Dr Anjan Goswami
Dr. Anjan Goswami   |   PhD (ISB) · MBA (IIM Bangalore) · M V Sc
Professor &  Mentor, Centre for Entrepreneurship & Innovation, Mahindra University  ·  Founder, Utpan- An Agri Fintech Platform
dranjangoswami@gmail.com
Mobile No: +919449871819
Linkedin

India’s poultry sector stands at a defining inflexion point. Powered by robust macroeconomic tailwinds, a young and aspirational population, and rapidly evolving consumer preferences, the industry is poised to double its scale within a decade. Yet, capturing this opportunity demands a fundamental reimagining, away from commodity-driven, price-competitive models toward technology-enabled, brand-differentiated, and sustainability-compliant enterprises.

This article synthesises the key themes presented by the author at the VIV Workshop (April 2026): India’s growth trajectory, global market dynamics, shifting consumer behaviours, digital and sustainable innovations, decommodification strategies, the 5C framework for global competitiveness, and the imperative of collaborative ecosystem building.

SECTION 1 | INDIA’S ECONOMIC GROWTH STORY

India has emerged as one of the most dynamic economies of the 21st century. Between 2014 and 2024, the country sustained an average GDP growth rate of 7.6% (excluding the COVID-19 contraction of −6.6% in FY21), firmly establishing itself as the world’s fastest-growing major economy. The V-shaped recovery — with 8.7% growth in FY22 — underscored the structural resilience of the Indian economy. By 2025, India’s GDP crossed USD 4.15 trillion, making it the fourth-largest economy globally, with a stated national target of USD 5 trillion by 2027–28.

For agribusiness and the poultry sector in particular, these macroeconomic fundamentals are not merely statistical headlines; they are the bedrock of a multi-decade demand expansion story. Six drivers converge to make India poultry’s single largest opportunity:

  • A population of 1.45 billion — the world’s second-largest consumer market
  • Rising disposable incomes, with per capita income at ₹1.97 lakh (FY24, nominal)
  • Urbanisation at 36% and climbing at over 1% per annum
  • A dietary shift toward protein-rich foods across all age groups
  • A young demographic profile, with 65% of the population under 35 years of age
  • Projected agri-food sector CAGR of 8–9% through 2025–30

“The question is no longer whether Indian poultry will grow — it is whether India’s poultry businesses are prepared to capture that growth.”

SECTION 2 | GLOBAL & INDIAN POULTRY MARKET

The global poultry market, valued at approximately USD 490 billion in 2024, is projected to grow at a CAGR of 8.2% through 2030. Global broiler meat production stands at 130 million metric tonnes (MMT), while global egg production reaches 83 MMT annually.

India’s Market Position
India occupies a position of growing strategic significance in global poultry:

  • Ranked 4th globally in broiler meat production
  • Ranked 3rd globally in egg production
  • The domestic poultry industry is valued at over USD 27 billion, projected to reach USD 34 billion by 2030
  • Annual capacity: over 6,500 million birds slaughtered, 42,000+ registered hatcheries, and 50 million+ livelihoods supported
  • 10-year egg export CAGR: from 210,000 MT (2015–16) to 452,000 MT (2024–25), with export value growing from USD 62M to USD 168M

India currently ranks fifth globally in egg exports, with key markets in the Gulf and Southeast Asia. The Netherlands, Turkey, and Poland lead the global export rankings, but India’s cost competitiveness and scale position it for a rapid ascent — particularly as geopolitical shifts redirect trade flows across the Middle East.

Section 3 CONSUMPTION PATTERNS & THE NEW INDIAN CONSUMER

India’s per capita poultry consumption tells a story of significant opportunity. At 6.2 kg per person per year, India remains approximately 2.5 times below the world average of 15 kg. This is not a sign of market saturation — it is a measure of addressable headroom. China bridged a comparable gap within 15 years; India is narrowing the gap at approximately 0.4 kg per year, and on its current trajectory, could reach 10 kg per capita by 2035, effectively doubling the market.

Similarly, per capita egg consumption grew at approximately 5% CAGR over 14 years. India’s national target of 180 eggs per capita by 2030 (DAHD) would require annual production of 260 billion eggs — necessitating a 30%+ capacity addition across the value chain.

The Six Drivers of Consumer Behaviour Shift

Six structural forces are reshaping the demand landscape for poultry products in India:

  • Urbanisation: Urban consumers spend 3x more on poultry than rural counterparts. Nuclear families prefer convenience formats, and quick commerce platforms (Blinkit, Swiggy Instamart) are driving impulse purchase behaviour.
  • Health Consciousness: Protein awareness surged 40% post-COVID. Poultry, perceived as lean protein, is benefiting from a decisive shift away from red meat. Demand for antibiotic-free (ABF) and cage-free products is growing rapidly.
  • Rising Incomes: India’s middle class is expected to double by 2030. Willingness to pay premium for safe, branded poultry is increasing, with per capita food spend rising 8–10% annually.
  • Digital Commerce: The online meat category grew 4x post-2020. D2C brands such as Licious and FreshToHome are scaling, with social media actively influencing protein diet choices.
  • Ready-to-Cook / Ready-to-Eat: Marinated and value-added formats are growing at 20%+ CAGR, driven by busy urban households and the QSR boom (McDonald’s, KFC, Popeyes).
  • Sustainability Concern: Gen Z consumers demand ethical sourcing and transparent supply chains. Organic and free-range products command a 40–60% price premium, with packaging and traceability becoming active purchase criteria.

The India 1 / 2 / 3 Consumer Segmentation Framework

A structured approach to consumer segmentation is essential for any serious market participant. The three-tier India 1/2/3 framework maps poultry demand across distinct consumer strata:

Consumer Segmentation The strategic implication is clear: India 1 drives margin through premiumisation; India 2 drives volume through branded affordability; India 3 represents the opportunity for low-cost nutritional access at scale. A winning poultry enterprise must design differentiated product lines for all three strata — simultaneously.

SECTION 4 | DIGITAL TECHNOLOGY, SUSTAINABILITY & ESG

Digital Technology & Automation

The convergence of IoT, artificial intelligence, and automation is fundamentally restructuring the economics of poultry farming. Smart shed management systems — combining environmental sensors, automated feeding and drinking lines, and real-time health monitoring — are delivering measurable performance improvements:

Digital automationBlockchain-based farm-to-fork traceability is transitioning from a differentiator to a prerequisite for institutional buyers and export markets. AI-driven disease prediction models are enabling early intervention, dramatically reducing flock losses. Robotics in processing is improving throughput consistency and food safety compliance.

