economic viability and marketing of modern poultry industry: a case study of broiler in andhra ...

96 Pages·2016·1.17 MB·English

ECONOMIC VIABILITY AND MARKETING
OF MODERN POULTRY INDUSTRY: A CASE
STUDY OF BROILER IN ANDHRA PRADESH

BY

EADULA VARUN REDDY
B. Sc. (C. A. B. M.)

THESIS SUBMITTED TO THE ACHARYA N. G. RANGA
AGRICULTURAL UNIVERSITY IN PARTIAL FULFILMENT OF
THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION IN
(AGRI BUSINESS MANAGEMENT)

CHAIRPERSON: DR. ALDAS JANAIAH

SCHOOL OF AGRIBUSINESS MANAGEMENT
COLLEGE OF AGRICULTURE
RAJENDRANAGAR, HYDERABAD – 500 030
ACHARYA N. G. RANGA AGRICULTURAL UNIVERSITY
2014
DECLARATION

I, Mr. E. VARUN REDDY, hereby declare that the thesis entitled “ECONOMIC
VIABILITY AND MARKETING OF MODERN POULTRY INDUSTRY:
A CASE STUDY OF BROILER IN ANDHRA PRADESH” submitted to Acharya
N. G. Ranga Agricultural University for the degree of Master of Business
Administration in Agribusiness Management is the result of original research work
done by me. I also declare that no material contained in the thesis has been published

earlier in any manner.

Place: Hyderabad (E. VARUN REDDY)
I. D. No. RMBA/2012-16.
Date:
CERTIFICATE

Mr. E.VARUN REDDY has satisfactorily prosecuted the course of research
and that the thesis entitled “ECONOMIC VIABILITY AND MARKETING OF
MODERN POULTRY INDUSTRY: A CASE STUDY OF BROILER IN
ANDHRA PRADESH” submitted is the result of original research work and is of
sufficiently high standard to warrant its presentation to the examination. I also certify
that neither the thesis nor its part thereof has been previously submitted by him for a

degree of any University.

Date: Dr. ALDAS JANAIAH
Chairperson
CERTIFICATE

This is to certify that the thesis entitled “ECONOMIC VIABILITY AND
MARKETING OF MODERN POULTRY INDUSTRY: A CASE STUDY OF
BROILER IN ANDHRA PRADESH” submitted in partial fulfillment of the
requirements for the degree of ‘Master of Business Administration in Agribusiness
Management’ of the Acharya N. G. Ranga Agricultural University, Hyderabad is a
record of the bonafide original research work carried out by Mr. Varun Reddy under
our guidance and supervision.
No part of the thesis has been submitted by the student for any other degree
or diploma. The published part and all the assistance received during the course of
investigations have been duly acknowledged by the author of the thesis.

Thesis approved by the student Advisory Committee

Chairperson : Dr. ALDAS JANAIAH
Associate Dean
College of Agriculture, Jagityal, (Signature)
ANGRAU
Karimnagar-500 004.

Member : Dr. (Mrs.) P. RADHIKA
Assistant Professor
School of Agribusiness Management (Signature)
ANGRAU
College of Agriculture, Rajendranagar,
Hyderabad-500 030.

Member : Mr. M. H. V. BHAVE
Associate Professor
Department of Statistics and Mathematics
College of Agriculture, Rajendranagar,
ANGRAU (Signature)
Hyderabad-500 030.

Date of final viva-voce:
ACKNOWLEDGEMENTS
In everyone’s life, the day arises when one has to shape ones feelings in words. At the
outset for me the time has come to gather the words for expressing my gratitude towards all
those who helped me in building my career.
I give all the praise and glory to the Lord Almighty for his love and grace as no success
is possible without his blessings.
I express my sincere and wholehearted thanks to my Major Advisor and Chairperson of
the advisory committee Dr. Aldas Janaiah, Associate Dean College of Agriculture, Jagityal,
ANGRAU, for reposing confidence in me and accepting as his student. I further extend my
sincere gratitude for his timely guidance, diligence, studiousness and constant encouragement
given to me throughout the course of the study and also for all his help in bringing out this
thesis, without whom it was impossible to complete the research project.
I profoundly thank my minor advisors Dr. P. Radhika, Assistant Professor, Department
of Agribusiness Management, School of Agribusiness Management, College of Agriculture,
ANGRAU, Hyderabad and Mr. M.H.V. Bhave, Associate Professor, Department of Statistics
and Mathematics, College of Agriculture, Rajendranagar, Hyderabad. It is a great pleasure to
be associated with them.
I extend my heartfelt thanks to Dr. Seema Professor, Department of Agribusiness
Management, School of Agribusiness Management, College of Agriculture, ANGRAU,
Hyderabad for her valuable suggestions and encouragement in carrying out my research work.
I wish to express sincere thanks to her for her inspiring guidance, invaluable advice, keen
interest and moral support throughout the progress of my research work.
My special thanks to Dr. Swaroopa Rani, Consultant for NIRD&PR, Hyderabad for
guiding me personally in different phases of my research work.

