BroMark’s initiatives strengthen the Broiler Markets

Until recently, the farm-gate prices of broilers remained low and non-remunerative to farmers, despite severe shortage in Maharashtra and Andhra Pradesh. This was due to manipulation by a section of the trade and other instigators. With a view to change the market to the advantage of farmers and provide them with an alternative, BroMark has undertaken certain bold and aggressive measures -which have yielded positive results in a short time span.

To end the exploitation of farmers, BroMark announced a minimum floor-price payable to them, in production centers like Pune, Nasik, and Panvel. An open offer to buy the broilers at these prices from farmers who were unable to sell the birds at such prices was made. This offer was available to all farmers in these areas, irrespective of the breed i.e. Vencobb as well as non-Vencobb. BroMark’s advertisements had an immediate impact, compelling other traders to step up their prices as well.

BroMark has also expanded its retail network. With increasing numbers of retail shops in Hyderabad, Pune, Pimpri and Chinchwad, presence in and around Mumbai, Thane, Dombivli, Kalyan, Andheri and Panvel has also been stepped up. There is a high level of standardization in these outlets, which sets them apart from others in the unorganized market.

The shop design, appearance, slaughtering equipment, slaughtering, and storage practices and pricing pattern are all standardized and closely monitored to ensure strict compliance. This ensures quality and hygiene, and more importantly, customer-friendly prices, leading to customer confidence. As a result, the volume of off-take has increased tremendously with some shops achieving a 100% increase.