eChapters

Straw represents a category of low-density feed characterized by a high concentration of structural carbohydrates, specifically cellulose and hemicellulose, while exhibiting low levels of carbohydrates, nitrogen and minerals, along with variable lignin content. Lignin serves as a physical barrier, inhibiting the microbial degradation of these materials. Straw is having low digestibility due to following reasons:
• Reduced voluntary intake due to unappealing taste.
• Low digestibility and nutritional value.
• Nutritional deficiencies, particularly in crude proteins, essential minerals, and vitamins.
• The presence of anti-nutritional components such as lignin, silica, tannins, and oxalates.
The primary aim of treating low-quality roughage includes:
• Enhancing voluntary intake by improving palatability.
• Increasing digestibility to boost the intake of digestible energy.
• Minimizing losses during digestive processes.
• Breaking down cellulose and hemicellulose from lignin and silica to enhance digestibility.
• Expanding the surface area available for microbial action and enzyme activity, thereby improving digestibility.
• Reducing bulkiness through densification.
The processing of low-quality roughages can be achieved through various methods.

Dry Methods
1. Decortication and dehulling: The process of decortication for groundnuts and cottonseeds enhances the nutritional profile of the resulting cakes by eliminating the outer layers, which are notably high in crude fiber. Similarly, dehulling or dehusking of pulses and grains also contributes to an improved nutritional value.
2. Cracking and dry rolling: This technique involves the fragmentation of the kernel into smaller particles through the application of pressure using dry rollers. This method increases the surface area of the grains, thereby enhancing their digestibility.
3. Crimping: In this method, the traditional rolling of grains is substituted with the use of corrugated rollers, a process referred to as crimping.
4. Crumbles: The term “crumble” refers to the process of grinding pellets into a granular form, which is particularly beneficial for chick feed.
5. Popping or puffing: This technique involves the dry heating of grains, which must contain a moisture content of 10-14%. The final moisture content in the popped grains is approximately 3%. During this process, grains are subjected to temperatures ranging from 370 to 425 degrees Celsius for 15 to 20 seconds, leading to the rupture of the endosperm due to the rapid expansion of steam. This results in an increase in grain size and enhances both palatability and digestibility.
6. Micronizing: This process employs infrared heat energy on grains, resulting in the breakdown of glucosidic bonds between starch molecules.
7. Roasting: In roasting, grains are exposed to direct flames at a temperature of 148.9 degrees celsius. This method not only expands the grains but also inactivates protease inhibitors in whole soybeans, thereby improving their nutritional quality.

Natural disasters frequently lead to significant shortages of animal feed, a common challenge faced by livestock owners. Events such as earthquakes, landslides, heavy rainfall, flooding, droughts, and cyclones can severely impact the well-being of livestock. Intense rainfall is often the primary factor contributing to both flooding and landslides, particularly in the hilly regions of India, where such landslides are a regular occurrence. The essential components of animal feed include both green and dry roughages, with dried roughages, such as straw, constituting approximately 60 to 80 percent of the total dry matter intake for livestock. Unfortunately, the occurrence of landslides or floods can abruptly disrupt transportation networks, including roads and railways. Consequently, livestock owners are compelled to rely on locally available unconventional feed sources during these challenging times.
Unconventional Feed Resources: In periods of resource scarcity, various unconventional indigenous ingredients can be employed. Such times may see the utilization of materials like tapioca, jackfruit, pineapple waste, sugarcane bagasse, rice bran or rice polish, water hyacinth, rubber seed cake, chicken litter and droppings, tea waste, urea and molasses, all of which can serve as valuable feed components. In comparison, low-quality rice straw and fallen leaves from trees are the predominant roughages, constituting approximately 60 to 70 percent of the total feed for cattle. The main sources of roughage during scarcity typically include straws from cereals or pulses, fallen leaves, dried grasses and foliage from forests and jungles. The collection or harvesting of roughages can be challenging due to their bulk, particularly in the case of forest leaves. Additionally, the volume of these materials presents significant transportation challenges. Consequently, chaffing roughages at the harvesting site emerges as the most effective solution for facilitating transport and minimizing costs. The densification of chaffed roughages further enhances their transport efficiency. Chaffing roughage is essential for the preparation of complete feed blocks (CFB) and total mixed rations (TMR).

