Poultry-Tailormade for Healthy Consumption
Creating self-subsistent Poultry business for women farmers to provide healthy meat to end-users.
Lead Applicant Organization Name
Access Livelihoods Consulting (ALC) India Ltd.
Lead Applicant Organization Type
Large company (over 50 employees)
Website of Legally Registered Entity
How long have you / your team been working on this Vision?
Lead Applicant: In what city or town are you located?
Lead Applicant: In what country are you located?
Your Selected Place: what’s the name of the Place you’re developing a Vision for?
ALC India covers an area in several parts of the 3 states- Maharashtra, Odisha and Telangana.
What country is your selected Place located in?
Describe your relationship to the place you’ve selected.
ALC India promoted 54 Women Farmer Producer Companies (WFPCs) reaching out to 65,000 women in 5 Indian states and is currently working with 21,000 women mobilized into 17 WFPCs in five states. These states are with large number of tribal population who live in various ecological and geo-climatic conditions ranging from plains and forests to hills and inaccessible areas. We are starting poultry business in parts of 3 states- Maharashtra, Telangana and Odisha where ALC India is already working with rural communities.
Our services support these economically marginalized communities to turn the odds in their favor and build livelihoods that are more rewarding and certain. As part of our efforts, we developed technical, managerial, and entrepreneurial skills and incubated enterprises that the communities own. To improve opportunities of livelihoods for communities, we have promoted country poultry and initiated retail business activities. Now ALC India planned for value addition of processing unit and market linkages for the products by expanding it to more people and providing market linkages for sustainable business.
Retail business of groceries already started in 5 WFPCs of Maharashtra to reach local community and same will be established in the other areas to reach more consumers. Also other major commodities produced are marketed in the local communities and cities present in 100-150 km. Thus to create an impact more significantly ALC India selected these regions where relations are already built with local community which will ease to spread the Poultry business more effectively. And the production generated through the business will be marketed local community as well as in the nearby major cities. So ALC India selected areas of three states for poultry business where ALC India is already working with women farmers and built trust in the communities.
Describe the People and Place: Provide information that would be helpful for an outsider who has never been there and may have no context about this Place to better understand the area.
ALC India is already working with small and marginalized farmers situated in the rural areas of 3 states – Maharashtra, Odisha, Telangana.
In Maharashtra, ALC India is working in the Deori sub-division of Gondia district which is situated on North-Eastern side of Maharashtra state blessed with 2 National Park named Navegaon Bandh & Nagzira. Paddy is main agriculture produce along with other crops like Jawar, Linseed, wheat, tur. The main profession of people is farming. Tribal community is majorly found in dense forest area with 16% of the total population of Gondia. Tribal are used to perform the worships of their God. They do the dance “Rela” on auspicious occasions and when new crops come. The other community people are having their own Festival like Ganpati , Diwali and Holi. Near to this Nagpur and Raipur are major cities situated. Nagpur is 13th largest city by population in India and Raipur is capital and largest city of Chhattisgarh state.
Dharmagarh sub-division of Kalahandi district from Odisha state where ALC India started various services to incubate enterprises owned by the local communities. The climate is of extreme type. It is dry except during monsoon. Kalahandi is largely an agriculture based Economy. Also forest based products like Mahua, Kendu-Leaf, Wood, Timber and Bamboos contribute to local economy largely. Here 28% of total population is tribal and 92.26% people lives in rural area. They celebrate many festivals. Deepawali, Shivaratri, Holi, Janmastami are the famous festivals along with some other local festivals like Khandabasa, Nuakhai, Kalahandi Utsav, Ghanta Jatra. The staple food is rice and curry. Here many indigenous varieties of the rice are found. Balangir, Bhawanipatna and Rayagada are major cities situated near to Dharmagarh.
In Telangana state, in the region of Kodangal, Angadi Raichur and Hasnabad from Vikarabad district are places where ALC India working and starting with poultry business. Vikarabad is one of the most attractive tourist spots in Telangana state. Here, 86.52% of total population lives in rural area & agriculture is main source of income. Cotton is cash crop along with other major crops like red gram, maize, rice, etc. Tribal community is 10.2% of total population of the district. All people celebrate Bathukamma festival which is a colourful and vibrant floral festival of Telangana, celebrated by women, with flowers that grow exclusively in each region. The staple food is rice and curry. Most of the people are non-vegetarian. Near to Vikarabad district Hyderabad and Mahbubnagar cities are situated. Hyderabad is capital city of Telangana where around 70% of the total population is non-vegetarian. Hyderabad is largest city and Mahbubnagar is 7th most populous city in Telangana.
