The poultry market has indeed experienced strong growth recently, with significant increases projected for the near future. Specifically, the market size is expected to grow from $360.5 billion in 2023 to $385.37 billion in 2024, representing a compound annual growth rate (CAGR) of 6.9%. The poultry market size is expected to see strong growth in the next few years. It will grow to $494.55 billion in 2028 at a compound annual growth rate (CAGR) of 6.4%. The growth in the forecast period can be attributed to rise in consumption of protein, increasing government support, rapid urbanization and increasing population. Major trends in the forecast period include technology advancements, organic poultry, camerabased weighing systems, use of artificial intelligence, increasing investments and strategic partnerships and acquisitions. Absolutely, poultry farming is a crucial sector within agriculture. It plays a significant role in ensuring food security by supplying a steady source of protein through meat and eggs. Innovations and advanced technologies in this field are continually being developed to improve efficiency, animal welfare, and sustainability. In India, poultry consumption has been on the rise, driven by factors such as rapid population growth, changing consumer dietary preferences, urbanization, and inflating disposable incomes. Chicken meat is the most popular choice among the masses due to its affordability, versatility in various cuisines, and widespread availability. Poultry refers to domesticated birds such as chickens, turkeys, ducks, and geese, which are kept by humans for their eggs, meat, or feathers. This report covers the entire poultry market, including both chicks and eggs. Poultry products come in various forms, including fresh or chilled, frozen, ready-to-cook, and ready-to-eat, with options like organic and conventional classifications. These products are distributed through several channels, including supermarkets, hypermarkets, convenience stores, e-commerce platforms, and other distribution methods. The poultry research report is part of a new series that provides comprehensive statistics on the poultry industry. It includes data on the global market size, regional shares, competitors and their market shares, detailed poultry segments, market trends, and opportunities. This report offers an in-depth analysis of both the current and future state of the industry, giving you a complete perspective to help you succeed in the poultry sector.

Key Global Poultry Brands
JBS,Tyson Foods and Sanderson Farms are the top three companies collectively hold a market share of approximately 6%. Regional Market Distribution Asia-Pacific: The largest market, holding about 41% of the global market share. North America and Europe

Major companies operating in the poultry market report are JBS S.A, Tyson Foods, Inc., Pilgrim’s Pride Corporation, BRF S.A, Sanderson Farms, Charoen Pokphand Foods, Hormel Foods Corp, New Hope Liuhe Co. Ltd., Koch Foods, Perdue Farms, Japfa Comfeed Indonesia, Suguna Foods Private Limited, Sneha Group, Jumonji Chicken Company Ltd., Zennoh Feed Mills of the Tohoku District Co, Ltd., Koyu Shokucho KK, Grow-A-Duck Pty Ltd., Arranmore Operations Pty Ltd., Koreaduckherd Co. Ltd., MS Food, Wens Foodstuffs Group Co Ltd., Wellhope Foods Co., Ltd., Fujian Sunner Food Co., Ltd., Jiangsu Lihua Animal Husbandry Co., Ltd., Jiangsu Yike Food Group Co., Ltd., LDC, Fileni Group, PHW Group, Veronesi Holding S.p.A, 2 Sisters Food Group, Noble Foods, Sprehe Gruppe, Lambert Dodard Chancereul Group, HYZA a.s, Res-Drob, Cherkizovo group, AO Prioskolie, SC Avicola Slobozia SA, Vitall SRL, Vodňanská drůbež, a.s, Sinyavskaya Poultry Farm, Ovostar Union, Maple Leaf Foods Inc., Foster Farms, Sysco Corporation, Smithfield Foods Inc., Agro super S.A, Perdigao S.A, Pif Paf Alimentos, Globoaves, Group Arcor, Cresta Roja, Noelma S.A, Arab Company For Livestock Development (ACOLID), Al-Watania, Al-Fakeih Poultry Farms, Keskinoglu, Emirates Modern Poultry Company (Al Rawdah), RCL Foods Ltd., Astral Foods, Cairo Poultry Company, Country Bird Holdings, Sovereign Food Investments, Arab Poultry Breeders Co, Maruben

Major Trends Driving the Market
1. Technology Advancements: Including blockchain, AI, and optoelectronic sensors for better traceability, efficiency, and health monitoring.
2. Organic Poultry: Growing consumer preference for organic and sustainably raised poultry.
3. Camera-Based Weighing Systems: Enhancing accuracy and efficiency in monitoring poultry growth and health.
4. Artificial Intelligence: Applications in predictive analytics, health monitoring, and feed optimization.
5. Increased Investments: From both private and public sectors to enhance infrastructure and integrate advanced technologies.
6. Strategic Partnerships and Acquisitions: Companies expanding market reach and capabilities through partnerships and mergers.
Market Segments Product Segments: Chicks: The largest product segment, accounting for about 56% of the market share.

Eggs Application Segments: Fattened Poultry: The largest application segment, representing about 72% of the market.These factors and trends are propelling the poultry market forward, leading to innovations and efficiencies that benefit both producers and consumers.

