I discovered a peer poultry business to his which has good media coverage.
They are called Happy Hens (based in Tamil Nadu).
Here’s a break down of their marketing and sales gathered from an online interview with The Hindu (leading Indian News e-Paper):
“Happy Hens landed a high profile interview in The Hindu Newspaper which has 15,58,379 copies (ABC: July-December 2012) and a readership of about 22.58 lakhs.”
“…first brand of free range eggs (claiming hens reared with no antibiotics).”
“As the label implies, free range farming is based on a more humane treatment of animals, with extra attention paid to the feed.”
“The egg is the most wholesome food in our diet, if it is produced in the right manner. I wanted to create something that my children would enjoy. We have a greater variety of food now, but it is much lower in nutritive value than that of our forefathers.”
“Ashok was very strong on the feed aspect, while my experience was more to do with marketing the eggs. In end-2012, we started working together, making the best of our strengths in the field.”
“Ashok was very strong on the feed aspect, while my experience was more to do with marketing the eggs. In end-2012, we started working together, making the best of our strengths in the field.”
A niche product is accompanied quite naturally by a higher price tag. | Photo Credit: M. Moorthy
“Some 200 mature layer hens are culled per week, their meat marketed in Bengaluru.”
“A niche product is accompanied quite naturally by a higher price tag. Will consumers be persuaded to pay ₹25 per piece when conventional eggs are easily available for as less as ₹4 to ₹6? – Why not give the free range egg its due credit? says Marappan.”
“The low cost of the conventional egg obviously comes by cutting corners. If we want to keep the chain of people involved in our industry — the farmers, retailers and consumers — happy, we must ensure these high prices. That’s how you can survive in this competitive world, he says.”
