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“Poultry exporters face challenges with outdated refrigeration”
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Monday, 21 April, 2025, 08 : 00 AM [IST]
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 >India’s meat and poultry industry is undergoing a transformative phase, driven by evolving consumer preferences, technological advancements, and regulatory shifts. With a current market valuation of ?6,801 billion across poultry and meat segments, the industry is poised for steady growth over the next five years. However, challenges such as export constraints, rising feed costs, compliance hurdles, and disease outbreaks continue to shape the sector’s trajectory.
Divya Kumar Gulati, chairman, CLFMA (Compound Livestock Feed Manufacturers’ Association) of India, in an email interaction with Manjushree Naik, shares details on the market outlook, emerging consumer trends, regulatory impacts, and the industry’s long-term vision. Excerpts:
Let us know about the current market size of the Indian meat and poultry industry, and what is the projected growth for the next five years?
Poultry Market in India was valued at approximately as follows:
- 2024 Value: ?2,201 billion
- Projected Value (at 7.8% CAGR): ?3,454 billion by 2030
Meat Market in India is expected to generate revenues as follows:
- 2024 Revenue: ?4,600 billion
- Projected Growth 2025-2030 at 6.2% CAGR
How has consumer demand for meat and poultry evolved in recent years, especially post-pandemic?
Post-pandemic, consumer demand for meat, especially chicken, has surged due to its affordability, versatility, and nutritional benefits. While demand was initially impacted by misinformation linking poultry to Covid-19, confidence returned once it was confirmed that poultry products were safe to consume. Additionally, there’s a growing trend towards lean meats and fortified supplements as consumers adopt healthier lifestyles. The rise of meat delivery e-commerce has also gained traction, driven by the convenience of online services.
Tell us more about the key drivers influencing the growth of the poultry and meat industries in India.
Key drivers influencing the growth of India’s poultry and meat industry include rapid urbanisation and population growth, which are boosting demand for affordable, high- protein poultry products. Consumers are also increasingly interested in gourmet and processed meat options, expanding the market. As awareness of the health benefits of meat grows, there’s a noticeable shift towards non-vegetarian diets. Additionally, the rise of meat delivery e-commerce platforms is enhancing industry reach and accessibility for consumers.
How is India positioned globally in terms of meat and poultry exports and what challenges are faced in expanding international trade?
India ranks 5th globally in total meat exports but stands 60th in poultry meat exports.
Challenges in Expanding International Trade:
Inadequate Infrastructure: India’s poultry exporters face challenges with outdated refrigeration and transportation facilities, making it difficult to maintain meat product quality and safety during transit to international markets.
Competition for Maize: India’s push to increase bioethanol production from maize has led to fierce competition between the poultry sector and ethanol distilleries for limited maize supply. This drives up local maize prices, increasing feed costs for poultry producers.
Are there any new emerging consumer trends, such as plant-based alternatives or lab-grown meat, that are impacting the meat and poultry sector?
Plant-Based Alternatives: India’s plant-based meat market is still emerging but holds significant potential for growth. Companies like Imagine Foods and GoodDot Enterprises are offering meat alternatives tailored to local tastes. The demand for shelf- stable alternatives, such as those from GoodDot, is rising as urban consumers seek healthier options. Additionally, companies like Blue Tribe Foods are gaining attention with plant- based chicken and mutton products.
Lab-Grown Meat: Lab-grown meat offers a promising solution to meet India’s growing demand while reducing environmental impact. However, high production costs hinder affordability, and further research, government support, and consumer acceptance are needed for it to become mainstream in India.
Are any recent government policies and regulations impacting the meat and poultry industry?