The impact of COVID-19 and the Russia-Ukraine war on the poultry sector
The pandemic disrupted global supply chains, leading to challenges in production and distribution. It also caused shifts in consumer demand, with reduced patronage in foodservice sectors. Concurrently, the Russia-Ukraine War has exacerbated issues by affecting the supply of essential feed ingredients and increasing feed costs. This combination of factors has led to higher production costs and market volatility in the poultry industry.

Global Poultry Market – Regional Analysis
Geographically, this report is divided into several key regions, providing insights into sales, revenue, market share, and growth rates of the poultry market in these areas:
– North America: United States, Canada, and Mexico
– Europe: Germany, UK, France, Italy, Russia, Turkey, and others
– Asia-Pacific: China, Japan, Korea, India, Australia, Indonesia, Thailand, Philippines, Malaysia, and Vietnam
– South America: Brazil, Argentina, Colombia, and others
– Middle East and Africa: Saudi Arabia, UAE, Egypt, Nigeria, and South Africa

Asia-Pacific is expected to maintain its dominance with an estimated market share of around 40%, followed by North America and Europe with shares of about 30% and 20%, respectively. Latin America and the Middle East & Africa are anticipated to significantly contribute to market growth, each holding an estimated share of 5%

Optimizing Poultry Processing With 3D Imaging Technology for Enhanced Yield and Efficiency
Poultry processing companies are increasingly incorporating 3D imaging systems to enhance yields. These systems use sensors and actuators to create a model of each poultry bird, determining where cuts should be made.

The bird passes through a vision system that captures images and measurements to determine its shape. Near-infrared sensors assess the meat and bone composition. The vision analysis enables precise cuts tailored to each bird’s unique size and shape. This data-driven approach boosts yield and reduces per-unit processing costs. Leading the way in this technology are companies like Gainco, known for their meat and poultry equipment, and Midwest Machine LLC.

Strategic partnerships are significantly reshaping the poultry market
Strategic partnerships have become a significant trend in the poultry industry. Such alliances also facilitate the sharing of resources and expertise, enabling participants to address market challenges more effectively. Overall, these strategic partnerships are crucial in shaping the future of the poultry industry by enhancing productivity, sustainability, and competitiveness. Major players in the sector are growing their market presence, increasing production capabilities, and innovating to address consumer needs. For example, in July 2022, Tyson Foods Inc., a US food processing company, partnered with Tanmiah, a food company based in Saudi Arabia. This collaboration seeks to jointly invest in expanding the processing capacities of Supreme Foods, aiming to improve the availability of high-quality poultry protein products both in the MENA region and worldwide ollaborations between companies, research institutions, and technology providers are driving innovation and enhancing production efficiency. These partnerships often focus on integrating advanced technologies, such as automation, data analytics, and sustainable practices, which help streamline operations and improve product quality.

Market Drivers and Challenges: Analyze the factors driving the growth of the poultry market, including government regulations, environmental concerns, technological advancements, and changing consumer preferences. It also highlights the challenges the industry faces, such as infrastructure limitations, range anxiety, and high upfront costs.

Competitive Landscape within the poultry market. It includes profiles of key players, their market shares, strategies, and product offerings. Additionally, the emerging players and their potential impact on the market. Latest technological developments in the poultry industry, including advancements in poultry technology, new market entrants, new investments, and other innovations shaping the future of the industry.

Downstream Procurement Preference: It sheds light on customer procurement behavior and adoption trends in the poultry market, including factors influencing purchasing decisions and preferences for poultry products.

Government Policies and Incentives: The impact of government policies and incentives on the poultry market, assessing regulatory frameworks, subsidies, tax incentives, and other measures aimed at promoting the market. Evaluates the effectiveness of these policies in driving market growth. Assessment of the environmental impact and sustainability aspects of the poultry market.

Market Forecasts and Future Outlook: Based on the analysis conducted, provides market forecasts and outlooks for the poultry industry, including projections of market size, growth rates, regional trends, and predictions on technological advancements and policy developments.

Recommendations and Opportunities: for industry stakeholders, policymakers, and investors. It highlights potential opportunities for market players to capitalize on emerging trends, overcome challenges, and contribute to the growth and development of the poultry market.Analysis of historical data and future prospects to provide a global perspective on market trends, volume, and value, ultimately addressing the overall poultry market size.

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.

By Dr. Shiva Kumar, Director – Technical, TN South Asia

Poultry derived food products are the most important animal protein sources globally. India is the third-largest egg producer and the fourth-largest chicken producer in the world. Poultry meat and eggs are the most important animal protein sources available, and a significant increase is forecasted in demand.

But there is also a significant number of challenges facing the Indian poultry and allied industries with respect to sustainable production of poultry meat and eggs where market demands, and consumer needs will put more constraints on the production systems and methods. These challenges are dynamic and diverse, and solutions and opportunities will require development of appropriate technology, using and advancing our knowledge base.

Sustainable poultry farming is based on three pillars: environmentally sound, socially responsible, and economically viable. For all these pillars, innovation will be key and hence, advances in animal nutrition will play an important role, where we have concrete challenges in economical optimization of the value chain and meeting product quality demands, whilst safeguarding animal wellbeing and human health.

