The document discusses marketing and merchandising practices for meat in India. It provides background on livestock populations, contributions of the livestock sector to GDP, and components of the meat industry. It then discusses factors important for meat marketing like capital, resources and distribution. The SWOT analysis identifies strengths like availability of raw materials year-round but also weaknesses like lack of skilled labor and threats from global competition. It outlines production, processing, quality standards, and the potential for meat exports from India.

1. Marketing of Meat & Meat
Merchandising Practices in India
Presented By:
Dr. Keshab Debnath
MVSc Scholar
Deptt. of LPT
CVSc & A.H, CAU
Seleshi, Aizawl

2.  Market:- A market is one of the many varieties of systems, institutions,
procedures, social relations and infrastructures whereby parties engage
in exchange.
 Marketing:- The activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.
American Marketing Association
 Merchandising:- Is any practice which contributes to the sale of products
to a retail consumer.
 Meat:- Is animal flesh that is eaten as food.
Introduction

3.  The total livestock population consisting of Cattle, Buffalo, Sheep,
Goat, pig, Horses & Ponies, Mules, Donkeys, Camels, Mithun and
Yak in the country is 512.05 million.
 The total Bovine population 299.9 million numbers .
 The total sheep in country 65.06 million.
 The total Goat in the country is 135.17 million.
 The total pigs in the country are 10.29million.
 The total Horses & Ponies in the country is 0.62 million.
(19th livestock census, 2012)
Indian Livestock Population

4.  Animal Husbandry, Dairying and Fisheries sectors play an
important role in the national economy and in the socioeconomic
development of the country.
 Livestock sector contributes 4.11% GDP and 25.6% of total
Agriculture GDP.
(National accounts Statistics 2014; GOI)
…FAO statistics
Contribution of Livestock
Sl. No. Attributes Production World Ranking
1 Milk production 165.4 MT 1st
2 Buffalo meat 1.5 million tones 1st
3 Beef 1.28 million tones 10th
4 Pork 0.5 million tones 11th
5 Mutton 0.24 million tones 7th
6 Chevon 0.53 million tones 2nd
7 Chicken 2.20 million tones 5th

5. Capital
Place
Resources
Feeding
Storage
Transportation
Labour and Equipment
Distribution
Important Factors in Meat
Marketing

6.  Man and animal relationship is as old as history of mankind. Even
the Palaeolithic man was killing the animals for meat purpose and
for various other economic benefits including using of animal skin
as clothes.
 Both animal husbandry and meat industry are ancillary to each
other and has great impact on the socioeconomic and cultural life
of mankind.
 Meat is a food of high biological value and provides all the
nutrients required for the body, but its production, processing and
distribution tends to generate controversy due to religious and
other sentiments of certain sections of the society.
Development of Meat Industry

7. Strengths
1. Round the year available of materials.
2. Availability of huge number of
manpower.
3. High animal protein diet at lower prices.
4. Vast domestic market.
SWOT Analysis of Indian Meat Industry

8. 1) High requirement of working capital.
2) Low availability of new reliable and better accuracy
instruments and equipment's.
3) Lack of availability of trained and skilled personnel.
4) Remuneration less attractive for talent in
comparison to contemporary disciplines.
5) Inadequately developed linkages between R & D
labs and industry.
Weaknesses

9. 1) Huge availability of raw materials in the country
offers vast potential for processing activities and
value addition in the meat.
2) Integration of developments in contemporary
technologies such as electronics, material science,
computer, bio-technology etc. offer vast scope for
rapid improvement and progress.
3) Opening of global markets may lead to export of our
development technologies and facilities generation
of additional income and employment opportunities.
Opportunities

10. 1) Competition from global players.
2) Loss of trained manpower to other industries
and other professions due to better working
conditions prevailing there may lead to further
shortage of manpower.
3) Rapid developments in contemporary and
requirements of the industry may lead to fast
obsolescence.
Threats

11. 1) Trade in live animals: Weekly/daily Cattle markets dealing in Buffaloes,
Sheep, Goats, Pigs and Bullock,
2) Slaughtering the animals by individual butchers for retail in domestic
markets;
3) Slaughtering the animals in the mechanized abattoirs in export oriented
units (EOU) for export;
4) Transportation of fresh frozen meat in refrigerated containers from the
point of production to the port for export to various countries;
5) Marketing and processing of raw hides and skins;
6) Marketing and processing of bones for further processing into gelatin,
ossein and Di-calcium Phosphate (DCP);
7) Production of casings from the intestines;
8) Marketing and Processing of hooves and horns in the Cottage Industry;
9) Marketing and processing of blood for production of pharmaceuticals;
10) Rendering plants for production of meat-cum-bone meal and bone chips.
Components of Meat Industry

12.  The meat meant for export has to pass through ante-
mortem and post-mortem examination after 24 hour
resting period of the animals, like the meat meant for local
market and is chilled for 24 hours to bring down the pH
below 6.
 Thereafter, it is deboned and deglanded. The meat is then
packed into different cuts, and frozen at -400C for 12
hours to bring down the deep bone temperature to -180C .
The frozen meat is stored in cold storage for export.
Production of Meat

