Dr.Partha P. Biswas
M.Sc.,Ph.D.,F.Z.S.,F.Z.S.I.
Former Asso. Professor & H.O.D.,
Dept. of Zoology, R.K.Mission V.C.College,
Kolkata ,W.Bengal.
Senior Consultant, Aqua-Vet inputs,
Fin-O-Wing Formulations, Kolkata-700084

The chicken industry is becoming more vulnerable to environmental shifts, particularly high temperatures. Open-sided poultry species are susceptible to heat stress, negatively impacting growth and productivity. Factors determining heat stress include temperature radiation, humidity, metabolic rate, age, and duration. Modern commercial broilers are more sensitive to heat stress, making understanding and controlling environmental conditions crucial for poultry production and health. High temperatures in birds reduce antioxidant capacity, requiring food handling and expensive cooling. Understanding and controlling environmental conditions is crucial for poultry production and health.

Thermoregulatory Device in Chicken
Unlike mammals, birds do not have sweat glands, but they have developed a number of behavioral adaptations to cope with heat, including increased breathing rate, panting and raised wings. Commercial poultry prioritize high production, making broilers more sensitive to environmental stresses, and affecting meat quality and immune problems. Under conditions of heat stress, metabolic heat increases, and the animal succumbs to hyperthermia. In summary, it can be concluded that high ambient temperature outside the thermoneutral region during the production phase has a bad effect on meat production, meat quality and causes serious immune problems in broilers.

Heat Shock Proteins of Poultry Birds During Heat Stress
Heat shock proteins (HSPs) are stress proteins found in all living organisms that are activated by high environmental temperatures to protect cells from stressors such as heat. The 70 kDa heat shock proteins (HSP70) are a family of proteins known for their potential role in thermotolerance and widely regarded as cellular thermometers. Over expression of HSP70 has been observed under oxidative stress, leading to mitochondrial reactive oxygen species scavenging and pulmonary endothelial protection against bacterial toxins. They keep cells in order by synthesizing other proteins, attract immune cells and participate in protein assembly and degradation. Higher HSP expression is associated with better heat tolerance and is produced by all living organisms in high temperature environments.

Effects of Heat Stress in Poultry Birds
Reduced voluntary feed intake which affects the functionality of the entire digestive system High environmental temperatures activate the hypothalamus–pituitary axis, brain-gut axis and elevate plasma corticosterone concentrations, affecting the digestive system’s functionality.

This leads to changes in motility, flux patterns, secretory activity, content viscosity and pH Generation of ROS (reactive oxygen species) and the efficacy of the antioxidant defense system deteriorate. Overproduction of ROS in mitochondria can damage proteins, lipids, and DNA Heat stress can impair the feeding process, nutrient absorption and utilization, although water intake increases rapidly Upregulation of adipokines secretion (leptin and adiponectin) and the expression of their receptors can negatively regulate feed intake and calorie consumption thus resulting in decreased metabolic heat production The decline in trypsin, chymotrypsin and amylase (intestinal secretion) due to reduced feed intake often results in impairment of digestive functionality, nutrient digestibility Hypoperfusion and an increase in blood flow to the skin surface occur as an adaptive response of the circulatory system to stabilize blood pressure and promote heat loss It is known that heat challenge has an immune-suppressive effect.

Use of Dietary Phytochemicals to Reduce Heat Stress
Experimental studies on poultry birds suggest phytochemical ingestion may reduce heat stress effects. These phytochemicals can directly or indirectly influence genes and metabolic pathways, with stress reduction linked to antioxidant qualities.

Fig.3: The chicken’s response to being overheated. Chickens raised in high temperatures produce more reactive oxygen species and show signs of immunological inflammation in addition to consuming less food.

Mitigating Heat Stress Using Epigallocatechin-3-Gallate (EGCG), A Secondary Metabolite in Green Tea

Green tea’s most prevalent catechin, EGCG, is thought to be its most bioactive ingredient and possesses potent antioxidant properties. The primary cause of heat stress-induced oxidative stress in poultry is damage to tissues and cells, which is mostly manifested in an increase in MDA (malondialdehyde) concentration in such tissues and cells. It has been demonstrated that adding the polyphenol EGCG to broilers housed in thermoneutral environments may increase their antioxidant capacity. Acutely heat-stressed broilers may have greater antioxidant capacity and less oxidative damage in their muscles because EGCG may activate the Nrf2 signaling pathway.

Reducing Heat Stress in Broiler Chickens With Additional Ginger (Zingiber Officinale) and Onion (Allium Cepa)

Onion and its derivatives including saponins, aglycones, quercetin, cepaenes, flavonoids, organosulfurs, and phenolic compounds showed various pharmacological properties and therapeutic effects.When broilers are heat stressed, the combination of onion and ginger supplements increases the nutrition of the groups more than no supplementation.

According to research results, growth performance, carcass quality, antioxidant levels and immune system response of broilers are improved when fed 10 g of ginger and and 2.5 g of onion during heat stress. Ginger contains substances with powerful antibacterial and antioxidant properties, including chagaol, ginger diol and ginger diol. Ginger (2%) added to broilers suffering from heat stress significantly improved blood biochemical parameters and growth indicators compared to the control group.

