Bengaluru, 2nd December 2024 – NUQO Animal Nutrition India Pvt. Ltd. is excited to announce the appointment of Khokan Chandra Paul as Regional Sales Manager, East India. With over a decade of experience in the animal health and nutrition industry, Khokan brings a wealth of knowledge and leadership to our growing team.
Throughout his career, Khokan has held key roles at leading companies, including L&T Finance, Rossari Biotech, Natural Remedies & Indian Herbs. His expertise spans sales strategy, business development, and market expansion, making him a perfect fit for NUQO’s continued growth in East India.
Neeraj Kumar Srivastava Managing Director NUQO Animal Nutrition India Pvt. Ltd.
“We are thrilled to welcome Khokan to NUQO India. His deep industry experience and passion for success align with our mission to provide sustainable animal nutrition solutions,” said Neeraj Kumar Srivastava, Managing Director of NUQO, South Asia.
Dr. Krishnamurthy D Commercial Director NUQO – South Asia
“We are excited to have Khokan on board. His track record of success, deep understanding of the industry, strong customer relations, and strategic thinking make him a strong asset to our team. We are confident he will play a key role in helping us achieve our ambitious growth targets in the region,” said Dr. Krishnamurthy, Commercial Director of NUQO, South Asia.
In his new role, Khokan will drive sales initiatives and strengthen relationships with key business partners and customers In East India.
BENGALURU, INDIA (December 2, 2024) – The NOVUS commercial team in South Central Asia has one of its own leading the way.
Dr. Koushik De, who has been with the intelligent nutrition company for 12 years, was recently named sales director for the poultry business in South Central Asia (SCA). Working from the office in Bangalore, India, he is charged with driving sales and strategy, working closely with the technical services and sales teams on how to best support customers with solutions like MINTREX® Bis-Chelated Trace Minerals, CIBENZA® Enzyme Feed Additive, and AVIMATRIX® Feed Solution among others.
Dr. Koushik De
“My aim is for customers to understand that NOVUS is a reliable partner, ready to address key industry challenges like meat quality and getting more from raw feed,” he says. “By providing solutions that show clear value and benefit to our customers, we can be the ones they turn to, helping them meet their goals and have their animals meet their growth potential.”
Having most recently spent his career at NOVUS as technical services director, Koushik has a deep understanding of the poultry industry in SCA. He recognizes the unique position producers, nutritionists and feed mills face in the region.
“On one side there’s the growing middle class that demands high-quality meat, which is a good thing but can be difficult to achieve when faced with disease, feed quality and meat quality issues,” he says. “Education and science have never been more important for the industry. Producers, nutritionists and feed mills need to understand the nutrition options when it comes to addressing these issues while also ensuring the additives they choose are backed by scientific results to ensure positive results.”
In his new role, Koushik says the commercial team will understand the addressable challenges NOVUS can aid in, providing guidance on both nutrition and management.
“For instance, feed quality and cost are a concern. Our CIBENZA® DP100 Enzyme Feed Additive is shown to enhance digestibility and nutrient absorption, which helps lower the cost of feed. We also offer support and training to optimize feed formulations and manage ingredient variability,” he says. “This is just one example of how the team in South Central Asia is offering more to our poultry customers.”
Manish Singh, NOVUS Regional Director-South Central Asia, says with nearly two decades of experience, Koushik brings a wealth of technical, commercial and customer service experience to the role.
“I’m thrilled to have Dr. Koushik onboard as sales director for the poultry segment for South Central Asia,” he says. “With his deep industry knowledge and proven track record in driving sales and fostering customer relationships, I am confident that he will make a significant impact on our poultry business and help us continue to deliver value to our customers and partners through our intelligent nutrition solutions across the region.”
To learn about the solutions NOVUS offers for the animal agriculture industry in South Central Asia, visit novusint.com.
Allana Group Launches Indian Poultry Alliance at Poultry India 2024
With an initial investment of $120 million, the alliance targets a projected $300 million revenue by 2026, driving growth and innovation in India’s poultry sector.
Hyderabad, 27th November 2024: The Allana Group, a global leader in agri-commodities with a legacy spanning over 150 years, announced the launch of the Indian Poultry Alliance at Poultry India 2024. This strategic initiative marks the Group’s significant expansion into India’s burgeoning poultry sector, aiming to revolutionize poultry production and consumption through fully integrated operations and advanced processing technologies.
The Indian Poultry Alliance encompasses end-to-end operations, including breeder farms, hatcheries, feed plants, broiler contract farming, value-added products, and rendering plants. Strategically located across regions such as Kashmir, Punjab, Aligarh, Unnao, Kishanganj, Aurangabad, Belgaum, Zaheerabad, and Coimbatore, the Alliance is poised to meet the diverse needs of QSR chains, food services, government agencies, and e-commerce platforms.
The Alliance is strengthened by collaboration with industry leaders such as Premium Chick Feed, Kwality Animal Feeds Pvt Ltd, Kasturi Poultry, and Chatha Foods. These partnerships will ensure the supply of high-quality inputs, efficient processing, and innovative value-added products. In line with the Allana Group’s commitment to sustainability, the Alliance will maximize the use of by-products through rendering plants, supporting Asia’s largest pet food facility located at the Group’s Zaheerabad campus.
