LIVE SHRINK LOSS IN BROILER MARKETING

A total of 4.06 million MT of poultry meat was produced in India during 2018-19 (BAHS 2019). As poultry meat is sold at INR.160 per kg at retail shops on an average the value of poultry meat produced in the country amounts to INR. 65000 crores. If we consider that mean live shrink loss of 4.47% estimated in this study is translated to the entire poultry meat business the industry would be losing about INR. 2905 crores annually through live shrink loss alone. Hence the industry will be benefited if appropriate amelioration measures are identified and adopted to minimise the above loss substantially.