Recent government policies and regulations impacting the meat and poultry industry in India focus on enhancing food safety, environmental compliance, and animal welfare. Key developments include:
Food Safety and Standards Authority of India (FSSAI) Regulations: The FSSAI has established specific guidelines and requirements to maintain quality and prevent contamination throughout the supply chain. One of the key FSSAI regulations pertains to storage temperatures: Fresh, chilled poultry meat must be stored at 4°C or below for short- term storage, while frozen poultry meat should be kept at -18°C or below for long-term storage. The FSSAI also specifies shelf-life guidelines, with chilled poultry meat having a shelf life of 2-4 days under normal chilling conditions and frozen poultry meat lasting up to 12 months. Also, to ensure the safety of poultry products, the FSSAI prohibits the use of genetically modified techniques in poultry production and requires compliance with veterinary drug regulations.
Environmental Regulations: Following directives from the National Green Tribunal (NGT), poultry farms with more than 5,000 birds must now obtain consent to establish (CTE) and consent to operate (CTO) under the Water Act, 1974, and Air Act, 1981.
Animal Welfare Measures: New classifications define small farmers as those with 5,000 to 25,000 birds, medium farmers as those with 25,000 to 100,000 birds, and large farmers as those with over 100,000 birds. This categorisation helps tailor regulations based on farm size. Also, regulations require that poultry farms implement measures to reduce gaseous emissions and ensure that waste does not contaminate water sources.
Tell us about the major compliance challenges faced by industry players regarding FSSAI guidelines, animal welfare laws, and environmental norms.
The meat and poultry industry in India faces significant compliance challenges related to Food Safety and Standards Authority of India (FSSAI) guidelines, animal welfare laws, and environmental norms. These challenges can be categorised into several key areas:
Compliance with FSSAI Guidelines: Many food business operators find it difficult to interpret FSSAI guidelines due to their technical nature and lack of availability in regional languages. This leads to confusion and inconsistency in compliance efforts. Also, the financial burden of compliance, particularly for small and medium enterprises (SMEs) can negatively affect them. Costs associated with laboratory testing and other compliance- related activities can consume a substantial portion of their revenues.
Animal Welfare Laws: Despite existing animal welfare laws, enforcement is often weak due to a lack of resources and personnel. This results in insufficient inspections at farms and slaughterhouses, allowing violations to persist unnoticed. Also, many poultry farms engage in practices that violate animal welfare standards, such as the use of antibiotics for growth promotion, leading to health issues among the animals. Additionally, the conditions under which animals are transported and slaughtered often do not meet humane standards. Further, the penalties for animal cruelty are often too lenient to deter large-scale operations from prioritising profit over animal welfare. This creates an environment where violations are not reported or addressed effectively.
Environmental Norms: The meat industry contributes significantly to environmental degradation through poor waste management practices. Many slaughterhouses lack proper facilities for the hygienic disposal of waste, leading to contamination of water bodies and soil. Also, the meat industry is a significant source of greenhouse gas emissions, particularly methane from livestock. Overgrazing and unsustainable farming practices exacerbate this issue, with long-term implications for climate change.
How is the industry responding to stricter quality and safety standards for both domestic consumption and exports?
The meat and poultry industry in India is undergoing significant changes to comply with stricter quality and safety standards for both domestic consumption and exports. These standards, driven by regulatory bodies like the Food Safety and Standards Authority of India (FSSAI), consumer demand for safer products, and international trade requirements, are pushing companies to adopt a range of strategies. To meet stringent domestic and international standards, the industry is:
Investing in Technology: To meet the new standards, companies are modernising their facilities and adopting advanced technologies. Poultry farmers or producer’s can also employ seasonal adjustments in terms of breeding and hatching schedules to match the market’s demand. For instance, in regions experiencing extreme temperatures, production may be scaled down during the summer months to avoid stress on the birds. Temperature control systems, Automated feeding systems, and data-driven management tools to optimise resource utilisation and reduce production costs can benefit the industry.
Strengthening Quality Control Measures: Ensuring product safety and quality is a top priority. Companies can indulge in frequent testing practises to maintain product quality. Also, the companies can implement comprehensive training programmes to ensure compliance with safety protocols.
