Volume 2, Issue 4, July 2014, Page: 118-123
Prospects of Value-Added Poultry Products Marketing in India
Thyagarajan Desikan, Distance Education, Tamilnadu Veterinary and Animal Sciences University, Chennai, India
Barathi Megarajan, SRF, Directorate of Distance Education, Tamilnadu Veterinary and Animal Sciences University, Chennai, India
Received: Feb. 15, 2014;       Accepted: Jul. 25, 2014;       Published: Jul. 30, 2014
DOI: 10.11648/j.avs.20140204.16      View  3251      Downloads  530
Poultry industry in India is making major forward changes in productivity enhancement, industry expansion, research and development changes and marketing network. As to the extent of farming sector growth, concurrent expansion of the processing and further processing is limited. Lack of expansion in processing due to low demand for processed foods leads to restriction in the production of quality products. Poultry industry having 8% and 12% growth rate in broiler and layer industry needs to plan for quality production of poultry meat products and by-products and also in egg products and egg by-products. Further sustainability and profitability of the industry depends upon the diversification. Need based technology for meat products like emulsion, sausage, restructured, cured, enrobed, retort-packed, heritage products and value- addition to edible by-products are well established. Likewise postharvest technology for pickled egg, salted chicken egg, albumin rings, egg roll, egg crepe and egg powder are also available. Added to the well planned growth of the industry, defined and refined technologies are available as a major strength for numerous value-added meat products, egg products and by-products. Further limited diversification of poultry products industry is attributed to lack of adequate infrastructure facilities for processing and storage. Expansion of marketing is possible with major policy support, creation of facilities and reaching the consumers with quality and safety products. Disturbances in poultry marketing network are mainly reasoned out for monopoly of traders and restricted profit to the consumers. Overall poultry products marketing mainly depends on organized marketing network, creation of processing infrastructure facilities, quality and safety compliance in food chain from production to consumption.
Poultry Meat, Value-Added Meat Products, Egg Products, Poultry Marketing, Marketing Advantages
To cite this article
Thyagarajan Desikan, Barathi Megarajan, Prospects of Value-Added Poultry Products Marketing in India, Animal and Veterinary Sciences. Vol. 2, No. 4, 2014, pp. 118-123. doi: 10.11648/j.avs.20140204.16
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