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Anand Agricultural University has awarded an ICAR-World Bank funded project To Establish Centre for Agricultural Market Intelligence at its campus. The project is multidisciplinary project, covering crops, dairy, food processing, poultry and fisheries. The project has been sanctioned under National Agricultural Higher Education Project of the Indian Council of Agriculture Research. The major objectives of this project include price forecasting and behaviors, export competitiveness, evaluation of e-National Agri- culture Market (e-NAM), market institutions and capacity building of faculty, students, farmers and other stake holders. Poultry sector is one of the fastest growing segments in the agricultural sector to- day with an average growth rate of 6 to 8 percent per annum. India’s estimated production for the year 2018-19 was 103.3 billion numbers eggsm and 4.06 million tonnes of poultry meat. The sector contributes Rs.1347.57 billion which holds 12.91 percent share in the total output of the livestock sector. It provided direct employment to 40 lakh and indirect employment to 2.5 crore people. The poultry sector in India has experienced a revolu- tionary shift in structure and operation, which has led its transformation from a simple backyard activity to a major commercial agro-based industry over a period of decades. The constant efforts in the up-gradation, modification and application of new technolo- gies lead towards the diversified and overall growth in poultry and allied sectors. Andhra Pradesh, Tamil Nadu, Telangana, and West Bengal are major producers of eggs whereas; Maharashtra, Haryana, West Bengal, Tamil Nadu, and Andhra Pradesh are the leading poultry meat-producing states in India.

Indian poultry industry has made a fastest and remarkable growth ever since its inception and is presently emerging as a sunrise sector with a growth rate of 6-8 percent per annum. Today India is third largest producer of chicken egg and fifth largest producer of broilers/chicken meat in the world (Food and Agriculture Organization Corporate Statistical Database (FAOSTAT), 2018), with estimated production of 103.3 billion numbers eggs and 4.06 million tonnes of poultry meat in year 2018-19. Poultry sector contributes Rs.1347.57 billion in total output of livestock sector which hold 12.91 percent share (Basic Animal Husbandry Statistics (BAHS, 2019). The Indian poultry market was worth Rs.1,750 billion in 2018 and was worth Rs. 2,049 billion in 2019. The market is further projected to reach Rs. 4,340 billion by 2024, growing at a Compound Annual Growth Rate (CAGR) of 16.2 percent during 2019-2024 (www.indianmirror.com). The major growth drivers for the sector are increasing incomes coupled by changing food habits, large un-penetrated market, growth in the processing sector, and awareness of the consumer about the safe and hygienic poultry products. The sector has provided direct employment to 40 lakh and indirect employment to 2.5 crore people (Khan, 2019). The annual per capita availability of poultry products has increased from 5 eggs and 400 gram chicken in 1950 to 79 eggs and 3.21 kg chicken in 2019. However, it is far below then recommended consumption of 180 eggs and 10.8 kg poultry meat per person per annum by Indian Council of Medical Research.

The word chicken originated from old English word ‘icen’, Germanic word ‘kivkenam’ and cock (‘keuk’). According to Charles Darwin, the original chicken (Gallus domesticus) from which all modern domestic breeds of chicken have descended is referred to as Red Jungle Fowl (Gallus gallus). Archaeological discoveries in the Indus Valley suggest that chickens were probably domesticated from the Red Jungle fowl (Gallus gallus) as early as 5400 B.C. (West and Zhou, 1988). But there are some others who believe that modern chickens have been contributed by four wild species found in South East Asia. These were Gallus gallus (Red jungle fowl) found in eastern part of India, Burma, Java and Sumatra, Gallus sonneratii (Grey jungle fowl) prevalent in western and southern parts of India, Gallus lafayetti (Ceylone jungle fowl) the native of Sri Lanka and Gallus varius (Javan jungle fowl) found in lower adjacent islands of Java. 2.1. Origin of Modern Poultry • 8000 BC Archaeological evidence suggests that chicken existed in China • 5400 BC China - Cishan culture; but contribution of these birds to modern birds are doubtful. • 3000 BC In India account of cock fighting indicate that chicken have been part of the culture for a long time.

Poultry sector has been divided into two broad classes based on the management practices. First one is commercial poultry farming which is the well-organized sector. Second one is backyard poultry farming which plays supportive role for rural economy. The commercial farming practices can divide into two subclasses: layer and broiler industry. Commercial poultry farming provides primary source of income to the farmers and widely influenced by market driven forces. Backyard poultry farming comprises dual purpose birds as both layer and broiler. It supports the rural household with nutritional security, subsidiary income generation and provides the employment to women which Egg production by backyard and commercial poultry farm Out of total egg production of 103.3 billion numbers eggs, commercial poultry farming is producing 84.91 billion number eggs whereas, backyard poultry farming is producing 18.41 billion numbers contributing 82.2 percent and 17.8 percent of total production of egg respectively (BAHS, 2019). 