Sustainability & ESG Imperatives

Sustainability in poultry operations is no longer a corporate social responsibility (CSR) exercise — it is a market access and cost management imperative. The following table maps key ESG issues, their priority levels, and their business rationale for Indian poultry operators:

Sustainability and ESG Imperatives

SECTION 5 | DECOMMODIFICATION & GLOBAL COMPETITIVENESS

The Value Ladder: From Commodity to Experience

The single most important strategic transition for Indian poultry businesses is decommodification. Commodity pricing — driven by live bird transactions, unnamed farm output, and wet market sales — destroys value and compresses margins to the bone. The escape route is a deliberate, upward migration along the value ladder:

Value LadderThe shift from commodity to experience is not merely cosmetic — it involves rethinking the entire business model: from price-per-kg to value-per-meal, from nameless farm output to QR-traceable farm-to-fork stories, from wet market transactions to subscription-based D2C relationships.

The 5C Framework for Global Competitiveness

For businesses aspiring to compete in global markets, the 5C Framework provides a strategic roadmap. Winning on all five dimensions is not a choice — it is the minimum requirement for enduring global market presence:

The 5C Framework “Mastering the 5Cs is not a choice — it is the minimum requirement for enduring global market presence.”

SECTION 6 | COLLABORATION OVER COMPETITION

One of the most counterintuitive — yet empirically well-supported — insights for the Indian poultry sector concerns the limits of competitive rivalry. Pure competition, characterised by price wars and fragmented ecosystems, systematically weakens the industry’s collective capacity to grow, innovate, and withstand systemic shocks.

The costs of unchecked competition are measurable and severe: price-driven rivalry erodes reinvestment capacity; parallel infrastructure inflates operational costs through resource duplication; fragmented R&D prevents any single player from absorbing the full cost of technology adoption; incompatible cold chains block traceability at scale; and when disease outbreaks (such as Avian Influenza) demand coordinated industry responses, siloed players cannot mount effective collective action.

The Strategic Balance Imperative

The answer is not the absence of competition — it is strategic balance. The principle is straightforward:

  • Compete where differentiation matters: quality, innovation, brand, and consumer experience.
  • Collaborate where collective progress creates value: biosecurity protocols, cold chain infrastructure, industry standards, and policy advocacy.
  • Share infrastructure where it makes strategic sense: cluster-based development, shared logistics hubs, joint cold storage facilities.
  • Co-invest in public goods: R&D, veterinary and technical training, industry-wide data platforms.
  • Advocate collectively: for export policy, farmer welfare schemes, and regulatory harmonisation with global standards.

“Compete where differentiation matters; collaborate where collective progress creates value.”

India’s aspiration to become a global poultry export powerhouse will not be realised by individual enterprise heroics. It will be built through ecosystem leadership — the ability of diverse sector participants to create shared infrastructure, shared standards, and shared ambition.

CONCLUSION | KEY TAKEAWAYS

The reimagining of Indian poultry is not a singular event — it is an ongoing strategic transformation. Six themes crystallise the imperative for the next generation of poultry leaders:

Reimagining of Indian poultry

“The future of Indian poultry belongs to those who think like technologists, act like entrepreneurs, and build like ecosystem leaders.”

More about the Author: Click here

The global poultry sector continues to show strong momentum, driven by rising demand, ongoing investment and solid economic performance in many markets worldwide. As producers expand and modernise their operations, they are also navigating important challenges, including disease risks, fluctuating feed and energy costs, and evolving welfare expectations.

EuroTier 2026, the world’s leading trade fair for livestock professionals, will showcase practical solutions that support the sector’s next stage of growth while helping producers address these challenges. Key trends include biosecurity, feeding efficiency, automation and improved housing systems, offering valuable insights for modern poultry operations around the world.

A global platform for poultry innovation

As poultry production continues to grow worldwide, the sector is benefiting from strong consumer demand, ongoing innovation and increasing efficiency across international markets. Against this dynamic backdrop, EuroTier 2026, taking place from 10 to 13 November in Hanover, Germany, provides a global platform where poultry technologies and production concepts from different regions can be compared and evaluated under practical conditions.

With more than 2,100 exhibitors across 13 halls, the indoor air-conditioned exhibition brings together the entire livestock value chain, including pig and cattle, and offers a comprehensive overview of current developments. Poultry is a central part of this, with a wide range of innovations in housing, feeding, automation and health management expected to be presented.

EuroTier also continues to attract strong international participation, including visitor groups from Asia such as Indonesia and Malaysia, underlining the growing importance of global exchange in livestock production.

Industry drivers shaping technology trends

Across global poultry production systems, several important factors are accelerating technological development. These include the need to further improve animal health and welfare, reduce antibiotic use and emissions, and manage feed and energy costs more efficiently. Feed efficiency remains especially important, as feed accounts for a major share of production costs, making feed optimisation a central priority for producers worldwide.

At the same time, disease risks such as avian influenza continue to influence production strategies in many regions. As a result, biosecurity, feeding efficiency and production management are becoming increasingly interconnected areas of innovation. These developments will also be highlighted at the upcoming International Poultry Conference on 9 November in Hanover, where experts will discuss major trends, innovation drivers and current challenges in the global poultry sector.

Animal health and biosecurity at the centre

Improving animal health remains one of the most important drivers of innovation in poultry production. Advances in vaccination, in particular, are helping to improve both disease control and animal handling. New systems allow vaccines to be applied more precisely and efficiently, contributing to better health outcomes and supporting longer production cycles. This is becoming increasingly relevant, for example, as laying hens are kept for extended periods in order to improve overall efficiency.

One examplEuroTier 2026e of this trend is the Vaccybot from Agri Advanced Technologies, a fully automated poultry vaccination system that combines advanced camera technology with robotic precision to administer multiple vaccines accurately. This can help improve vaccination quality while reducing stress for the animals and labour requirements on the farm.

Another important technology trend is the growing use of digital flock monitoring for the early detection of health issues and behavioural abnormalities. Combining sensor technology, data analytics and computer vision, these systems can continuously track parameters such as activity levels, feed and water intake, movement patterns and barn conditions. This helps identify deviations from normal flock behaviour at an early stage, enabling faster responses and supporting animal health, biosecurity and overall production management.

Hygiene also plays a central role, particularly in hatcheries. Innovations in egg disinfection, including advanced sterilisation technologies, are helping to improve chick health while reducing the need for chemical disinfectants.

Automation, labour and feeding innovation

Automation is becoming a core component of modern poultry production, helping to improve consistency, reduce labour requirements and increase overall efficiency. In housing systems, automated solutions are supporting daily management tasks such as cleaning, monitoring and environmental control, while advanced robotic systems can help maintain hygiene standards even in complex aviary structures.

At the same time, feeding systems are becoming more precise and increasingly data-driven. Solutions that use real-time data to support more targeted feeding strategies are gaining attention, helping producers to align feed delivery more closely with animal needs, flock performance and changing production conditions. New concepts also seek to combine efficiency with animal-oriented management, for example through systems that provide protein-rich live larvae and encourage natural behaviour.

Beyond the barn, automation is also advancing in slaughter and processing, where robotics and digital control systems are helping to improve workflow efficiency, consistency and labour utilisation. Taken together, these developments show how automation is becoming increasingly integrated across the poultry value chain, from on-farm management to downstream processing.

