A Kiosk is proposed to be established at major cities for selling backyard country eggs and value added products of egg. Kudumbashree is decided to start egg kiosk at all the 14 districts. The eggs will be marketed through Kudumbashree kiosk, retails outlets, wholesale, catering agencies, Anganwadis, Govt canteens, Hospital canteens, small refreshment shops (thattukadas). Kudumbashree will provide financial support to the community development societies to establish egg kiosks and the CDS can appoint two people for operating and functionalising the egg kiosk or can rent out the same for any of the Micro enterprises units. In addition to selling of natural eggs, a food joint will be developed to serve major kinds of egg recipes in this place (preferably snacks). The expected sales turn over will be 2.8 lakh per month.
• To provide a channel for Kudumbashree beneficiaries for marketing their eggs
• To introduce branded outlets so that to ensure the distribution of quality country eggs
152 egg packing centres one each at each block
Kudumbashree has introduced packed backyard poultry egg in the name of ‘Janova’in all District. In Kerala, we have 1034 Community Development Societies in 152 blocks. We are planning to set up 152 collection centres; ie one collection centre in each block. The average sales expected from one Collection unit is 10,000 eggs per day.
• Creating an employment opportunity for small and marginal women egg producers by ensuring sustainable income
To collect the eggs Kudumbashree will appoint egg collectors in each community development Societies, the grass root level structure of Kudumbashree. Approximately 1000 egg collection collectors will be appointed. Employee branding will be done. Kudumbashree will provide subsidy to buy collection vehicles. The egg collector’s collects eggs from the NHG members of the CDS assigned to them and handover the eggs to egg collection and packing unit at block level. The collectors will get a commission according to the weight of the eggs collected by them. It is designed to get an average amount of Rs. 750/day for each egg collectors in the state. The producers will get the amount of eggs in every week through account. The block level egg collection and packing unit will monitor the same.
The packaging of the final product will be differentiated into standard, packaged and premium. Standard will be pitched to wholesalers. These products will have minimum required packaging and will be moved in bulk. The packaged products will be pitched to retailers and supermarkets and these will have aesthetic branded product packaging. The premium products will have premium packaging and will be pitched and placed only in places where there is considerable High Net worth Individuals (HNIs) footfall.
Transport of eggs to the Retail/ Wholesale Stores by rented vehicle: One vehicle should be facilitated for delivering the products in two blocks. Driver and one delivery boy should be engaged for the same. They should be managed by the CDS. Sales representatives will support the team by taking orders from the retailers/supermarkets, wholesalers and other customers on the previous day itself. They will also be responsible conducting surprise visit to the member’s locations to ascertain the integrity of the stock and production.
Price and Sales Strategy
The egg collectors collect the egg at the rate of is Rs. 5.50 per egg from the NHG members. The final product will be differentiated into standard, packaged and premium. Standard will be pitched to wholesalers. The pricing of Standard products will be at cost or even at a discount because the aim is to push the stock. These products will have minimum required packaging and will be moved in bulk. The packaged products will be pitched to retailers and supermarkets and these will have aesthetic branded product packaging. They will be priced at Rs. 7 considering the margin to be provided. The premium products will have premium packaging and will be pitched and placed only in places where there is considerable High Networth Individuals (HNIs) footfall. They will be priced at Rs. 9.