Processing; opportunities and challenges for Indian Poultry Industry in new global order
P.S. MAHESH AND N. RAJESHWARA RAO
Central Poultry Development Organisation (Southern Region)
Hessarghatta, Bangalore - 560088
Globalization has provided an opportunity for rapid changes in various sectors of the industry, poultry is no exception. Despite India occupying Fourth largest egg producer and sixth largest producer of chicken meat, dominated by wet market (live sales) in meat and shell eggs accounting 95% market share. Value addition processing with meager 5% has posed lot of challenges and opportunities. Brazil, Thailand Philippines and Vietnam have transformed the poultry wet market into sophisticated mechanized integrated processed market in the backdrop of Avian flu recently. Processing offers value addition augmented shelf life, hygiene, industrious packaging, convenient products to meet the demands of indigenous expanding market as well the export market. Although challenges of acceptability appreciation model feasibility for various segments of society need to be addressed. Some industrial giants have already shown the way to succeed. Indian poultry industry to remain competitive in Quality and variability in the global market, technology adoption, Quality accreditation, value addition, processing would keep sector dynamic progressive and sustainable.