Moiz Chunawala, Director of Strategic Business Development at Allana Group, emphasized the company’s long-term commitment to providing high-quality protein sources to consumers. “By leveraging our extensive and legacy experience in the food business along with world-class infrastructure, we aim to create a superior and sustainable poultry market in India. To achieve this, we will invest in state-of-the-art facilities, adopt advanced technologies, and prioritize sustainable practices throughout our operations. Additionally, our network of 4,000 retail stores will ensure that consumers have easy access to fresh, high-quality poultry products. By integrating advanced technologies, such as automated feed systems and precision breeding, we aim to significantly improve efficiency and sustainability in the poultry industry. Additionally, our focus on sustainable practices, including responsible waste management and ethical sourcing, will set new industry standards. Ultimately, our goal is to deliver exceptional value to our partners and consumers alike, ensuring a reliable supply of high-quality, affordable poultry products.”
Dr. Chitranjan Ramesh Behl, Director of Poultry, Expert Poultry Value Chain commented, “The establishment of the Indian Poultry Alliance is a significant milestone for India’s poultry sector. It promises to enhance production efficiency and product quality, benefiting both producers and consumers. The launch of the Indian Poultry Alliance represents a bold step in the Allana Group’s journey of innovation and quality, promising to transform India’s poultry industry with its integrated, sustainable, and consumer-focused approach.”
About Allana Group
With a proud history that can be traced back to 1865, the Allana brand represents a long tradition of quality, innovation, and excellent customer service. Today, it is India’s largest exporter of processed food products and agro-commodities, including Frozen / Chilled Halal red meat, Processed / Frozen Fruit and Vegetable products, and Coffee and Pet Treats / Chews. We export to the requirements of over 85 countries while maintaining the highest standards of quality in procurement, manufacturing, and distribution. With more than 150 years of experience, the Allana Group has excelled at providing an ever-increasing range of products & services to customers in India & beyond.
This represents a breakthrough in vaccine engineering and is recommended for in-ovo vaccination of 18 to 19-day-old embryonated chicken eggs and one-day old chickens to protect against the virulent Marek’s disease.
Mumbai, India, 03/12/2024 – Boehringer Ingelheim announced the launch of the latest advancement in Marek’s disease vaccines in India. This next-generation vaccine offers enhanced protection through an innovative controlled attenuation process, delivering the right balance between safety[1] and efficacy.
Marek’s disease remains a significant challenge in Indian poultry, with outbreaks continuing despite widespread vaccination efforts. The vaccine addresses this gap with a groundbreaking serotype-1 construct vaccine, offering an ideal balance of safety and efficacy against the most virulent strains.
Dr. Vinod Gopal, Country Head-Animal Health, Boehringer Ingelheim India said, “Marek’s Disease presents a considerable risk, resulting in significant financial impact for poultry farmers, [2]particularly affecting young chickens with immature immune systems. As India’s poultry industry expands[3], our vaccine is designed to aid farmers by reducing disease outbreaks, promoting flock health, and enhancing productivity. This innovative vaccine not only provides effective, early, and long-lasting immunity—supported by extensive trials across multiple regions—but also plays a crucial role in supporting food security and safety. It offers a cost-effective solution for poultry owners, helping to protect their livelihood while meeting the increasing demand for high-quality poultry products in India[4]. ”
Dr. N.K Mahajan, Retired Professor and Head of Department of Veterinary Public Health and Epidemiology, LUVAS, Hisar, said “Marek’s disease continues to be a significant challenge for poultry farmers due to the increasing virulence of the virus strains[5]. Even in the absence of clinical signs, Marek’s Disease virus can significantly damage chickens’ immune system as the virus attacks T lymphocytes. The resulting immunosuppression causes poor growth and performance, significantly affecting production and economics in the poultry industry. Birds are more prone to secondary infections and less responsive to other vaccines, leading to increased medication costs. The ability to provide early immunity and protection against the more aggressive forms of the virus is essential in reducing the impact of this disease on poultry farming operations in India.”
Boehringer Ingelheim Animal Health
The lives of animals and humans are interconnected in deep and complex ways. We know that when animals are healthy, humans are healthier too. Across the globe, our 9,700 employees are dedicated to delivering value through innovation, thus enhancing the well-being of both.
Respect for animals, humans and the environment is at the heart of what we do. We develop solutions and provide services to protect animals from disease and pain. We support our customers in taking care of the health of their animals and protect our communities against life- and society-threatening diseases.
Boehringer Ingelheim Animal Health is the second largest animal health business in the world, with net sales of 4.1 billion euros in 2020 and presence in more than 150 countries. For more information visit: www.boehringer-ingelheim.com/animal-health/overview.
About Boehringer Ingelheim
Boehringer Ingelheim, a leading biopharmaceutical company founded in 1885, develops breakthrough therapies for humans and animals. With 53,000 employees, it operates in over 130 markets, focusing on Human Pharma, Animal Health, and Biopharmaceutical Contract Manufacturing. Established in 2003, Boehringer Ingelheim India manages operations in India and neighbouring markets, offering innovative products in Human Pharma and Animal Health, with key therapy areas including diabetes, cardiovascular, and respiratory conditions. Learn more at https://www.boehringer-ingelheim.com/in
SPACE, the key event of the autumn season for all animal farming, is launching its all-new design for the 2025 edition, and is already looking forward to seeing you on Tuesday 16, Wednesday 17 and Thursday 18 September at the Parc-Expo in Rennes, in France.