Seeds of Black Cumin (Nigella Sativa) improve Bird’s Ability to Live in Heat-stressed Conditions

Black cumin seeds have been shown to have pharmacological and antibacterial properties and also contain drug-like compounds. The volatile oil (0.4-0.45%) contains saturated fatty acids, which include: nigellone, which is the only component of the carbonyl fraction. oil, thymoquinone (TQ), thymohydroquinone (THQ), dithymoquinone, thymol, carvacrol, α and β-pinene, d-limonene, d-citronellol, carvacrol, t-anethole, 4-terpineol and longifolin etc. Thymoquinone improves hatchability, pos-thatching performance and antioxidant activity of thermally stressed broiler embryos. Black cumin extract has been shown in trials to reduce serum MDA levels and protect against oxidative stress.

Hot Red Pepper (HRP) Reduces Heat Exhaustion in Birds

Ascorbic acid, or vitamin C, is abundant in capsaicin, a terpenoid found in HRP that helps prevent heat exhaustion in birds. Carotenoids, which are rich in vitamins E, C, and provitamin A (beta carotene), are known to have powerful antioxidant qualities that help prevent the damaging effects of free radicals and, in certain situations, oxidative stress, which can lead to cell death in broilers. Furthermore, it has been found that adding capsaicin, an active ingredient in red pepper that is present in grill feed at a dose of 50 mg/kg, can lessen the harmful effects of heat stress.

Moringa (Moringa Oleifera)helps to Survive Birds Under Heat Stress

Moringa leaves contain high levels of total polyphenols (260mg/100g), b-carotene (34mg/100g), kaempferol (34mg/100g), quercetin (100mg/100g), as well as a total antioxidant capacity of 260mg/100g. Kaempferol and quercetin are the flavonoids present in moringa leaves and possess strong antioxidants. It has been found that 0.3% incorporation of M. oleifera leaf meal improves the performance and physiological parameters of broilers and also helped the birds survive under heat stress.

THYME (THYMUS VULGAIS) Protects Chicks Against Heat Stress

The two most important bioactive compounds in this plant are carvacrol and thymol, which may be the primary source of thyme’s pharmacological actions. Thus research has identified linalool, thymol, carvacrol, gamma-terpineol, and geraniol as the primary components of thyme. Dietary thyme essential oil (150–200 mg/kg) is more effective at shielding chicks from the harmful effects of heat stress while also enhancing immunological function and development performance. One material that may be able to improve growth in broilers located in hot climates is thyme oil.

Coriander (Coriandrum Sativum) Seed in Ameliorating the Impact of Thermal Challenges

According to research, broilers under heat stress that are fed 2% coriander seed have higher feed intake, weight gain, reduced panting, and higher levels of corticosterone. The broilers’ poor intestinal absorptive capacity and shape may be connected to the rise in corticosterone levels during stress. Furthermore, according to a different study, adding 2% coriander to the diet helps broiler birds by lessening the effects of heat shock. The supplement, according to the author, benefitted broilers that were experiencing heat stress and enhanced their blood parameters, immunity, and overall performance.

Cinnamon (Cinnamomum Zeylanicum) Powder as Antioxidant in Thermally Challenged Birds

The common herbal plant, cinnamon contains different active phenolic compounds, which include flavones, catechin, isoflavones, flavonoids and other phenolics. The main bioactive constituent of cinnamon is cinnamaldehyde. The phenolic components function as antioxidants and can effectively scavenge ROS. Cinnamon supplements help in homeostasis due to the reduced pH caused by heat stress. It has also been reported that an increase in the activity of CAT, total antioxidant capacity and SOD and a decrease in the MDA when birds were placed in a thermally challenged environment during their finishing phase.

Turmeric (Curcuma Longa) for Heat-stressed Broilers

The yellowish pigments of turmeric, namely demethoxycurcumin, curcumin, and bisdemethoxycurcumin, are commonly referred to as curcumoids. Curcuminoids are an antioxidative compound found in turmeric. Researchers have shown the effects of turmeric powder supplement at 0.3 and 0.6 g/kg when administered to birds under heat stress. The superoxide radicals are neutralized, and there is an increase in the activity of SOD and CAT (ROS-removing enzymes or antioxidant enzymes ) and a decrease in MDA in broilers. The increased level in MDA indicates oxidative damage in liver of heat stressed broilers.

Conclusion
Heat stress can hurt poultry birds by making them grow slower, weakening their immune system, causing intestinal inflammation, and causing other health problems. It can also trigger oxidative process. But using natural substances called phytogenic compounds can help chickens who are raised in hot conditions.But more research is needed to understand the molecular changes made by medicinal herbs and the interactions between their active components, gut microbiota, and gut barriers. By using these approaches, we can improve chicken welfare and make poultry production more sustainable and efficient.

Regardless of scale, poultry processors share the goal of advancing and expanding their businesses. Whether operating on a small scale or within a high-capacity processing facility, maximizing profits, and fostering growth are paramount. This underscores the importance of partnering with a processing equipment supplier capable of supporting sustainable, continuous growth and nurturing long-term relationships.

