The sustainability of the industry is possible when there is a balance between the raw material cost and live birds’ selling price. The government should think about raw material price control for the feed industry and/or allow the import of grains and other raw materials for specific use in the feed industry.

Poultry Creations: Mr. Das, could you please provide a brief overview of your background and role within Baramati Agro? How did you become involved with the company, and what responsibilities do you hold in shaping the company’s strategies, innovations, and overall direction in the poultry industry? Additionally, could you share insights into how your leadership has contributed to the company’s growth?

Debaraj Das : Contrary to the general perception, I don’t come with prior experiences in the poultry industry. I am a Mechanical Engineering graduate with an M.Tech in Aeronautical Engineering from IIT, Chennai and an MBA from Kelley School of Business, Indiana University, USA. I started my career in Defence Aerospace PSU and later moved to Automotive, Industrial Safety, and Medical Device Businesses with some of the leading MNCs. Over three decades, I worked in various leadership roles managing multiple business verticals in cross-cultural setups.

I got introduced to Baramati Agro Ltd after the first phase of the COVID-19 pandemic was over and joined the company in early 2021 taking business responsibility for the Poultry (Breeder and Broiler Integration), Animal Feed, Food, and Fruits & Vegetables Divisions. The VUCA World (Volatility, Uncertainty, Complexity, and Ambiguity) aptly defines the Poultry Industry.
In line with the vision of our company “to be a value-based company with a leadership role in domestic as well as international markets….” and with the mission to “scale up with the speed to become India’s largest diversified agribusiness conglomerate”, I am involved in our strategic business growth and execution.
It is not always easy than said. Having come from a diverse background, I always focus on visionary and transformational leadership. A strong foundation with the right people having capability, flexibility, and adaptability is the key to success.

Poultry Creations: Mr. Das, Baramati Agro’s journey in the poultry industry spans over three decades. Could you share the pivotal moments that have shaped the company’s evolution and its reputation as a trailblazer in the industry?

Debaraj Das : Our CEO, Mr. Rohit Pawar, is a highly visionary leader. Under his leadership, the company has grown multi-fold over the last decade. With a humble beginning with the poultry integration, today our business is highly diversified. “Linking the basics” has been the motto of the company and that has helped us to connect at both ends of the business – the farmers at one end and the consumers at the other end. With a farm-to-fork model, we focus on value creation throughout the supply chain process, thereby making the lives of the people better. Uncompromised quality and service have helped us to earn a reputation of what Baramati Agro is today. Farmers to customers, all can depend on us.

Poultry Creations: The slogan “We know our chicken because we grow our chicken” underlines Baramati Agro’s commitment to quality. Could you explain how this integrated approach, encompassing parent farms, feed mills, and processing, ensures the superior quality of your products?

Debaraj Das: Who better knows about our chicken than we do? While this is true for all our competitors, what differentiates us is that once we make a promise, we keep our promise. Our irrefutable quality of live chicken under our “Baramati Agro Fresh Chicken” brand and chilled chicken through our “Chicken Vicken” franchisees are testimony to this statement. There is no compromise on quality assurance and quality control at every step of the business processes from parent farms to feed milling, broiler integration, and chicken processing. We follow some of the best practices not only from the poultry industry but also from other industries which are adapted to suit our requirements. Together with this, we have strong IT systems integrated with SAP. We focus on IOT to make our system foolproof.

Poultry Creations: Maintaining precise process parameters at various stages is essential for quality control. How does Baramati Agro ensure this control across different operations, and what technologies or methodologies have contributed to consistent excellence?

Debaraj Das : I spoke about it earlier. We are constantly in touch with our suppliers and technology providers to understand recent developments in products and technologies that can help us improve our process efficiencies and effectiveness. We have an appetite for quickly adopting new products and technologies to leverage the benefits. Small improvements lead to big gains. Our SOPs are dynamic and keep changing with evolving technologies.

