Poultry India, an advisory body with a primary mandate of spearheading the 'Eat Right, Eat Healthy' educational campaign, announced that its all-India Protein Awareness Campaign has gained momentum following its launch in Pune the previous month. Nutritionists and poultry farmers are assisting in spreading the message through various channels.
A National Initiative
The national initiative educates people on proteins' vital role in enhancing daily health, fitness, and general wellbeing. Communication methods include road-shows, open house discussions with parents, teachers and school children in urban and semi-urban areas, and town-hall meetings with village elders and guardians. Printed materials highlighting protein's importance have been distributed to retail outlets.
"Despite improvement in education levels and poverty elevation India unfortunately is still a malnourished, protein deficient nation…"
— Mr. Harish Garware, Executive Committee member, Poultry India
Poultry India's Protein Awareness Campaign reaches Telangana
Telangana — Next Stop
Telangana, among the country's largest poultry producers, represents the next campaign location. Chief Minister K Chandrasekhar Rao has recognised poultry as a key sector and supported farmers through subsidies and increased facilities.
India ranks third globally in egg production after China and the USA, employing over 25 million people and contributing Rs. 95,000 crores annually to the economy, with Telangana contributing substantially.
World Egg Day Partnership
The Government of India collaborated with Poultry India to commemorate World Egg Day on October 9, 2015, through essay writing competitions, cooking competitions, and awareness distribution efforts.
"Protein cannot be stored. Your body needs it daily. In right quantities."
— Mr. OP Singh, Core Committee Member, Poultry India
The Scale of India's Protein Gap
India has 194.6 million protein deficient and undernourished people — the highest globally. More than 65 million children under age 5 are stunted in India. The average Indian consumes approximately 37 grams per day of protein — nearly half of WHO recommendations of 1 gram per kilogram of bodyweight daily.
According to the PRODIGY survey, 80% of all Indians are protein deficient, including 91% of vegetarians and 85% of non-vegetarians.
"Given the risk low protein levels pose to the health of Indians, spreading proteins evenly across meals is extremely important."
— Dr Janaki Srinath, Nationally Acclaimed Nutritionist, Hyderabad
Looking Ahead
The International Diabetes Federation estimates 65.1 million diabetics in India, predicted to reach 69.9 million by 2025. By 2030, India will have 1.6 billion people — making the protein conversation increasingly urgent.
"The Protein Awareness Campaign is a worthy project…"
— Mr. Ranjith Reddy, MD, SR Hatcheries & Head, Poultry Breeders Association of Telangana