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Branded Egg Market Grows

by 5m Editor
30 August 2011, at 10:37am

INDIA - Several egg companies are achieving success with egg branding as consumers come to value freshness and food safety.

In order to cater to the organised retail and niche market, region-based poultry farms are foraying into branded eggs, reports Business Standard. According to entrepreneurs, the increasing brand-consciousness among urban consumers and points of sale available at retail stores have now provided opportunities 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 introduced 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 entered the market with branded organic eggs and normal eggs.

Speaking to the newspaper, 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 8,000 branded eggs per day. The production technology has been brought over from Europe. Under the technology, standardised 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 organised retail like Bharti-Walmart and easyday stores.

Mr Kansal 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. Branded eggs are rapidly increasing their presence in urban pockets.

He 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 entrepreneur said: "Pricing is slightly higher than that of normal eggs but the packaging in cartons with labelled information on the nutritional benefits and expiry date makes it the pick of the day."

According to Business Standard, 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.