As a family-owned company with a century-long legacy, BAADER embodies a steadfast commitment to longevity, reliability, and enduring partnerships over short-term gains. Our core values serve as guiding principles, shaping our decision-making processes, and emphasizing the cultivation of enduring bonds with customers worldwide.

At BAADER, we take pride in offering scalable and adaptable solutions tailored to the unique challenges of each market and customer. Our focus remains steadfast on designing solutions that facilitate uninterrupted growth. With decades of global experience, we have curated a diverse portfolio capable of meeting local market demands while accommodating operations of all sizes.

From Farming to Poultry Processing
Transitioning from poultry farming to processing is a strategic move for business expansion. However, this step involves significant investment and requires acquiring specific processing knowledge. Partnering with BAADER can greatly facilitate this transition. New processors will benefit from comprehensive training in both processing and maintenance, drawing on BAADER’s extensive expertise.

Moreover, BAADER offers tailored solutions for startups and small-scale operations, such as our Compact Plant 396. This system is designed to fit within a shipping container, enabling easy installation and immediate commencement of processing. The equipment is equipped for automatic stunning, scalding, and picking, with evisceration processes conducted manually along the line. This setup is an excellent option for small-scale processors looking to take their first step towards automation, combining simplicity with efficiency in a compact solution. Complementing the Compact Plant 396, our product range includes chilling, cut-up, and packing equipment that can be seamlessly integrated as the processing business expands.

Delivering High-Speed Processing and ensuring Large-Scale Production
As a global leader in poultry processing, we are committed to continuous innovation, driving the development of cutting-edge technologies and delivering state-of-the-art processing facilities.

The Compact Plant is a stand-alone slaughtering and evisceration solution.

Our high-end solutions stand at the forefront of modernity and efficiency, enabling processors to automate operations from live bird catching at the farm to final dispatch.

Regardless of capacity, BAADER solutions are engineered to uphold reliability, flexibility, and quality assurance. Designed to accommodate diverse flock sizes, our equipment facilitates flexible processing, capable of meeting various market demands. This versatility empowers processors to cater to multiple markets seamlessly from a single processing line.

The BAADER Production Management Software optimizes processing efficiency by utilizing individual bird weight, count, and quality data to allocate each bird to the most suitable further process. This intelligent allocation ensures effective distribution of products, maximizing line utilization and meeting daily sales orders with precision.

The BAADER evisceration line allows for processing a variety of different bird sizes.

Customized Automation Solutions
The level of automation is customizable for each processor’s unique needs. Our solutions cater to all degrees of automation, from live bird handling to evisceration, cut-up, deboning, grading, and packing. Collaborating closely with each processor, we tailor the optimal solution to ensure seamless integration and maximum efficiency.
Transitioning from manual to automated processes necessitates maintaining adaptability to the product being processed. High equipment adjustability is essential, and sophisticated intelligent product measuring, as exemplified in BAADER breast filleting solutions, plays a crucial role. With this technology, each breast cap or front half is measured, enabling automatic adjustment of cutting and scraping tools. This ensures consistently high product quality and yield performance.

Automating the filleting process dramatically reduces labour dependency while unlocking higher production capacities.

In our April 2024 issue, we are thrilled to present an enlightening discussion with Mr. Harsh Gupta, a visionary leader and the driving force behind Khushboo Feed Mills. Mr. Harsh Gupta epitomizes the essence of third-generation poultry entrepreneurs, bringing innovation and excellence to every aspect of broiler farming as the Director overseeing the Integration Division at Khushboo Feed Mills.

With a solid foundation in business management and a passion for the poultry sector, Mr. Gupta graduated from the esteemed IILM Institute for Higher Education. He holds a Bachelor of Business Administration degree, further complemented by specialized training in broiler management from the renowned Dr. B.V. Rao Institute of Poultry Management and Technology. His education and expertise converge to shape his visionary leadership, driving Khushboo Feed Mills towards unparalleled success in the industry.

Persistence, adaptability, and unwavering passion will serve as your guiding lights through the inevitable challenges and uncertainties of entrepreneurship in the poultry industry.

-Harsh Gupta

Poultry Creations: Mr. Harsh, could you please provide a brief overview of your background and role within Khushboo Feed Mills? 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?

Harsh Gupta: As the Director of Khushboo Feed Mills, I bring a wealth of expertise cultivated through rigorous education and specialized training. With a foundation laid in business management at the esteemed Indian Institute of Planning and Management (IIPM), I further honed my skills in broiler management through comprehensive training at the Dr. B.V. Rao Institute of Poultry Management and Technology.

The enduring legacy of my esteemed family members, particularly my late grandfather, Sh. Prem Chand Gupta, who founded our business in 1971, followed by my uncle, Mr. Sanjeev Gupta, and my father, Mr. Rajeev Gupta, underscores a tradition of unwavering dedication to our family enterprise, serving as an enduring source of inspiration. It is their commitment and vision that instilled in me a deep appreciation for the poultry sector’s. As the third generation in the business, I am driven by their example to contribute my expertise to the continued success of Khushboo Feed Mills.