Challenges: Describe the current (2020) and the future (2050) challenges that your food system faces.
Higher meat consumption in India is not entirely surprising; it often correlated with an increase in wealth. India’s growing population, rising disposable incomes and changing food habits are boosting the consumption of non-vegetarian food, according to CLFMA, an association of Indian feed manufacturers. India is projected to be one of the largest growth areas for consumption in chicken, beef, and mutton. Per capita incomes jumped 10% in the year ended March 2019 from a year earlier. Meanwhile, chicken demand is likely to rise by about 5% on the year to 5.1 million tons in 2019, according to the U.S. Department of Agriculture.
To meet the increasing demand of chicken, the poultry business is growing. But a good majority of the poultry farms in India, due to unhealthy breeding conditions with controlled temperature and feed control broiler chickens are high on fat and low on muscle as well as exposes to potential diseases and epidemics. But country chicken which are grown in backyard poultry have lower fat content and a higher muscle mass with low risk of diseases which is good for health. In India traditional backyard poultry is age old practice which performs key role in supplementary income generation and nutrition to the marginalized people. In 2015-16, poultry sector is majorly handled by a highly organized commercial sector with about 80% of the total market share and the other being unorganized with about 20% of the total market share. Due to dominance of commercial sector backyard poultry is reduced over the years.
Also the commercial sector has large supply chain and technologies such as e-commerce to reach out to customer at bigger scale. That is the reason where traditional backyard poultry is becoming unviable for the rural people. On the other hand, as the world is already grappling with climate change and water scarcity. The CWMI report of NITI Ayog also states that by 2030, India's water demand is projected to be twice the available supply, implying severe water scarcity for hundreds of millions of people and an eventual six per cent loss in the country's GDP. To address the issue of water scarcity chicken production will play major role in India. In meat production, to produce 1 kg of mutton takes over 8000 lit of water and 4000 lit for 1 kg of chicken which is significant. So, to create an ecosystem of healthy food for customers and additional income source for marginalized farmers, backyard poultry is emerging as a more economical and sustainable way of meat production.
Address the Challenges: Describe how your Vision will address the challenges described in the previous question.
India’s growing population increasing the demand for the food. Also changing food pattern and more disposable income is boosting the consumption of non-vegetarian food. To leverage this market ALC India started with poultry business in sub-divisions and cities of 3 states-Maharashtra, Telengana and Odisha.
ALC India re-designing backyard poultry business by establishing integrated poultry business through various services to small women farmers. The meat is sold in affordable premium segment to the consumers present in the cities within the radius of 100-150 km from the production area. To reach the large number of customer, poultry business is done with more number of farmers. By economies of scale the more profit will get to the farmers. ALC India providing expertise for marketing and other services to establish ‘Integrated Poultry Business’. Integrated poultry business consist from producing chicks through Hatchery units, rearing in CRCs( Chicks Rearing Centre), growing birds in poultry sheds and selling it to the market.
In integrated poultry business country chickens are grown in poultry sheds at smaller scale rather than backyard poultry which give less production. Number of chicks grown is less so the monitoring and investment is easier for the marginalized women farmers. While growing the chicks technical advice and monitoring will be done by ALC India to reduce the exposure of potential diseases and epidemics to the birds. This will ensure the production of healthy chicken.
Considering the environmental part for the poultry business, we are providing solutions on construction of poultry sheds. These poultry sheds are made from the local material available by checking feasibility in economic and easy to construct for farmers. Also renewable energy interventions are made through solar system wherever possible to be more sustainable and avoid frequent power cuts in rural areas. Also rather than going for other livestock we are going for the poultry because it emits less carbon and use less water than the production of red meat.
Even after providing these interventions small farmers are lacking in digitization. India's E-commerce revenue is expected to jump from US$ 39 billion in 2017 to US$ 120 billion in 2020, growing at an annual rate of 51 per cent. Food business is also increasing its share in it. Thus ALC India making ‘Creyo’ brand for the market and also creating Creyo app to reach the end users in digital way. The Creyo brand and app is completely owned by the producers so they will directly get benefitted. Also it is easier for consumers to get good quality meat at doorstep.
High Level Vision: With these challenges addressed, now provide a high level description of how the Place and the lives of its People will be different than they are now.
