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Home / IAS Preparation / Pink Revolution

Pink Revolution in India - Challenges & Government Regulations [UPSC Geography Notes]

Last Updated on Nov 08, 2023
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Durgesh Patel coined the phrase “Pink Revolution” and is known as the father of Pink Revolution. Pink Revolution is related to upgrading the meat and poultry processing business, where modernization is accomplished by specialization, mechanization, and standardization of procedures. It focuses on processing chicken and meat, onion manufacturing and pharmaceuticals. India has a large population of poultry and cattle, and this industry has a lot of room for growth. 

Pink Revolution

Pink Revolution is among the most important topics for the UPSC IAS exam. It covers a significant part of the geography subject in the Mains General Studies Paper-1 syllabus and General Studies Paper-1 of the UPSC Prelims Syllabus.

In this article, we shall study the potential, challenges, and government regulations in India regarding the pink revolution.

Join the Geography Optional Course and prepare for the mains with the experts.

What is Pink Revolution?

The Pink Revolution is a term used to describe the technological advancements in the meat and poultry processing sector in India. The term was coined by Durgesh Patel, who is known as the father of the Pink Revolution. The Pink Revolution aims to modernize the meat processing sector in India. This is done by adopting new technologies and improving the existing processes. 

Also, check out the Golden Fibre Revolution here.

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Potential Of Pink Revolution in India

The UN’s Food and Agriculture Organization (FAO) reported that India is well on its way to modernizing meat and poultry production in research titled “Indian Meat Industry Perspective.” 

India’s meat and poultry processing industry has a lot of room for expansion:

  • Livestock rearing and allied occupations employ approximately 10% of the rural labour force, accounting for around 26% of total agricultural value-added.
  • Due to cultural considerations, India’s bovine meat consisted solely of buffalo (carabeef).
  • According to Meat & Livestock Australia, a meat industry research firm, India’s bovine meat production costs are significantly cheaper than competitors such as Brazil and Australia.
  • Given India’s geographic location, it is well-positioned to serve markets in the Gulf and East Asia.
  • India has the world’s greatest number of cattle and buffalo, with 58 percent of the world’s buffalo population.
  • The bovine meat business contributes significantly to job creation in the agriculture sector.
  • In India, meat production is primarily a by-product of livestock production.
  • Food tastes are evolving towards a protein-rich diet as wages rise in developing nations and the youth population grows. India benefits from the increased demand for meat products in such a scenario.

Check out the Food Safety and Standards Authority of India (FSSAI) here.

Challenges Associated with the Pink Revolution in India
  • Despite its large cattle population, India possessed only around 2% of the global livestock market.
  • Poor infrastructure, such as suitable abattoirs, cold storage facilities, stockyards, and bloodless storage, are important obstacles in the bovine meat sector.
  • This Revolution is also concerned with ensuring the quality and safety of meat production and offering meat testing facilities.
  • India needs stronger hygienic procedures in chicken and meat processing and increased investment.
  • Developing standard regulations for meat and safety aspects of meat production and providing cold storage for the meat and poultry processing sector’s expansion are two other key problems.
  • Besides that, expanding infrastructural facilities for modern stockyards, meat testing facilities, and bloodless storage for the meat and poultry processing sector represent a danger to India’s Pink Revolution.
  • Developing popular guidelines for meat processing and export and standardizing the pleasant and safe components of meat and poultry are among the challenges.
  • These issues will exist without direct government assistance, and they may offset the industry’s cost advantage.
  • The rise of right-wing beliefs and politics in the cattle industry has exacerbated the problem, with several areas outlawing buffalo slaughter.

Also, check out the Issues Relating to Poverty and Hunger here!

Government Strategies to Promote Pink Revolution

More than 700 billion dollars are being spent on the poultry sector in India. It has been developing at rates of 8 to 15% yearly. This revolution in India is also supported and promoted by the Indian government. Government Strategies to Promote the Pink Revolution are listed below. 

