As competition intensifies, companies face two clear paths to growth: acquire new customers or deepen relationships with existing ones. In saturated markets, the latter can be particularly challenging—which is why a growing number of meat producers are turning to geographic expansion, venturing into territories they had previously overlooked.
At the ProFood ProPack Exhibition 2026 in Colombo, for instance, many meat processors were actively exploring opportunities beyond major urban centers, where brand presence is already dense. Rising incomes, shifting food habits, and the borderless influence of social media are all contributing to this trend. Even consumers in the most remote areas are now adopting new dietary patterns, and meat companies are reporting increasing sales from previously untapped cities and regions.
However, reaching these new markets requires more than ambition—it demands a robust and efficient distribution network.
Build that road
In a recent interview with Asian Agribiz, Pradeep Kumar, Managing Director of Kasturi Farms, shared that the company has seen significant sales growth over the past few years, driven by a broader shift toward protein-rich diets. He noted that this shift gained particular momentum after the Covid-19 pandemic, as awareness grew around the role of protein in building immunity and overall health. Interestingly, this trend is not limited to metropolitan areas—Mr Kumar observed rising demand even in Tier 2 and Tier 3 cities, which were once considered minor markets for meat products.
Addressing the classic chicken-or-egg dilemma, Mr Kumar highlighted that Kasturi Farms has simultaneously worked to improve product availability across all regions. Whether through local chicken shops, online delivery platforms, ready-to-eat options, chilled products, or even 10-minute delivery services, the ease of access has made it simpler than ever for consumers to prepare chicken at a moment’s notice. This convenience, he believed, has not only boosted consumption but also contributed meaningfully to poultry farmers’ profitability.
Like many other players in India’s poultry sector, Kasturi Farms is in an expansionary phase, with ambitions to build a nationwide distribution network and establish itself as a national brand. In a country as vast and diverse as India, this is no small undertaking. Yet Mr Kumar remains optimistic, pointing to the improving logistics infrastructure in rural areas as a key enabler. “Availability is definitely key to promoting better consumption,” he said. “People eat more when it is easily available.”
Across the industry, poultry companies are not just finding new customers—they are building the pathways to reach them, one link at a time, all the way to the kitchen table.