Poultry Creations: With a substantial number of laying parent birds and a hatching capacity, how do you ensure both productivity and the well-being of the birds under your care?

Debaraj Das : There is no shortcut in our poultry integration, and hence no comprise is allowed in following the SOPs. Identifying the risks well in advance and taking appropriate actions are core to success. In addition to this, we have our in-house quality department who work independently and report their findings to avoid any bias in reporting. Frequent periodic audit by experts also helps us to identify the gaps and helps us follow the industry’s best practices. This ensures not only the productivity but also the health of the birds at the broiler level through effective management practices of parents and hatcheries.

Poultry Creations: Baramati Agro’s influence on farmers in Maharashtra is commendable. Could you share a specific success story or an example of how your support has positively transformed a farmer’s life and their farming practices?

Debaraj Das: Our vision is to create value for all stakeholders by Linking the Basics. Transforming the lives of the farmers has been our motto. We have relentlessly worked on the socio-economic growth of the farmers bringing smiles to their faces. Our technical team works hand in hand with the farmers in training and deploying the best farming techniques and management practices. Educating the farmers in farm management has resulted in improving their earnings and establishing a long-term relationship.

Poultry Creations: Providing day-old chicks and comprehensive support to farmers requires careful coordination. How do you manage to ensure a consistent supply of resources and support to a diverse network of farmers?

Debaraj Das: We have a decentralized system to provide necessary service support to the farmers across all locations. Our team at each location is trained in the business processes. At the same time, we have an established common system, process, and practice which are followed at all locations. Every location is connected through our integrated IT system and is centrally monitored for any variances or deviations. This helps us to take timely actions for mitigation of any issues and further improvements.

Poultry Creations: The concept of providing chicks to farmers and taking back mature birds for processing is innovative. How has this cycle influenced the growth of Baramati Agro and contributed to the economic stability of the farmers?

Debaraj Das: This process limits the liability of the farmer. From a farmer’s point of view, there is no working capital issue in managing the farm other than the labourer/supervision for farm management. The cost is borne by us and the farmers earn the growing charges with the potential to earn higher than the minimum with better bird performance. Hence, the farmers are not worried about the quality and cost of the chicks or the burden of selling the matured birds. Further, they are protected from fluctuating live bird prices. Thus, irrespective of the business performance, the farmers continue to earn which ensures their economic stability.

Poultry Creations: Mr. Das, effectively marketing and promoting poultry products can be crucial in capturing consumer attention and fostering brand loyalty. Could you share Baramati Agro’s strategies for promoting your range of poultry products? How does the company differentiate itself in a competitive market and communicate the unique value propositions of its products to consumers? Additionally, could you highlight any innovative marketing campaigns or approaches that have significantly contributed to enhancing consumer engagement and driving sales growth?

Debaraj Das: Baramati Agro ‘Fresh Chicken’ brand for Live Birds’ stores has earned a reputation over the years for delivering superior quality birds. We never compromise on the quality at any step in our poultry integration. We have the reputation of providing birds of a certain age and size irrespective of how the market behaves. This has earned us this unique reputation of “Baramati Agro Fresh Chicken”. Needless to say, customers today demand Baramati Agro chicken in live bird retail stores. If some live bird stores at the far-off Murshidabad boost our logo (copied), then you can probably think that people in India are talking about our birds because of their uniqueness. We promise to deliver soft and tender chicken and we do it every time. We were the first to communicate to the people about the benefits of eating chicken to boost their protein and immunity during the COVID-19 pandemic. Our FM radio and TV commercials helped to deliver the messages to the people.

Poultry Creations: The “elicious” brand and your range of value-added chicken products are gaining recognition. How does Baramati Agro’s Product Innovation Center contribute to the creation of these products, and could you share a notable example of successful innovation?

Debaraj Das: Our ‘elicious’ brand has earned a name in the frozen value-added product category. We constantly evolve with innovative recipes and products to suit the varied consumer preferences in India. Some of our products such as chicken sausages are the highest selling products, which amply testifies our innovative products and the quality thereof.