Evolving housing systems and animal welfare

Animal welfare continues to shape the development of poultry housing systems. One important trend is the move towards longer production cycles, supported by improved health management and breeding strategies. There is also growing interest in systems that allow birds to be kept with intact beaks while maintaining high welfare standards.

At the same time, innovative housing systems are being developed to reduce stress and improve overall system efficiency. Integrated concepts, in which birds remain in a single system from hatching throughout the production period, are gaining attention. These systems reduce the need for transport and adaptation, helping to lower stress levels and support better animal welfare. In addition, smaller design improvements, such as ergonomically optimised perches, show how even incremental innovations can contribute to both animal welfare and production performance.

A broader structural trend, particularly relevant in international markets, is the gradual shift from cage-based systems to free-range and alternative housing systems, reflecting evolving regulatory frameworks and changing market expectations.

Sustainability and efficiency

Sustainability is becoming an increasingly important factor in poultry production, bringing together economic and environmental considerations. Producers are working to reduce emissions, optimise resource use and manage energy consumption more efficiently. Feed efficiency plays a major role in this context. Improving feed conversion, along with the exploration of alternative feed components, are among the key strategies for reducing both costs and environmental impact.

As feed resources become more constrained globally, technologies that improve feed utilisation are gaining further importance. At the same time, many innovations are aimed at improving overall system efficiency, integrating production processes and reducing reliance on external inputs such as antibiotics or chemical treatments.

Water management and climate resilience are also moving further up the agenda in poultry production. In many regions, producers are increasingly focusing on technologies and management strategies that help improve water efficiency, safeguard water quality and strengthen resilience to more frequent heat periods. In particular, heat stress is becoming a growing concern, as it can affect animal welfare, feed intake, productivity and overall flock performance. As a result, ventilation, cooling, sensor-based climate control and adapted housing concepts are gaining importance as part of integrated approaches to more resilient and resource-efficient poultry production.

From trend to practical application

A defining feature of EuroTier is its focus on practical, farm-ready solutions. The technologies presented are not theoretical concepts, but advanced innovations that are already available on the market or are expected to be launched shortly.

For poultry professionals, this provides an opportunity to assess how new technologies can be integrated into their own operations. The exhibition enables direct comparison of different approaches, helping decision-makers identify solutions best suited to their specific production conditions.

For international visitors, EuroTier offers clear added value as a platform where technologies from different regions can be evaluated in a practical context.

Outlook

The future development of poultry production will continue to be shaped by resilience, biosecurity, efficiency and sustainability. At the same time, the sector’s growth momentum is expected to remain strong, supported by rising global demand and continued innovation. The trends observed in recent years, particularly in animal health, feeding systems, automation and housing, are therefore likely to remain central to the sector’s development.

EuroTier 2026 will provide a comprehensive overview of these developments and offer insights into how the poultry industry can turn growth opportunities into practical progress.

Readers of Poultry TRENDS are warmly invited to visit EuroTier 2026. For further information on visiting the exhibition or joining international visitor programmes, please contact Angelina Laas (DLG) at a.laas@dlg.org or visit www.eurotier.com.

 

INFAH National Seminar Charts a New Blueprint for India’s Animal Health and Nutrition

Policymakers and Industry Leaders Convene in New Delhi to Drive Regulatory Harmony, Innovation, and Manufacturing Leadership

NEW DELHI — June 12, 2026 — The Indian Federation of Animal Health Companies (INFAH) successfully hosted its landmark National Seminar today at the India Habitat Centre, New Delhi.

Anchored in the theme “Reimagining Animal Health & Nutrition in India: Driving Ease of Doing Business, Innovation & Leadership” the seminar brought together a gathering of policymakers, leading veterinary scientists, corporate leaders, and academic stalwarts to map out a resilient growth trajectory for the country’s animal healthcare and livestock ecosystem.

The seminar underscored INFAH’s core mission, “Healthy Animals, Healthier India,” demonstrating the critical link between high-standard veterinary healthcare, rural farmer prosperity, national food safety, and public health. Key discussions focused on advancing ease of doing business through modern regulatory frameworks, collaborative governance, and scalable technological innovation.

Fostering Regulatory Vision & Ease of Doing Business

The technical programme was opened by Dr. Vinayak Surve, Joint Secretary, INFAH, reaffirming INFAH’s guiding mission: “Healthy Animals, Healthier India.” This was followed by a welcome address by Dr. Manoj Sood, General Secretary and a national perspective presentation by Mr. Vijay Teng, President, INFAH. Mr. Teng outlined the sector’s macroeconomic contributions and set strategic benchmarks for the sector’s growth.

Delivering the keynote on the regulatory roadmap, Dr. Praveen Malik, CEO of Agrinnovate India and former Animal Husbandry Commissioner (Govt. of India), highlighted the need for a seamless government-industry partnership. Dr. Malik detailed how proactive and transparent governance is turning administrative ease into commercial reality, enabling rapid market launches for vital veterinary therapeutics.

Addressing National Priorities: Disease Mitigation and Food Security

Emphasizing systemic public health resilience, Dr. J.P.S. Gill, Vice Chancellor of GADVASU, delivered a keynote on national disease mitigation. Dr. Gill outlined actionable approaches to reduce the livestock disease burden and championed a comprehensive ‘One Health’ framework to counter antimicrobial resistance (AMR) and zoonotic vulnerabilities.

A major highlight was the felicitation of Dr. Naveena B. Maheswarappa, Animal Husbandry Commissioner at DAHD, following his election as Chairperson of the FAO COAG Subcommittee on Livestock. In his address, “India’s Opportunity through Reform & Innovation,” Dr. Naveena presented a roadmap demonstrating how the animal health industry serves as an engine for GDP growth and Atmanirbhar Bharat.

Dr. Raghvendra Bhatta, Deputy Director General (Animal Sciences) at ICAR, presented animal nutrition as a strategic national priority, outlining how optimized livestock health and nutrition enhances productivity, secures consumer food safety, and directly elevates smallholder farmer incomes across rural India.

Publications Launch and Multi-Sectoral Policy Dialogues

During the event, Dr. Arun Atrey and Dr. Nitin Bhatia, alongside senior dignitaries, officially released INFAH’s comprehensive report on Indian animal healthcare antibiotic usage in 2025.

Distributed as part of official delegate kits, the publication highlights that while India’s livestock sector’s steady annual growth rate is over 5%, prevalent infectious diseases remain a critical productivity challenge. In 2025, total antibiotic consumption reached 1,075 tons, reflecting a 5.7% growth over 2024’s 1,017 tons. Fluoroquinolones were found to be the country’s most utilized antimicrobial class. Overall annual industry usage has grown at a stable five-year CAGR of 2.8%. This full report is available for download from the official INFAH website.