Trouw Nutrition is an organisation that deeply cares about building a more sustainable future – both for our industry and for consumers. We are committed to transform science into actionable, practical nutrition and farm management solutions to help customers produce quality poultry meat and eggs. We support food producers with the technology that puts advice and data at their fingertips.

Feeding the Future is the essence of Trouw Nutrition (a Nutreco company), expressing the challenge to double food production while halving the carbon footprint. Our ambition is to contribute meeting the rising global demand with growing number of world population in a sustainable manner. The Trouw Nutrition way focuses on innovation, quality, sustainability, and integrated solutions.

Our solutions are built on four solid pillars. Each one contributes to help our customers adding more value to their business in a sustainable and a safe way.

Trouw Nutrition is built on a strong commitment to transform science into actionable, practical nutrition and farm management solutions. We focus on our four innovation pillars that deliver sustainability benefits to animals, farms, and the environment:

Early Life Nutrition:
Birds are confronted with various stressful events during their life, especially in critical transition periods such as hatch and transport. Provision of nutrition and water during the immediate post-hatch period and during transit from hatchery to farm has shown promising effects on broiler performance and health in the first days and weeks of life (Bergoug et al., 2013; Published results, Trouw Nutrition 2016). Early life interventions do not per se result in higher market weights or improved feed efficiency in each flock, but it will contribute to more stable and consistent performance and a reduced risk of birds developing health problems.

Health Life:
Animal Nutrition is an important part of the solution to help to contain Antimicrobial Resistance (AMR). Adequate animal nutrition (well-balanced and well-formulated feed) combined with good hygiene practices on farms and proper housing are key in promoting animal health and welfare. A balanced diet of compound feed supported by specialty feed ingredients/additives meets the animal’s physiological requirements and maintains the balance of the gut flora. Poultry Gut health is in fact a key factor in keeping birds healthy and resilient to stressors, such as heat or pathogens.

Trouw Nutrition Poultry Gut Health Solution, integrates Farm, Feed and Health approach.

Feed​ – Premixes, Young Animal Feed (ChickCare, NutriOpt, feed formulation advice including Intellibond C,
Feed safety: Fysal/Fylax/Toxo
Farm​ – Advice on farm management​ and biosecurity​, Selko pH (drinking water) with dosing systems
Health​ – Selko pH (water) + Selacid (feed), Gut health evaluation​

Water and feed acidification will contribute to maintaining a stable microbiota in poultry. The efficacy of organic and inorganic acids can be further enhanced by inclusion of medium chain fatty acids or other natural antimicrobial compounds that exert a broad-spectrum antimicrobial activity at relative neutral pH ranges.

Precision Nutrition:
From an economical point of view, we need in general to meet nutrient requirements of the birds in the most efficient and economical way and assure that animals are in good health to exploit their potential.

Efficient use of resources e.g. feed ingredients will benefit environmentally sound production. In this respect, use and conversion of co-products from the food and biofuel industry to highly animal nutrition products is contributing to sustainable production as well. One of the challenges in our industry is to be flexible with our raw material usage to manage higher use of low-quality ingredients and anticipate on fluctuations in raw material prices, whilst at the same time we need to have grip on variation in raw material quality and assure that the feed delivers the same high performance.

Near infrared reflectance spectroscopy (NIRS) is a rapid technique to evaluate the nutrient profile of feed ingredients. A more advanced precision nutrition system such as NutriOpt from Trouw Nutrition has incorporated NIRS, with its extensive nutrient databases.

NutriOpt is an integrated nutritional precision-feeding tool from Trouw Nutrition, which enables the poultry farmer or grower or feed miller to optimize both feed costs and production results to maximize financial benefits in the value chain. It consists of several key elements that complement and support one another in optimizing animal nutrition, performance and associated costs through precise real-time analysis, modelling and calculation.

To offer real-time feed analysis, Trouw Nutrition has introduced the NutriOpt On-site Adviser (NOA). This innovative solution reveals the real nutritional value of your feed ingredients and helps to improve performance and profitability. Powered by our comprehensive NutriOpt database, the NutriOpt On-site Adviser provides with accurate analytical results to make better-informed choices.

The portable NIR scanner and the mobile app enable you to get analytical results of nutrients in raw materials and finished feed onsite. The mobile app connects the handheld scanner to the NutriOpt nutritional database and advice on the nutritional value of the scanned materials. The NutriOpt On-site can be even connected to your decision-making tools for a smooth optimisation process.

NOA can perform convenient analysis without samples leaving your farm, and the poultry farm owner can enjoy a greater control over their animal performance.
In relation to feed safety, mycotoxins are probably one of the most important risk factors that need to be controlled among the Indian poultry Industry. It is also encouraging to note, that rapid diagnostics are now more widespread globally adopted for quality control to take appropriate measures once mycotoxin contamination in raw materials is detected. It is an essential part of feed quality assurance and with the right measures the risks can be mitigated, which will prevent unexpected performance losses and health problems.

Measuring mycotoxin levels in feed can be time-consuming and requires specialised and costly methodology. Trouw Nutrition offers “Mycomaster”, a tool to analyse mycotoxins.