Poultry Creations: The presence of “Chicken Vicken” outlets seems to create a direct link with consumers. How do these outlets contribute to enhancing consumer experience and promoting farm-fresh products?

Debaraj Das: Our Chicken Vicken outlets are meant to create a customer experience in buying the so-called commodity product ‘chicken’. We promise a clean and hygienic store delivering soft, juicy, tender, and fibreless chicken. Customers don’t get the experience of the wet market, but rather the experience of a store where you can come with your family. Our customers are our promoters. The best testimony comes when you suddenly switch from Chicken Vicken to other stores to buy the chicken and your kids tell you that this chicken is different, and it is not good. You know what I mean. Enhanced customer experience comes when they see value in buying from the Chicken Vicken stores.

Poultry Creations: Mr. Das, government support and policies can play a crucial role in the growth and sustainability of the poultry industry. what kind of further support or changes in government policy would you recommend to further boost the industry’s progress and ensure its long-term viability?

Debaraj Das: It is a known fact that in the poultry industry, the volatility of live bird rates coupled with the volatility in raw material prices are impacting the industry in a big way. While the raw material prices are constantly on an upward trend, the live bird rates are almost stagnant. This trend has been on for the last few years and is constantly putting pressure on the poultry industry to survive. The sustainability of the industry is possible when there is a balance between the raw material cost and live birds’ selling price. The government should think about raw material price control for the feed industry and/or allow the import of grains and other raw materials for specific use in the feed industry.

Poultry Creations: Mr. Das, the cost of raw materials, particularly feed ingredients, can significantly impact the profitability of poultry production. How does Baramati Agro manage and mitigate the challenges posed by fluctuations in raw material prices? Are there strategies in place to optimize feed formulation, explore alternative sourcing, or employ risk management approaches to ensure cost stability while maintaining product quality?

Debaraj Das: This is the sad part. While the live bird price is not in your control, you see a constant upward movement in the prices of feed ingredients. Ironically, this burden is not faced by the farmers and traders of broilers, nor by the feed raw materials, supplements, additives, medicines, and vaccine suppliers. The whole of this burden comes on the integrators. There is a limit to optimise feed formulation or use of alternate raw materials. I think these options are also slowly reaching the saturation point. You cannot compromise on the bird’s performance or quality. Beyond a certain limit, you cannot do anything. Hence, the profitability will always remain a challenge.

Poultry Creations: Dear Mr. Das, as we’ve recently launched the new magazine “Poultry Creations,” we are keen on conveying a meaningful message to the poultry industry. Considering your expertise, what key message would you recommend we communicate through our magazine to best serve and resonate with the industry?

Debaraj Das: First of all, Congratulations on the successful launch of “Poultry Creations” Magazine! and I wish all the very best and success to the magazine. My suggestions will be to promote knowledge through the magazine for the industry to gain and utilise. The industry must be well aware of the latest developments in processes, technologies, methods, and practices. Imbibing Industry 4.0 for a digital transformation will be key to taking the poultry industry upward and positioning it in the industrial map of India.

PIONEERING WOMEN – IN THE POULTRY INDUSTRY

We are proud to celebrate the unwavering dedication of women leaders who tirelessly contribute to our poultry industry. Women have been an integral part of the poultry sector, driving its continuous growth and success. From farmers to processing plant workers, to veterinarians, and every role in between, the poultry industry owes much of its productivity to the steadfast commitment of these remarkable women.

In our commitment to supporting and empowering women in the industry, we launched a new section in our magazine, “Pioneering Women in the Poultry Industry,” starting with our October issue. Through this platform, we aim to shine a spotlight on the achievements and stories of these extraordinary women.

In our current issue, we have the privilege of featuring an interview with Ms. Meghana Mukherjee Salvi, Director of Glamac International Pvt Ltd. Meghana Mukherjee Salvi is not only a talented poet, writer, and blogger but also a keen observer of market dynamics and trends, with a strong inclination towards discussing economics. Her guilty pleasure is getting lost in the pages of a good book. Hailing from Bombay, she shares her life with her husband and exceptional in-laws.