Following a global macro-perspective virtual address by Carel du Marchie Sarvaas, Executive Director of HealthForAnimals, the seminar moved into four technical policy panel sessions:

Policy Session 1: Regulatory Framework for Animal Health Drugs and Biologicals – Chaired by Dr. Naveena B. Maheswarappa and co-chaired by Dr. Arun Atrey, with panellists Dr. Rubina Bose, Dr. Aruna Sharma, Dr. P. Dhar, Dr. M. Kalaivani, Dr. Vijay Makhija, and Dr. Sanjay Gavkare. The session examined science-based regulatory alignment with CDSCO, DAHD, IVRI, and IPC for fast-tracked, compliant approvals.

Policy Session 2: Animal Health and Nutrition as a National Priority – Chaired by Dr. Ashis Kumar Samanta (ADG, ICAR) and co-chaired by Mr. Deepak Khosla, with panellists Dr. N.K. Mahajan, Dr. Gagan Garg, Dr. Hundal, Mr. Pradeep Sharma, Mr. Arun Sharma, and Dr. Raja Mukherjee. Discussions centred on BIS standards and enhanced livestock nutrition.

Policy Session 3: From Reform to Leadership – Chaired by Dr. Praveen Malik and co-chaired by Dr. Yash Goyal, with panellists Dr. Sindura Ganapathi, Dr. Annie Jacob, Ms. Pushpa Vijayaraghavan, Mr. Gaurav Marathe, and Mr. Rajaram Narayanan. The session built an industrial blueprint to accelerate infrastructure development and high-value domestic manufacturing under ‘Make in India’.

Policy Session 4: Innovation and Focus on Ayurveda and Phytogenics – Chaired by Dr. Ashok Kumar (Former ADG (AH), ICAR) and co-chaired by Dr. Anup Kalra, with panelists Dr. Raman Singh, Dr. Hari Kumar, Dr. Shivi Maini, and Dr. Divya Divakaran. The session pioneered integration of traditional Indian scientific knowledge with modern validation methods for global export excellence.

The seminar culminated in a Valedictory Session and a Vote of Thanks delivered by Dr. Nitin Bhatia, who acknowledged the collective commitment of government ministries, academic institutions, and private organizations in advancing veterinary standards across India.

About INFAH

The Indian Federation of Animal Health Companies (INFAH) is the apex industry body representing the animal health, therapeutics, and biologicals sector in India. Dedicated to its mission of “Healthy Animals, Healthier India,” INFAH bridges government bodies, research institutes, regulatory authorities, and industry to advance world-class veterinary care, ease of doing business, and science-based nutrition.

Navigating Triple Challenges in Poultry Industry at AgriLivestock & Feed Taiwan 2026

Recent extreme weather, labour shortages, and rising feed costs—alongside constant pressure from pests and avian disease—have triggered global food security concerns. As traditional farming models struggle to meet demands, markets are rapidly shifting towards advanced farm equipment to reduce risks across the livestock sector, in line with the One Health framework.

Addressing these challenges, AgriLivestock & Feed Taiwan, part of Taiwan Smart Agriweek, taking place from September 8-10 2026, at TaiNEX 1, Taipei, offers direct access to cutting-edge technologies and modern poultry farm models tailored for both farms and agribusinesses.

From farm management, feed and additives, breeding to ventilation systems, cooling and health monitoring systems for poultry industries, the expo allows both visitors and buyers to explore practical on-site technologies, compare equipment, and connect with solution providers to identify upgrade needs to improve business profit and sustainable production.

Attendees can also join onsite knowledge exchanges with topics ranging from:

  • Feed Innovation & Gut Health: Exploring effective alternatives to antibiotics in feed.
  • Smart Environmental Controls: Utilizing biological agents and micro-bubble technology in farms.
  • Data-Driven Management: How to boost product yield to meet demands for large-scale operations while generating profits.

Furthermore, the three-day expo will also feature 20 expert-led forums offering insights into current challenges, market trends, and practical solutions.

To enhance procurement needs, AgriLivestock & Feed Taiwan introduces the Overseas Buyers Program, offering a 3-day accommodation, VIP services, and tailored B2B matchmaking, providing a seamless experience for sourcing needs. Full program details and registrations is open for application here .

Irene Liu, My Exhibition’s General Manager, pointed out “More than an exhibition, Taiwan Smart Agriweek connects worldwide buyers and key industry players and advanced technologies, tailored to agribusiness needs—transforming climate-driven agricultural challenges into real business opportunities, long-term partnerships, and concrete business profit.”

With uncertain climate changes and challenges, the industry needs more than just equipment but a comprehensive solution and model that could assist in monitoring, decision making, and execution to boost productivity and yield. AgriLivestock & Feed Taiwan 2026 not only serves as a comprehensive platform to explore and source solutions for farms and agribusiness, but also to connect, matchmake, and collaborate with key industry players.

For more details, visit https://www.taiwanagriweek.com/en/about/agrilivestock

At the Annual General Meeting for FY 2025–2026, held at Hotel Ramada Encore in Indore, Vetline, a division of Simfa Labs Private Limited, announced the launch of Immuity+, a scientifically developed solution aimed at strengthening poultry immunity and improving overall flock health. The key officials present at the product launch included Director Mr. Dilraj Singh Bhatia, Executive Director Mr. Sumeet Singh Bhatia and Dr. Amit Kumar Patra, General Manager (Sales & Marketing), who played a major role in presenting the product and outlining its benefits.

The growing need to enhance disease resistance in poultry while minimizing antibiotic dependence has accelerated the development of scientifically designed immunomodulatory products. Immuity+ is a novel formulation developed to support poultry immune competence through a synergistic combination of nutritional and bioactive components.

Cerempny pic
Formulation and Mechanistic Insights

Immuity+ comprises a precise blend of Beta glucan, Nucleotides, MOS, Alpha-monolaurin ,organic trace minerals (such as zinc and selenium), nutritional and antioxidant molecules. Each component is selected based on its established role in immune regulation and gut health.

Nutritional nucleotides and essential amino acids support rapid cell repair, enhance protein synthesis and immune function by reducing the energy burden of de novo synthesis during stress. Antioxidants reduce oxidative stress, preserving the functional integrity of immune cells, while organic trace minerals contribute to enzymatic defence systems and lymphocyte proliferation.

Immuno-physiological Effects

Immuity+ is designed to influence both innate and adaptive immune responses. It enhances the functional activity of macrophages, heterophils and natural killer cells and supports humoral immunity by promoting antibody synthesis. Additionally, the formulation contributes to improved gut integrity and supports the gut-associated lymphoid tissue (GALT), which plays a central role in avian immune defence.

Performance and Health Outcomes

Scientific evaluations suggest that supplementation with Immuity+ results in:
  • Increased resistance to infectious diseases
  • Lower morbidity and mortality rates
  • Improved feed conversion efficiency
  • Enhanced growth performance in broilers and sustained productivity in layers
Application and Compatibility
Immuity+ can be administered via feed or drinking water and is compatible with standard vaccination protocols and nutritional programs. Its flexible application makes it suitable for broilers, layers, and breeder flocks across various production systems.