The key event for all farmers and all sectors
Since 1987, SPACE is a major show for the entire agricultural sector, attracting over 1,200 exhibitors and more than 100,000 visitors from all over the world, with 120 countries represented. SPACE’s success continues to strengthen its position as a world-leading event for all animal farming. Marcel Denieul, Chairman of the Show: “SPACE is an event for professionals that provides farmers with perspectives and ideas for the future. It’s international dimension has been confirmed over the years. The whole event takes place in a spirit of conviviality that is expressed through all the exchanges.“.
All animal farming sectors are represented: dairy cattle, beef cattle, pigs, poultry, sheep, goats, rabbits, horses and aquaculture, both nationally and internationally! 3 days dedicated to animal farming, where you can discover all the latest innovations, discuss the challenges facing the sector and make connections at a fun and exciting event! Plus, it’s the Expo that provides you with high-quality content throughout the year!
A promotion already in action
SPACE team is already working actively to promote the 2025 edition in France and around the world! Anne Marie Quéméner, Show Manager, summed up these privileged moments rich in meetings and exchanges for SPACE and agriculture: “These moments of exchange and sharing confirm, once again, that SPACE is much more than just a Show: it is a place where innovation and partnerships are built, and which continues to shine beyond borders. These events provide us with constructive and positive feedback. These are essential points for doing our best for agriculture and preparing for the next SPACE!”
The Indian poultry industry is one of the fastest-growing segments of the agricultural sector, contributing significantly to the country’s economy and food supply. It has evolved from a backyard activity into a well-organized and industrialized sector, characterized by large-scale, vertically integrated operations.
The industry encompasses both broiler meat production and egg production, making India one of the top global producers of poultry products. With advancements in breeding, feed quality, and biosecurity measures, Indian poultry farming has improved productivity and efficiency. Government support, technological integration, and increasing consumer demand for protein-rich diets have further fuelled its growth. The sector is also adapting to trends such as antibiotic-free and organic poultry, reflecting rising consumer health awareness and global market standards. Despite challenges like fluctuating feed costs and disease outbreaks, the Indian poultry industry continues to be a vital component of national food security and rural livelihood.
India’s annual meat production has been estimated at 9 million MT, while egg production surpassed 130 billion units in 2021–22. India’s raw meat exports reached a value of US$3.6 billion in 2023, growing by 12.1% YoY.
According to the Food and Agriculture Organization’s FAOSTAT production data, India ranks third in egg production and fifth in meat production globally. Poultry has established itself as the fastest-growing meat segment, with a notable 26.8% increase in value during 2017–22, especially due to its affordability and widespread acceptance across various cultures. Poultry accounts for nearly 51.44% of total meat production in India, while buffalo, goat, sheep, pig, and cattle contribute 17.5%, 13.6%, 10.3%, 3.9%, and 3.2%, respectively.
Indian Poultry meat market trend:
The Indian poultry meat market has demonstrated resilience and growth, even as it navigates challenges such as rising feed prices and periodic disease outbreaks. Between 2017 and 2022, poultry meat production experienced a robust growth rate of 31.58%, though 2023 saw a plateau in year-over-year growth due to unexpected factors like avian flu and a significant surge in feed costs. The price of essential feed components, such as maize and soymeal, surged by approximately 35% in 2022 due to supply shortages, impacting overall production costs. Despite these obstacles, consumption of poultry meat is projected to increase, driven by competitive pricing, product consistency, and the nutritional benefits of high protein and low fat. The sector is supported by both organized and unorganized players, contributing 80% and 20%, respectively. Growth in the industry is bolstered by rising incomes, an expanding middle class, and the development of vertically integrated poultry operations that have successfully lowered consumer prices by optimizing production and marketing costs.
Key trends shaping the future of the industry include a shift from live bird sales to processed and refrigerated products, and policies focused on securing competitively priced corn and soymeal supplies. Additionally, the advancement of high-yield broilers capable of reaching 2.4 to 2.6 kg within six weeks, paired with optimized practices in nutrition, housing, and disease control, has driven an annual broiler production increase of 8% to 10% over the last four decades. While rising feed costs continue to create volatility, the availability of nutrient-rich feeds such as maize, jawar, fish meal, and rice bran is expected to enhance feed conversion ratios, ultimately supporting sustainable growth in the sector. The Indian poultry market is expected to grow at a CAGR of 9.2% in the next 5 years, from present INR 2021.5 billion to INR 3133.41 billion by the year 2028.
Expansion of poultry meat product portfolio by start-ups driving the market:
The Indian poultry meat market is witnessing substantial growth, driven in part by innovative startups expanding their product portfolios and distribution strategies. Companies likeLicious, Meatigo, and TenderCutshave transformed the market by offering a wide range of poultry products online, capturing the attention of tech-savvy consumers across the country. FreshToHome, an emerging leader in this sector, now operates in 56 Indian cities, including major metropolitan areas, with over 100 stores and approximately 2 million monthly deliveries. This startup alone accounts for nearly 25,000 tonnes of produce sold annually, showcasing the growing consumer preference for convenient and fresh poultry options. Similarly, Zappfresh, based in Gurugram, offers not only fresh chicken but also ready-to-cook and ready-to-eat variants. The brand processes between 2,000 and 2,500 orders daily, with an average transaction value of around INR 600. This highlights the demand for diverse poultry products, especially through the off-trade channel, which is the fastest-growing distribution avenue in India. This segment is expected to achieve a CAGR of 4.16% in the near future, fueled by consumers’ preference for fresh poultry, bulk buying benefits, and online shopping convenience.
