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Case Studies in Marketing by Jaydeep Mukherjee, Kanwal Nayan Kapil

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8

The Struggles of the Egg Industry

BACKGROUND

It is a well-known fact that India has gifted the world with the species Red Junglefowl and the Silver Junglefowl, out of whose progenies, domesticated and crossbred, have emerged the ‘pure lines’ of today. The history of poultry in India is about 5,000 years old. The strange paradox is that although this country introduced poultry to the world, it remained indifferent to it for a long time. The main factor was a religious taboo on poultry products in many Indian communities. The credit for developing the poultry in this country should go to the Christian missionary organizations and some Britishers who brought a few superior exotic breeds at the beginning of the twentieth century.

In 2004, in ...

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