Conclusion

Immuity+ is a science-based solution to keep poultry healthy. It works by improving nutrition and supporting gut health, which helps birds build stronger natural immunity. The product reflects Vetline’s commitment to providing sustainable and effective healthcare solutions for modern poultry production, supporting improved performance, productivity, and long-term farm profitability.

Marking a significant step towards global growth, Ravioza Group welcomes Dr. Srijit Tripathi to its leadership team to steer the organization’s next phase of growth.

In his new role as General Manager, Dr. Srijit will oversee strategic initiatives aimed at strengthening the group’s presence in global and domestic markets, enhancing brand positioning, and accelerating business development across geographies.

A seasoned veterinary professional, Dr. Srijit brings extensive experience in animal health, nutrition, and techno-marketing. Over the years, he has built deep expertise in product development, technical services and market expansion. His ability to integrate scientific knowledge with practical field application has enabled him to deliver consistent value across diverse markets. He has also been actively involved in conducting technical seminars, managing customer relationships, and supporting business growth through innovative strategies.

Dr. Srijit holds a strong academic background in veterinary sciences and has been associated with leading organizations in the animal health industry, contributing significantly to product positioning and market development.

Ravioza Group, A renowned house in the poultry industry, founded by Dr. Dinesh Kumar Arora, is simultaneously advancing its capabilities with Biozene’s new state-of-the-art manufacturing facility, reinforcing its commitment to quality, innovation, and scalability.

With a clear focus on innovative and precision-driven solutions and building trust among partners and customers, the organization aims to set new benchmarks in animal health and nutrition.

Dr. Tripathi’s appointment marks a significant step in Ravioza Group’s journey towards becoming a globally recognized and trusted name in the industry.

VIV Select India 2026 Show Preview: Marking a New Chapter for the Country’s Livestock and Poultry Sector

Global expertise meets local partnerships; the three-day show introduces a complete feed to food platform for India’s fastest-growing agribusiness sector

VIV Select India 2026 takes place from 22–24 April 2026 at Yashobhoomi Convention and Expo Centre, New Delhi, introducing the globally established VIV Worldwide platform to the Indian market for the first time. The three day business to business exhibition brings together international and domestic suppliers, industry leaders, and decision makers at a pivotal moment for India’s rapidly expanding animal protein sector.

Organised by VNU Exhibitions Europe, the international division of Royal Dutch Jaarbeurs, in strategic partnership with the Poultry Federation of India (PFI), VIV Select India has been developed as a long term platform to support technology transfer, business growth, and international collaboration within India’s livestock and animal protein industries.

Exhibitors and Technologies on Display
VIV Select India 2026 features over 130 exhibitors, representing a strong mix of Indian and international companies. Participation spans Europe, the Middle East, and Asia, underscoring India’s growing importance as a destination for innovation, investment, and long term collaboration in animal protein production.

The event is supported by a broad coalition of national and regional industry associations, reinforcing its role as a unifying platform for poultry, dairy, and allied livestock sectors.

The exhibition floor presents a comprehensive cross section of technologies and services designed to enhance productivity, efficiency, sustainability, and product quality across animal protein production. Visitors can expect solutions ranging from automation and precision systems to animal health, biosecurity, processing, and digital tools.

International and Indian companies such as Big Dutchman, JBT Marel India, Viscon Hatchery Automation, De Heus Animal Nutrition India, FAMSUN, Venky’s India, and Himalaya Wellness Company are among those confirmed—alongside many other technology providers serving integrators, producers, processors, and service companies.

VIV Square: Knowledge Exchange at the Core
VIV Square opens with a formal inaugural ceremony marked by the presence of senior industry leaders and government representatives, including Mr. Jeroen van Hooff, President & CEO of Royal Dutch Jaarbeurs and VNU Group, Mr. Ranpal Dhanda, President of the Poultry Federation of India, and Prof. S.P. Singh Baghel, Honorable Minister of State for Fisheries, Animal Husbandry & Dairying. The opening is further distinguished by participation from key public and diplomatic stakeholders such as Ms. Varsha Joshi, Additional Secretary, Department of Animal Husbandry & Dairying, Government of India, H.E. Ms. Marisa Gerards, Ambassador of the Kingdom of the Netherlands, and Shri Mahipal Dhanda, Education Minister of Haryana.

Across the three days, the programme includes expert-led sessions addressing critical developments in poultry production, dairy advancement, and animal health. Industry leaders from companies including Viscon Hatchery Automation, De Heus Animal Nutrition, JBT Marel, Venkateshwara Hatcheries (Ventri Biologicals), MSD Animal Health, HIPRA, CEVA, Holm & Laue, Binsar Farms, and Verka Dairy are all to share insights on topics such as automation and AI in production systems, nutrition strategies, processing performance, international dairy collaboration, and advances in vaccines and biologicals.

Patrick van Rooij, Project Manager – VIV Select India shares, “The poultry and livestock sectors are entering a phase where scale must be matched by efficiency, resilience, and smarter use of technology. VIV Select India has been developed to support that shift—by connecting the value chain, facilitating knowledge exchange, and giving professionals direct access to solutions that work in real production environments. This platform is as much about dialogue and learning as it is about business. Our goal is to create conversations that lead to stronger partnerships, better decisions, and long term value for the industry as a whole.”

Registration and Visitor Information
VIV Select India 2026 is open exclusively to trade professionals active across the animal protein and livestock value chain, including producers, integrators, processors, veterinarians, feed manufacturers, technology providers, consultants, policymakers, and industry media.

Visitor admission is free of charge and includes access to the full exhibition floor as well as all sessions at VIV Square, the show’s integrated knowledge programme. Advance online registration is recommended to ensure smooth entry and timely access to event updates and programme scheduling. The show is open during the event dates from 10:00 to 18:00.
Visitors can register online at india.viv.net/registration.

When the Strait Burns:
The West Asia War and Its Double Impact on India’s Layer and Broiler Sectors

Special Report | Dr Anjan Goswami | March 20, 2026

Dr. Anjan Goswami (author)
Dr Anjan Goswami, (author)
Strategic Consultant
(Know more …)

On the morning of March 4, 2026, the Strait of Hormuz, a 33-kilometer chokepoint between Iran and Oman, ceased to function as the world’s most vital energy corridor. Tehran, retaliating against coordinated US-Israeli strikes on its nuclear and military infrastructure, mined the waterway and threatened all commercial shipping. In a single stroke, 20% of global crude supply and over 85% of India’s LPG imports were placed in jeopardy.

The shockwaves struck India’s ₹3.5 lakh crore poultry economy almost immediately, hitting the egg-laying (layer) and broiler (chicken meat) sectors through different but equally devastating channels.

This is the story of how a war 3,000 kilometers away lit a fire at India’s farm gate.