My sincere thanks to Suguna Poultry Private Limited, Hyderabad for their kind co-
operation for compiling the data.

I humbly express my deep sense of gratitude to the members of the Department of
Agribusiness Management, for their concrete suggestions and timely help rendered throughout
the study.
I would like to express my whole hearted thanks to Acharya N. G. Ranga Agricultural
University for providing me an opportunity to carry my thesis work.
I take this opportunity to express my heartfelt sense of love and honour to my beloved
parents Smt. Aruna and Sri. Eadula Indra Reddy for their blessings, moral and financial
support, constant encouragement and dedicated efforts to educate me to this level. I deeply
express my gratitude to my loving brother Sandeep Reddy for being very supportive and source
of inspiration and joy in my life.
I thank my uncle and aunt Sri. Revath Reddy and Vijaya Rani for their blessings and
support throughout the course of my study.
I also thank my brother-in-law Nikhil who helped me out for collecting the data in
various districts.
I wish to express my heartfelt thanks to my fiancée Harika who has been a true support
and pillar in all my endeavors.
I extend my heartfelt thanks to my friends Narayana, Sri Lalitha, Madhavi, Karthik,
Don and Sridevi for their constant encouragement, good cooperation and help rendered during
the study and making it memorable one and personally I would like to express my gratitude to
my senior and junior friends.
I wish to express my sincere gratitude to all those unnamed who have helped in
completion of my study. I deeply wish to extend my warm thanks to the other staff members and
nonteaching staff of Department of Agribusiness Management, School of Agribusiness
Management, College of Agriculture, for their help and encouragement in carrying out the
programme and making it successful.

Thanks one and all
(E. VARUN REDDY)
LIST OF CONTENTS

Chapter No. Title Page No.

I INTRODUCTION

II REVIEW OF LITERATURE

III MATERIALS AND METHODS

IV RESULTS AND DISCUSSION

V SUMMARY AND CONCLUSIONS

VI LITERATURE CITED

APPENDICES
LIST OF TABLES

S. No. Title Page No.
4.1 Growth of poultry industry in India and Andhra Pradesh during 1991-
2001
4.2 Growth of poultry industry in India and Andhra Pradesh during 2002-
2012
4.3 Compound annual growth rate in farm gate prices of broiler in Ranga
Reddy district of Andhra Pradesh during 1991-2001
4.4 Compound annual growth rate in farm gate prices of broiler in Ranga
Reddy district of Andhra Pradesh during 2002-2012
4.5 Compound annual growth rate in farm gate prices of broiler in
Mahaboobnagar district of Andhra Pradesh during 1991-2001
4.6 Compound annual growth rate in farm gate prices of broiler in
Mahaboobnagar district of Andhra Pradesh during 2002-2012
4.7 Compound annual growth rate in farm gate prices of broiler in Medak
district of Andhra Pradesh during 1991-2001
4.8. Compound annual growth rate in farm gate prices of broiler in Medak
district of Andhra Pradesh during 2002-2012
4.9 Family structure of sampled contract and non-contract broiler farmers
4.10 Educational status of the selected contract and non-contract broiler
farmers
4.11 Occupational distribution of the selected contract and non-contract
broiler farmers
4.12 Farm size of contract and non-contract broiler farmers
4.13 Different breeds of broilers reared by contract and non-contract farmers
4.14 Frequency distribution of factors affecting the selection of traits by
contract and non-contract broiler farmers
4.15 Frequency distribution of system of farming adopted by the selected
contract and non-contract broiler farmers
4.16 Feed conversion in the selected contract and non-contract broiler
farming
4.17 Veterinary service, schedule and disposal of birds in contract and non-
contract broiler farming
4.18 Total value of inputs procured by the contract farmers from the contract
firm
4.19 Total value of inputs procured by non- contract farmers from the
market
4.20 Costs in poultry production by contract and non-contract farmers
4.21 Costs and returns structure in production activities by contract and non-
contract broiler farming
4.22 Average quantity of broilers marketed and returns obtained per batch
under different marketing channels by non-contract broiler farmers
4.23 Price spread per kg bird in various marketing channels under non-
contract farming
4.24 Production constraints in contract and non- contract farming
4.25 Marketing constraints in contract and non- contract farming
LIST OF FIGURES

Fig. Title Page No
No.
3.1 List of mandals in the selected districts of Andhra Pradesh
4.1 Trends in broiler growth in India and Andhra Pradesh during 1991-
2001
4.2 Trends in broiler meat production in India and Andhra Pradesh
during 1991-2001
4.3 Trends in broiler growth in India and Andhra Pradesh during 2002-
2007
4.4 Trends in broiler meat production in India and Andhra Pradesh
during 2002-2012
4.5 Average farm gate price in Rs/ kg of broiler in Ranga Reddy district
from January to December during 1991-2001 and 2002-2012
4.6 Average farm gate price in Rs/ kg of broiler in Mahaboobnagar
district from January to December during 1991-2001 and 2002-2012
4.7 Average farm gate price in Rs/ kg of broiler in Medak district from
January to December during 1991-2001 and 2002-2012
4.8 Marketing channels of broilers by non-contract farmers