The on-trade channel also plays a pivotal role in the poultry market’s expansion. Between 2018 and 2021, on-trade sales surged by approximately 14%, supported by popular foodservice chains like KFCand Domino’s Pizza, which have diversified their menus to include new meat products. The proliferation of these foodservice outlets is expected to further drive the demand for poultry products, cementing the on-trade channel’s significant contribution to market growth. These dynamics illustrate a vibrant and evolving market landscape where both direct-to-consumer platforms and traditional foodservice providers are fuelling the momentum in the poultry meat industry.
De-commoditisation:
De-commoditisation Refers to the process of transforming a basic, undifferentiated product into a branded or specialized offering that can command a premium price in the market. This shift moves commodities away from price-based competition towards differentiation based on quality, added value, and brand identity. De-commoditising poultry products is necessary to elevate them from being viewed as basic, interchangeable goods to high-value offerings that can command premium prices. This strategic move helps producers differentiate their products through branding, quality assurance, and added features that meet consumer preferences, such as organic certification, antibiotic-free production, and enhanced nutritional value. De-commoditising commodities is a powerful strategy that enables businesses to differentiate their offerings, achieve higher profitability, and build long-term customer relationships by focusing on quality, branding, and value-added features.
Strategies for Decommoditising Commodities: Going beyond farm gate selling
With differentiation, companies can charge a premium price and move away from the low-margin, price-competitive commodity market. Differentiated products foster brand loyalty as consumers develop trust and preference for specific brands or products. Going for a value addition allows farmers to increase their market presence, build direct relationships with consumers, and create a more sustainable and profitable business model. Following are a few suggestive way to add value and de-commoditize chicken meat.
1. Value Addition:
Processing and Packaging: Converting raw agricultural products into processed items, such as turning raw poultry into packaged and marinated chicken products or making eggs into liquid or powdered forms.
Ready-to-Eat and Ready-to-Cook Products: Developing convenient food products caters to the growing market for easy-to-prepare meals, enhancing the value and appeal of the product.
2. Branding and Marketing:
Developing a Unique Brand: Creating a brand that emphasizes quality, sustainability, or specific product attributes (e.g., free-range, antibiotic-free) helps build consumer trust and loyalty. Sharing the farm’s story, sustainability efforts, and ethical practices can resonate with consumers who value transparency and social responsibility.
3. Innovation and Customisation:
Introducing innovative product varieties tailored to specific consumer needs or preferences (e.g., low-fat, high-protein, or gluten-free versions of food products). Offering custom solutions or personalisation options, like packaging sizes for different market segments.
4. Direct-to-Consumer (D2C) Models:
• E-commerce Platforms: Setting up online stores or partnering with existing e-commerce platforms to sell products directly to consumers, ensuring better margins and expanding the customer base.
• Subscription Services: Offering scheduled deliveries of fresh produce or poultry products through subscription models that provide consistent revenue.
5. Collaborations and Partnerships:
• Retail Partnerships: Partnering with supermarkets, grocery chains, and specialty stores helps farmers place their products directly in retail markets, reaching more consumers.
• Restaurants and Food Service Providers: Supplying directly to restaurants, hotels, and catering services can create a steady demand for high-quality, fresh, and specialty poultry products.
6. Niche Markets and Specialty Products:
• Organic and Specialty Products: Focusing on niche markets such as organic, non-GMO, and specialty breeds of poultry can attract health-conscious consumers willing to pay a premium.
• Ethnic and Cultural Products: Developing products tailored to specific cultural or regional tastes can help penetrate new market segments.
7. Cold Chain Infrastructure:
• Investing in Cold Storage and Transport: Ensuring that products maintain their quality during transportation to distant markets is crucial for expanding beyond local sales. Proper cold chain management helps farmers reach urban and even international markets without compromising product integrity.
8. Agri-Tourism and Farm Experiences:
• On-Farm Experiences: Offering tours, educational workshops, or farm-to-table events can create additional revenue streams and promote the farm’s products directly to visitors.
• Workshops and Training: Providing classes on poultry care or sustainable farming practices can attract visitors and establish the farm as an industry leader.
9. Leveraging Technology:
• Mobile Apps and Online Marketplaces: Utilizing technology to list and sell products online, connect with buyers, and manage logistics.
• Blockchain for Traceability: Implementing blockchain technology can enhance transparency and allow consumers to trace the origins of their purchases, which is especially important for high-value and branded products.
10. Export Opportunities:
• Complying with International Standards: Adapting farm practices to meet global safety and quality standards can open doors to international markets.
• Government Schemes and Trade Partnerships: Taking advantage of government support and trade agreements to access new export opportunities.
11.Quality Assurance and Certification:
Emphasizing certifications like organic, fair trade, or non-GMO that resonate with modern consumers. Ensuring consistent quality through rigorous quality control standards, thereby building consumer trust and loyalty.
12. Sustainability and Ethical Practices:
Highlighting sustainable farming practices and fair labour policies, which increasingly influence consumer choices. Decommoditising agricultural products like poultry or maize through eco-friendly practices can position them as premium products in environmentally conscious markets.
Summary:
With rising health awareness, consumers are increasingly seeking high-quality, safe, and nutritious food products. This demand has spurred the implementation of stringent quality control measures and the adoption of modern poultry rearing practices, contributing positively to market growth. The Indian government has actively supported the expansion of the poultry sector through various initiatives and policies designed to encourage investment, offer financial assistance, and promote technology transfer. Unique products often attract niche markets and open up opportunities for expansion into new segments or regions. Consumers are less likely to base their purchasing decisions on price alone, leading to more stable revenues. However, moving beyond farm gate selling may require investments in equipment, technology, and marketing. Expanding reach comes with logistical challenges, including maintaining product quality over long distances.
