Devising a marketing strategy for a goat meat producer company in Tamil Nadu

Abstract

In Tamil Nadu, the meat market is composed of few organized meat-producing players like Suguna Chicken, etc. but predominantly composed of many unorganized players. Theni District Farmers Goat Producer Company Ltd. is a registered company facilitated by an NGO called ‘Vidiyal’. The company was primarily started to promote goat rearing and farming by women. The farmers or the producers are themselves the shareholders of the company. The farmers rear the goats using scientific methods that they learn through Open and Distance Learning (ODL) through modern Information and Communication Technology. Also, managerial skills, profitable farming, sustainable practices and food and livelihood security arealso provided to the farmers through various channels.