PIONEERING WOMEN IN THE POULTRY INDUSTRY – MS. MEGHAL SINGH, FOUNDER OF MOMMY’S CHICKEN, BHOPAL
In this issue of Poultry Creations magazine, we extend a warm welcome to Ms. Meghal Singh, the Founder of Mommy’s Chicken, under the compelling theme of “Pioneering Women in the Poultry Industry.”
In this edition, we present an insightful discussion with Ms. Meghal Singh, the Founder of Mommy’s Chicken, which was established in Bhopal in 2017. Her brand has garnered acclaim for its unwavering commitment to ethical and sustainable practices within the poultry industry, all while championing the nutritional benefits of chicken and eggs. Her journey is an inspiring narrative, showcasing not only entrepreneurial success but also the remarkable potential of passion, innovation, and a mission to empower women while addressing protein deficiency in India. We are thrilled to feature Ms. Meghal Singh in this issue, where she shares her invaluable insights, experiences, and her visionary outlook for the future of the poultry industry. Continue reading to gain unique perspectives from Ms. Meghal Singh about her brand and the poultry industry.
“My advice to all women is simple: “Believe in yourself and keep taking small steps towards your goals, as they will eventually lead to remarkable achievements.”
Meghal Singh
Poultry Creations- Could you share a brief overview of your personal journey and what inspired you to establish the Mommy’s Chicken brand?”
Meghal Singh- I’m Meghal Singh, and my journey into entrepreneurship began after completing my computer science engineering and post-graduation in Finance in Pune. I initially worked for Bank of New York Mellon in Pune for two years before returning to my hometown in 2017 to pursue my passion for entrepreneurship.
As a child of a veterinary doctor, I had the privilege of enjoying high-quality chicken without any hassles. However, my experience changed when I moved to Pune for my studies and job. Buying chicken became inconvenient, and I had to compromise on quality, hygiene, and the post-purchase experience, including cleaning and washing the cuts. Local butchers typically offered larger, tougher birds. Sharing these experiences with friends and family, I realized the need for improvement in this industry.
Conversations with my father, Dr. Mahendra Singh, a veterinarian, revealed that poultry farmers often incurred losses due to high production costs exceeding daily market rates. This insight drove me to bridge the gap between cost-effective production and quality, introducing a concept that prioritizes bird size, hygienic packaging, product variety, and convenient home delivery. In September 2017, Mommy’s Chicken was founded with a focus on the Farm to Fork concept. By 2021, we evolved into a private limited company, Mommy’s Chicken and Foods Pvt Ltd, with three retail stores and over 20,000 satisfied customers in Bhopal.
Poultry Creations- What were the key challenges you faced when establishing Mommy’s Chicken, and how did you overcome them?
Meghal Singh-Establishing Mommy’s Chicken in 2017 as a poultry processing startup in a tier two city like Bhopal came with its share of significant challenges. The foremost obstacle was creating a demand for our products in a market where they were not commonplace. This required substantial efforts to build customer awareness about our offerings. Additionally, ensuring that our staff was well-trained and maintaining quality standards was crucial. We had to continually work on developing the right products that resonated with local preferences. Penetrating the market initially, dealing with initial customer inquiries, and assembling the right team were all demanding tasks. Furthermore, we faced the challenge of operating in a market with lower perceived potential. Overcoming these hurdles demanded considerable time and financial investments in branding and educating the community, a vital step in boosting our business’s success.
Poultry Creations- From a global perspective, what do you believe are the biggest challenges and opportunities in the poultry industry, and how can entrepreneurs and businesses navigate them effectively?
Meghal Singh- Where there are challenges, there often lie numerous opportunities.
Challenges
– Biggest challenges is the myths that float around the buyers and consumers and industry people are not effectively trying to create awareness and burst those myths with trending ways and usage of digital and social media platforms.
– High costs of cold storage infrastructure
– No dedicated or proper support from the government or municipal corporation in the sector of poultry processing.
Opportunity
– Usage of Digitalisation and technology to increase the efficiency.
– More youth working towards such concept in order to revolutionise and organise the sector .
– Government schemes and support for startups working in poultry processing sector
– Loan schemes in order to accelerate the business initially
– Seamless and better export facilities for startups
Poultry Creations-Could you share a specific success story or moment that stands out in your journey as the founder of Mommy’s Chicken, where you felt the impact of your mission was truly making a difference?
Meghal Singh-Our customer reviews and feedbacks are sometimes so heart touching that we take pride in it. During the time of lockdown, we have served all across the city where lot of new customers got associated with us and appreciated the quality and hygiene we are maintaining. It was the right timing and proper execution of our concept that we were able to cater in those times.
Also, in tier 2 city like Bhopal we have 2 dedicated retail stores and 1 dark store, so when our customers who visit our retail store for the first time, they really appreciate the look and ambience of the store and how conveniently people are able to buy wide variety of products at affordable prices and clean and attractive looking packaging with well dressed, equipped and trained staff.
Poultry Creations-Your brand Mommy’s Chicken promotes the importance of protein in the diet. How do you educate consumers about the nutritional benefits of chicken and eggs, and what strategies have been effective in raising awareness?