Meghana’s journey is a testament to her determination and ambition. She followed in her father’s footsteps by initially pursuing a career in the pharmaceutical industry. It’s noteworthy that her educational background includes a graduation in Mathematics, followed by a master’s degree in Economics.

We invite you to read her inspiring story and insights in this issue as we continue to champion the exceptional women who make a difference in the poultry industry. Stay tuned for more empowering narratives!

“Be confident in your abilities because you have the power to break the glass ceiling.”

…Meghana

Poultry Creations- Can you share your journey and experience as a women in the poultry industry? What inspired you to get involved in this field?

Meghana- Initially, being one of the few females in a male-dominated industry felt daunting. But, my experience till now has been gratifying. I experienced ubiquitous optimism and encouragement from industry veterans and key poultry industry drivers. Not only was I welcomed with open hands, but I have often felt my peers, colleagues and mentors nurturing me to find my foothold in the industry. As an industry, we are eager to embrace the flavour of budding entrepreneurs, especially women who can run the show and take the sector to soaring heights.

My father, Mr Abir Mukherjee, has always inspired me never to shy away from challenges and I followed my father’s footsteps and joined the poultry industry. I grew up observing the industry and idolizing my father for the commendable feat he would consistently achieve in his remarkable career of over 33 years. As far as I can remember, I always wanted to be like him. When he started Glamac International Pvt. Ltd. a few years ago, I was excited to participate in the venture and see how the journey unfolds. Though poultry is a niche industry, it is technically driven and backed by consistent innovation, significantly boosting my creative flair. I knew with my existing skill set and my father’s guidance, I could add value to our company and the Poultry industry.

Poultry Creations- In your experience, what are some of the most significant barriers that women often face when entering or advancing within the poultry industry?

Meghana- Our industry framework naturally is such, which creates significant barriers to women’s participation in poultry. For starters, women face limited access to Education and Training.
Further, prevalent gender bias discourages women’s participation in the industry. A lack of financial resources, including credit and investment, impedes women from starting or expanding their poultry business. Also, in a country like India, societal expectations and cultural norms restrict women from pursuing careers in a male-dominated industry like ours. Moreover, women poultry farmers need help accessing markets, negotiating fair prices, and integrating supply chains.

Addressing such barriers will require a comprehensive approach which includes educational institutions, industry stakeholders, policymakers and communities to foster a more inclusive and supportive environment for women in poultry.

Poultry Creations- Can you provide examples of successful initiatives or stories where women have made a notable impact in various aspects of the poultry value chain?

Meghana- Recently, I came across a brand called Kerala Chicken. Kudumbashree started it with the animal husbandry department and Kerala State Poultry Development Corporation (KEPCO). The brand ensures the availability of premium quality chicken products at affordable prices to consumers. Kerala Chicken engages micro-enterprises run by women entrepreneurs to produce and supply nearly 50% of the chicken consumed by the state. Today, it has benefitted 364 women entrepreneurs and achieved a sales turnover of over 100 crore in just 5 years.

“And, of course, the contribution of Anuradha Desai, Chairperson of V H Group, has been prodigious in shaping the entire Indian poultry industry. In India, Venkateshwara Hatcheries pioneered the organised poultry business. And, under the able hands of Mrs Desai, the group incorporated both backward and forward integration, creating an integrated poultry organisation.”

Poultry Creations- Collaboration is often key to achieving meaningful change. Could you share any partnerships or collaborations that have been instrumental in advancing the cause of women in the poultry industry?