As we know, the poultry feed cost accounts for approximately 75-80% of bird production. The main sources used in poultry feed production are energy and protein. There are so many protein sources used in livestock feed production. They may be of plant or animal origin.
Here, in this series of articles, we briefly list the following main protein sources used in poultry feed.
• Full Fat Soya Meal
• Low Fat Soya Meal
• Meat Cum Bone Meal (MBM)
• Soya DOC
• Maize Gluten
• Rice Gluten
• Roasted/Toasted Guar Korma
• Fish Meal
• Rice DDGS
• Maize DDGS
• Whole Fish
• Chicken Meal etc.
This article discusses Full Fat Soya Meal, Low Fat Soya Meal and Meat Cum Bone Meal (MBM)
FULL-FAT SOYA MEAL
• Soybeans prior to oil extraction are referred to as full-fat Soy beans.
• Full-fat soya meal is a valuable feed ingredient because of its energy protein, linoleic acid and lecithin contents.
• Full fat soybean contains high fat levels and is a good source of all the essential amino acids.
• The heating in the cooking through extrusion is required to destroy the anti-nutritional factor, trypsin inhibitor. If this trypsin inhibitor is not destroyed, there will be reduced digestion of protein and growth can suffer.
• It is free from any kind of chemicals or pesticides.
Specifications:
Protein: 39% min.
Fat/ Oil: 17% min.
Moisture: 6%
Sand & Silica: 1 % max
Fiber – 6% max.
Advantages:
• It is easier to use full-fat Soyabean than Soyabean meal and oil separately.
• It shows a synergistic effect due to having oil and protein in it.
• There is less chances of adulteration.
• Due to the presence of lecithin, which is an emulsifier, the bio-availability/digestibility of oil increases.
• It is also a good source of Vit. E.
LOW FAT SOYABEAN
• Low-fat soybean meal is a major source of protein used by the pig and poultry industries due to its excellent amino acid composition and high level of digestibility.
• Mainly manufactured through extrusion and expelling process.
• Free from any kind of chemicals or pesticides
Specifications:
Protein: 44% min.
Fat/Oil: 6% max.
Sand & Silica: 1% max.
Fiber: 6% max.
Advantages:
• Low fat Soyabean meal contains 6% moisture so it is beneficial to use than soyabean meal, which contains 11-12% moisture.
• Very useful in broiler feeds with combination of other oil sources to balance saturated and unsaturated fatty acids
• Easy to use in feed formulations which requires less amount of oil like Breeder feeds and Layer feeds.
• Good for use in cattle feeds and pig feeds (for fattening) too
• Cost-effective as compared to soya oil and soybean meal.
MEAT CUM BONE MEAL (MBM)
• Meat cum Bone Meal is a by-product of slaughter houses
• It is a good source of Protein, Fat, phosphorus and calcium.
• It should be sterilized properly otherwise it may contain bacteria like E.coli and Salmonella.
• It is a must that we should procure it from rendering plant only.
• It contains 42-45% Protein, 8-12% Fat, 4-6% Phosphorus and 11-12%ca.
• Pepsin digestibility must be between 82-88%.
• It can be used in poultry feed 3-7%.
• Precautions should be taken from adulteration like leather meal.
Specifications:
Protein : 42-45%
Fat : 8-12%
Phosphorus : 4.5-6%
Calcium : 10-12%
Ash : 36-38%
Moisture : 5-6%
Should be free from bacteria and molds.
The next article in this series will list other main protein sources for poultry feed.
South Asia’s Largest Poultry Expo Returns: Announcing the 16th Edition of Poultry India Expo 2024
Hyderabad, November 8, 2024: The Indian Poultry Equipment Manufacturers Association (IPEMA) is thrilled to announce the upcoming 16th edition of the Poultry India Expo 2024, the largest and most prestigious international poultry exhibition in South Asia. The event will be held from November 27th to 29th, 2024 at the HITEX Exhibition Centre, Hyderabad, and will also feature the Knowledge Day Technical Seminar on November 26th, 2024 at Hotel Novotel, HICC, Hyderabad.
In a curtain-raiser event held at The Park Hyderabad on November 8, 2024, IPEMA, represented by key members of its Executive Advisory Committee (EAC) including Mr. Anil Dhumal, Founder Director of IPEMA; Mr. Chakradhar Rao Potluri, Founder Director of IPEMA; Mr. Harish Garware, Director of IPEMA; warmly welcomed by IPEMA President Mr. Uday Singh Bayas along with Mr. M. Srikanth, Treasurer of IPEMA; Ms. Radhika, Senior Operations Head at IPEMA; and Mr. K.G. Anand, General Manager of Venkateshwara Hatcheries. They were joined by other prominent figures in the poultry industry such as Mr. K. Mohan Reddy, President of the Telangana Poultry Federation; Mr. V. Bhaskar Rao, Joint Secretary of the Telangana Poultry Federation; Dr. Balaswamy, Advisor at NECC; and Mr. Sanjeev Chintawar from NECC, and other dignitaries attended alongside a notable media presence to promote and extend invitations to this landmark event.
Lighting the lamp
Prominent poultry publications and media representatives added significance to the event, with notable attendees such as Mr. M N Rao from Avian Publications, Mr. M.K.Vyas from Hind Publications, Dinesh from S R Publications, Mr. B. S. Rana, Editor of Poultry Punch Publications, Mr. Ram Das Gandhi, a respected poultry farmer from Andhra Pradesh, and Shashank Purohit from Poultry Dairy. More than 80 representatives from regional and national media outlets, poultry magazines, and dignitaries from across the poultry sector gathered to witness the official announcement. The event concluded with an engaging Q&A session featuring industry leaders, followed by a networking lunch.
