Manjunath Marappan and Ashok Kannan have revolutionized traditional free-range poultry farming, departing from the conventional practice of raising chickens in cages for egg production. In 2010, independently of each other, they both embarked on free-range farming ventures, managing farms near Madurai and Bengaluru, respectively. Their paths converged in 2012, leading to a mutual understanding.
In 2010, prior to their meeting, they independently initiated free-range farming endeavors on farms near Madurai and Bengaluru. Their connection in 2012 marked a pivotal moment.
Living in a tier II town, Ashok sought market support, a need fulfilled by Manjunath, based in Bengaluru, Karnataka. Manjunath, in turn, sought a partner with expertise in production and shared values in welfare, humane farming, and the production of clean and nutritious eggs.
“We collaborate with small poultry farmers, providing training in organic egg production without the use of antibiotics,” states Manjunath. Happy Hens Farm also formulates bird feed to enhance immunity, which is shared with partner farmers. “Subsequently, we procure free-range eggs, offering farmers a sustainable livelihood,” he adds, underscoring rural entrepreneurship and empowerment as fundamental to their production model.
The protection and welfare of farm animals gained prominence in the late 1990s and early 2000s in the European Union. “We were similarly motivated to implement stricter standards, especially for chickens. India’s rich history of chicken domestication made free-range farming a natural choice. We opted to reintroduce humane practices amidst the trend towards westernization,” explains Manjunath, overseeing branding, marketing, and finance at Happy Hens Farm.
Before venturing into free-range farming, Ashok was involved in the medicinal plant trade. “I leveraged that experience to naturally enhance the birds’ immunity and create a healthy feed and ecosystem,” he notes. Happy Hens Farm supplements hen feed with flaxseed to enrich eggs with Omega-3 and utilizes natural ingredients from cows to produce panchgavya, an organic antibiotic that boosts immunity.
In 2014, Happy Hens Farm produced approximately 500 eggs daily, a figure now soaring to 20,000 eggs per day. Manjunath reveals that while regular eggs typically fetch Rs 60-70 for a pack of six, Happy Hens’ eggs are priced at Rs 150.