Additionally, upon entering the poultry industry, my first and foremost role was to oversee the care and management of our broiler birds at the ground level, ensuring their health and optimal growth. With this practice, we aim to produce the best quality broiler birds with a low FCR (Feed Conversion Ratio) for our Integration Farmers and commercial farmers so that they can maximize their profits.
My role is pivotal in shaping the strategic direction of Khushboo Feed Mills within the dynamic poultry industry landscape. Charged with guiding overarching strategies, fostering innovation, and ensuring operational excellence, I am dedicated to driving the company towards sustained growth and industry leadership.

In this capacity, I am driven by a profound commitment to excellence, seeking to capitalize on emerging opportunities, optimize operational efficiencies, and cultivate enduring partnerships within the poultry industry. My overarching goal is to uphold Khushboo Feed Mills’ reputation as a trailblazer in poultry production while continuously striving for innovation and sustainable growth.

Poultry Creations: How do you think technology will change broiler farming in the future? What new inventions do you think will make the biggest difference?

Harsh Gupta: Technology in broiler farming brings significant opportunities for modernization and increased efficiency. Automation, data analytics, and genetic advancements are key drivers of this transformation. Automation reduces labor and optimizes resource use, while IoT sensors provide real-time data for monitoring. Data analytics offers insights into bird health and behavior, while genetic improvements enhance disease resistance and meat quality. Precision feeding minimizes waste and environmental impact. In summary, technology has immense potential to revolutionize broiler farming, boosting efficiency and sustainability. Embracing innovations in automation, data analytics, and genetics positions farmers for continued growth and innovation.

Poultry Creations: How has the guidance and support provided by your father, Mr. Rajeev Gupta, and your uncle, Mr. Sanjeev Gupta, both Directors at Khushboo Feed Mills Pvt. Ltd., influenced and contributed to your approach and success within the poultry farming industry?

Harsh Gupta: The guidance and support provided by my father, Mr. Rajeev Gupta, and my uncle, Mr. Sanjeev Gupta, both Directors at Khushboo Feed Mills Pvt. Ltd., have been invaluable to my approach and success within the poultry farming industry. With over four decades of experience, their strategic foresight and dedication serve as guiding pillars. Their hands-on approach instills accountability and professionalism among our team, fostering an environment of continuous improvement.

Their extensive industry network opens doors to collaboration and market expansion opportunities. Their insights position us as industry leaders, enabling us to capitalize on emerging trends. They prioritize benefiting farmers, producing top-quality poultry feed at competitive prices, while also emphasizing sustainable practices and community engagement.

In essence, Directors Mr. Rajeev and Sanjeev Gupta Ji shape our collective ethos, inspiring us to strive for excellence in the dynamic poultry farming industry. Their leadership and commitment continue to drive Khushboo Feed Mills toward success and innovation. Rajeev Ji and Sanjeev Gupta Ji embody values of integrity, ethics, and social responsibility, which serve as guiding principles for our company’s operations.

Poultry Creations: How does your company make broiler farming sustainable? What plans do you have to keep it environmentally friendly and economically viable in the long term?

Harsh Gupta: At Khushboo Feed Mills, sustainability is core to our ethos, driving responsible stewardship of resources in broiler farming. We prioritize eco-friendly practices like waste management, renewable energy, and biodiversity promotion.

Future plans include more eco-tech investments and collaborations for sustainability. Overall, sustainability guides all our operations, ensuring environmental protection and farm resilience for the future.

Poultry Creations: How do you manage poultry health and feeding to keep costs down while meeting production goals?

Harsh Gupta: In addition to our proactive approach to poultry health through monitoring, vaccination programs, and stringent biosecurity measures, we continuously seek innovative ways to enhance the cost-effectiveness of our health and feeding management practices.For poultry health, we invest in regular health checks and diagnostics to identify potential issues early on, allowing for timely intervention and treatment, thus minimizing the risk of disease outbreaks and associated production losses. Moreover, our comprehensive vaccination programs are strategically designed to provide immunity against prevalent diseases, reducing the need for costly treatments and mitigating the impact of illness on flock performance.

In terms of feeding management, we prioritize optimization of feed formulations and feed conversion efficiency to maximize nutritional value while minimizing costs. Through meticulous analysis of nutritional requirements and utilization of high-quality ingredients, we strive to formulate feeds that meet the specific needs of our birds at each stage of growth, ensuring optimal health and performance while minimizing waste.

Overall, our approach to poultry health and feeding management is guided by a commitment to cost-effectiveness, efficiency, and sustainability. By implementing proactive health measures, optimizing feed formulations, and leveraging strategic sourcing strategies, we are able to achieve optimal performance and profitability while maintaining the highest standards of animal welfare and product quality.

Poultry Creations: How important is keeping records and managing data for making decisions in your poultry farming business?

Harsh Gupta: Accurate records and effective data management are essential for informed decision-making. This practice enables us to identify trends, track performance metrics, and make timely adjustments to optimize operations and profitability.

Poultry Creations: Rising feed prices are a significant common issue today and in the future. What are your strategies to mitigate the impact of this challenge and ensure continued success in the poultry industry?

