Livestock and Poultry :: Marketing : Broiler Home


Marketing Channels :

  • Producer – consumer
  • Producer – Retailer – Consumer
  • Producer – Wholesaler – Retailer – Consumer
  • Producer – Co-operative society – Wholesaler – Retailer - Consumer                       

Broiler Making Integration :

  • Integration is the association, coordination, amalgamation of companies engaged in various stages of production of particular product, or related products, so that, there will be a smooth flow of inputs and outputs from one unit to other, leading to overall reduction in the cost of production of the final product
  • In all developed countries, the poultry production at present is an integrated operation from the primary breeder to the consumer. Each stage or unit is associated with the other stages
  • An integrator will coordinate all these activities. Usually, an integrator is the owner of the processing plant, hatchery and the feed mill and pay commission to others for the services rendered by them
  • There are only few integrators in each developed country, who will control the entire poultry production in these countries
  • The poultry farmers are acting only as contract growers receiving commission for the eggs, broilers and turkeys produced by them. The farmers are not the owners of the birds, but the integrators are the real owners

Government Authorities:

Govt.Agencies involved in poultry marketing (Export)

1. Agricultural and Processed Food Products Export Development Authority (APEDA) –

     Agricultural & Processed Food Products Export Development Authority 
    (Ministry of Commerce & Industry, Govt. of India),
    NCUI Building 3,
    Siri Institutional Area,
     August Kranti Marg,
    New Delhi - 110 016
    Phone : 91-11-26513204, 26514572, 26534186
    Fax : 91-11-26526187

2. Export Inspection Council (EIC) and Export Inspection Agency (EIA) –


To facilitate worldwide access for Indian exports through a credible and efficient inspection and certification system and earn global recognition as India’s premier organization for certifying quality


1. To create an export inspection & certification infrastructure within the country based on International Standards for Certification Authorities in consonance with WTO requirements.
2. To instill confidence in importers about quality and safety of Indian exports.
3. To provide accredited state-of-art testing facilities in chosen frontier areas.
4. To enhance capability of manpower through trainings to meet International requirements.
5. To obtain recognition for India’s export certification system from our major trading partners.
6. To participate in international fora and project Indian interest.
7. To be in sync with the latest technological advancements for capacity building.
8. (EIC) stands out as the forerunner.

3. Director General of Foreign Trade –

    Director General of Foreign Trade
    Department of commerce
    Government of india
    Room 008, H-Wing, Udyog Bhawan
    New Delhi – 110 011

Non-Government Authorities :

1. National Egg Coordination Committee (NECC)

  • World’s largest association of poultry farmers – 25,000 layer farmers
  • Price declaration – Monday, Thursday and Saturday
  • Monitor egg stock levels
  • Market intervention through Agrocorpex India Limited
  • Promote export
  • Promote egg consumption

2. Broiler Coordination Committee (BCC)

  • Daily price fixation
  • Mainly for Kerala market from Tamil Nadu
  • For TN, Major producers fix their price based on supply and demand
  • 90% domestic market as live birds
  • 2-5% export
  • 2-5% meat products in local

3. BROMARK (Broiler marketing Cooperative Society)
     All India Broiler Farmers' Marketing Co - Op. Ltd.,
     16/ A, M V L House,
     Near Nisarg Mangal Karyalay Market Yard ,
     Pune, Maharashtra - 411037, India.
     Phone: 020 - 4269414 / 4269623

Source : Tamil Nadu Veterinary and Animal Science University, Chennai

Updated on March 2015


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