4.1 Layer Industry 4.1.1 Global scenario Poultry is raised by approximately 80 percent of rural households in developing countries. Food and Agriculture Organization’s statistics department show that total egg production has grown from 61.7 million tonnes in 2008 to 76.7 million tonnes in 2018. China continues to lead the way, producing 466 billion eggs in 2018, which represents 34 percent of the global market. China has been the world’s largest producer of eggs for the last 30 years. China, European Union (EU), United states of America (USA) and India produce almost 60 percent of the world’s eggs, while the next 6 largest producers take a further 16 percent of the market. This means that the top 10 egg producers account for more than three fourth of the world’s egg production. Asia is the largest eggproducing region, with more than 60 percent of global output. 

Backyard farming is an unorganized sub sector of poultry industry. India has nearly 60 percent of its population living in rural areas. However, in the present scenario most of the commercial poultry production is concentrated in urban and semi urban areas due to high demand. Only 25 percent population living in urban area consumed about 75-80 percent of eggs and poultry meat. Nonavailability of poultry products and low purchasing power of the rural people devoid them of access to the highly nutritious products like egg and meat, thereby, resulting in malnutrition. Free range and small scale semi commercial back-yard poultry production can be advantageously promoted in rural areas, as the large commercial poultry production continues to be concentrated in urban and semi-urban locations. It can be used as a powerful tool for alleviation of rural poverty, eradication of malnutrition and creation of gainful employment in vast rural areas (Sharma and Chatterjee, 2009; Rajkumar et al., 2010). The most basic and simple backyard production system involves a few hens and a cockerel is essentially a closed system. Home-produced fertile eggs arehatched to provide replacements, birds feed by  scavenging or are provided with household scraps and crop by-products; there are virtually no veterinary inputs and the remaining eggs and meat produced are consumed within the household. Such very simple subsistence poultry production systems are probably quite rare. Producers with even slightly larger flocks, generate cash income from the sale of eggs and birds within the local community. Transactions may take place directly between producers and consumers, but traders and other market intermediaries may be involved, selling on to other sectors of the poultry industry. Village or backyard production systems are widely distributed and exist in both rural and urban areas. It is estimated that today in India, about 18 percent of total poultry output is derived from backyard production. 

Table 6.1 and table 6.2 shows the Gross Value Added (GVA) of poultry sector in Indian economy. The GVA from poultry sector in year 2017-18 at current price was Rs. 32844 Crore and Rs. 101913 for eggs and meat respectively.

Major poultry products which are traded in world market are live poultry, edible poultry meat, cuts and offals excluding livers, eggs in shells, eggs not in shell, egg yolks, egg powder etc.

The greater the distance between producer and consumer, the more complex is the marketing organization required to ensure that eggs reach consumers in the form, place and time desired. Producers may decide to market their produce directly to consumers - direct marketing - or may choose from a variety of marketing organizations that make up a marketing channel. 8.1 Direct Marketing Direct marketing includes the following methods of selling: • Sales from the farm (farm gate) • Door-to-door sales • Producers’ markets • Sales to local retail shops

a) Large Unpenetrated Market According to the sample registration system (SRS) baseline survey, 2014 released by the registrar general of India, 71 percent of Indians over the age of 15 are non-vegetarian. b) Young Growing Population and Nutritional Security India as a one of the major young population country in the world (27.4%) according to FAO, OECD 2018 data there is a huge need to address the nutritional security of the people with higher protein diet. Thus, we have high requirement of protein to feed country’s population in up- coming years. c) Per Capita Consumption & Income The annual per capita consumption of broiler meat and eggs for India is far below then recommended consumption of 180 eggs and 10.8 kg poultry meat per person per annum by Indian Council of Medical Research. The increase in per capita disposable income has led to an overall increase in food consumption, particularly protein in the form of meat and eggs. (McKisney and company Report, 2013). The study conducted by Law et al. (2019) suggested that in India the consumer preference has changed and the cereals are now substitute of animal products rather than a complementary product

Strengths • Poultry farming generates early and regular income and has shorter generation interval. • Poultry and poultry products constitute an important component of human diet. The consumption is also increasing at a rapid rate due to low fat content, easy availability and cost effectiveness. • Poultry is the least cost alternative food source next to fish only and produces more animal protein from the same amount of feed. Two eggs provide 160 calories of energy constituting more than 20 percent of the daily requirement of Proteins, Vitamin A, D & B12, Riboflavin, Folic acid, Pantothenic acid, Phosphorus and Iodine along with fat. • According to nutritional Advisory committee of India, at least half an egg should be made available to an average individual which workout to be 180 eggs/annum. Poultry farming require less area with high and quick return than any other animal husbandry and agriculture activities. • Good infrastructure like road, rail, ports, airports, reliable electricity power and easily approachable to major cities of adjoining states.