Harsh Gupta: In response to the challenge posed by escalating feed prices, our organization implements a robust and multifaceted strategy aimed at mitigating financial risks and ensuring the continued success of our poultry farming operations. Central to our approach is the optimization of feed efficiency through meticulous formulation adjustments and utilization of alternative ingredients, allowing us to maintain high nutritional standards while minimizing costs.

Furthermore, we proactively engage in negotiations with suppliers to secure favourable contracts and pricing arrangements, leveraging our purchasing power and industry relationships to mitigate the impact of market fluctuations. To enhance our resilience against supply chain disruptions, especially during crop ripening seasons, we maintain strategic stockpiles of raw materials, ensuring uninterrupted access to essential inputs.

Additionally, our knowledge and experience in the poultry industry enable us to make crucial decisions that help maintain our feed prices. We also extend our gratitude to the government for frequently taking initiatives and steps to stabilize essential raw material rates, which further supports our efforts in managing costs effectively.

Poultry Creations: What specific support or assistance do you believe the government could provide to enhance the growth and sustainability of the poultry farming?

Harsh Gupta: Government support is instrumental in fostering the growth and sustainability of poultry farming in India. Subsidized bank credit, regulatory reforms, and infrastructure development enhance efficiency and market access. Raising awareness about poultry’s affordability and nutritional value can address protein deficiency, especially among economically disadvantaged communities, improving public health. Poultry’s economic importance can significantly boost protein consumption nationwide.

To support the livestock sector, Animal Husbandry Department, Govt. of India has initiated several measures. Under the visionary leadership of Prime Minister Narendra Modi Ji, and with guidance from Shri Parshottam Rupala Ji, Hon’ble Union Cabinet Minister for Animal Husbandry, Dairying and Fisheries of India 30,000 crore Animal Husbandry Infrastructure Development Fund (AHIDF) being implemented from June 2020, which has now been further extended for next three years. The key objectives of the scheme are to fulfil the objective of protein enriched quality food requirement of the growing population of the country and prevent malnutrition. The support is also provided for Meat processing and value addition infrastructure and establishment of animal feed plants including poultry feed.

Furthermore, initiatives such as providing the L.P.A.I (H9N2) vaccine for the poultry industry, spearheaded by Dr. Sanjeev Balyan Ji, Union Minister of State, Department of Animal Husbandry, Fisheries & Dairying of India, underscore the government’s commitment to agricultural welfare and sustainable growth.

Poultry Creations: What advice do you have for new poultry entrepreneurs aiming for success in the industry?

Harsh Gupta: For aspiring poultry entrepreneurs, embarking on this journey requires a multifaceted approach. Prioritize education by seeking out courses or workshops in poultry management to build a solid foundation of knowledge. Gain hands-on experience through internships or apprenticeships to understand the practical aspects of poultry farming. Foster industry networks by attending conferences, joining associations, and connecting with experienced professionals for mentorship and guidance. Embrace innovation by staying updated on emerging technologies and best practices to improve efficiency and competitiveness. Above all, maintain a relentless focus on quality and customer satisfaction, as building trust and loyalty are essential for long-term success. Persistence, adaptability, and unwavering passion will serve as your guiding lights through the inevitable challenges and uncertainties of entrepreneurship in the poultry industry.

Poultry Creations: What is your vision for the future of broiler farming integration?

Harsh Gupta: The future of broiler farming integration relies on a strategic fusion of advanced technologies, sustainable practices, and collaborative partnerships across the value chain. Farmers and integration companies must synergize efforts to optimize efficiency, productivity, profitability, and environmental stewardship. Guiding farmers in adopting new technologies minimizes production costs, fostering incentives for mutual prosperity.

Efficient distribution, investments in cold chain infrastructure, and high-capacity processing plants are crucial. Integrated production and market transition to chilled and frozen products are key for industry growth in India. Integrated poultry processing plants ensure stability against market price fluctuations for farms with 5000 – 10,000 broilers capacity through predetermined fixed prices.

Domestic demand surged since mid-2020, driven by increased e-commerce and home delivery amid Covid-19 lockdowns, reflecting evolving consumer behaviors. This underscores the importance of adapting to changing market dynamics and investing in modernization to meet future poultry industry demands.

Poultry Creations: What suggestions do you have for Poultry Creations Magazine to improve its content and better serve its readers and the poultry industry?

Harsh Gupta: Feature in-depth articles on emerging technologies, sustainable practices, and industry trends. Incorporate case studies, expert interviews, and practical tips for farmers to provide valuable insights and inspiration.

In this issue of Poultry Creations magazine, we extend a warm welcome to Ms. Reena Rani L C, MSc, Senior Marketing Communication Specialist at NOVUS, under the compelling theme of “Pioneering Women in the Poultry Industry.”

Ms. Reena Rani L C, MSc, comes from an agricultural family, grounding her career deeply in tradition and innovation. Her journey is distinguished by strategic planning, cross-cultural communication, and precise data analysis. Fluent in Kannada, English and Hindi, she adeptly navigates diverse cultural terrains. Join us as Ms. Reena Rani shares her invaluable insights, providing a unique perspective on the evolving dynamics of poultry marketing. This exclusive interview promises insights into her experiences, challenges, and achievements within the poultry industry.