Mycomaster provides rapid, cost-effective, and quantitative mycotoxin analyses of over 40 validated feed raw materials and final feed. And it works on-site, bringing flexibility to testing frequency, in support to Feed quality control, formulation decisions and remediation strategies.

Tackling the challenges:
The importance of using a holistic approach to enable successful conversion of feed into high quality poultry protein in a sustainable way is evident for the Indian poultry producers. These high producing birds must be able to consume, digest, absorb and convert sufficient nutrients to meet their genetic potential, and do this consistently from flock to flock. To do this successfully and achieve high consistent production with acceptable risk will require increased use of existing technology and expanding our knowledge and information network. At Trouw Nutrition, we have the tools to support the challenges faced by the poultry producers to make better choices to support the production chain. For a complete overview of our tools and services, please contact your nearest Trouw Nutrition expert/representative.

For further information, kindly write to us at customercareindia@trouwnutrition.com
or visit our website: www.trouwnutrition.in

Meghana Mukherjee Salvi
Director, Glamac International Pvt. Ltd.

Author’s Bio
Meghana Mukherjee Salvi is a poet, writer and blogger. She likes to study the market, analyse the trends and talk about everything related to Economics. Bumping into a good book is her guilty pleasure. She is a bibliophile from Bombay living with her husband and exceptional inlaws.

She followed in her father’s footsteps to set foot in the pharmaceutical industry. Before being in the poultry industry, Meghana completed her graduation in Mathematics, followed by a master’s degree in economics.

Transparency is the buzzword of this decade. Many are interested in knowing their meat and where it comes from today. Consumers are highly aware of what they consume, from checking ingredient labels and analyzing nutritional charts to certifications and acquiring allergen awareness. As per a survey conducted by the National Chicken Council, Washington, nearly 50% of the survey respondents would consume more chicken if they knew the production process was sustainable. And supply chain traceability can ensure farm-to-fork clarity, thus increasing demand or profitability and fostering roust brand trust.

But what is farm-to-fork transparency? It is a concept wherein you can track a food product from where it was produced(farm) to the consumption point(fork). It will include information from production to processing to distribution and retail sale of the product for the poultry sector, its chicken meat and eggs. Accessible and transparent ideas about farming practices, processing methods, or storage and distribution aid in enhanced consumer satisfaction, loyalty, and easy identification of issues arising from a specific supply chain location.

Indian Poultry Sector at a Glance
The Indian poultry sector is growing at a rapid pace. The country is the third-largest broiler chicken producer and the second-largest egg producer globally. By 2050, India’s population is expected to skyrocket to approximately 167 crores. With a growing population, rising disposable incomes, changing food preferences, urbanization, government initiatives, increasing demand for processed meat and food, and advancements in poultry production, the sector is slated to grow at 8.1% CAGR from 2023 to 2028.

However, the game changer for the Indian poultry sector was the Integration Model. The business model includes consolidating multiple stages of poultry production like breeding, hatcheries, producing feed, poultry farming, and processing under one umbrella or entity.

Integration bolsters:

•  Supply chain management – reduced logistical load and improved coordination.
•  Cost reduction – Consolidation leads to bulk purchasing and centralized operations.
•  Enhanced Biosecurity – Constant monitoring and centralized control minimizing disease outbreaks and promoting efficient risk mitigation strategies.
• Premium Quality: A standardized process will lead to effective implementation, ensuring consistent product quality.

Some key players like Godrej Agrovet, Venky’s, CP Foods, and Suguna, amongst multiple others, have built an all-encompassing supply chain practice and an exponential rise in product quality, genuinely transforming the face of the Indian Poultry Industry. These companies are adopting IoT, blockchain, AI, and data analytics to incorporate traceability further in their models.

Why Traceability?
Though you briefly understand why transparency is vital, especially for the poultry sector, peeling the layers and grasping the bigger picture is crucial. Let’s uncover the reasons behind the growing significance of Farm-to-fork transparency.

1. Food Safety and Quality

• Identification of contamination source in the meat’s production life cycle.
• 360-degree monitoring of the production process.
• Ensuring products meet quality and safety standards.
• Enabling swift and targeted recalls in case of challenging conditions.

2. Consumer Confidence and Brand Trust

• Transparency in products for consumer consumption.
•  A positive demand outlook for neatly sourced and safe products.
• Satisfied consumers have higher chances of choosing a brand they trust.

3. Compliance and Regulation

• Traceability is now becoming a legal requirement to ensure compliance.
• Relevant certifications and adherence to compliance help meet international standards.
• An excellent International brand image increases exports.
• Assists in acquiring certifications like Kosher or organic.

Facilitating transparency in the poultry industry through technology
The key to achieving traceability is by traversing the road to technology. Automated systems, precise data, real-time monitoring of the entire poultry supply chain, and efficient record-keeping create a massive difference by enhancing operational efficiency, regulatory compliance, and food safety. Let’s look at poultry tech, which can be the language of 2024.