Meghana- When I had just entered the industry, somebody told me poultry would aid India’s prosperity faster if the industry facilitated further women empowerment. These words stuck with me. As you rightly mentioned, collaboration paves the path for meaningful change; I would like to share one initiative called the National Smallholder Poultry Development Trust(NSPDT). It enables the needy rural women in India to establish and successfully run their poultry enterprises. The Indian Veterinary Research Institute undertakes multiple trainings to equip the farmers, but women’s participation is low. If these trainings take place nearer to their homes, more females will be able to join. Another example is Hatching Hope, a collaborative effort to address malnutrition and poverty by engaging rural women in poultry rearing. It supplemented rural families’ income and became a source of nutrition.

If the industry’s significant stakeholders join their hands towards fruitful collaboration, it will transform the outlook of women’s participation in the poultry industry.

Poultry Creations- How can the industry encourage more women to pursue careers or businesses in poultry farming and related sectors?

Meghana- Firstly, there needs to be awareness about our industry as a whole. Beyond our industry network, only some know the poultry industry’s constituents.
In 2022, the Indian poultry market reached a value of USD 28.18 billion and is slated to grow at an average of 8.1% CAGR between 2023 and 2028. In the coming decade, considerable investment in capital and research, optimum capacity utilisation, availability of raw materials and effective feed strategy are monumental to meet the rising protein requirements of the country. Evidently, the poultry industry has a massive scope to generate employment. However, to encourage women’s participation, understanding their existing challenges can prove helpful.

Incorporating digital transformation and merging the poultry sector with IT will alter the existing gender disparity. Initiatives like offering subsidised education for females pursuing veterinary sciences will increase their participation. Women should be incentivised by providing online training workshops/courses to learn at their convenience. Establishing only women’s guilds/forums/networks where they can connect, collaborate and coexist. Multiple companies share the success stories of women in poultry on different social media platforms. Also, flexible work arrangements will help accommodate women’s diverse roles and entail their participation. Harbouring such proactive steps will create an inclusive culture for the poultry sector.

Poultry Creations- Could you elaborate on the role of education and mentorship in empowering women to overcome challenges and pursue successful careers in poultry farming and related areas?

Meghana- Indeed, education and mentorship are vital in empowering women to acquire the necessary skill sets and build a successful career in the poultry industry. Today, poultry farming has become highly technical, research-oriented and mechanised. Thus, to align with the altering needs of the industry, structured and comprehensive learning courses, access to knowledge-sharing forums and hubs, and techno-commercial training are required. It will equip the farmers regarding disease management, climactic challenges, feed ingredients, bio-security, and poultry waste management.

Poultry rearing and production is a crucial source of income and nutrition for many rural families and sees considerable women employment. While education can help them make informed decisions, mentoring will complement the process by offering practical insights and network opportunities. Training programs and course modules designed in their native language, engaging female role models and veterinarians to spread awareness, will provide access to better markets, volume purchasing of raw materials and shared veterinary services.

While the integration operation model has spearheaded the industry’s growth by supporting and safeguarding the farmers from market risks and assuring fixed-rearing prices, a massive scope still exists in disseminating knowledge and training.

Poultry Creations- Can you share your experiences and insights on how women can navigate and overcome challenges when they are the minority gender in meetings and conferences, particularly when traveling alone for such events?

Meghana- There will often be situations where we are the minority gender in meetings or conferences. But, in my experience, confidence and assertiveness have always helped me establish my presence and forge reliable friendships in the industry. Also, if I am travelling alone, I thoroughly research the event and the attendees and familiarise myself with the key participants and topics. First, being part of a like-minded community and building a professional network is essential.

I urge women to participate in forums and leverage social media platforms to establish connections. And seek out peers or mentors who might be attending the event as they can provide valuable insights about accommodation and travel.

Poultry Creations- What message or advice would you give to young women who are considering a path in the poultry industry?

Meghana- We have come a long way, but, there is an even longer journey that awaits. While we have arrived, it is also our responsibility to stay, nurture, and inspire other women.

I would like to tell every woman out there who is eager to join the poultry industry and also to those who are sceptical, “Be confident in your abilities because you have the power to break the glass ceiling.”