One piece of advice I would offer to other young women is to embrace your unique strengths and talents, and never underestimate the value of your voice and perspective.
…Reena Rani

Poultry Creations: What is your personal journey and how have your experiences shaped your path to your current position?

Reena: I was fortunate to be born and brought up in an agricultural family deeply rooted in values of hard work, integrity, and community. This upbringing instilled in me a profound appreciation for the land and its people, igniting a passion for making a meaningful impact in the agriculture industry. My journey has been guided by this passion, leading me to pursue a career where I can leverage my skills and insights to drive positive change. With each experience, I’ve learned the importance of delivering my best in everything I do, and it’s this commitment to excellence that has shaped my path to my current position as a Senior Marketing Communication Specialist at NOVUS.

Poultry Creations: What inspired you to transition from a background in industrial chemistry to a career in marketing, particularly within the poultry & livestock Industry?

Reena: My innate desire is to meet people, explore the world, collaborate, and exercise both strategic and creative thinking. While my background in industrial chemistry provided me with valuable scientific knowledge, I felt a strong pull towards roles that allowed me to interact with diverse audiences, tell compelling stories, and make a tangible impact in the agricultural sector.
I saw marketing as a dynamic field that offered endless opportunities to connect with people, understand their needs and aspirations, and market innovative solutions to connect with them. In particular, the poultry & livestock Industry presented a fascinating blend of science, technology, and human interaction, making it an ideal space for me to apply my skills and passions.

The prospect of leveraging strategic planning, creative messaging, and collaborative efforts to drive positive change in an industry that plays a crucial role in global food security was incredibly inspiring.
This transition allowed me to combine my analytical mindset with my love for storytelling and relationship building, enabling me to make meaningful contributions to the industry while pursuing a career that truly resonated with my interests and aspirations. The marketing doesn’t solve the problem – the product does. But marketing connects people to products.

Poultry Creations: What does your typical day look like in terms of managing your work responsibilities in marketing communication, particularly focusing on tasks like strategic planning, relationship building, collaboration, and data analysis?

Reena: A typical day for me is a blend of strategic planning, relationship building, collaboration, and data analysis – all with a focus on delivering the best possible outcomes for our marketing initiatives. I start my day by setting clear objectives and priorities, ensuring that every task aligns with our overarching goals. Throughout the day, I collaborate closely with my team and stakeholders to develop innovative strategies and campaigns that resonate with our audience. Whether it’s analyzing market data, fostering partnerships, or refining our messaging, I approach each task with a commitment to excellence and a dedication to delivering impactful results. Additionally, as part of the global team, I bring a broader perspective to the region, incorporating global trends, best practices, and insights into the marketing strategies for South Asia. This dual role requires me to strike a balance between localized strategies that resonate with the regional audience and overarching global objectives.

One notable example is when I took the lead in organizing an international trade show for NOVUS in 2023 (VIV Asia). It was a thrilling challenge that required me to dive headfirst into every aspect of event planning, from securing partnerships to designing compelling marketing campaigns. I remember feeling both excited and challenged by the task at hand, but my passion for creating impactful experiences drove me forward. This experience not only allowed me to showcase my abilities but also deepened my appreciation for the power of collaboration and creative problem-solving. It’s moments like these that remind me why I’m so passionate about what I do and inspire me to continually push the boundaries of what’s possible in our marketing endeavors.

Poultry Creations: What upcoming innovation in the poultry industry do you find most promising and how do you envision it shaping the future of poultry production and management?

Reena: Advanced technology represents a significant advancement in the poultry industry, offering a comprehensive approach to managing and optimizing various aspects of poultry production and management. Integrating sensors, data analytics, and automation, enables farmers to monitor and manage individual animals’ health, welfare, and productivity in real time. The adoption of advanced technologies holds immense promise for transforming poultry production and management in several key areas: enhanced animal welfare, improved efficiency, disease prevention, and management, data-driven decision-making, and sustainability.

In India, AI adoption in poultry production is gaining momentum, but at a slower pace compared to developed countries. Factors like limited awareness, resource constraints, and fragmented supply chains contribute to slower adoption. However, increasing government initiatives, technological advancements, and growing awareness among farmers suggest the potential for acceleration. Challenges such as data privacy concerns and initial investment costs persist, but the opportunities for enhanced efficiency, profitability, and competitiveness in the global market are substantial as AI technologies become more accessible and affordable.

Poultry Creations: Have you found any individuals or organizations within the industry particularly inspirational in your career journey?

Reena: Throughout my career journey, I’ve been fortunate to encounter numerous individuals and organizations within the poultry industry who have inspired me with their dedication, innovation, and passion for making a difference. From visionary leaders who have pioneered groundbreaking initiatives to grassroots organizations driving positive change at the local level, each has left a lasting impression on me. Their unwavering commitment to excellence and their tireless efforts to advance the industry have served as a constant source of inspiration and motivation, shaping my approach to leadership and advocacy within the sector.