I. Fire in the Gulf: The Energy Architecture Behind the Crisis
The Strait of Hormuz carries ~20% of the world’s petroleum liquids and an equivalent share of LNG annually. India imports 85% of its crude oil, with half transiting Hormuz, and the Gulf supplies 90%+ of its LPG imports. For India’s poultry sector, the devastating blow came not from crude, whose retail price pass-through is gradual, but from LPG and LNG: the gases that power restaurant kitchens, hatchery incubators, feed-processing mills, cold storage, and fertiliser plants simultaneously. Maritime insurance for Gulf-bound vessels surged over 1,000% within days. The government invoked the Essential Commodities Act, directed refineries to maximise LPG output, and prioritised household and CNG supply, leaving the commercial food service sector, India’s largest channel for both egg and chicken consumption, to face an acute supply vacuum.

India holds no strategic reserves of LPG or LNG. Unlike crude oil, these cannot be stockpiled. The disruption at Hormuz has exposed a structural vulnerability hiding in plain sight.”

II. Restaurants Close, Orders Evaporate: The Shared Demand Catastrophe
Commercial LPG – the 19-kg cylinder that powers every hotel, dhaba, cloud kitchen, caterer, and QSR outlet in India became critically scarce within days of the blockade. The government’s allocation framework deprioritised food service. The consequences struck both the egg and broiler supply chains simultaneously and with equal severity.

Table 1 — City-level food service disruption from commercial LPG shortage

AHAR estimates food service accounts for 25–30% of total egg consumption in major metros; the food service channel’s share of urban broiler meat offtake is estimated at 35–40%. The simultaneous collapse of this channel is producing a paradox in both sectors: input costs are rising at farm level while buyer-side demand has imploded at the same moment. Egg prices at some wholesale markets have softened despite rising production costs; broiler demand in organised channels is contracting even as retail prices at surviving outlets spike amid supply disruptions.

“When restaurants shut, the first items off the menu are egg dishes and chicken preparations. Cancellations are coming from hotels, caterers, and QSR outlets simultaneously.” — Regional distributor, Hyderabad.

LAYER SECTOR — EGG PRODUCTION & EXPORT MARKETS

III. The Layer Sector: Export Routes Severed, Farm Economics Inverted
India is the world’s third-largest egg producer with annual output exceeding 14,200 crore eggs. The country exported ~₹1,500 crore worth of table eggs in 2024-25, with Namakkal in Tamil Nadu accounting for 80–90% of all shipments. That hard-won franchise is now under existential threat.

Figure 1 — India Egg Export: Value (₹ Crore) & Volume (Billion Eggs) | 2017-18 to 2025-26P
Figure 1 — India Egg Export: Value (₹ Crore) & Volume (Billion Eggs) | 2017-18 to 2025-26P

With the Strait closed, vessels bound for UAE, Saudi Arabia, Kuwait, Oman, and Qatar are rerouting around the Cape of Good Hope, adding 10–15 days of transit time. Shipping liners have imposed emergency surcharges, resulting in a three- to five-fold per-container cost increase. Around 40,000–45,000 Indian containers are stranded in transit, with cargo worth $1–1.5 billion in limbo. For perishable egg exporters, where shelf-life and temperature continuity are non-negotiable, these conditions render the majority of consignments commercially unviable. Namakkal exporters have confirmed wholesale cancellations. GTRI estimates India’s total agri-food exports worth USD 11.8 billion to West Asia are at risk. The rupee at a record low of ₹92.28/dollar offers no real offset, dollar-denominated freight surcharges negate the currency benefit entirely.

“India’s egg exporters had finally broken into premium Gulf markets. Now, with freight costs tripling and buyers uncertain about timelines, we cannot confirm a single order.” — Egg exporter, Namakkal cluster

At the domestic farm gate, the layer sector faces a textbook cost-price inversion. The NECC egg rate stood at ₹3.80/egg in early March 2026, well below the estimated production cost of ₹4.65–4.75/egg. With feed costs under fresh upward pressure and energy costs rising, breakeven is likely to climb to ₹5.00–5.25 or higher. The food service demand collapse is simultaneously suppressing prices, the classic layer farmer’s nightmare. Smaller farms that only recently returned after the FY23-24 loss cycle face the prospect of a second successive crisis before full financial recovery.

BROILER SECTOR — CHICKEN MEAT & SUPPLY CHAIN

IV. The Broiler Sector: The Food-Service Pipeline Breaks
The broiler sector’s crisis is rooted in the catastrophic destruction of its primary urban demand channel. Chicken, from biryani and butter chicken to fried chicken at QSR chains, is the dominant animal protein on the Indian restaurant menu. With commercial LPG near-halted across major cities, the food service channel, absorbing 35–40% of all urban broiler offtake has effectively shut down. Broiler production is even more feed-intensive than egg production, with feed constituting 70–72% of live weight production costs. Pre-war, producing 1 kg of live broiler cost ₹95–100 in major Andhra Pradesh and Telangana clusters; with maize under pressure from fuel-driven logistics costs and soybean meal tight globally, that cost is rising toward ₹110–115/kg. Farm gate prices, which peaked at ₹151/kg in November 2025, are being pulled in contradictory directions: downward by the food service demand collapse, upward by the supply-side cost shock.

Cold chain and processing face compound stress: refrigerated transport operators are passing fuel surcharges to processors; cold storage facilities are managing higher electricity tariffs; and the interstate live bird transport network connecting Andhra Pradesh, Telangana, and Maharashtra to metros is becoming unreliable and expensive. Localised gluts are appearing at the farm level even as retail chicken prices in metros begin to spike. Most critically, the supply pipeline is contracting: early signs of reduced day-old chick (DOC) placements are emerging as farmers anticipate sustained losses. A 20–25% reduction in placements now will translate to an equivalent production contraction in 6–8 weeks, the standard grow-out cycle, very likely triggering a sharp price spike on the other side of the current demand-led depression.

“The broiler market is caught between two fires. The restaurants that buy our birds cannot get gas. Our own costs rise every week with fuel and feed. There is no breathing room.” — Integrated broiler producer, Andhra Pradesh

The structural divide between large integrated players — Suguna, Venky’s, IB Group, Shalimar, Premium, Baramati — and independent contract farmers is widening sharply. Integrated players can absorb cost shocks through vertical integration; independent contract farmers are fully exposed to the feed cost spike while losing their primary buyers. The crisis threatens to accelerate consolidation at the direct expense of India’s vast network of small and medium poultry entrepreneurs across India, especially from Andhra Pradesh, Telangana, and Tamil Nadu, and Maharashtra.

V. Feed Costs, Price Reality and the Crisis in Numbers
Feed costs, comprising of 67% of layer and 71% of broiler production costs, are the shared vulnerability binding both sectors to Gulf geopolitics. The Indian crude basket jumped 40% between January and March 2026, with diesel cost pressure feeding directly into inter-state maize and soya transport. The medium-term threat is more alarming: India imports ~40% of its total fertiliser from the Gulf. With LNG to fertiliser plants running at ~70% of actual need, major urea producers, including IFFCO, have suspended operations. A fertiliser shortage heading into the Kharif season, accounting for 55% of India’s crop output, could structurally reduce maize and soybean production in 2026-27, locking in elevated feed costs well after any military resolution of the conflict.

