Broilers' Supply Value Chain in the National Capital Region Delhi: A Case Study of Ghazipur Poultry Market

Abstract

The marketing of broilers/chicken meat in the National Capital Region (NCR) Delhi has been compared in two distinct kinds of markets, viz. organized (shopping malls, organized multi-product retailers) and unorganized or primarily wet markets (exclusive chicken dressers, poultry meat retailers, etc.). Data have been collected from various functionaries involved in marketing of broilers/poultry meat in the NCR Delhi during the year 2008–09 through primary survey. The most prominent channel in the unorganized broiler market has been found as: Producer-Wholesaler- Dresser-cum-Retailers –Consumer, whereas the same in the organized market as Producer - Commission agent- Supplier-Distributor- Shopping Malls/Hotels/Retailer-Consumer. The marketing cost, marketing margins, price spread and producers’ share in consumers’ rupee, in the most efficient unorganized marketing channel have been found as Rs 10480, Rs 30220, Rs 40700 per tonne (live wt. basis) and 62 per cent, respectively, whereas the corresponding figures in the most efficient organized marketing channel were Rs 12750, Rs 76350, Rs 88500 per tonne and 43 per cent.