Highlights of Poultry India Expo 2024:
Knowledge Day– November 26, 2024
An invaluable prelude to the expo, the Knowledge Day Technical Seminar brings together over 1,500 plus delegates from more than 50 plus countries, with sessions covering cutting-edge advancements in poultry production, feed technology, and animal health. Experts will lead discussions on sustainable practices, nutritional strategies, and innovations in poultry management.
Expo – November 27th to 29th, 2024
Spanning six halls and covering over 27,500 square meters, the main exhibition will showcase products and innovations from over 400 Plus exhibitors across 50+ countries. Expected to draw more than 40,000 plus visitors, the expo will provide a transformative platform for networking and knowledge-sharing among global poultry farmers, industry integrators, health experts, and technology providers.
Message from IPEMA President, Mr. Uday Singh Bayas:
Speaking at the curtain raiser, Mr. Uday Singh Bayas, President of IPEMA, emphasized the role of Poultry India Expo as a critical event for strengthening the industry’s economic and social contributions. “The poultry sector is a vital component of India’s food security and rural economy, supporting over a million poultry farmers. However, rising input costs, particularly for feed ingredients like maize and soya, compounded by GST on soya meal and poultry equipment, are imposing severe financial strains on our farmers. We appeal to the government for priority interventions to stabilize feed prices and expand access to affordable credit. Exemptions from GST on essential feed and equipment, increased Rabi maize cultivation, and a regulated approach to corn imports for ethanol production would greatly alleviate these burdens.”
In urging for government support, Mr. Bayas also highlighted the importance of expanding vaccine import protocols, establishing egg nutrition programs in school meals, and fostering export opportunities. “We need dedicated support to strengthen our export capabilities and enhance India’s standing as a major poultry exporter,” Mr. Bayas remarked, inviting the industry and media to champion the cause of sustainable growth.
A Platform for Innovation and Growth
The 16th Poultry India Expo promises to be a comprehensive showcase of advancements in poultry farming, including feed technologies, animal health solutions, breeding practices, and disease control. By bringing together global thought leaders and innovators, the event is set to address challenges, promote sustainable solutions, and inspire future growth in the sector.
EAC: The Driving Force Behind Poultry India Expo
The Executive Advisory Committee (EAC) has been pivotal in shaping Poultry India Expo over the years. The EAC comprises of a team of Industry experts and academicians from the poultry sector. The think tanks of EAC along with the office bearers of IPEMA have been the driving force instrumental in bringing out the grandeur of the poultry India expos for years together. This 16th edition of Poultry India Expo stands as a testament to their continued dedication and vision.
About Poultry India Expo
The Poultry India Expo, organized by IPEMA, has become an essential hub for global poultry professionals. The event showcases the latest breakthroughs in poultry science, breeding, health, and feed technologies, offering invaluable insights into modern poultry practices. With the Knowledge Day Seminar at its core, the expo empowers participants with access to cutting-edge knowledge and networking opportunities.
Venue Information
HITEX Exhibition Complex, Izzat Nagar, Hyderabad, India Join Us: We warmly invite all poultry industry professionals to join us at the 16th Poultry India Expo from November 27th to 29th, 2024, in Hyderabad. Come be a part of South Asia’s largest gathering of poultry experts and enthusiasts, and celebrate the future of the industry with us.
India is one of the world’s largest producers of eggs and poultry meat. The industry has grown rapidly over the past few decades due to increasing domestic demand driven by population growth, rising incomes, and changing dietary preferences. The Indian poultry industry contributes significantly to the agricultural sector, with poultry production growing extensively over the last few decades.
The livestock sector, which includes poultry, has witnessed a compound annual growth rate (CAGR) of 7.9% from 2014-15 to 2020-21, and its share in the total agriculture Gross Value Added (GVA) increased from 24.3% to 30.1% during the same period. In financial terms, the revenue of the Indian poultry industry surged over 30% to approximately ₹2,500 billion (US$ 31.4 billion) in FY 2022-23, reflecting strong demand and capacity utilization. These figures highlight the critical role the poultry industry plays in the broader agricultural economy, contributing to both GVA and overall economic activity in India.(Courtesy: India Brand Equity Foundation).
Impact on the Economy:
The poultry sector not only contributes significantly to India’s GDP but also provides employment to millions of people directly and indirectly. It plays a crucial role in ensuring food security and nutritional support through the provision of high-quality protein at an affordable cost. While the Indian poultry industry has made impressive strides, tapping into its full potential requires addressing existing challenges through innovative solutions, improved infrastructure, and supportive policies.
Transformation: Indian Poultry 2.0
Indian Poultry 2.0 represents a significant transformation of India’s poultry sector, driven by technological advancements, changing consumer preferences, and evolving market dynamics. The shift is characterized by modernization, sustainability, and efficiency to meet both domestic and global demands.
A bird eye view on Future of Indian Poultry
Technological Advancements
Smart Farming Techniques: The integration of technology such as IoT (Internet of Things) sensors, AI-driven analytics, and automated feeding systems streamlining farm management, ensuring better health monitoring, optimized feed usage, and improved yield.
Precision Farming: Technologies like drones and data analytics enabling farmers to monitor flock health, temperature control, and feed consumption in real-time, allowing for early interventions and better resource management.
