odrej Agrovet, part of Godrej group of companies, has decided to take the live chicken head on in the market. In a recently launched TVC (created by Mudra Communications, Mumbai) for its Real Good Chicken (RGC) brand, the company urges consumers to shift from �live� (slaughtered and packed in front of the consumer at the local knife-shops) to �fresh� chicken. Godrej wants consumers to upgrade to what it calls �fresh packs�, a global norm, where consumers pick up processed and packed chicken from a visi-cooler. This is in sharp contrast to the trend in India today, where live chicken accounts for 95 per cent of the consumption. And Godrej wants to do "everything it can to reduce its dominance."

This is not the first time that chicken is being branded; but this is a pioneering concept in that the Godrej chicken is chilled, not frozen. Explaining the process, BS Yadav, general manager, integrated poultry business, Godrej Agrovet, says that the chicken is processed at the company�s plants (at Taloja, which caters to the markets of Mumbai and Pune, and at Bangalore, which supplies that city as well as Chennai and Hyderabad) at night and is sent to the stores the following morning. ... more