One of the most impactful pieces of advice I received from a mentor was to embrace a “never give up” attitude and to always prefer action today over procrastination until tomorrow. This principle has profoundly shaped my professional ethos, guiding me through challenges and encouraging a proactive, resilient approach to both opportunities and obstacles. It has not only influenced my work ethic and decision-making but also my leadership style, inspiring me to instill the same values of determination and urgency in my team. Moreover, my journey has taught me the profound importance of fostering a team environment where success is shared and celebrated collectively. I’ve learned that the true mark of leadership is not just in achieving personal milestones but in the ability to uplift and lead your team to success, finding deep satisfaction in their growth and achievements. This holistic approach has helped in building a cohesive, motivated team, reinforcing the idea that our successes are far richer when they are the result of collaborative effort and mutual support. This advice has been a cornerstone of my journey, driving me to continuously innovate and strive for excellence in the dynamic poultry and livestock industry.

Poultry Creations: What is your next challenge or target and how do you plan to tackle it?

Reena: My next challenge is to further expand NOVUS’s market presence and brand recognition in South Asia, particularly in emerging poultry markets. To tackle this challenge, I plan to leverage innovative marketing strategies, deepen our relationships with key stakeholders, and tailor our offerings to meet the unique needs of the region. Additionally, I aim to stay updated on industry trends and consumer preferences, I use a combination of methods. I regularly analyze market research and consumer feedback with my team to spot emerging trends. Attending industry conferences and workshops helps me stay informed about innovative practices and challenges. This approach ensures that our marketing strategies remain relevant and effective in the ever-changing poultry and livestock market allows us to anticipate market shifts and adapt our strategies accordingly. By focusing on strategic growth initiatives and fostering collaborative partnerships, I am confident that we can achieve our targets and continue driving success in the region.

Poultry Creations: In your career, are there any decisions or paths you regret taking?

Reena: While every decision and path in my career journey has contributed to my growth and development, there are certainly moments where I faced challenges or setbacks like feeling overlooked or underestimated in meetings or decision-making processes due to being the only woman. Struggling to find a sense of belonging and togetherness in a predominantly male team environment. However, I choose to view these experiences as valuable learning opportunities rather than regrets. Each challenge has taught me resilience, adaptability, and the importance of perseverance in the face of adversity. Moreover, overcoming these obstacles has ultimately led me to where I am today, equipped with the knowledge, skills, and determination to succeed in my current role in a global marketing team.

Poultry Creations: How do you effectively maintain a balance between your professional responsibilities and personal life?

Reena: Maintaining a balance between my professional responsibilities and personal life is essential for my overall well-being and success. To achieve this balance, I prioritize effective time management, setting clear boundaries between work and personal time. I also make it a point to engage in activities that rejuvenate and nourish me, whether it’s spending time with loved ones. So, one thing I love is traveling the world. There’s just something so magical about exploring new places and experiencing different cultures.

It’s not just about seeing the sights; it’s about making memories with my family that we’ll cherish forever.
And speaking of family, spending time with my son and husband is so important to me. We love getting outdoors, playing sports together, or simply having quality time at home. It’s those little moments that matter. They’re what keep me grounded and remind me of what’s truly important in life.

And then there’s visiting my parents in our village. It’s like stepping back in time. The simplicity of life there, the connection to our roots – it’s just so refreshing. Whether we’re working on the farm, cooking together, or just sitting and chatting, being with my parents brings me so much joy and peace.

I should mention that having a strong support system is incredibly important to me, and I’m grateful for the unwavering support I receive from my husband, parents, and in-laws. They’re always there for me, cheering me on, offering words of encouragement, and helping whenever I need it. Their support empowers me to pursue my goals and dreams with confidence, knowing that I have a loving and supportive network behind me every step of the way. So yeah, that’s how I recharge and take care of myself. It’s all about finding that balance and making time for the things that truly matter to me.

Poultry Creations: In your current role and reflecting on your journey, what’s the one piece of advice you’d offer to other young women?

Reena: One piece of advice I would offer to other young women is to embrace your unique strengths and talents, and never underestimate the value of your voice and perspective. Remember, there is no one like you. In male-dominated industries like agriculture and marketing, it’s important to cultivate confidence in your abilities and advocate for yourself. Seek out mentors and allies who can support and empower you on your journey, and don’t be afraid to take risks and pursue opportunities that align with your passions and aspirations. Remember that your experiences, insights, and contributions are invaluable, and by owning your narrative, you have the power to shape your success.

Poultry Creations: What innovative marketing approaches would you suggest for promoting chicken and eggs in the poultry industry to attract consumers, drive sales, and ultimately increase profits for farmers and industrialists?

Reena: Innovative marketing approaches for promoting chicken and eggs in the poultry industry could include leveraging digital platforms and social media to engage with consumers, sharing compelling stories about the farm-to-table journey, and highlighting the nutritional benefits of poultry products. Additionally, experiential marketing initiatives such as farm tours, cooking demonstrations, and recipe contests can create memorable experiences for consumers and foster brand loyalty. Collaborating with influencers and partnering with local communities can also enhance brand visibility and credibility. Furthermore, emphasizing sustainability, animal welfare, and traceability in marketing communications can resonate with conscientious consumers and differentiate products in the market.

Poultry Creations: How can Poultry Creations magazine improve its content to offer more valuable insights and attract a larger audience within the poultry industry?