Figure 2 — Price Trends: NECC Layer Egg Rate & Broiler Farm Gate Price | Jan 2025 – Mar 2026 | Shaded = conflict period
Figure 2 — Price Trends: NECC Layer Egg Rate & Broiler Farm Gate Price | Jan 2025 – Mar 2026 | Shaded = conflict period

 

Figure 3 — Production Cost Breakdown & War Impact Severity Score: Layer vs. Broiler Sector
Figure 3 — Production Cost Breakdown & War Impact Severity Score: Layer vs. Broiler Sector

VI. Government Response and the Policy Gaps That Must Be Closed
The government’s crisis response contains significant blind spots for the agri-food sector. The ECA allocation framework explicitly deprioritises commercial food service and food processing; there is no strategic reserve for LPG or LNG. The broader macroeconomic environment provides no cushion: ICICI Bank has cut its FY27 GDP forecast 50 basis points to 7.0%; Standard Chartered estimates the current account deficit could reach 2.5% of GDP; the Sensex is down ~10% year-to-date; and banks are tightening credit precisely when poultry farmers need working capital most. Commerce Secretary Rajesh Agarwal has signalled a relief package for exporters — but for perishable, time-sensitive sectors like poultry, medium-term promises deliver no immediate relief.

VII. Urgent Action Required: Layer, Broiler and Structural Reform

Layer sector — immediate priorities
• Emergency credit lines for layer farmers at ₹3.80/egg NECC rates; prevent forced flock liquidation
• Dedicated commercial LPG allocation for egg-processing and value-addition units
• APEDA-led emergency market diversification: fast-track protocols with buyers in East Africa, Southeast Asia, and Central Asia
• Temporary import duty relief on soybean meal, canola meal, and DDGS alternatives

Broiler sector — immediate priorities
• Emergency LPG allocation to food service operators — Dhabas, QSR chains, hotel kitchens to prevent permanent demand channel destruction
• Cold chain support: targeted diesel relief for refrigerated transport operators
• DOC protection: forward purchase commitments to sustain hatchery placement rates and prevent the 6–8 week supply crunch
• State federation coordination to sustain contract farmer relationships; prevent mass exit of small operators

Structural reforms — both sectors
• Build strategic LPG/LNG buffer stock capacity: the absence of any reserve has been catastrophically costly
• Scale up on-farm solar energy: MNRE’s poultry solar scheme should be expanded with enhanced capital subsidies; the economic case is now unarguable
• Feed resilience: integrate DDGS from the Ethanol Blending Programme at scale; invest in alternative protein feed research
• Explore the International North-South Transport Corridor (INSTC) as an alternative agri-export route less exposed to Hormuz disruption

VIII. Conclusion: Both Sectors at a Crossroads
The West Asia war of 2026 has struck India’s poultry sector through channels no conventional risk model had fully mapped. For the layer sector, the crisis has simultaneously severed the export lifeline and collapsed domestic food service demand, while inverting the farm gate economics small layer farmers depend upon. For the broiler sector, the destruction of the food service channel strikes at the heart of its urban demand model, while cost pressures trigger the DOC placement contraction that will create its own supply shock in Q2 2026. The Strait of Hormuz,3,000 kilometres from Namakkal’s egg farms or Hyderabad’s biryani clusters, has proven itself a decisive variable in Indian poultry economics.

India’s poultry sector has survived feed cost crises, avian influenza, demonetisation, COVID-19, and successive boom-bust cycles. Its entrepreneurial resilience, the institutional depth of NECC, and the sheer scale of domestic protein demand remain powerful structural advantages. But the speed and complexity of this crisis demand a policy response that matches its severity, and an honest reckoning with the structural vulnerabilities the war has so brutally exposed.

“The poultry industry has never faced this combination of pressures simultaneously. But it has survived every crisis before. The key this time is speed — of government response, of market adaptation, and of strategic thinking.”

Supply chain resilience, energy sovereignty, and export market diversification are no longer planning aspirations. For India’s layer and broiler farmers alike, they are existential imperatives. The fires of West Asia are burning at the farm gate.

Key Data SnapshotSources: Business Standard, BusinessToday, The Wire, Outlook Business, GTRI, Crisil Ratings, CareEdge Ratings, PPAC, NECC, APEDA, DAHD, Ministry of Commerce 
© 2026 Poultry TRENDS Magazine. All rights reserved. Reproduction with attribution permitted

NUQO Animal Nutrition India Announces Two Key Appointments in North India to Drive Market Expansion

Bengaluru, 09.03.2026 – NUQO Animal Nutrition India Pvt. Ltd. has announced the appointment of two experienced professionals, Yogesh Srivastav and Prashant Kurele as Regional Sales Managers in North India, where they will be responsible for driving market expansion and customer partnerships across their respective regions. Further strengthening its commercial team as the company continues to expand its presence in the Indian animal nutrition market.

Yogesh Srivastav joins NUQO with over ten years of experience in animal nutrition and poultry business development. Prior to joining NUQO, he held key roles at Cargill Animal Nutrition and Huvepharma, where he managed strategic accounts and contributed to business growth across Uttar Pradesh and Uttarakhand.

Prashant Gupta has more than a decade of experience in animal health and poultry sales. He has worked with leading organizations such as MSD Animal Health, Zoetis India Ltd., Virbac Animal Health India Pvt. Ltd. and Provimi Animal Nutrition India Pvt. Ltd., building strong expertise in market development and customer engagement.

Both professionals will report to Dr. Krishnamurthy, Commercial Director – South Asia at NUQO Animal Nutrition India.

Commenting on the appointments, Neeraj Kumar Srivastava, Managing Director – South Asia at NUQO Animal Nutrition India, said “India continues to be a key growth market for NUQO, and strengthening our commercial team is essential as we expand our footprint. Yogesh and Prashant bring valuable industry experience and market understanding, and I am confident they will contribute significantly to delivering value to our customers and partners.”

Dr. Krishnamurthy, Commercial Director – South Asia, added: “North India is a key market for NUQO, and strengthening our commercial capabilities in this region is a priority for us. Yogesh and Prashant bring strong field experience and proven track records in customer engagement and business development. Their addition to the team will help us further expand our reach and deliver innovative nutritional solutions that support the productivity and sustainability goals of our customers.”

Reena Rani, Head of Marketing – South Asia, also commented: “At NUQO, we believe strong teams drive strong brands. With Yogesh and Prashant joining our commercial team, we are further enhancing our ability to support customers with innovative solutions and closer market engagement. Their addition reflects NUQO’s commitment to building a dynamic and customer-focused organization in India.”
NUQO continues to strengthen its presence in India in delivering innovative, sustainable solutions for the animal nutrition industry.