RFID & Barcode: RFID is a medium of identification. The technology uses radio frequencies to identify people/objects/flocks and transfer data. It reads information within a wireless device/tag without requiring any physical contact. Barcode readers use a beam of light to read the black-and-white printed code on the tag. This makes it easy to trace the product throughout its production life cycle.

Blockchain: Blockchain technology is like an Impenetrable and secure digital diary of data points, each point carrying its unique digital ID called a decentralized identifier(DID). Each batch of flock or individual product can have its own DID carrying information about its origin, production methods, etc. Each stage of the poultry supply chain is stored in blockchain and cannot be edited or deleted. Since it is a decentralized computer network, all the parties in the supply chain can access the same information, reducing discrepancies. Also, payments can be automatically processed after the successful delivery of a batch.

Data Analytics: It is also playing a significant role in facilitating traceability. By analyzing data from various sources, it is possible to monitor and verify the production process. This aids in identifying potential issues before they become significant problems and enables producers to take corrective action quickly.

Real-time Tracking with IoT: Integrating the blockchain with Internet of Things (IoT) devices allows real-time tracking of poultry products. Sensors can monitor temperature, humidity, and other conditions, and this data is recorded on the blockchain, ensuring transparency and compliance with quality standards.

Feathered Success Story: Suguna’s Journey to Traceability
In India, there needs to be more transparency in the supply chain. Yet many key players have identified the scope of growth and efficiency by relying on technology. One such pioneer is Suguna Foods, which has adopted RFID technology to trace poultry products from farm to fork.

Suguna Foods has more than 35,000 poultry farmers spread across the country, making it one of the largest poultry companies in India. The company has implemented RFID tags on the birds’ legs, which can be scanned at various stages of the production process, including hatchery, feed mill, farm, processing plant, and cold storage.

The data collected through these tags is then uploaded to a centralized database, which can be accessed by stakeholders such as farmers, veterinarians, and customers. This data includes information about the bird’s age, breed, feed, and medication, making tracing the product’s origin easier and ensuring quality and safety.

By implementing traceability solutions, Suguna Foods has established a strong relationship of trust with its customers. The company has also improved its operational efficiency, reduced waste, and increased profitability.

The Way Forward

The poultry industry has witnessed enormous transformation in the last few decades. Like the industry, technology, too, has been at the forefront of change and upgradation. It has prompted the push for increasing transparency across sectors not just limited to poultry. Blockchain, IoT, AI, and data will be critical in aligning the industry with future needs. It can ensure food safety and quality and increase consumer confidence and brand trust, paving the way for a safer and more sustainable future.

Hence, it is imperative that feed millers, farmers, integrators, animal nutrition companies, veterinarians, and consumers, who form the pillars of the industry, should embrace technology that promotes sustainability and transparency for a bigger, better, and healthier tomorrow.

Dr. P.K. Shukla, Amitav Bhattachayya and Ambika Sharma*
Department of Poultry Science, College of Veterinary Science and
Animal Husbandry, Mathura- 281001 (U.P.)
*Department of Veterinary Biochemistry

Introduction:
The growth in India’s poultry industry is being driven by rising disposable incomes and changes in food habits. The shift from the traditional diet, which relied heavily on pulses, to animal-origin protein sources such as meat, eggs, and dairy products is significantly aiding the industry’s growth. The increasing awareness about health and wellness is further driving the demand for a protein-rich diet. Growth of the distribution channels is another factor giving a boost to the poultry industry.

The expansion in the food services market such as restaurants, fast food joints, and food chains, is leading to the rise in consumption of broiler meat and eggs. Both traditional Indian non-vegetarian recipes and fast-food recipes involve the use of broiler meats, as well as eggs, making them a significant part of the cooking. In addition, the growth of the bakery foods market is driving the demand for eggs, an important ingredient in making cakes and other bakery products.

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 few 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 tones (MT) annually, the sector currently witnessing an annual growth of 6–7% as per trade estimates.

1. Increased Demand for Poultry Products:
The demand for poultry products, including chicken meat and eggs, has been consistently growing in India due to factors such as population growth, urbanization, and changing dietary patterns with a preference for protein-rich foods.

The increased demand for poultry products in India is influenced by several factors, reflecting changes in consumer preferences, population dynamics, and economic development. Here are some key reasons contributing to the rising demand for poultry products in India-

Population Growth: India has a rapidly growing population, and as more people join the middle class, dietary patterns tend to shift towards protein-rich foods. Poultry, being a relatively affordable and accessible source of protein, has seen increased consumption.

Urbanization and Changing Lifestyles: Urbanization is accompanied by changes in lifestyle and dietary habits. Urban consumers often have busier lifestyles and seek convenient and quick-to-cook protein sources, making poultry products an attractive option.

Health Consciousness: As awareness about health and nutrition increases, many consumers are choosing poultry products as a lean source of protein. Chicken, in particular, is often considered a healthier option compared to red meat.

Affordability: Poultry products, especially chicken, are generally more affordable compared to some other meat sources. This affordability makes them accessible to a larger section of the population.

Versatility in Culinary Applications: Poultry products, such as chicken and eggs, are versatile and can be used in various culinary applications. This versatility makes them popular in a wide range of cuisines and dishes.

