The Indian poultry industry is deeply segmented. With an annual growth rate of 15 per cent, the industry ranges from big players using modern hatching and rearing techniques to small farmers who raise minuscule stocks in traditional manner.

Pune-based Venkateshwara Hatcheries, which has about 60 per cent market share, is the market leader. The organised sector was detached from the poultry farms in the hinterland, till Coimbatore-based Suguna Poultry Group introduced in the late 1980s the concept of