Poultry farms foraying into branded eggs

In order to cater to the organised retail and niche market, region-based poultry farms are foraying into branded eggs. According to entrepreneurs, the increasing brand consciousness among urban consumers and points of sale available at retail stores has now provided an opportunity to poultry farmers to sell branded eggs. Also, unlike unbranded eggs, these branded eggs are produced in an environment which is totally clean, hygienic and are mechanically packed.

Joining the bandwagon, and in order to cash in on the growing demands, Punjab’s Rajpura-based Raja Farms Pvt Ltd has forayed into branded eggs called ‘Peggs’(Punjab Eggs). This is the second poultry farm from the Northern Region(excluding Delhi & NCR region) which is producing branded eggs.

Initially, Karnal(Haryana)-based Kansal & Kansal Agro Farms has forayed into branded Organic eggs and normal eggs.

Speaking to Business Standard, Raja Farms (P) Ltd, Director, Mohit Raja said, " In order to cater to the branded retail we have forayed into branded eggs. Initially we are going to cater to Punjab and Haryana market including NCR region and later on we can think of other states."

He added, " We have installed packaging capacity of 8000 branded eggs per day. The production technology has been indigenized from Europe. Under the technology, standardized quality eggs are delivered through the most modern and hygienic process of manufacturing."

Sharing his success, Kansal & Kansal Agro Farms/Poultry, Technical Director, M L Kansal said," Initially we forayed into branded eggs including organic eggs in early 2010 with packaging capacity of 1,000 eggs per day. In order to cater to the burgeoning demand, we are now producing 15,000 branded eggs per day including organic eggs.."The company has launched four brands namely Farm Fresh eggs, Herbal Eggs, Brun Eggs and Omega3 eggs. The company supply its branded eggs to organized retail like Bharti-Walmart and easyday stores.

He added that that increasing brand consciousness among urban consumers and points of sale available at retail stores has now provided an opportunity to poultry farmers to sell branded eggs. These eggs have a higher vitamin and mineral content and in case of organic it is also free from odour. Kansal added that branded eggs are rapidly increasing their presence in urban pockets.

Kansal further added that the launch pad was provided by Bharti-Walmart followed by Hypercity, which enabled him to roll out branded eggs as a niche market product.

As far pricing is concerned, the entrepreneurs said, " Pricing is slightly higher than that of normal eggs but the packaging in cartons with labeled information on the nutritional benefits and expiry date makes it the pick of the day."

Entrepreneurs are of the view that branded eggs ensure a clean production atmosphere and stringent production norms, while unbranded eggs may be contaminated. Despite the price difference demand is picking up in supermarkets due to consumer consciousness.