Economic Development: With improving economic conditions, more consumers have the purchasing power to include a variety of protein sources in their diets. This has led to an increase in the consumption of poultry products.

Government Support: Government initiatives and policies supporting the poultry sector have played a role in fostering its growth. This includes financial support, subsidies, and infrastructure development to boost poultry production.

Rising Awareness of Protein Deficiency: Protein deficiency is a significant concern in India, and there is increasing awareness of the importance of protein in the diet. Poultry products, being rich in high-quality protein, are sought after as a solution to address nutritional gaps.

Disease Concerns with Other Meat Sources: Concerns related to diseases associated with certain types of meat, such as avian influenza in poultry or other zoonotic diseases, may lead consumers to opt for poultry products perceived as safer.

Innovation and Product Development: The industry has responded to consumer demand by innovating and developing new products, including processed and value-added poultry items. This has expanded the range of poultry products available in the market.

The combination of these factors has contributed to the sustained growth in the demand for poultry products in India. It’s important to note that these trends may continue to evolve based on demographic shifts, economic developments, and changing consumer preferences.

2. Modernization and Technological Adoption:

There has been a trend towards modernization in poultry farming practices, with the adoption of advanced technologies. This includes automated feeding systems, climate control in poultry houses, and the use of data analytics for better management practices.

Modernization and technological adoption in poultry production in India have become increasingly prominent as the industry seeks to enhance efficiency, productivity, and sustainability. Several key areas reflect the ongoing modernization efforts in the Indian poultry sector.

Automated Farm Management Systems: Poultry farms are adopting automated systems for managing various aspects of production. This includes automated feeding systems, which can precisely control the quantity and timing of feed distribution, optimizing the nutrition of the flock. Automated watering systems are also employed for efficient water management.

Climate-Controlled Poultry Houses: To ensure optimal conditions for bird growth and health, modern poultry farms are equipped with climate control systems. These systems regulate temperature, humidity, and ventilation, creating an environment that maximizes bird comfort and productivity.
Data Analytics and Precision Farming: The integration of data analytics and precision farming technologies is gaining traction. Farmers are using sensors to collect data on various parameters such as temperature, humidity, and bird behavior. Analyzing this data allows for better decision-making, early disease detection, and optimization of production processes.

Genetic Improvement and Breeding Technologies: Poultry genetics play a crucial role in productivity. Modern poultry production in India involves the use of advanced breeding technologies to develop strains of birds that exhibit desirable traits such as faster growth, improved feed conversion efficiency, and disease resistance.
Vaccination Technology: Vaccination is a critical aspect of poultry health management. Automated vaccination systems are increasingly being used to ensure accurate and timely administration of vaccines. This not only improves disease prevention but also reduces stress on the birds.

Waste Management and Environmental Controls: Modern poultry farms focus on sustainable practices, including efficient waste management. Technologies such as anaerobic digestion systems are employed to convert poultry waste into biogas or organic fertilizers. This helps in minimizing the environmental impact of poultry farming.

Digital Platforms for Monitoring and Management: Farmers are using digital platforms and mobile applications to monitor and manage their poultry farms remotely. These platforms provide real-time data on various parameters, allowing farmers to make informed decisions even when they are not physically present on the farm.

Innovations in Feed Technology: Feed represents a significant cost in poultry production. Innovations in feed technology, including the use of alternative ingredients, precision feeding, and the development of nutritionally optimized feeds, contribute to improved feed efficiency and cost-effectiveness.

Biosecurity Measures: To prevent and control disease outbreaks, modern poultry farms implement robust biosecurity measures. This includes the use of technologies such as foot baths, sanitization gates, and controlled access systems to minimize the risk of disease introduction.

Robotics and Automation in Processing Plants: In addition to on-farm technologies, there is a trend towards the adoption of robotics and automation in poultry processing plants. Automated processing lines improve efficiency, reduce labor requirements, and enhance food safety.
These modernization trends are driven by the need to meet the growing demand for poultry products, improve the overall efficiency of production, and address challenges such as disease management and environmental sustainability. Continued technological advancements are expected to shape the future of poultry production in India, making it more sustainable, efficient, and economically viable.

3. Biosecurity Measures:
With the increasing concern about diseases, especially avian influenza, there has been a focus on implementing stringent biosecurity measures in poultry farms to prevent disease outbreaks. This includes measures to control the entry of pathogens into farms and strict hygiene practices.

Biosecurity measures are critical in poultry production to prevent the introduction and spread of diseases. Implementing effective biosecurity measures helps protect the health of the poultry flock, reduces the risk of disease outbreaks, and ensures the overall sustainability of the poultry industry. Here are key biosecurity measures commonly employed in poultry production in India-

Restricted Access: Limiting access to poultry farms is a fundamental biosecurity measure. Entry should be restricted to essential personnel only, and visitors should follow strict protocols, including wearing protective clothing and footwear.

Footbaths and Disinfection: Installing footbaths at entry points helps prevent the introduction of pathogens into the farm. Personnel and visitors are required to disinfect their footwear before entering the premises. Proper disinfection protocols are crucial to minimize the risk of disease transmission.

