Marketing of broilers in india

1. Marketing of broilers

2. Broiler marketing
 Before 5 days of marketing -
 Start marketing – 35th day
 Before 2hr – allow water and avoid feed
 Transport shrinkage – 4-5%
 Marketing –early morning or evening

3. Indian Broiler Current Market Size
 Branded Chicken & Chicken
products : Less than 1%
 Chilled or Frozen chicken :
4% to 5%
 Live bird sales in wet
market : 95%

4. In 2 quarters (Summer i.e., Jan to June) supply is
less than 80% of the demand (due to low growth).
Another 2 quarters (Winter i.e., Jul to Dec) supply
will be 120% to 150% (due to high body weight)
than demand due to better climate advantage and
high mean age.
During winter, less consumption of non-veg due
to festival months like Shravan and festival days
like Ganesh Chathurthi, Navarathiri etc.

5.  Marketing of live or
dressed chickens is the
major problem faced by
most of the small and
medium farmers. They are
dependent on
traditional traders.

6. India  2.5-3.0 MMT broiler meat annually
Mostly meat marketed to consumer (live bird)
Only small share marketed – chilled, frozen or further
processed

7. Steps in marketing process
 Assembling
 Transportation
 Assumption of risk
 Processing
 Storage
 Inspection and Grading
 Packaging
 Merchandising /Retailing.

8. Assembling
•This involves lifting of birds, distribution and
transportation.
Transportation
•Enlarges the market availability to the producer and
•Helps of supply of products of superior quality to the
consumer.
Assumption of risk
•Risk of loss is involved when transporting live poultry.

9. 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

10. Procurement shrinkage
Loss in weight by the live bird during it's movement between the farm
and the slaughtering area.
Processing shrinkage
Loss in weight encountered during dressing (10.5% in broilers)
Evisceration shrinkage
Loss in weight during the removal of the head, feet and viscera (18%
in broilers)
Inspection and grading
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
(AgMark grading – export ; To insure quality before it is sold, Prevent selling of
an unwholesome product)

11. Packaging (coordinated system of preparing
them for transport, distribution, storage and
retailing  plastic, paper, cardboard, glass,
metal, laminates and combination  extend
shelf-life product)
Merchandising/Retailing (marketing channel)

12. Market classes of poultry
Fryers and broilers
• Young chicken usually less than 6 weeks of age.
Roaster
Young chicken usually less than 8 months of age and of
either sex.

13. Capon
It is a castrated male chicken usually under 10 months of age
Stag
•A male chicken about 10 months of age
Hen, stewing chicken, fowl
• A mature female chicken usually below 10 months of age
Cock, old roaster
•A mature male chicken with toughened dark meat and
hardened breast bone

14.  The organizations related to poultry
meat marketing in India are:
 Broiler marketing Cooperative Society
(BROMARK)
 Broiler Coordination Committee (BCC)
 National Meat and Poultry Processing Board
(NMPPB)

15. Broiler Marketing Cooperative Society
 Bromark is an all India Broiler Farmers’ body
(registered under the Multi State Cooperative
Societies Act in 1994).
 The objective of the BROMARK is to ensure that
the gap between producer’s and consumer’s price
should be reduced
 Promote the consumption of chicken meat by
highlighting its nutritive value.
 BROMARK fixes price for live broiler

16. • Broiler Coordination Committee (BCC)
An organization formed by leading
poultry integrators in India
Fixing the price of marketing broilers.

17. •National Meat and Poultry Processing
Board.
Poultry processing to international level.
The board will also take market surveys and help
the industry to create market intelligence.
Database and its dissemination on regular basis
for improvement of the meat sector.
Managed by the industry itself.

18. In India the prevailing marketing channels for meat are
as under
Producer  Consumer
Producer  Retailer  Consumer
Producer  Wholesaler  Retailer  Consumer
Producer  Commission agent  Wholesaler  Retailer
 Consumer
Producer  Cooperative society  Retailer  Consumer
Producer  Institutional market/own retail outlets 
Consumer

19. Direct marketing Producer  Consumer
is such better than all other channels,
wherein, both poultry farmers and consumers are
benefited.
However, major portion of meat is being
marketed through
Producer  Wholesaler  Retailer 
Consumer

20. THANK YOU