Rationale for launching the Business

Commercial Poultry in Pakistan was established in 1962. It is one of the largest agro based
segment of Pakistan having an investment of more than 1,168 Billion rupees. Poultry Industry of
Pakistan is making a tremendous contribution in bridging the gap between supply and demand of
meat protein. With the continuous depletion of supply of red meat, poultry is the cheapest
available animal protein source for our masses. As per standard of World Health
Organization, daily requirement of animal protein for a person is 27 grams whereas public
is consuming 17 grams only. Therefore people of Pakistan are already consuming less protein
as per required standards. The reason for launching business in this sector is “the huge
consumption potential in this industry.” The gap we have identified to address is to provide
hygienic chicken meat on the same local market rate.

Market size and growth

Presently turnover of Pakistan Poultry Industry is about 750 Billion rupees. Forty to forty-
five percent (40-45%) of the total meat consumption is being procured from poultry products.
Annually we are producing 2,250 million kilo grams chicken meat. The annual growth rate of
broiler chicken market is 10% to 12%, such a potential abundant market.

Proposed customers

All those chicken meat consuming people who consider cleanliness as vital part of their lifestyle.

Competitor analysis

We directly compete with local phatta market and indirectly we take K&Ns, SABROSO,
MENU, and SIMPLY SUFI as our competitors in their RAW Meat product. On average our
competitors are charging an average price of Rs. 375 for one KG meat and on average local
market rate of raw meat (for a week) has remained Rs. 243 per kilo gram. A thirty-five
percent (35%) more is being charged by our branded competitors from customers.