Poultry sector is expected to play the most crucial role in transforming the nutritional demography of country with ever growing share of protein based cheap human diets. Some of the specific challenges the poultry sector is faced with are as follows: a) Regional imbalances in poultry production The commercial layer farming is yet to make a dent in some of the region of country. However, broiler farming is gradually catching up in majority region. b) Underexploited poultry diversity Among poultry species, chicken production has already acquired large scale commercial dimensions in some states due to its better efficiency. However, there is a scope for exploitation of other domesticated poultry species. c) Rising feed cost The growth in poultry has outpaced the growth in cereal production leading to severe feed shortages and consequent rise in feed cost. Cereal by-products and oilseed residues usually constitute more than 80 percent of poultry diet. Coarse cereals also form the staple diet of millions of marginal farmers and landless labourers. These coarse cereals are the most important and most widely used poultry feed ingredients all over the world. The demand for coarse cereals is continuously increasing at 4 percent per year due to ever increasing population and their use in livestock rations.

12.1 Nutritional Value of Egg The egg is one of the most complete and versatile foods available. It consists of approximately 10 percent shell, 58 percent white and 32 percent yolk. Neither the colour of the shell nor that of the yolk affects the egg’s nutritive value. The average egg provides approximately 313 kilojoules of energy, of which 80 percent comes from the yolk. The nutritive content of an average large egg (containing 50 g of edible egg) includes, 6.3 gram protein, 0.6 gram carbohydrates and 5.0 gram fat (this includes 0.21 g cholesterol). Egg protein is of high quality and is easily digestible. Almost all of the fat in the egg is found in the yolk and is easily digested. Eggs contain every vitamin except vitamin C. They are particularly high in vitamins A, D, and B12, and also contain B1 and riboflavin. Provided that laying hens are supplemented according to the Optimum Vitamin Nutrition concept (see chapter ‘Optimum vitamin nutrition of laying hens’), eggs are an important vehicle to complement the essential vitamin supply to the human population.

Agriculture and allied sectors have adversely hit by the COVID-19 scare.The rumors of poultry birds likely the carrier of the virus circulated in social media had led to reduced demand of the chicken meat in several parts of the country in the month of February 2020 even before India reported the first case of COVID-19. The poultry industry in India hit hard because of nationwide lockdown to stop the rapid spread of COVID-19 virus. This lock-down had disrupted the entire supply chain. Before COVID-19 the prices for broiler was about Rs. 80 per kg and Rs. 4 for egg the price dropped to almost no value like Rs. 6 per kg and Rs. 1-1.50 per egg. As a result, the projected loss of the industry was about Rs 25000 crore. (Shukla & Bhattacharyya, 2020). According to industry sources, the poultry industry which had witnessed steady growth rate in the last two decades because of rising consumer demand for protein rich food especially but, it has incurred huge losses since the beginning of the 2020. The loss incurred by Indian poultry industry is mainly attributed to sharp decline in demand because of disruption of supply chain during lock down. The financial condition of all the stakeholders in the poultry value chain – farmers, feed suppliers and retailers had become risky. The drop in demand and supply chain disruption especially hit the smaller farmers who had limited resources. Thus, many farmers went for ‘contract farming’ offered by many large poultry players.

a) Transformation towards Commercial Agro: The poultry sector in India has experienced a revolutionary shift in structure and operation, which has led its transformation from a simple backyard activity to a major commercial agro based industry over a period of decades. b) Layer Farming: The production of eggs has increased from 1.83 billion numbers in 1950-51 to 103.32 billion numbers in year 2018-19. The per capita availability reached at 79 eggs per annum in the year 2018-19 from 5 eggs per annum in year 1950-51. Andhra Pradesh, Tami Nadu and Telangana contributes about 55 percent share in total egg production. c) Broiler Farming: Chicken meat contributes to 50 percent share in total meat production in year 2018-19 with the production of 4.06 million tonnes production. Broiler production is mainly concentrated in Maharashtra, Haryana, West Bengal, Tamil Nadu and Andhra Pradesh. Broiler farming is mainly done through contract broiler farming. In that the integrator provides inputs such as chicks, feed, medicines and vaccines. The contract farmer provides labour, shed, electricity, water, litter material, and other miscellaneous services or equipment that may be required. The integrator bears the transportation cost, investment and marketing risks.