Meghal Singh-Mommy’s Chicken is dedicated to promoting the nutritional value of chicken and eggs. We employ digital marketing and content creation to educate consumers. Through online platforms, we share informative content, including engaging videos, to highlight the benefits of chicken and eggs. Our goal is to raise awareness and encourage healthier dietary choices.
Poultry Creations-In recent years, food safety and quality have become top priorities for consumers. How does Mommy’s Chicken maintain high standards in these areas?
Meghal Singh-Mommy’s Chicken prioritizes food safety and quality to meet consumer demands. We maintain these standards with:
– Stringent SOPs and protocols
– A dedicated housekeeping team
– Effective disinfection practices
– Fly repellants for a sanitary environment
– Strict slaughtering and dressing protocols
– Staff hygiene standards
– Regular microbiological testing
– ISO certification and FASSI licenses
Our measures ensure the safety and quality of our poultry products.
Poultry Creations-Mommy’s Chicken has received the Agriculture Today Award. How has this recognition impacted your brand, and what does it represent in terms of your commitment to quality and sustainability?
Meghal Singh-This award has actually created impact in our brand recognition in local level as well as national level as we have gained customer trust and this award has both lot of authenticity in brand recalling, also we have gained Customer retention rate of 87%. National level people have started asking for franchisee of my brand which is going to be our next and upcoming goal.
Poultry Creations- You mentioned the importance of customer feedback in your start-up journey. How has customer feedback influenced the development of Mommy’s Chicken, and what specific changes have you made based on this input?
Meghal Singh-As the owner of Mommy’s Chicken, I can’t stress enough how valuable customer feedback has been on our journey. When we first started, we were passionate about serving only processed chicken, but with time and through the feedback we received from our customers, we gradually expanded and fine-tuned our product line to better cater to their preferences in all domains right from raw to ready to cook value added products to ready to eat products.
We also learned that people wanted pet-friendly options, so we added pet food product range for dogs and cats.
Customer feedback even encouraged us to diversify new dips and sauces, which have since become customer favourites.
Certainly, our name may suggest otherwise, but at Mommy’s Chicken, we’ve gone beyond poultry. Our menu now boasts a delightful range of non-vegetarian choices, all prepared with the same care and flavor that define our brand.
So, customer feedback isn’t just about business for us; it’s about building a connection with our community and making Mommy’s Chicken a place where everyone feels heard and valued. It’s these personal touches that have made our journey so special. We also implemented other changes like Marinades and packaging portion size. We have implemented most of the feedbacks given by our customers but also have created certain boundaries.
Poultry Creations- Given your experience as a founder, what advice would you offer to aspiring women entrepreneurs, as well as entrepreneurs in the poultry industry, who are interested in starting a business with a strong social impact mission? What role has your family played in your entrepreneurial journey, especially with your father’s Dr. Mahender Singh occupation in the poultry industry?
Meghal Singh-My father has been a constant support to me as he is my one and only trustworthy source of guidance and mentorship. Under his mentorship I am able to work efficiently, right from moral to technical business support.
But in the beginning my father was very much reluctant about me entering into poultry industry, so I had to first prove him that I can perform my best with my new and trending concept and ideas, gained his trust, showed him my very first month sale and then only he trusted me and sensed that I was very much serious about my poultry processing start-up. Since then, he is my constant support and I have gained some really valuable life skills and also business skills.
Poultry Creations-Could you share some insights into your future plans for Mommy’s Chicken? What do you envision for the brand in the years to come, and how do you plan to further expand its influence?
Meghal Singh-Mommy’s Chicken plans exciting growth, including nationwide franchise expansion. Our goal is to reach more customers across India, offering convenience and high-quality products. Expanding our franchise is a key strategy to strengthen the Mommy’s Chicken brand.
Poultry Creations-How do you stay motivated and maintain your passion for your brand’s mission despite the challenges and demands of running a successful business?
Meghal Singh-I stay motivated through a fitness lifestyle, short breaks, and travel, which inspires me. Managing different business domains also keeps my passion alive.
Poultry Creations-How can we develop strategies or implement changes in the poultry industry to minimize risks and create a more profitable environment for all segments, including small poultry farmers, while ensuring a brighter future for the industry? What are some ideas you can share for this transformation?”
Meghal Singh-To create a more profitable and secure environment in the poultry industry, we can focus on strengthening biosecurity measures, adopting sustainable farming practices, and diversifying products. Enhanced biosecurity can minimize disease risks, which is crucial for small poultry farmers. Sustainable practices not only align with consumer preferences but also reduce long-term costs. Diversifying into value-added products like organic and specialty poultry can provide higher profit margins and ensure a brighter future for the industry by meeting evolving consumer demands.
Poultry Creations-The poultry industry is traditionally male-dominated. What message or advice would you give to women looking to break into such industries and create a meaningful impact, as you have done with Mommy’s Chicken?
Meghal Singh-I believe that women have always proven themselves as strong administrative and management leaders in whichever sector they enter.
What kept me going was my:
– Passion and the will to achieve my dreams. I was resilient enough to prepare myself for setbacks and criticism, but I stayed committed to my goals.
– Networking with the right people for invaluable guidance.
– Belief in myself and a focus on my goals. My determination to achieve those goals kept me going.
– The innovative product and concept that I knew would have a positive impact on both the industry and the environment.
My advice to all women is simple: Believe in yourself and keep taking small steps towards your goals, as they will eventually lead to remarkable achievements.
