Inspired by the success of Operation Flood in the milk industry, Dr BV Rao of Venkateshwara Hatcheries Limited decided to mobilise a similar project in the egg industry. The National Egg Co-ordination Committee (NECC) was born. This week in Storyboard18's Throwback, we take a look at NECC's 'Roz khao ande' campaign from the eighties
How 'Sunday ho ya Monday, roz khao ande' changed India's perspective towards eggs. Image: Shutterstock
The year was 1981 and storm clouds were gathering over the Indian egg industry. Input costs had increased dramatically. Margins had fallen. About 40 percent of the poultries had gone out of business. The entire industry faced a threat to its survival.
Inspired by the success of Operation Flood in the milk industry, Dr BV Rao of Venkateshwara Hatcheries Limited decided to mobilise a similar project in the egg industry. The National Egg Co-ordination Committee (NECC) was born.
NECC, founded as a cooperative movement, was a beacon to unite poultry farmers around India so that they had control over their destiny. Dr Rao called it 'My Egg, My Price, My Life'. Today, NECC is the world's largest single association of poultry farmers and has contributed significantly to the betterment of the egg and poultry business. However, in the early days, there was an urgent need to create demand and stem the deteriorating business conditions.