Marketing in India
Marketing of poultry products in India
- An Analysis
- Marketing plays an important role in the
economic system of a country .It ensures full and complete
flow of products continuously from the centres of production
to the centres of consumption.
- A complete and continuous flow of products
from the producers to the consumers contributes to the maintenance
of high level of economic activity.
- Efficient marketing of poultry products
is a strong bridge between production and consumption.
- It contributes to the avoidance of cyclical
fluctuation like boom and depression and in the promotion
of economic activity.
- Importance of poultry marketing Efficient
and effective marketing of poultry products is essential
to provide reasonable returns to rural producers, which
they find it extremely difficult to get from small poultry
- Marketing of poultry products involves
all the functions and processes taking place soon after
bird lays egg.
- Various marketing functions are performed
- The poultry marketing provides gainful
employment to millions of people and thereby increases income
of the people.
- Effective marketing of poultry products
enhances the in demand for poultry products, thereby creating
employment opportunities to rural masses.
- It also improves the income level and standard
of living of poultry farmers. Amino acid, fatty acid, vitamins,
minerals etc are essential for the growth and maintenance
of physical existence.
- These vitamins and minerals are rich in
egg and poultry meat.
- Poor people can easily obtain these nutrients
at a lesser cost.
- Marketing of poultry products makes available
the poultry products at the right time, right place, in
right quantity and at right price.
- Poultry is marketed in the country in various
forms and conveniences to suit consumers choice.
- The main stumbling block in the marketing
of poultry and egg is its perishability.
- The Nutritional Advisory Committee of India
has recommended half an egg daily, per person, for maintenance
of normal health.
- To meet this recommended consumption requires
more than 99,000 million eggs per year.
- Thus, by marketing the poultry products
throughout the country, malnutrition can be avoided.
- But, in India, there exists no such efficient
and organised market.
- Now, the planners have to be attentive
on the development of adequate arrangements for marketing
of eggs and other poultry products.
Marketing System of Poultry Products
- Presently, there is
no network for marketing of eggs and poultry products.
- Poultry marketing
is predominantly in the hands of private traders and commission
agents operating in various metropolitan cities and other
- As commented by Chandan
S.S.I, the wholesale trade of eggs in big cities of the
country is in the hands of a few traders who have monopolized
this trade to their own advantage resulting in neither the
poultry farmers getting proper remuneration of the produce,
nor the consumer getting egg at reasonable rate.
- According to a study
made in 15 states, over 60 to 70 per cent of the population
consume less than the minimum requirement of protein and
calories, leading to imbalance in protein and calories arid
consequent health problems, especially in growing children.
- In order to keep away
the spectre of malnutrition, an organized poultry marketing
is very essential.
- Organized marketing
system contributes to the rise in the standard of living
on the society by identifying the needs of the society,
which would ensure required supply of poultry products in
- Above all, it ensures
supply of essential nutrients required to every individual
to keep the ideal body.
Channels of Distribution
- Nearly 75 per cent
of the total poultry products are being sold through various
channels of distribution, as a result, consumers pay more
money while producers get less margin.
- A major share of consumers
rupee goes to middlemen.
- The present channels
of distribution of poultry products in the Indian poultry
1. Producer- Consumer
2. Producer -Wholesaler -Retailer- Consumer
3. Producer -Collector -Assembly Merchant - Consumer
4. Producer- Retailer
- Consumer Major portion of eggs and meat
are marketed through the above indicated Channel No.2.
- Direct marketing is much better than all
other channels (No.1), wherein, both farmers and consumers
- In Channel No.4, about 12 to 15 per cent
of consumer's rupee is shared by the retailers.
- While in Channel No.2, about 26%
of the consumer's rupee is shared by middlemen.
Organizational Structure of Poultry Marketing
- There are two private sector organizations,
which represent the poultry community.
- These organisations are:
- National Egg Co-ordination
- Agro-corpex India
- At the central level, we have National
Agricultural Co-operative Marketing Federation which is
operating in many parts of the country.
- Many a state government also have organisations
operating with similar objectives, e.g., MAFCO, MAPDEC,
- All these institutions can work together
for common objectives.
- A state of mutual trust and mutual dependence
can be created through inter-linking representations.
- For example, NECC can have representatives
of these organisations in its executive committee: Agro-corpex
can have some of these people in its board of directors,
and, similarly, these institutions can have some representatives
of NECC and Agro- corpex in their governing bodies also.
- Such an arrangement will give rise to uniformity
in their objectives and a symbolic relationship.