August 13, 2009

In India, protein-rich and low-fat branded eggs are slowly becoming the main choice of families, reflected in the product's 20 percent sales growth.

 

Despite its higher price tag, many firms that produce branded eggs have seen rising demand and a huge untapped market for the product.

 

Demand for branded eggs was growing between 10-20 percent annually and was sold through big and small retail stores, an official of Tamil Nadu-based leading branded eggs producer Suguna Poultry said.    

 

These eggs are costlier than ordinary eggs since they are rich in protein, contain less fat and are picked fresh from bio-secured layer farms.

 

Branded eggs currently account for about three percent of the total eggs produced in India, 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 an opportunity for poultry companies, who take these initiatives, to reap benefits, he added.    

 

Suguna Poultry has been producing branded eggs since 2007. An official from the company noted that the economic crisis has not impacted the branded eggs category trade much.

 

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

 

Initially, Suguna was selling 20,000 branded eggs per month, which has increased to about 20 lakhs eggs, the official added. At present, branded eggs cost anywhere between Rs32 (US$0.66) and Rs40 (US$0.83) per box, that contains six pieces.

 

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 monthly.