal and Sri Lanka have allowed imports of GM soymeal. The composition of animal feed is 65-70% is energy source mostly from maize, bajra and broken rice while rest is protein source mostly from soybean meal.

Poultry protein promotion: a collaborative effort
Chicken meat and eggs are perceived as healthier alternatives to red meat, driving up demand. Poultry products are often more affordable than other protein sources, making them accessible to a broader segment of population. In the post Covid19 pandemic phase the demand for the protein rich food like poultry meat and eggs have increased sharply. The growing awareness regarding health and wellness is further driving the demand for a protein-rich diet.
Chicken meat is a high-quality protein containing all nine essential amino acids in right proportions. It’s a Lean Protein with high nutrient density. Means it provides essential vitamins and minerals also including B complex vitamins, selenium, phosphorus and niacin. Chicken protein also helps in muscle management and growth; hence it is very popular and essential for athletes and individuals looking for building the muscle mass.

To promote poultry meat as key driver of increasing protein intake, Poultry Federation of India (PFI) organize a meeting on Poultry Protein jointly with the United Soybean Board (USB), USA Poultry & Egg Export Council (USAPEEC), and the World Veterinary Poultry Association (WVPA). The objective of this meeting is to pitch for promotion of chicken and eggs as the premier source of protein for consumers.

Additionally, various other associations including CLFMA of India, NECC, All India Poultry Breeders Association, IPEMA, Vets in Poultry, INFAH, Karnataka Poultry Farmers & Breeders Association, Andhra Pradesh Poultry Federation, Telangana Poultry Federation, Poultry Breeders Association-Telangana, Poultry Farmers’ and Breeders’ Association-Maharashtra, Broiler Breeders Association-North, North India Broiler Producers Association, Central Haryana Layer Poultry Farmers Association, West Bengal Poultry Federation, along with other regional and state-level associations, are collaborating towards promote chicken and eggs within their respective regions.

Figure 1. Pictorial description on meat eating population in India.
The data indicate the potential growth for chicken eating population in India.

A major chunk of the country’s population eats non-vegetarian food. The poultry meat and eggs remain one of the healthy and economical sources of protein. Post Covid-19, several consumers have added poultry meat and eggs to their diets. There are several international companies willing to invest in the Indian poultry sector which is witnessing a steady growth rate over the decades. The government must take proactive measures to improve feed supplies so the growth and value-addition of agriculture and allied sectors such as poultry, dairy and shrimp farming is sustained. As 100% Foreign Direct Investment is permitted through automatic route in the food processing sector including poultry sector, there is a huge opportunity for upgrading infrastructure, breeding, medication, feed production, vertical integration and processing and there are several multi-national companies that have envisaged plans to invest in the Indian poultry sector.

Ricky Thaper, Treasurer, Poultry Federation of India

The sector through applications of technologies and collaboration with various stakeholders in the value chain is gearing up to meet rising demand for healthy poultry products through taking a series of measures -Ricky Thaper

In the last four decades or so the poultry sector has grown fastest in the livestock sector transferring itself into supplier of most economic sources for protein for consumers through development of value chains.

The sector through applications of technologies and collaboration with various stakeholders in the value chain is gearing up to meet rising demand for healthy poultry products through taking a series of measures.

The growth in India poultry industry is being driven by the rising disposable incomes and change in food habits. The shift from the traditional diet, which relied heavily on pulses, to food products such as meat, eggs, and dairy products to meet the protein requirements is significantly aiding the industry growth. The increasing awareness about health and wellness is further driving the demand for a protein-rich diet.

According to the Economic Survey (2022-23), the livestock sector comprising dairy, poultry meat, eggs and fisheries witnessed a compound annual growth rate (CAGR) of 7.9 per cent during 2014-15 to 2020-21 (at constant prices), and its contribution to total agriculture GVA (at constant prices) has increased from 24.3% in 2014-15 to 30.1% in 2020-21.

According to the department of animal husbandry and dairying annual report (2022-23), poultry production in India has taken a quantum leap in the last four decades, emerging from conventional farming practices to commercial production systems with state-of-the-art technological interventions. Broiler meat production in the country is estimated at around 5 million tonne (MT) annually.

According to EMR market research, India poultry market currently valued at USD 28.18 billion, is expected to grow at a CAGR of 8.1% in the forecast period of 2024-2032 to reach a value of approximately USD 44.97 billion by 2032.

During the 2022-23, India exported poultry and poultry products to 64 countries, generating revenue of USD 134 million.

The adoption of modern technology was a game-changer for the industry. Improved feed formulations, automated systems for feeding and temperature control, and state-of-the-art disease management practices revolutionized poultry farming. These innovations enhanced production efficiency, leading to increased output. Since the 1990s as India underwent economic liberalization and urbanization, there was a noticeable shift in dietary patterns. Urban consumers sought convenient and readily available sources of protein. Poultry products, particularly chicken meat and eggs, emerged as affordable and accessible options as protein rich food.