As per the central government’s Sample Registration System Baseline Survey 2014, Telangana tops the list of 21 big states in the country in non-vegetarianism. After this West Bengal, Andhra Pradesh, Odisha are one of the most non-vegetarians states in India. ALC India present in three states where highest numbers of non-vegetarians are situated. At least in major cities having higher demand for meat consumption from these states is met through ALC India’s Integrated poultry business.
In India, majority of poultry sheds are hygienically not good and more use of antibiotics for chickens exposes them to diseases which is finally passed on to the consumers. We are planning to reduce the number of persons get affected due to consumption of unhealthy meat by providing an option of healthy and fresh meat of country chickens.
India is already facing climate change scenario du e to carbon emission and water scarcity which is going to be worse in near future. To avoid the carbon emission and more water use white meat is better option than red meat. The consumption pattern will also change to become more environmental friendly food.
The integrated poultry business in rural areas will generate significant increase in the income of farmers. Employment will also increase for the young people in turn the migration from rural to urban area will reduce. This will enhance the socio-economic status of the farmers.
We are providing opportunities to consumer as well as producers by creating ‘Creyo’ brand for the farmers and app for the consumers to get better option. ‘Creyo’ brand will be recognized as a Producer’s brand and Creyo App will ease consumers to get the products directly from producers.
Full Vision: How do you describe your Vision for a regenerative and nourishing food future for your Place and People for 2050?
In India according to the census report 2011, rural population constitutes 68.84% of the total population which is predominantly occupied by the small, marginal farmers and landless labourers. Livestock and poultry sector provides the baseline of employment and earning to these people to raise their standard of living and thereby has a major contribution to India’s economy. Traditional backyard poultry production in India is practiced since time immemorial which was the primary source of animal protein and supplementary income for the small, marginalized rural people and only source of poultry egg and meat for city dwellers before poultry industrialization.
ALC India in inspiration of Operation Flood launched in 1970, started Poultry business to create an impact to uplift the rural economy and healthy food for the consumers. Operation Flood was a landmark project of India's National Dairy Development Board (NDDB), which was the world's biggest dairy development program. It transformed India from a milk-deficient nation into the world's largest milk producer, surpassing the US in 1998, with about 17 percent of global output in 2010–11. In 30 years it doubled milk available per person, and made dairy farming India's largest self-sustainable employment generator.
We are re-designing the backyard poultry for the marginalized women farmers in the sub-divisions and cities of the 3 states- Maharashtra, Telangana & Odisha. Start to end services established from producers to retails to consumers. The chicks are produced locally in Hatchery units which are reared in CRCs (Chick Rearing Centres) then they are grown in the small poultry sheds constructed in the backyard with limited number of chicks. This total value chain is created to benefit consumers as healthy option to red meat and additional income for the farmers.
In terms of environmental perspective, poultry sheds constructed in rural area will be more eco-friendly and sustainable, made with the local material available in the respective region. Also these poultry sheds are more economical and easy to construct for the small farmers. Renewable energy interventions are also made wherever possible to be more self sufficient and it will reduce the risk of frequent power cuts in rural area. Recent study shows that red meat create more environmental impact than the chicken. The popular red meat requires 28 times more land to produce than pork or chicken, 11 times more water and results in five times more climate-warming emissions. Considering India’s atmospheric variation due to climate change in which small farmers are more vulnerable, poultry business is better investment opportunity.
In India, poultry business is majorly managed by the highly organized commercial sector. The commercial sector has bulk production, large supply chain and leveraging e-commerce market through digitization of business to reach out the consumers at larger scale. In case of marginalized farmers it is completely opposite. ALC India is establishing the services and providing technological enhancement to all farmers to withstand in the market at bigger scale. The production will be done at larger scale due to more numbers of farmers will get involved which in turn easy to transport and reach at more number of customers. The produced chicken will be transported to major cities within the radius of 100-150 km from the production area.
In India’s emerging e-commerce market we are creating ‘Creyo’ brand which is fully owned and run by the producers of rural India. The Creyo App is also created to get in touch with all customers in digital way. App will help us to reduce the aggregation of price and benefitted to consumers as well as producers.
ALC India creating self-sustainable ecosystem where all consumers and marginalized women farmers get benefitted. This system is more ecological, self-subsistent, low input driven with higher returns, rural employment generator through technological enhancement in the poultry business. The farmers will get additional source of income and nearby community will be benefitted by the healthy option of food.