1. There are several marketing channels for eggs and broilers/meat in India, ranging from direct producer to consumer sales to multi-level channels involving collectors, wholesalers, and retailers. 2. Efficient marketing channels are important to ensure fair prices for producers and consumers. National organizations like NECC and NAFED work to coordinate prices and marketing across regions. 3. While cooperatives and organizations aim to reduce exploitation, local egg and meat markets are still dominated by a few traders who control prices to the detriment of producers and consumers. Proper market infrastructure and integration could help address issues.

1. WAYS OF MARKETING
IN EGGS

2. MARKETING
• Defined as the performance of business
activities that direct the flow of goods and
services from producer to the consumer at
the appropriate time, place and in the form
the consumer desires.

3. EGG MARKETING
Marketing channels
Direct marketing includes the following methods of sellin
•Sales from the farm (farm gate)
• door-to-door sales
• producers’ markets and
• sales to local retail shops

4. A typical marketing channel is made up of :
• collectors
• assembly merchants
• wholesalers
• retailers

5. ORGANISED MARKETING CHANNEL
• 1. Direct channel: producer - consumer
• 2. Producer –collector–assembly merchant – wholesaler –
retailer – consumer
• 3. Producer – wholesaler –retailer – consumer
• 4. Producer – collector- assembly merchant – consumer
• 5. Producer – retailer - consumer

6. • The efficiency of marketing channel is reflected by the share of
the
Consumers rupees received by the producer. The higher the
share, greater the Efficiency of marketing channel.
• Egg prices vary from one market to another and from one
season to another.
• In summer, wholesale egg prices were low to the level which is
sometimes lesser than the cost of production.
• Therefore proper attention has to be given to efficient disposal of
market eggs.

7. MARKETING AGENCIES
• The wholesale market of eggs in cities like mumbai and calcutta is in the hands
of few traders who have monopolized the market for their own advantage.
• As a result, neither the poultry farmer nor the consumer gets eggs at a
reasonable price.
• This big margin of profit is retained by few traders who are exploiting the market.
• Small and large poultry co-operative societies have been set up in the country
for marketing of eggs.

8. National agricultural co-operative marketing federation
of india (NAFED)
• National agricultural co-operative marketing federation of india (NAFED)
has taken up egg marketing in new delhi and extended to terminal
markets like mumbai, Chennai, calcutta, hyderabad and some other
important industrial areas.
Main objectives of NAFED
• 1. Provision of reasonable remuneration to the poultry farmers
• 2. Economic price to the consumer
• 3. Employment to the weaker section of the society.

9. NATIONAL EGG COORDINATION COMMITTEE
(NECC)
• around the year 1981, the indian poultry industry was hit by an
unprecedented crisis.
• over 40 per cent of all poultry farmers had stopped operations
because the business had become economically unviable.
• middlemen had forced down prices and farmers were being paid
less than their production cost, a result of speculative trading,
since the existing market and distribution network was working
against the interest of the farmers. feed costs had risen by 250
percent in the past 5 years, whereas egg prices were static at an
average of 35 paise.
• consumption of eggs was low and the future looked anything but

10. • With no help coming from any quarter, a group of farmers motivated
by DR.B.V.RAO traveled across the country, organizing over 300
meetings with groups, individuals and traders. their objective – unite
poultry farmers from all over india, and take control of their own
destiny.
• DR.RAO’S call “my egg, my price, my life” consequently brought
farmers onto a united platform and realized this objective.
• NECC was formally registered under the societies registration act
in may 1982.
• NECC is unique in many ways. with a membership of more than
25,000 it is the largest single association of poultry farmers in the
world. most of today’s egg production in india comes from NECC
members.
•

11. NECC OBJECTIVES:
• Price de claratio n
• To de cide upo n a re aso nable price fo r e g g s this e nsure s a fair re turn to the
Farm e rs, de ce nt m arg ins to the m iddle m an and a fair price to the custo m e r.
• To m o nito r the e g g sto ck le ve lin diffe re nt pro ductio n ce ntre s.
• To o rg aniz e and unite po ultry farm e rs acro ss the co untry.
• To g e ne rate e m plo ym e nt by e nco urag ing pe o ple to take up e g g farm ing and
Eg g trading .
• To pro m o te e xpo rts and de ve lo p e xpo rt m arke ts .
NECC has various centres and they exchange information among themselves which help them to
determine price for each zone.
Co-ordination between zones permits judicious movement of eggs dependent upon supply and

13. WAYS OF MARKETING
IN BROILERS

14. BROILERMARKET STRUCTURE
• The broiler market is more dominated by the middle man
• In india, broilers are marketed through­
• Wholesalers
• Retailers with cold storage
• Retailers without cold storage facilities
• Chain stores
• Hotels and restaurants.

15. STEPS IN MARKETING PROCESS
• ASSEMBLING
• TRANSPORTATION
• ASSUMPTION OF RISK
• PROCESSING
• STORAGE
• INSPECTION AND GRADING
• PACKAGING
• MERCHANDISING /RETAILING.