India’s rapidly growing population is a direct driver of demand for poultry products. With more mouths to feed, there is a continuous need for affordable and nutritious sources of protein. As incomes rise and lifestyles evolve, dietary habits shift towards increased protein consumption. Chicken meat and eggs are perceived as healthier alternatives to red meat, driving up demand. Poultry products are often more affordable than other protein sources, making them accessible to a broader segment of the population. Poultry production can be influenced by seasonal factors, including extreme weather conditions. These fluctuations can lead to periods of oversupply and shortages.

Fluctuations in feed prices directly affect production costs and, consequently, supply. Advances in poultry farming techniques and technology have improved production efficiency. Farms that adopt these practices can produce more, potentially leading to oversupply. Consumer awareness regarding health and safety issues can influence demand. Food safety incidents or concerns about antibiotic use in poultry production can affect consumer choices.

The Indian poultry industry is focussing on a multifaceted approach in adopting technologies, minimising production risk and improving supply change management to sustain the growth of the sector.

Use of Technologies & Analytics in Market Research & Consumer Behaviour

On forecasting of demand and supply situation, advanced data analytics tools and software are currently available to poultry producers, enabling them to analyse historical data, market trends, and consumer behaviour. These tools support poultry farmers to make informed decisions regarding production volumes and timing. India’s diverse climate can impact poultry production, leading to seasonal variations in demand and supply.

Poultry farmers or producers employ seasonal adjustments in terms of breeding and hatching schedules to match the market’s demand. For instance, in regions experiencing extreme temperatures, production may be scaled down during the summer months to avoid stress on the birds. Automated feeding systems, temperature control systems, and data-driven management tools optimize resource utilization and reduce production costs. This efficiency helps producers maintain competitive pricing and a steady supply.

Diversification into Value Added Products
Beyond poultry products like chicken meat and eggs, diversification has to become a key strategy for expansion of the poultry sector. Currently producers are focussing on the development of value-added products, such as processed poultry items including sausages, nuggets, and ready-to-cook meals. These products cater to the evolving tastes and preferences of consumers, offering convenience and variety especially for younger consumers. Poultry farms are increasingly expanding to different regions to mitigate risks associated with localized supply disruptions. By establishing operations in multiple locations, producers could reduce their vulnerability to disease outbreaks, adverse weather conditions, or logistical challenges.

Optimization of Supply Chain & Marketing
Producers and processors are streamlining supply chain operations to minimize waste and ensure timely distribution. Advanced logistics and transportation management systems facilitate the efficient movement of poultry products from farms to consumers. This optimization reduces the chances of product shortages due to logistical issues. Well thought out marketing campaigns in the similar line of National Egg Coordination Committee’s ‘Sunday Ho Ya Monday Roj Khao Ande’ (Sunday or Monday, have eggs daily) are essential for increasing consumer awareness and demand. Poultry Companies have started to invest in advertising, branding, and promotions to highlight the nutritional benefits of poultry products. These efforts create consumer loyalty and boost demand. Indian poultry producers are exploring export opportunities. By tapping into foreign markets, they diversify their revenue streams and reduce reliance on the domestic market. This strategy helps manage supply levels more effectively.

Collaboration with Government on Regulations
Working closely with the government agencies both at the centre and state levels have become crucial for the poultry industry’s growth. Poultry sector works closely with regulatory bodies to develop policies for ensuring food safety and quality standards. Government also provides support such as financial incentives, subsidies, and infrastructure development. The government’s role has been critical in initiating effective measures in dealing with disease outbreak and emergency response. Timely and coordinated efforts during disease outbreaks help minimize disruptions in the supply chain.

Collaboration with Various Associations in the Value Chains
A number of industry associations, both at the national and regional levels, play important roles in supporting poultry farmers. These associations advocate for policies that promote sustainability, ensure the availability of quality inputs, and provide a platform for knowledge exchange and problem-solving. Bodies such as the Poultry Federation of India (PFI), The Compound Livestock Feed Manufacturers Association (CLFMA), Vets in Poultry (VIP), Indian Federation of Animal Health Companies (INFAH) and several state-level organizations, are the key support for the industry, fostering growth and resilience among poultry farmers.

In addition, the World Organisation for Animal Health (WOAH) recently has approved India’s self-declaration stating that it is free from Highly Pathogenic Avian Influenza (HPAI), commonly known as bird flu, in specific poultry compartments. The approval to this self-declaration is expected to open up new opportunities for Indian poultry in the global market, contributing to the country’s economic growth. According to the ministry animal husbandry statement, India gave a self-declaration that it was free of HPAI in 26 poultry compartments, which was approved by WOAH on October 13, coinciding with the World Egg day. These poultry compartments are located in four states — Maharashtra, Tamil Nadu, Uttar Pradesh, and Chhattisgarh.

With such collaborations with various players in the poultry value chains, the sector is poised to meet rising challenges and provide consumer demand for healthy chicken meat products in the coming decades.