Quarantine Procedures: New birds entering the farm should undergo a quarantine period to monitor their health and detect any potential diseases. During this period, they are kept separate from the existing flock to prevent disease spread.
Isolation of Sick Birds: If a bird is found to be sick, it should be immediately isolated from the healthy flock. This prevents the spread of diseases within the flock. Proper veterinary care should be provided to the isolated bird.

Vehicle Disinfection: Vehicles entering and leaving the farm, including those transporting feed, should be properly disinfected. This prevents the potential contamination of the farm by external sources.

Biosecurity Signage and Education: Clear signage should be displayed to remind personnel and visitors of biosecurity protocols. Regular training and education programs for farm workers regarding biosecurity practices are essential.

Clean and Sanitized Equipment: All equipment, including feeders, waterers, and tools, should be regularly cleaned and sanitized. This prevents the buildup and spread of pathogens through contaminated equipment.

Rodent and Pest Control: Implementing measures for controlling rodents and pests is essential for biosecurity. These animals can carry diseases and pose a risk to the health of the poultry flock.

Proper Manure Management: Proper disposal and management of poultry litter and manure are essential to prevent the buildup of pathogens. Adequate ventilation in poultry houses helps in reducing the risk of respiratory diseases.

Water Quality Management: Ensuring the quality of drinking water is crucial for maintaining bird health. Regular testing of water sources and proper sanitation of water delivery systems help prevent waterborne diseases.

Culling and Disposal Protocols: In the event of a disease outbreak, culling and proper disposal of affected birds are critical. This prevents the further spread of the disease and protects the remaining flock.

Record-Keeping: Maintaining detailed records of the health status of the flock, vaccinations, and any disease incidents is important. This information can be valuable for disease monitoring, traceability, and future management decisions.

Vaccination Programs: Implementing a well-designed and timely vaccination program is essential for disease prevention. This includes vaccinations against common poultry diseases prevalent in the region.

Monitoring and Surveillance: Regular monitoring and surveillance of the flock’s health, as well as collaboration with veterinary authorities, help in early detection of diseases and timely intervention.

These biosecurity measures, when implemented comprehensively and consistently, contribute to the overall health and productivity of poultry flocks in India and help maintain a sustainable and disease-resistant industry.

4. Vertical Integration:
Many poultry producers have been adopting a vertical integration model, where a single company controls multiple stages of the production process, from breeding and hatching to processing and distribution. This integration is aimed at achieving better control over quality and cost efficiency.
Vertical integration in poultry production involves the ownership and control of multiple stages of the poultry supply chain by a single entity. In India, as in many other countries, vertical integration in the poultry industry has become a prevalent business model. Here are key aspects of vertical integration in poultry production in India-

Breeding and Hatcheries: Vertical integration often starts with control over the breeding and hatchery operations. Integrated companies own and manage breeding farms that produce parent stock. These breeding farms are responsible for producing fertile eggs, which are then sent to hatcheries.

Hatcheries: Integrated poultry companies often have their own hatcheries where fertilized eggs are incubated and hatched. This control over the hatchery phase allows for consistent quality and the selection of traits that contribute to the desired characteristics in the birds.

Broiler Farms: Integrated companies typically own or contract broiler farms where day-old chicks are raised to market weight. By controlling the production of broilers, companies can optimize feed efficiency, monitor health, and ensure the implementation of biosecurity measures.

Feed Production: Many vertically integrated poultry companies in India also control the production of feed. This involves the sourcing and processing of raw materials to produce nutritionally balanced feed for the birds. Integrated control over feed production ensures quality and cost efficiency.

Processing Plants: Integrated companies often own or have ties with processing plants where the broilers are slaughtered, processed, and packaged. This allows for control over the quality of the end product and ensures compliance with safety and hygiene standards.
Distribution and Marketing: Some vertically integrated poultry companies have their own distribution networks and marketing channels. This control over distribution ensures efficient delivery of poultry products to various markets, including retailers and food service establishments.

Retail Presence: In some cases, vertically integrated poultry companies may have their own retail outlets, providing direct access to consumers. This vertical integration strategy allows for greater control over the final stages of the supply chain and can enhance brand visibility.

Waste Management: Integrated companies often manage the waste generated at various stages of production. This includes the responsible disposal or utilization of poultry litter and other by-products.

Advantages of Vertical Integration-

Cost Efficiency: Integration can lead to cost savings by optimizing processes, reducing transportation costs, and improving overall efficiency.

Quality Control: Vertical integration allows for greater control over the entire production process, ensuring consistent quality from breeding to processing.

Risk Management: By controlling multiple stages of the supply chain, companies may be better positioned to manage risks such as disease outbreaks or fluctuations in input prices.

Streamlined Communication: Communication and coordination are often streamlined within an integrated structure, allowing for faster decision-making and response to market changes.

Challenges of Vertical Integration-
Capital Intensive: Establishing and maintaining a vertically integrated poultry operation can be capital-intensive.

Market Dependency: Companies may become heavily dependent on their integrated model, which could pose challenges if market conditions change.