16. Assembling
• This involves lifting of birds, distribution and
transportation.
Transportation
• Improvement in the transporting methods will
reduce transport cost, enlarges the market
availability to the producer and helps of supply of
products of superior quality to the consumer.

17. Assum ptio n o f risk
• Risk of loss is involved when transporting live
poultry.
• If the producer alone is involved in the marketing
operation, it is quite risky
• But if an integrated poultry operation is in place this
could lower the risk for the producer.

18. Processing
• Processing of meat is more in the hands of
small retailers rather than large processing units
like suguna, shanthi, venkateshwara etc.
Storage
• Other than the large processing houses for
meat, do not have good storage facilities.
• This could be attributed to the consumer
preference of consuming live birds
• In poultry meat - shrinkage can occur

19. Procurement shrinkage
• Loss in weight by the live bird during it's movement
between the farm and the slaughtering area.
Processingshrinkage
• Loss in weight encountered during dressing (10.5% in
broilers)
Eviscerationshrinkage
• Loss in weight during the removal of the head, feet
and viscera (18% in broilers)

20. Inspectionandgrading
• In india we have the agmark grading for
egg and meat but, other than for exports
neither egg nor meat is graded for local
consumption

21. MARKET CLASSES OF POULTRY
Frye rs and bro ile rs
• Young chicken usually less than 6 weeks of age.
• They are of both sex and are tender-meated with soft
pliable, smooth textured skin and flexible breast bone.

22. Roaster
• Young chicken usually less than 8 months of
age and of either sex. It is tender meated with
soft pliable and smooth textured skin and a
relatively less flexible breastbone cartilage than
the broiler.
Capon
• It is a castrated male chicken usually under 10
months of age, with a smooth textured skin and
tender meated.

23. Stag
• A male chicken about 10 months of age having a co arse skin,
somewhat toughened and darkened flesh with considerable
hardening of breast bone cartilage.
He n, ste wing chicke n, fo wl
• A mature female chicken usually below 10 months of age with less
tender meat than that of the roaster and with a nonflexible breast
bone.
Co ck, o ld ro aste r
• A mature male chicken with toughened dark meat and hardened
breast bone

24. MARKETING CHANNELS –
MEAT
1.Producer - wholesaler - meat processor - retailer -
consumer.
2. Producer - wholesaler - hotels and restaurants -
consumer.
3. Producer - wholesaler - meat processor -chain store -
consumer.
4. Producer - integrator - meat processor - retailer -
consumer.
5. Producer - integrator - dressing plants - meat processor -
retailer - consumer
6. Producer - chain store - consumer

27. • Direct marketing of meat can be by sales direct
from the farm, door-to-door sales, producer's
market and sales to retail shops.
• The meat price varies from one state to another
and even one place within a state to another place.

28. CONSTRAINTS IN MEAT MARKETING
1. Meat is perishable item.
2. Increasing cost of feed
3. Unorganized market infrastructure.
4. Lack of forward integration.
5. Seasonal fluctuation of prices

29. Producer to consumer:
• Consumer,hotel,restaurant,retailer.
• Delivered by truck or shipping .
• Factor that determine that direct method is continuous
supply and cost of transport.

30. • The efficiency of marketing channel is reflected by the share
of the consumers rupees received by the producer.
• The higher the share, greater the efficiency of marketing
channel.
• Meat prices vary from one market to another and from one
season to another.
• In summer, wholesale prices were low to the level which is
sometimes lesser than the cost of production
• Therefore proper attention has to be given to efficient

31. MARKETING AGENCIES
 The wholesale market of chicken meat in cities like
hyderabad, mumbai,chennai and calcutta is in the hands of
few traders who have monopolized the market for their own
advantage.
 As a result, neither the poultry farmer nor the consumer
gets eggs and meat at a reasonable price.
 This big margin of profit is retained by few traders who
are exploiting the market.
 Small and large poultry co-operative societies have been

32. ORGANIZATIONAL STRUCTURE
• NECC
• Agro-corpex india limited
• National agricultural co-operative marketing federation(central).
Broilercoordination committee (bcc) :
• BCC is an organization which fixes the broiler price.
• This organization is formed by the leading poultry integrators in india.

33. NATIONAL AGRICULTURAL CO-OPERATIVE
MARKETING FEDERATION OF INDIA (NAFED)
• Marketing in new delhi and extended to terminal
markets like mumbai, chennai, calcutta,
hyderabad and some other important industrial
areas.
Mainobjectives of nafed
1. Provision of reasonable remuneration to the
poultry farmers
2. Economic price to the consumer

34. REFERENCE
• TEXT BOOK OF POULTRY HUSBANDRY BY MORLEY A.JULL.
• TEXT BOOK OF SIMPLY POULTRY SCIENCE BY R.ASHA
RAJINI.

35. THANK YOU..