Processed chicken products only account for about 10% of the market in India, and the public generally are not familiar about food safety issues pertaining to chicken.

The lost interest of the farmers in the poultry sector has still not revived after the fall-out due to the bird flu influenza attack which was first noticed in Nandurber district in 2008. Not only have the farmers lost interest in business but also consumers have been misled due to incorrect information disseminated by the media on avian influenza, said Dr. S.K. Halder, senior marketing officer, in-charge of western region (MFPO), Food Safety and Standards Authority of India.

Dr. Halder said that the demand for frozen chicken in the country was less than 0.5% and the demand for chilled chicken was less than 5%. The demand of frozen chicken is seen only in areas where modes of transport are not easily available like the high altitude regions. There is a tremendous potential for the growth of the chicken industry, provided consumers are educated and massive awareness programmes initiated. In India, the socio-economic conditions and the political compulsions of the state and local bodies, make roadside slaughter of bird unavoidable. Unless it is stopped by the local bodies which implement the provisions of food safety, the scope for growth for processed chicken will be limited.

In the western region comprising Maharashtra, Gujarat and Goa, there are just two world-class chicken processing plants, namely Godrej Tyson and Venky's India Ltd with facilities matching international standards. These are engaged in the processing of chilled/frozen/value-added chicken products. In addition there are seven semi-automatic chicken processing plants in the western region, namely, Baramati Agro Ltd, Hybro Foods Pvt. Ltd, Prabhat Poultry Pvt. Ltd, Zorabian Chicks Pvt. Ltd, Ave Marium (Royal Foods), Goa, Jamesmith Foods Pvt. Ltd and Supreme Agro Farms. These plants produce chilled chicken available in the market.