Sustainability and Eco-Friendly Practices
Waste Management: Poultry farms are increasingly adopting sustainable waste management practices, such as converting poultry waste into biogas and organic fertilizers, reducing environmental impact and creating additional revenue streams.
Sustainable Feed Practices: Shift towards eco-friendly and cost-effective feed alternatives, including soy substitutes, insect-based protein, and locally sourced feed ingredients, reduces dependency on expensive imports and promotes sustainability.
Focus on Animal Welfare
Improved Living Conditions: Poultry farms are increasingly adopting humane treatment practices, ensuring larger living spaces, better ventilation, and natural growth cycles. This not only aligns with ethical standards but also improves meat quality.
Antibiotic-Free Poultry: With rising consumer awareness around health and food safety, there’s a growing focus on producing antibiotic-free and hormone-free poultry, catering to the health-conscious market.
Value-Added Products
Product Diversification: Indian Poultry 2.0 is seeing an increased focus on value-added products such as ready-to-cook and pre-marinated poultry items. This caters to urban consumers seeking convenience and variety in their meals.
Organic and Free-Range Poultry: The rise of organic and free-range poultry products caters to a niche yet growing market segment concerned about health and ethical farming.
Digital Integration
E-Commerce and Direct-to-Consumer Sales: Poultry producers are leveraging digital platforms and e-commerce to directly reach consumers, cutting out intermediaries and increasing profitability. Apps and online platforms offer fresh, traceable poultry products at consumers’ doorsteps.
Blockchain for Traceability: Transparency in the supply chain is becoming critical. Blockchain technology is enabling consumers to trace the journey of poultry products from farm to table, increasing trust and brand value.
Expansion of Organized Farming
Integration of Small Farmers: Large organized poultry farms are increasingly collaborating with small and medium-sized farmers through contract farming, enabling better access to resources, technology, and markets while providing assured income for farmers.
Cluster-Based Financing: Financial institutions are promoting cluster-based financing models, allowing poultry farmers to access loans and credit, fostering infrastructure development, and encouraging growth.
Health and Nutrition Focus
Boosting Protein Consumption: The poultry sector plays a critical role in meeting the protein needs of a growing population. Indian Poultry 2.0 is focused on promoting affordable, high-quality poultry products to improve nutrition across the country.
Functional Poultry Products: Poultry producers are experimenting with fortified eggs and chicken enriched with omega-3 fatty acids and vitamins to cater to the health-conscious segment.
Enhanced Biosecurity Measures
Disease Prevention: Indian Poultry 2.0 emphasizes stringent biosecurity protocols to prevent outbreaks of avian influenza and other diseases, using vaccination programs, isolation of infected birds, and disinfecting tools to reduce risks.
Improved Veterinary Services: Collaborations with veterinary experts and technology-based health monitoring tools ensure that poultry health issues are addressed promptly.
Government Initiatives and Policy Support
Policy Reforms: Government support through the National Livestock Mission and other initiatives focuses on improving infrastructure, boosting exports, and making poultry farming more profitable.
Subsidies and Incentives: Subsidies for technological adoption, waste management, and sustainable practices are encouraging farmers to modernize their operations and increase efficiency.
Global Market Integration
Increased Exports: With better compliance with global standards and traceability, Indian poultry products are gaining traction in international markets, particularly in the Middle East and Southeast Asia.
Trade Partnerships: Strategic partnerships with global players and multinational companies are enhancing India’s presence in the global poultry market, opening up new avenues for growth.
Converting Competition to collaboration: “Coopetition”
The shift from competition to collaboration, often referred to as “coopetition,” is a strategic transformation that can drive innovation, expand markets, and enhance efficiencies across the verticals within the poultry sector. Here are key elements that facilitate this transformation:
Shared Goals and Objectives:
Organizations with the sector identify mutual benefits that outweigh the advantages of working in isolation. By aligning goals, companies can leverage each other’s strengths to tackle bigger challenges or create larger market opportunities.
Trust and Transparency
Successful collaboration requires a foundation of trust. This means open communication, sharing of relevant information, and transparency about capabilities and intentions. Trust ensures that all parties feel secure in sharing resources and knowledge.
Complementary Strengths
Collaboration works best when each party brings unique skills or resources that complement those of others. This can be technological expertise, market access, or manufacturing capacity, allowing each participant to benefit from the strengths of others without duplicating efforts.
Governance and Structure
Clear agreements on the framework of collaboration are crucial. This includes understanding roles, responsibilities, and contributions of each party. Structured governance mechanisms help manage the partnership effectively and resolve conflicts.
Legal and Ethical Considerations
Formal agreements that outline the legal boundaries and ethical standards of the collaboration are important to protect intellectual property, ensure compliance with regulations, and define profit-sharing structures.
Technology and Tools
Investment in compatible technology and collaborative tools can enhance interaction, improve data sharing, and streamline operations across different platforms.
This strategic shift is often facilitated by external pressures such as market saturation, technological disruptions, or regulatory changes, which make collaboration more appealing or necessary. As industries and markets evolve, the ability to move from competition to collaboration can provide a significant competitive edge and drive sustainable success.
Strategic Brand Building:
Strategic brand building in the poultry sector is about establishing trust, differentiating products, and ensuring that a brand aligns with consumer values like quality, sustainability, and ethical practices. By focusing on these areas, poultry businesses can develop a strong brand that fosters customer loyalty and long-term growth.