About NUQO©

NUQO© is a pioneer in combining phytogenics & phycogenics with a unique and cutting-edge micro- encapsulation technology that preserves efficacy and ensures optimal release of active ingredients.

Based on this expertise, NUQO© promotes various solutions that help professionals to better address challenges related to the performance, health or welfare of animals.

Poultry TRENDS Exclusive: In Conversation with the Founder Members of Hello Protein.

In this special interaction with Poultry TRENDS, Mr. O.P Singh and Mr. Karan Singh – the founder members of HELLO PROTEIN share the vision, purpose, and long-term objectives behind this nationwide public awareness initiative.

Conceptualized as a structured movement to strengthen protein literacy across India, Hello Protein aims to address the growing nutritional gap through credible information, industry collaboration, and responsible advocacy. The founders discuss the strategic roadmap of the initiative, the role of the Indian poultry sector in combating protein deficiency, and the importance of unified industry participation.

What is the long-term vision and purpose of launching the Hello Protein movement?

OP Singh & Karan Singh: Every human being in the next generation needs protein security ensuring not only improvement in their health parameters but also efficiency in their lives. Every Indian citizen deserves qualitative protein inputs in their daily diet. Protein deficiency doesn’t just harm individuals – it quietly drains corporate India. In a knowledge – driven economy where productivity depends on mental agility, nutrition is no trivial issue.

To bring this vision alive, we are spearheading a countrywide initiative called “HELLO PROTEIN”. The movement aims to spark conversations, debunk myths, and encourage Indians to consciously incorporate more protein into their daily diets. The initiative is designed to reach diverse segments from urban professionals and students to homemakers and fitness enthusiasts – by simplifying scientific information and converting it into practical, culturally relevant advice, supported by expert insights, public-awareness campaigns, and collaborations with nutritionists. Hello Protein strives to make protein education both accessible and engaging.

India is often described as facing a silent protein crisis. Why is this crisis not visible yet so serious?

OP Singh: Protein crisis in India is an untold story as yet. The protein deficit problem should be educated about properly in the ration because in a plate full of foods, a minimum of 1/4 th of the plate should contain a protein-rich food. We ourselves as an industry have decided to conduct an education program called “HELLO PROTEIN”.

India faces a silent protein crisis because 7 out of 10 citizens are protein-deficient, yet this malnutrition is hidden behind calorie-sufficient but nutrient-poor, carb-heavy diets. It is serious because it leads to long-term health issues, weak immunity, muscle loss, and chronic diseases, rather than immediate, visible starvation, often caused by low awareness and cultural eating habits.

Why the Crisis is Not Visible:

  • The “Fullness” Illusion: Most Indian diets are high in carbohydrates (rice, wheat) but low in quality protein, meaning people feel full but are malnourished.
  • Cultural & Genetic Factors: With roughly 39% of the population vegetarian and 81% avoiding certain meats or eggs, many rely on incomplete protein sources.
  • Lack of Awareness: 93% of urban Indians do not know their daily protein needs, and many wrongly believe their cereal-heavy diet is sufficient.
  • Affordability & Accessibility: While often a myth, protein-rich food can be expensive, leading low-income households to rely on cheaper calories.

Why the Crisis is Serious:

  • Long-Term Health Consequences: Deficiency causes chronic issues like low immunity, poor muscle health, fatigue, and lower cognitive development in children.
  • High Prevalence: Studies show 80% of Indian diets are protein-deficient.
  • Impact on Productivity: Protein is essential for tissue repair and energy, affecting overall physical strength and economic productivity.
  • Not Just for the Poor: The deficiency spans income levels, with many wealthier households also failing to meet recommended protein levels.

Are vegetarian diets in India sufficient in protein if planned correctly, or do they need diversification? What role can affordable protein sources like eggs & poultry play in national nutrition security?

OP Singh: Vegetarian diets in India can be sufficient in protein if planned correctly, but for many, they currently require greater diversification to meet daily requirements. While traditional combinations like dal-rice (pulses and cereals) provide complete protein profiles, widespread protein deficiency persists due to over-reliance on carbohydrates and a lack of variety in daily meals.

EggsAffordable animal-based sources like eggs and poultry are increasingly recognized as essential to closing this protein gap and ensuring national nutrition security. Despite the potential for adequacy, studies show that up to 84% of Indian vegetarian diets are protein-deficient. Eggs are among the most cost-effective sources of high-quality protein available in India. Animal protein in eggs and chicken contains all nine essential amino acids in the right proportions, making them superior to plant-based proteins for muscle building and repair. For millions, adding affordable and accessible sources like eggs and poultry is a necessary strategy for national nutrition security.

Let’s Junk Those Junk Food Ads – Recently Britain has implemented a statutory ban on advertising unhealthy food & the U.S. has also released a dietary guideline for Americans 2025-2030. What are your comments on this?

Karan Singh: Britain’s statutory ban on pre-9 pm and online ads for high-fat, salt, and sugar (HFSS) foods, combined with the U.S. Dietary Guidelines for 2025-2030 emphasizing reduced processed foods, represents a major, necessary shift toward proactive public health policy. These actions aim to curb obesity, particularly in children, by reducing marketing exposure and shifting food preferences.

It is a very good initiative & effort done by both countries; even in India, the Indian Council of Medical Research & Indian Institute of Nutrition should give some guidelines to the public so that the consumers will understand the addition of protein in their diet, because it will not only enrich the lifestyle & healthy situations but also encourage the newer generation to be more different than the current deficit protein nation.

Beyond policy, how important is nutrition education and awareness in correcting protein imbalance?

mid-day mealsKaran Singh: Nutrition is a fundamental component of nursing education and is essential to providing high-quality care across the spectrum of healthcare. Positioning protein within a broader nutrition agenda is essential for improved health outcomes. While policy can improve accessibility to protein-rich foods (e.g., through fortification or school meals), education empowers individuals to choose, prepare, and consume these foods effectively.

In summary, while policies focus on increasing the supply of protein through Mid-Day Meals or Public Distribution Systems, nutrition education is essential to ensure that this protein is utilized by the intended population, correcting the “knowledge gap” that often drives protein deficiency.

If you had to give one message to Indian households about protein, what would it be?

OP Singh & Karan Singh: Treat protein as a daily essential, not occasional supplement. Indians are estimated to consume less protein than recommended. WHO recommends 1 gm of protein per Kg of your body weight should be consumed. Every unit of qualitative protein ensures a healthy life; therefore, every plate of food in the household deserves either egg or chicken based on its safety norms & nutrient quality. In a fast-paced urban world, protein is strength—and a well-nourished India is a stronger, sharper, and more productive India.

Hello Protein familyStrong families are built at the dining table, and a stronger India begins with adequate protein.

Let’s Join hands & make our nation protein deficit free with HELLO PROTEIN.

If this mission resonates with you, do drop your ideas/ comments/ suggestions at: helloproteins25@gmail.com