Reena: To offer more valuable insights and attract a larger audience within the poultry industry, Poultry Creations magazine could consider diversifying its content to cover a broader range of topics, including industry trends, technological innovations, best practices in poultry management, and profiles of industry leaders and innovators. Incorporating multimedia elements such as videos, infographics, and interactive features can enhance engagement and provide readers with more dynamic and immersive content experiences. Additionally, soliciting feedback from readers and industry experts can help identify areas for improvement and ensure that the magazine remains relevant, informative, and impactful in addressing the evolving needs and interests of its audience.

The gastrointestinal tract (GIT) health impacts poultry productivity. It is known to be the pillar of poultry success. The poultry microbiome has myriad functions which range from protection against pathogens and nutrients production, to host immune system development. Healthy poultry birds possess a natural resistance to infection. Since optimum performance and growth rate are central to animal production, the host-microbiome relationship remains integral.

A healthy gut ensures:

• Proper digestion and absorption of valuable feed nutrients
• Less wastage of nutrients
• Minimum foul odour.
• Provides resistance against entero-pathogens
• Checks mortality and morbidity losses
• Optimizes feed conversion ratio.

Figure 1 : The gastrointestinal tract of a chicken.

Apart from nutrient absorption and digestion, three important part of gut function are gut integrity, gut immunity, and gut microbiome. Intestinal integrity may be described as the intactness of the intestine in maintaining its structure and function or simply an unimpaired and sound intestine.

Gut integrity maintains a strong barrier of defense. Physical barriers protect against the entry of foreign materials and organisms into the bloodstream and access to other viscera thus helping intestinal integrity. On occasion due to improper nutrition or an unhygienic environment, when the load of foreign invaders increases these barriers are breached.

1. Mucus (Mucus: material secreted by intestinal cells) acts as a barrier to bacterial and fungal invasion.

2. Gut epithelial cells (enterocytes): These cells form a semi-permeable surface that selectively allows passage of fluid, electrolytes, and dissolved nutrients. Every epithelial cell in the digestive tract is part of a continuous physical barrier. When organisms and toxic agents damage epithelial cells, the integrity of this protective barrier is broken.

3. Fluid secretion: fluid having large amounts of water mixed with electrolytes. The fluid in the upper small intestine is protective and keeps bacteria in suspension and washes them downstream.

4. Vascular supply: supply under the gut epithelial layer serves to rapidly dilute and carry away any agents or chemicals (endogenous or exogenous) that may breach the mucosal barrier.

Gut integrity can be affected by physical barriers Stress factors, Feed toxins and toxicants, dietary factors, health status and gut microflora.

Gut Immunity: Poultry GIT can be considered an immune organ. GALT (Gut associated lymphoid tissue ) is a secondary immune organ and developed early stage in birds life.

Gut microbiome: Consists of species of bacteria, protozoa and fungi in the GIT.

Early life and Gut health
Early life care is an important factor in maximizing profits from broiler operations. Early nutrition mainly in the first 7 days of life for broilers may program the birds’ systems and set a pattern for growth and productivity. A larger percentage of early growth (upto 5 times the growth rate of other tissues) occurs in the digestive tract and those organs involved in digestion. If digestive growth is hampered during this period, overall growth rate may be compromised. Newly hatched chicks are more prone to gut infections as its natural defence is yet to be strengthened. So proper care should be taken during this period.

Functions of Gastrointestinal Tract

Role of Environment in Poultry Gut health:

Role of Dietary Factors in Improving Intestinal Integrity
1. Quality feed ingredients: Supplementation of quality feed ingredients helps in maintaining natural gut health. Mycotoxins which are present in most of feed raw materials like Aflatoxin, Fumonisins, T2, DON, Zearalenone, Ochratoxins affect the gut integrity thereby affecting the gut health and giving rise to bacterial issues like E coli and Clostridium which is directly correlated with the presence of multiple mycotoxins. .

2. Processed feed: Many incriminating factors of feed are destroyed due to processing.

3. Pelleted feed: Pelleting provides scope for utilization of high fibre feed resources. Use of steam- pelleted feed seems to be of value in maintaining gut health.

4. Feed additives: Like Anticoccidials and Ionophores Coccidiosis, a managemental disease, causes devastating losses to the poultry industry. Other feed additives which can help maintain gut health are organic acids, probiotics, prebiotics, mycotoxin binders etc.

Conclusion: To summarise, gastrointestinal tract is the key organ that converts feed to meat and eggs. It is largest organ exposed to foreign matters and serves as first line of defence. GIT is continuously exposed to multiple foreign materials and irritants. Regardless of the level of hygiene and biosecurity imposed at production level, poultry will be exposed to multiple infections and toxic agents through the feed and environment.

Aerobic and anaerobic bacteria, toxin-producing fungi, and protozoan parasites (coccidian) are challenging to be eliminated from poultry production units.

Because of the potential development of antibiotic resistant human pathogenic bacteria, the use of antibiotics, have come under increasing scrutiny and feed safety concerns in the food chain. Hence, today’s intensive animal agriculture industry must adapt to producing poultry and take care of holistic factors that affect gut health right from maintaining biosecurity ,early chick health and also by implementing nutritional strategies that would strengthen the gut health by securing gut integrity, gut immunity and gut microbiome .