  • There are no limitations on the export of chicken and poultry products.
  • The government provides transportation subsidiaries.
  • Non-imposition of taxes or excise taxes by the meat and poultry industry.
  • Foreign direct investment (FDI) restrictions have been removed, allowing 100% FDI to exploit market opportunities.
  • The Indian government has initiated a comprehensive plan to modernize slaughterhouses in India. 
    • This is done to monitor the quantity of wasted meat, quality standards, degradation, and contamination of produce.
  • According to the Report of the Working Group on Animal Husbandry and Dairying 2012–17, inadequate infrastructure, such as suitable abattoirs and cold storage facilities, is necessary for this industry to survive. 
    • It is one of the primary obstacles in the bovine meat business. 
    • Direct government assistance is necessary for these issues to continue and may even offset the cost advantage that this business already has.

Using better management techniques, steps are taken to boost the effectiveness of meat production from various species of animals. Malaysia, Thailand, Vietnam, Australia, Saudi Arabia, the United Arab Emirates, and Egypt import beef from India. 

The three states of Punjab, Maharashtra, and Uttar Pradesh are the top exporters of buffalo meat. By-products from the slaughterhouse can be given more value, which increases revenue and reduces the expenses associated with their disposal.

Also, check out the article on the green revolution here!

Current Status of Pink Revolution in India
  • The Pink Revolution is still in its early stages. But, it has made significant progress in recent years.
  • The government has taken several steps to promote the Pink Revolution, such as:
    • providing subsidies for the adoption of new technologies and
    • setting up abattoirs and meat processing plants in rural areas.
  • The private sector has also invested heavily in the Pink Revolution. It has set up new meat processing plants and cold chains.
  • As a result of these efforts, the meat and poultry industry in India is growing rapidly.
  • India is now the world's largest producer of poultry meat. It is the second-largest producer of buffalo meat.
  • The Pink Revolution is expected to create new jobs and boost the economy of rural India.

Also, check out the article on Yellow Revolution here!

Pink Revolution: Growth Drivers and Emerging Trends

India's unorganised backyard poultry business is a powerful tool for helping many landless and marginal farmers supplement their earnings and ensuring the rural poor's nutritional security.

Rising incomes, a rapidly growing middle class, the development of vertically integrated poultry farmers who have reduced consumer prices by reducing production and marketing costs, and other factors have all led to the expansion of the chicken industry in India.

Therefore, these achievements and growth rates have been maintained despite the onset of avian influenza, which was a significant setback for the business. This shows the subsector's durability, the private sector's endurance, and the government's prompt intervention.

The future success of India's poultry sector depends on integrated production, the shift from live birds to chilled and frozen goods, and laws that guarantee accessible maize and soybean supplies. Additionally, disease surveillance, monitoring, and control will affect the sector's future. To project future patterns, past and present scenarios must be considered.

Check the Other World Food Programme (WFP) here.

Pink Revolution: Government Regulations in India

The National Meat and Poultry Processing Board, which operates under the Ministry of Food Processing Industries’ directions, controls the Revolution. 

The following are some of the policies and examples of government backing in India:

  • The Food Safety and Standards Authority of India (FSSAI) intends to raise local meat production standards, focusing on ‘modernization’ through adopting industrial-style manufacturing facilities.
  • The Indian government’s Agricultural and Processed Food Products Export Development Authority (APEDA) has sanctioned the construction of 70 integrated abattoirs, slaughterhouses, and meat processing plants nationwide.
  • The government has initiated a comprehensive strategy for renovating slaughterhouses around the country to maintain a check on the amount of meat lost, quality standards, degradation, and contamination of produce.

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Pink Revolution in India - FAQs

Pink revolution is the term coined by Durgesh Patel which ensures modernization of the meat and poultry processing sector and aims to increase Onion production in India.

Durgesh Patel is regarded as the Pink Revolution's father.

The term pink revolution refers to the meat and poultry processing industry. Its goal is to promote increased onion production in India.

The Pink Revolution was first proposed in 1996 in our prosperous country.

Yes, the Pink Revolution is related to onions.
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