non-herbaceous plants that are accessible for animal foraging.
Flour: It is soft, finely ground meal of a grain which mainly consists of gluten and starch.
Fodder: Fodder covers various agricultural products specifically intended for the nourishment of domesticated animals. The term “fodder” is particularly associated with the provision of food to these animals, which may include plants that are harvested and delivered to them, as opposed to the food they gather independently through foraging. Any green plant or crop meant for animal feeding for supply of nutrients and bulk.
Forage crop: A crop of cultivated vegetation or portions of plants, excluding detached grains, that is grown specifically for grazing or harvesting to serve as animal feed. Forage and roughage these two terms are used interchangeably. Forages include hay, straw, silage and pasture while roughage include rice husk, groundnut shells.
Forage crops: It denotes the wild as well as cultivated green plants used for feeding of domestic animals like cattle, buffaloes, goat, sheep, horses, etc.
Forage: Forage includes consumable plant materials, including grasses, legumes, herbs and shrubs, as well as hays and silages. These materials are either grazed or ingested by livestock to meet their nutritional needs and dietary requirements within agricultural ecosystems.
Germ: It is the embryo of any seed. eg. Wheat germ meal (25% CP and 7% EE)
Gluten: When flour is washed to remove starch, a tough, viscid nitrogenous substance remains which is known as gluten. eg. Corn gluten.
Herbage: Herbage denotes the various plants, grasses, or vegetation that are specifically designated for the nourishment of livestock. This term generally encompasses the softer, green portions of plants that are appropriate for animal grazing.

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. 

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. 

This chapter provides a comprehensive overview of agricultural market intelligence, emphasizing its significance in India and specifically in Jammu and Kashmir (J&K). Agricultural market intelligence involves systematically collecting and analyzing data to empower stakeholders, such as farmers and agribusinesses, in making informed decisions. Given that agriculture contributes approximately 18% of India’s GDP and employs over half the population, the need for effective market intelligence is paramount. In J&K, where nearly 70% of the population relies on agriculture, accurate market insights are crucial for optimizing farm income, especially for high-value crops like saffron and apples. The chapter explores the evolution of market dynamics, the impact of technological advancements, and the role of data in transforming agricultural practices. Additionally, it highlights government initiatives aimed at enhancing market access and reducing reliance on intermediaries. By leveraging market intelligence, farmers in J&K can align production with market demand, mitigate risks, and enhance their economic resilience, thereby contributing to sustainable agricultural development in the region.

In the contemporary digital era, the agriculture sector is making use of the revolutionary power of internet marketing. As technology develops, farmers and agricultural businesses are implementing digital tools and strategies to enhance their marketing campaigns. The wider digital revolution of India’s agriculture sector depends on digital marketing. Since it employs and supports a sizable section of the population, India’s agriculture sector is essential to the country’s economy. The marketing and sales of agricultural products have rapidly changed since the transformation of digital technologies. Managing the customer experience in digital marketing for agricultural products in India poses several challenges. This Chapter explores the importance of transformational technological advancements in the agriculture sector and how it is impacting customer preferences and the digital revolution in agricultural marketing.

The digital transformation of agricultural marketing has become a cornerstone for enhancing efficiency, transparency, and profitability in India’s agricultural sector, with particular relevance for the Union Territory of Jammu & Kashmir (J&K). This paper explores how digital tools— such as mobile applications, online marketplaces, blockchain, and data analytics—are simplifying supply chains, strengthening market connectivity, and minimizing information gaps between farmers and the marketplace. Nationwide, the introduction of platforms like e-NAM (National Agriculture Market) and mobile advisory services have empowered farmers with real time pricing, market trends, and data-driven decision-making, fostering more equitable and competitive markets. In J&K, digital Agri-marketing holds unique promise for overcoming challenges related to geographic isolation, limited logistics, and fragmented supply chains by linking local farmers to broader national and global markets. Through case studies, this research highlights the impact of digital solutions on the region’s fruit, saffron, and horticultural sectors, with a focus on scaling these initiatives to spur regional growth. The study concludes that expanding digital infrastructure and providing targeted training programs are crucial steps for empowering farmers in remote areas, advancing inclusive growth and strengthening rural economies.

Agricultural marketing in India enables the producers and the consumers to have a direct contact to buy and sell their products. But it is crucial to have a clear understanding on the consumer’s perceptions and preferences for the products who are the ultimate users as a better marketing strategy. The present marketing methods are much different from traditional ones, and can be even transformed by the use of data analytics, cutting-edge technologies, and data-driven insights by the Agri-marketers to perceive and interact with consumers. The success of a firm/business is greatly influenced by consumer perception and it is shaped by a number of elements, such as marketing initiatives, customer service, and product quality. Therefore, to have a positive perception of the consumers on the products, one should focus on the ideology and the working of their perceptions which helps to design and brand their products accordingly. The Indian agricultural marketing system is facing a wide range of issues, that prevents it from going global due to its in competitiveness in the export activities. Its high time to focus on innovative policies and strategies that support for the economic growth and the enhanced livelihoods of the various stakeholders in this system.