Here’s a structured approach to building a strong brand in the poultry industry:
Defining Brand Identity
Core Values: Clearly define mission, vision, and values that guide a poultry business. For example, focussing on high-quality, ethically raised poultry or sustainable farming practices.
Brand Personality: Develop a brand personality that resonates with your target audience. This could be one of trustworthiness, innovation, or community engagement.
Understanding the Target Audience: Segmentation
Conduct market research to understand customers’ preferences, concerns, and behaviours regarding poultry products (e.g., organic, antibiotic-free, free-range).
Segment the market to tailor your message (households, restaurants, retailers, etc.)
Product Differentiation: Positioning
Quality Assurance: Establish a reputation for high-quality, safe, and nutritious poultry products. Implement certifications like organic or antibiotic-free to distinguish your products.
Innovation: Introduce value-added products like pre-cooked, marinated, or convenience-packaged poultry to appeal to modern consumers seeking easy-to-prepare meals.
Sustainability and Ethical Practices: Highlight sustainable farming methods, waste reduction, and ethical animal treatment practices. Consumers are increasingly concerned about sustainability, making this a key differentiator.
Build Trust through Transparency: Create trust by being transparent about your production processes. Show customers how your poultry is raised, processed, and delivered. Use packaging and marketing materials to tell this story.
Marketing and Brand Communication: Targeting
Consistent Messaging: Ensure consistent branding and messaging across all channels—packaging, advertising, social media, website, and customer service. Focus on quality, sustainability, and trust.
Digital Presence: Utilize social media, blogs, and online platforms to share information about your products, engage with customers, and showcase your brand values.
Partnerships: Collaborate with restaurants, supermarkets, and other food brands to expand your brand reach and establish credibility.
Leverage Technology and Innovation
Traceability: Incorporate blockchain or tracking technology to allow customers to trace the origins of your poultry products, ensuring transparency and boosting trust.
Smart Farming: Highlight your use of modern farming technologies like automation, AI-based monitoring, and precision feeding to assure consumers of your efficiency and quality control.
Customer Experience and Feedback
Ensure excellent customer service at every touchpoint, from purchasing to post-sales support.
Actively seek and use customer feedback to improve products and services, showing you care about their needs and satisfaction.
Strategic Partnerships
Form strategic partnerships with suppliers, retailers, or eco-friendly organizations to boost your brand’s credibility and access new markets.
Monitoring and Adaptation
Continuously monitor market trends, consumer behaviour, and competitors. Adapt the brand strategy to meet changing demands, such as the growing trend for plant-based protein alternatives.
Summary:
Indian Poultry 2.0 marks a pivotal evolution from traditional farming to a more efficient, sustainable, and technology-driven industry. By embracing modern farming practices, enhancing biosecurity, and aligning with global standards, the Indian poultry sector is poised to meet both the growing domestic demand and expand its footprint in global markets. This transformation will not only boost productivity and profitability but also contribute significantly to rural development and national food security.
NUQO expands its team in South Asia by welcoming Reena Rani as Head of Marketing, South Asia.
Bengaluru, 18th Oct 2024 – NUQO Animal Nutrition India Pvt. Ltd., a leader in innovative animal nutrition solutions, is excited to announce the appointment of Reena Rani as Head of Marketing, South Asia. In this role, Reena will oversee all marketing functions and will lead strategies & key initiatives of NUQO in the South Asia region and will be driving growth and engagement across key markets.
Reena Rani Head of Marketing, South Asia
Reena brings over 12 years of extensive experience in marketing. Campaigns, pricing strategy, digital marketing, content creation, social media strategy, branding, marketing communication, and business analytics are her core strengths. Her deep expertise spans across top industry players such as Cargill and Novus, where she developed and implemented marketing programs that delivered measurable success.
With a strong academic background, Reena holds a master’s degree in industrial chemistry and an advanced Diploma in Digital Marketing and Analytics from the prestigious Indian Institute of Management, Kozhikode (IIMK). Her blend of technical knowledge and strategic marketing insights makes her a valuable addition to NUQO India’s leadership team.
Ewenn Helary CEO
“We are thrilled to have Reena join us at NUQO. Her proven ability to lead and execute innovative marketing strategies will be instrumental in expanding our presence in South Asia,” said Ewenn Helary, CEO at NUQO Feed Additives. “We are confident that Reena’s leadership will bring fresh perspectives and help elevate our brand in the region.”
Neeraj Kumar Srivastava – Managing Director, South Asia.
“We are delighted to welcome Reena to the NUQO team. Her deep understanding of the South Asia market and her exceptional track record in marketing make her the perfect fit to lead our efforts in this important region. Reena’s leadership will help us strengthen our marketing capabilities and further solidify NUQO’s position as a leader in animal nutrition solutions. We look forward to the innovative strategies she will bring to the table,” said Neeraj Kumar Srivastava – Managing Director, South Asia.
Stephanie Ladirat Technology Director
“We are thrilled to welcome Reena to the NUQO team. She brings a unique blend of technical expertise and sharp strategic marketing insight,” said Stephanie Ladirat, Technology Director at NUQO Feed Additives. “Her skills and vision will be key assets as we drive growth and innovation in South Asia market. We are looking forward to collaborating with her and see her talents and ideas flourish”.
Reena’s appointment comes at a pivotal time for NUQO as the company continues to expand its footprint in the global animal nutrition market. Her role will be crucial in driving customer engagement and market penetration, further positioning NUQO as a trusted provider of natural, sustainable animal nutrition solutions.