13.  In India mostly using fresh meat however, very little about 2% of total
meat is converted into ready to eat meat products by the processing.
However, scenario is different in developed country where it is 60%.
 The main culprits in development of meat sector are socials taboos,
scattered production system, unskilled workers, lack of
infrastructural facilities, lack of awareness about hygiene, high initial
investments in processing etc.
 Gostaba, nate-yakini and Tabak manss are popular in northern
region of India, meat curry, mutton dopiyaza, mutton korma, rapka
are popular in eastern region, meat rolls, vindaloo, shakudi in
western region, dry salted meat in southern region, but meat
samosa, meat tikka, meat ball or kofta, kabab, meat pickle ares etc.
are popular throughout the country.
Processing of Animal Products

14.  At present India is having 30 export oriented modern abattoir and 77
meat processing plants registered with APEDA exporting raw meat
(chilled & frozen) to about 65 countries.
 Now India is able to produce meat from animals procured from
disease free zones and processed in the state of the art processing
plants following world class sanitary and phyto-sanitary measures
and certified with HACCP and ISO-9002.
 India has always been free from Mad Cow disease and Rinderpest
since 1995.
Export Potential of Indian Meat Industry

15. 1) Meat Food Products Order (MFPO) 1973, 1994
2) Export Quality Control and Inspection Act (1963)
3) Agriculture and Processed Food Products Exports
Development Authority (APEDA)
4) Bureau of Indian Standard (BIS)
5) Ministry of Food Processing Industries (MoFPI)
6) GATT and sanitary/phytosanitary measures
7) Food Safety and Standard Authority of India (FSSAI)
Quality Control and Standards Existing
in Indian Meat Industry

16. a) Retail meat distribution system
i. Slaughter plants to retail stores
ii. Processing plants to retail stores
iii. Distribution centers to retail stores
b) Retail store types
i. Supermarkets
ii. Butcher shops
iii. Convenience stores
iv. Specialty shops, Catalog and Internet
c) Fresh meat displays
i. Meat cutting and identification
d) Frozen Meat Display
e) Processed meat display
Meat Merchandising

17. 1) The first and foremost essential for establishment of such unit
needs licenses from the FSSAI of concern state.
2) To have a shop which is located at such a place where their or no
new chances of population & free form any objections from the
local population.
3) To see which type of meat is being consumers more in the area.
4) The requisites or requirement of the shop being used for meat
retail shop.
i. It should have enough space.
ii. The floor should e concrete & tiles.
iii. The walls should e tiles at least higher height of 6 ft.
iv. The ceiling of room should be smooth and without holes or any
projection which may attract dirt.
Establishment of setting up of meat
retail unit:-

18. v. The shop should have portable water supply.
vi. For hanging carcasses for parts there should be clean hooks.
vii. The room should be protected from flies, insect y screen.
viii. Refrigeration should be available with freezing and chilling
facilities.
ix. The cutting table should be made available of the material,
should be hygienic( wood is not desirable).
x. There should be provision for cleaning & sterilization knife.
xi. Knifes should be of rusted resistant and stainless steel.
xii. Weigh balance should be available.
xiii. Artificial light should be available.
Continue

19.  In that case meat traders have their own big slaughter houses which
are license by APEDA and also FSSAI or by both.
 They slaughter the animals their and meat is inspected by the Govt.
Veterinarians and then it is exported to different countries.
 In this case there are special of big slaughter houses which have
been license by APEDA as special economic zone, export oriented
abattoir, these modern integrated guidelines by APEDA.
 They follow world class sanitary and phyto-sanitary measure, having
mandatory requirement of HACCP & ISO certification.
The other merchandise practices for
export of meat

20.  People spent 40 to 45% of their income on food and about 60% of
the global retail chains business is based on agri- business. The
buying power of our middle class consumers is increasing.
 Despite the global financial sector, the food processing sector in
India grew to 14%.
 There is no income tax, central excise in this sector. So there is a
growing need for setting up a chain of laboratories and training
institutes to boost India's meat and poultry processing sector.
 The meat and poultry processing sector needs to invest, modernize
and raise standards or face growing competition from higher quality
imported products.
 If our entrepreneurs failed to exploit the potential in the meat and
poultry processing sector, products from other countries would
enter the Indian market.
Conclusion

21. 1) Singh V.P and Sachan N. (2015), Principles of meat technology, 2nd
Revised & Expanded Edition, (Page No. 1-12).
2) Sahoo J. and Chatli M.K (2016), Textbook on Meat, Poultry and
Fish Technology, (Page No. 1-22)
3) Forrest, J.C., Aberle, E.D., Hedrick, H.B., Judge, M.D. and Merkel,
R.A. Principles of Meat Science. W.H. Freeman and Company. San
Francisco, 5th Edn. (Page No. 140-168).
4) http://www.fao.org/docrep/ARTICLE/AGRIPPA
5) https://www.slideshare.net/SanthoshSanty3/meat-marketing-in-
foreigncountries
6) http://shodhganga.inflibnet.ac.in/bitstream
7) http://apeda.gov.in/apedawebsite
References:

22. Thank You