India's Branded Egg Market Shows Strong Growth

INDIA - Protein-rich and low-fat branded eggs are slowly becoming the staple breakfast choice of families, with sales growth now around 20 per cent.
calendar icon 13 August 2009
clock icon 3 minute read

Despite the higher price tag, many firms that produce branded eggs have seen a rise in demand and feel there is still a huge untapped market for the product, according to a report on Business Standard.

"The demand [for branded eggs] is growing between 10 to 20 per cent annually and is sold through big as well as small retail stores," an official of Tamil Nadu-based leading branded eggs producer, Suguna Poultry, told PTI.

These eggs are supposed to be rich in protein, containing less fat and are picked fresh from bio-secured layer farms. Since the product is considered to be healthier, they are costlier than the ordinary eggs.

Branded eggs currently account for about three per cent of the total eggs produced in the country, Poultry Federation of India treasurer, Ricky Thaper said.

India is the fourth largest egg producer in the world, producing 48 billion eggs per annum.

The market for branded eggs is huge and there is always a scope for poultry companies that take these initiatives to reap benefits, he said.

An official from Suguna Poultry noted that economic crisis has not much impacted trade in branded eggs. The firm has been producing these eggs since 2007.

At present, branded eggs cost between 32 and 40 rupees (INR) per box of six eggs.

Under the branded eggs segment, Suguna Poultry has developed four varieties like Active, Heart, Pro and Shakti to cater to different target groups.

Initially, the company was selling 20,000 branded eggs per month, which has increased to about two million eggs, the official added.

Another company, Keggs Farms, which initially started with a production of 5,000 boxes of branded eggs every month, is currently producing about 50,000 boxes on a monthly basis.

"There is good future in selling branded or designer eggs in the country as the consumers are ready to pay the premium over regular price if they are getting a good and healthy product," a spokesperson told Business Standard.

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