The Hindu Business Line : And now, branded ‘Keggs’ on your table

Choosing outlets
Preference for shops that have the ability to sell a certain number in a stipulated period of time to ensure that stocks do not build up.
The outlets should have air conditioner systems that would help to retain the true quality of the eggs.

Debdatta Das

New Delhi, July 2 Ages after Humpty Dumpty fell off the wall, the common egg is now being resurrected to new heights. Keggfarms Pvt Ltd, breeders and marketers of the genetically-enhanced ‘Kuroiler’ chickens, is now retailing premium branded eggs.

Quality table eggs

“There is a huge potential demand of high quality table eggs. In fact the eggs that people consume today are pathetic to say the least, as they are very stale by the time they reach retail points,” said Mr Vinod S. Kapur, Chairman, Keggsfarms Pvt Ltd.

“So we have decided to market premium quality eggs that are better in quality and that retain the nutritional value for a longer period of time,” added Mr Kapur.

Genetically selected

The eggs that Keggfarms plans to retail have been branded ‘Keggs’ and are from specific lines of the genetically selected Keystone Golden birds reared on a vegetarian diet.

“Since these eggs are from genetically selected birds, we plan to retail them at a premium price of Rs 5 per egg as compared to the regular eggs that are retailed at Rs 2 per egg. These eggs are also slightly brownish in colour, almost like tan,” said Mr Kapur.

Outlets

The company has already started retailing the eggs at all premium and urban outlets in South Delhi.

“The total egg consumption of Delhi is 35 lakh eggs a day and we currently do about 9,000 eggs a day. So there is a huge potential for growth even though our focus area is very niche,” he said.

The company, however, is very choosy about the retail outlets that sell these eggs. “We prefer shops that have the ability to sell a certain number in a stipulated period of time. This ensures that stocks do not build up over a period of time.

“Also the outlets should have air conditioner systems that would help retain the true quality of the eggs,” Mr Kapur said.

Future plans

On future plans of the initiative, Keggfarms, intends to hive off its eggs business into a separate subsidiary altogether.

“Currently our focus is Delhi. But the day the brand Keggs is able to evoke a certain confidence in consumers we will think of venturing into other cities as well”.

Keggfarms is a poultry company established in 1967 that in the 1990s pioneered the business model of breeding genetically modified birds for distribution to rural village women.