The Transformation of India's Cattle Feed Industry Driven by Innovation
The cattle feed industry in India is experiencing a transformation, marked by a shift from conventional feeding methods to compound feeds. This change is primarily driven by the rising demand for milk, which is influenced by urbanisation and lifestyle changes. As farmers strive to meet productivity goals, scientifically balanced feed has become essential.
One of the significant trends is the adoption of Total Mixed Ration (TMR) feeding and silage-based systems by medium and large dairy farms, which typically house between 50 to 300 animals. These farms require consistent and high-quality feed, thus boosting the demand for organised and branded feed products.
Additionally, there is an increasing awareness among modern dairy farmers regarding nutritional factors such as rumen pH balance and the use of chelated minerals. This awareness is influencing farmers to opt for premium nutritional solutions over low-cost feed options, thereby driving the market for value-added feed products like rumen-protected choline and yeast culture.
Silage feeding, once a niche concept, is gaining popularity due to green fodder shortages. This practice ensures year-round fodder availability and increases the need for concentrated feeds to maintain balanced nutrition, thereby indirectly driving feed demand.
The industry is also witnessing tighter feed safety and quality regulations, particularly concerning aflatoxins in milk. As a result, there is a growing demand for scientifically formulated and tested feeds to meet these safety standards. Government programs from organisations like the NDDB and NABARD are supporting this shift by promoting scientific feeding practices and providing grants for farm modernisation and veterinary outreach.
Digital platforms and branding are playing a significant role in this transformation, with farmers increasingly relying on digital influencers and community pages. Companies that effectively use emotional marketing and storytelling are seeing faster adoption of their products.