Improving Supply Chain Management: The industry is focusing on controlling quality at every stage of the supply chain. They are enforcing stricter requirements on feed and livestock suppliers through audits and codes of conduct.
Meeting Export-Specific Requirements: Companies are working on aligning with international standards. Exporters like Allana Group and Al Kabeer Exports export Halal certified products. For instance, Al Kabeer meat is 100% Halal and in accordance with strict Shariah guidelines. They export to 20 countries all over the world, including the Gulf nations.
What is the long-term vision for India’s meat and poultry industry, and what role does CLFMA play in achieving it?
India’s meat and poultry industry is expected to witness significant expansion in the coming years, driven by a combination of economic, social, and governmental factors. The long-term vision for the sector centres on achieving robust growth and modernisation to meet rising domestic and international demand. The Compound Livestock Feed Manufacturers’ Association of India (CLFMA) plays a pivotal role in supporting the meat and poultry industry’s long-term vision by focusing on the backbone of livestock production: feed quality and availability. As the apex body representing feed manufacturers in India, CLFMA contributes to the industry’s growth and sustainability in the following keyways:
Ensuring Feed Quality and Availability: High-quality feed is essential for the health, growth, and productivity of livestock. CLFMA promotes best practices in feed manufacturing, ensuring a consistent and nutritious supply that supports the industry’s ability to meet production targets.
Advocating for Supportive Policies: CLFMA likely engages with policymakers to secure favourable conditions for feed manufacturers, such as subsidies for raw materials or tax incentives. These efforts help reduce production costs, benefiting the entire meat and poultry value chain.
Promoting Innovation in Feed Technology: By encouraging research and development, CLFMA drives advancements in feed formulations and production techniques. These innovations improve feed efficiency, enhance nutritional value, and reduce costs, contributing to more sustainable and profitable livestock farming.
Collaborating with Industry Stakeholders: CLFMA works alongside government bodies, research institutions, and other industry associations to tackle challenges such as disease outbreaks, environmental regulations, and market access. This collaborative approach fosters a unified strategy for industry development.
How is the recent avian influenza outbreak affecting the industry?
The recent avian influenza (bird flu) outbreak in India is significantly impacting the poultry and meat industry, creating challenges across production, pricing, and consumer behaviour. Some of the impacts of the avian influenza are:
- At the end of January, around 440 domestic birds died at a government poultry farm in the Raigahr district of Chhattisgarh. The remaining 15,000 poultry at the site were destroyed.
- Also, in the state of Madhya Pradesh, 99 domestic cats at one location in the city of Chhindwara showed signs of infection, and 18 of them died.
- Owners of backyard poultry in the southern state of Andhra Pradesh reported heavy losses of their flocks, according to an article.
- Also, a newspaper reported that a series of HPAI outbreaks caused financial losses to egg farmers in Andhra Pradesh. At one farm, more than 7,000 broiler chicks had died.
- In the central-southern state of Telangana, mortality of 2,500 chickens was reported. At the farm in the Rajana Sircilla district, 1,000 more chickens had died. Losses come to farmers not only from mortality and the culling of the birds, but also from a slump in demand for poultry products.
- According to a daily, in Hyderabad the drop in poultry sales is 75%.
- Also, West Bengal zoos halted their purchases of chicken from Telangana and Andhra Pradesh.
- The outbreak affected poultry sales in Bengal, with markets witnessing fewer buyers. As a result, chicken prices dropped to Rs 200 per kg, down from Rs 220 just a few days ago. Above mentioned reporting shows that, avian influenzas led to widespread culling leading to a sharp decrease in the supply of poultry meat and eggs. Prices volatility as well as shifts in consumer demand due to the fears about the disease which is leading for some consumers to avoid poultry products altogether. Also, with fewer birds to feed, demand for poultry feed may decline, which will affect the suppliers. Such incidents underscore the need for robust biosecurity measures and prompt response strategies to mitigate economic losses and restore consumer confidence.
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