Complex Management: Managing multiple stages of the supply chain requires specialized expertise, and companies need effective management systems in place.
Vertical integration in poultry production is a strategy that has been adopted by various players in the industry in India to achieve greater control, efficiency, and consistency in their operations. The extent of integration varies among companies, and not all poultry producers in India follow this model.

5. Government Initiatives and Policies:
The Indian government has implemented various initiatives and policies to support the poultry sector. This includes financial support, training programs, and policies to address challenges such as disease control and market access.

National Livestock Mission (NLM): The National Livestock Mission is an initiative of the Government of India aimed at sustainable development of the livestock sector, including poultry. It focuses on breed improvement, feed and fodder development, and other components to enhance productivity.

National Poultry Development Scheme (NPDS): The NPDS is a centrally sponsored scheme that aims to promote the overall development of the poultry sector. It includes components related to breed improvement, disease control, and infrastructure development.

Rashtriya Krishi Vikas Yojana (RKVY): The RKVY is an umbrella scheme that supports the development of agriculture and allied sectors, including poultry farming. It provides financial assistance for various activities such as infrastructure development, capacity building, and technology adoption.

Poultry Venture Capital Fund (PVCF): The PVCF is a financial assistance program that provides capital to entrepreneurs for setting up commercial poultry ventures. It aims to encourage private sector participation in the poultry industry.

Support to State Poultry Farms (under NPDS): The government supports state poultry farms for the production of quality breeding stock and day-old chicks. This contributes to the improvement of poultry genetics and productivity.

Biosecurity Measures for Avian Influenza: In response to outbreaks of avian influenza, the government has implemented various measures to control the spread of the disease. These measures include culling of infected birds, compensation for farmers, and awareness programs.
It’s important to note that policies and initiatives can change, and new programs may be introduced.

6. Challenges and Opportunities:
The sector faces challenges such as disease outbreaks, fluctuations in feed prices, and issues related to environmental sustainability. However, there are also opportunities for growth, especially with the rising demand for high-quality poultry products.
The poultry production sector in India faces a combination of challenges and opportunities. Understanding these factors is essential for policymakers, industry stakeholders, and farmers. Here’s an overview-

Challenges-

Disease Outbreaks: The poultry industry is vulnerable to disease outbreaks, such as avian influenza. These outbreaks can result in significant economic losses, culling of birds, and disruptions in the supply chain.

Biosecurity Concerns: Maintaining effective biosecurity measures is a challenge, especially with the risk of diseases spreading from wild birds and other sources. Ensuring strict biosecurity protocols is critical to prevent disease transmission.

Feed Costs: Feed constitutes a significant portion of the overall production cost. Fluctuations in feed prices can impact the profitability of poultry farming, and dependency on imported raw materials can add to cost variability.

High Competition and Price Volatility: The poultry sector in India is competitive, and price volatility can affect both producers and consumers. Market dynamics, including sudden price drops, can pose challenges for poultry farmers.

Infrastructure and Technology Adoption: In some regions, lack of modern infrastructure and slow adoption of advanced technologies can hinder the growth and efficiency of the poultry industry.

Environmental Concerns: The poultry sector generates waste, and improper disposal can lead to environmental issues. Managing poultry litter and waste responsibly is a challenge.

Lack of Skilled Labor: There can be a shortage of skilled labor, particularly in areas related to the operation and maintenance of modern poultry farming equipment and technology.

Government Regulations: While government support is available, complex regulations and bureaucratic hurdles can create challenges for farmers and businesses.

Opportunities-

Rising Demand: There is a growing demand for poultry products in India due to population growth, urbanization, and increased awareness of the nutritional benefits of poultry.

Health Conscious Consumers: A trend towards healthier eating habits is creating opportunities for specialty and organic poultry products. Consumers are increasingly willing to pay a premium for products perceived as healthier and ethically produced.

Technological Advancements: The adoption of advanced technologies, such as precision farming, data analytics, and automation, presents opportunities to enhance productivity and efficiency in poultry farming.

Government Support: Various government initiatives and schemes support the poultry sector, offering financial assistance, subsidies, and infrastructure development programs.

Vertical Integration: Vertical integration allows for better control over the entire poultry supply chain, offering opportunities for improved efficiency, cost reduction, and quality control.

Export Potential: With improved biosecurity measures and adherence to international quality standards, there is an opportunity for Indian poultry products to tap into the global market.

Diversification of Products: Beyond traditional chicken and eggs, there is potential for diversification into value-added products such as processed meats, organic poultry, and specialty breeds.

Research and Development: Ongoing research and development efforts can lead to the development of disease-resistant breeds, improved feed formulations, and more efficient production practices.

Increased Awareness of Animal Welfare: Consumers are becoming more conscious of animal welfare issues, creating an opportunity for producers who adhere to high standards of animal care.

Entrepreneurship: The poultry sector provides opportunities for entrepreneurship, especially for small and medium-sized farmers who can explore niche markets and value-added products.

Balancing the challenges and opportunities requires a collaborative effort from the government, industry players, and farmers to address issues, adopt best practices, and seize opportunities for sustainable growth in the poultry production sector in India.