In a special dialogue with Mr. Abhishek Negi, Founder of Eggoz, we explored the journey and vision behind North India’s leading egg brand. Eggoz offers a range of high-quality, farm-fresh eggs, employing advanced technologies to ensure superior quality and freshness. Their commitment to safety and hygiene includes rigorous measures to keep eggs free from hormones, antibiotics, and harmful chemicals. Focusing on quality and effective marketing, Eggoz has become North India’s largest egg brand, leveraging offline and online sales networks for significant revenue growth. Mr. Negi discussed their strategic expansion of outlets and farms, meeting increasing demand, and plans for launching a frozen products range. With continuous innovation and a positive impact on the business, people, and environment, Eggoz aims to stay at the forefront of the egg industry.
Could you provide an overview of Eggoz and the range of products you offer?
Eggoz stands out in the industry due to its unwavering commitment to providing farm-fresh eggs across the nation. We prioritise the health and satisfaction of our customers above all else, ensuring that every egg we deliver is of the highest nutritional value and quality. Our eggs are farm-fresh, odour-free, and undergo rigorous sanitisation through 11 safety checks to guarantee freshness and safety. Sourced from hens fed a 100% herbal diet, our eggs boast vibrant orange yolks enriched with lutein, Vitamin D, and Vitamin A, enhancing their nutritional benefits.
Range of Products:
Egg Segment:
White Eggs, Brown Eggs, Free Range Eggs, Nutra Eggs and Junior Plus Eggs
Frozen Segment:
Egg Bhurji Momos, Egg Nuggets, and Egg Burger Patties
Beyond our product offerings, Eggoz makes a meaningful impact by enriching the lives of rural egg farmers. Our improved farming setups result in a 30% reduction in greenhouse emissions compared to traditional dairy farming practices, contributing to a more sustainable food ecosystem.
With many players in the egg market, what strategies does Eggoz employ to stay ahead of the competition? How has becoming the largest egg brand in North India contributed to your market position?
At Eggoz, our mission is clear: to make our brand ‘Amul of eggs’ where consumers choose Eggoz Eggs for their nutritional excellence and quality assurance.
Addressing Industry Challenges: In India, over 97% of eggs are sold loose, leading to widespread issues such as nutritional degradation, poor hen feed, inadequate veterinary care, and an unhygienic supply chain. These challenges affect consumer trust and satisfaction.
Innovative Solutions: Eggoz Nutrition has strategically integrated innovation and technology to revolutionize the egg market. Our approach focuses on:
- Quality and Nutrition: We produce eggs from hens fed a 100% herbal diet, resulting in eggs with vibrant orange yolks rich in lutein, Vitamin D, and Vitamin A. This nutritional profile surpasses industry standards, ensuring superior quality and taste.
- Safety and Hygiene: Implementing an 11-point safety check process, including UV sanitization, ensures our eggs are safe and hygienic from farm to table. This commitment to cleanliness and traceability builds consumer trust.
- Supply Chain Efficiency: Our tech-enabled farm integration model ensures eggs reach retail shelves within one day of laying. This quick turnaround enhances freshness and shelf life, setting us apart in the market.
- Farmers’ Well-being: By providing herbal hen feed and round-the-clock veterinary care, we support the local poultry farmers, contributing to sustainable farming practices and superior egg quality.
Market Leadership in North India: Becoming the largest egg brand in North India has been pivotal to our market position. Eggoz has achieved this through:
- Omnichannel Distribution: We leverage a robust distribution network across online and offline platforms, ensuring widespread accessibility and consumer reach.
- Brand Recognition: Our unique selling proposition of herbal-feed-produced eggs with orange yolks has resonated strongly with consumers seeking premium quality and health benefits.
- Innovation in Product Offerings: Introducing India’s first range of egg-based value-added products, including Egg Momos and Egg Burger Patties, has diversified our product portfolio and attracted new consumer segments.
Eggoz continues to lead the $12B Indian egg market by prioritizing innovation, quality, and consumer satisfaction. Our commitment to excellence and sustainable practices reinforces our position as a trusted leader in the industry, driving growth and setting benchmarks for others to follow.
How does Eggoz ensure the quality and freshness of its eggs? What technological innovations and methods have you implemented in your production and distribution processes?
Eggoz has strategically integrated innovation and technology into its operations to remain at the forefront of the egg industry. Leveraging the 11-point safety check processes such as candling, grading and UV sanitisation ensures the highest standards of egg quality and safety. Additionally, our commitment to helping farmers by providing 100% herbal hen feed has set us apart in the market. This unique approach ensures the well-being of the hens and results in eggs with vibrant orange yolks, rich in essential nutrients like lutein, Vitamin D, and Vitamin A.
Furthermore, our investment in technology extends beyond production to support our partnered farmers. We provide farmers with IoT devices and apps designed to reduce diseases and flu in hens, thereby improving production outcomes. We have developed artificial intelligence models to detect bird diseases and predict demand & supply, that helps with reducing losses and increasing farmer income. By embracing innovation and technology across all aspects of our business, Eggoz remains committed to delivering superior quality, nutrition, and convenience to our valued customers.
What measures are taken to maintain the highest standards of safety and hygiene for your eggs? How do you ensure that your eggs are free from hormones, antibiotics, and chemicals?
At Eggoz, we are deeply committed to maintaining the highest standards of safety and hygiene for our eggs. Here are the key measures we take to ensure the quality and purity of our products:
Measures for Safety and Hygiene:
Strict Farm Hygiene Protocols:
We implement rigorous hygiene practices at all our partner farms, including regular cleaning and disinfection of poultry houses.
Farmers and workers are trained in proper hygiene and biosecurity measures to prevent contamination.
Regular Health Checks:
Our hens undergo regular health checks by veterinary professionals to ensure they are healthy and free from diseases.
Any signs of illness are promptly addressed to prevent the spread of disease.
Controlled Environment:
We maintain a controlled environment for our hens, including optimal temperature, ventilation, and lighting, to promote their well-being and reduce stress.
Automated Collection and Processing:
We have state-of-the-art processing facilities where eggs are cleaned, sorted, and packed under strict sanitary conditions.
Regular Audits and Inspections:
We conduct regular audits and inspections of our farms and processing facilities to ensure compliance with safety and hygiene standards.
Ensuring Eggs are Free from Hormones, Antibiotics, and Chemicals:
No Hormone Policy:
We adhere to a strict no-hormone policy. Hormones are not used in any stage of egg production, as their use in poultry is banned and strictly monitored.
Antibiotic-Free Assurance:
We do not use antibiotics and growth promoters. We rely on probiotics to improve the immunity and health of the Hens.
Feed Quality Control:
We feed our birds completely herbal feed based on maize, bajra, soya, rice, etc. Our birds are not fed industry byproducts such as DDGS, leather and fish meal which is harmful to bird’s health as well as consumer’s health. Our birds are not given any growth promoter hormones.
By implementing these comprehensive measures, we ensure that Eggoz eggs are not only safe and hygienic but also free from hormones, antibiotics, and harmful chemicals, providing our customers with the highest quality eggs possible.
How do you market your products, and what promotional campaigns have been most effective? Can you describe your sales network, both offline and online, and how it supports your growth objectives?
The primary objective for Eggoz as a brand was to establish differentiation in a commoditised segment. It involved educating consumers who believed that “an egg is just an egg” to recognise what truly matters. Our marketing efforts focused on highlighting Eggoz’s unique selling proposition: the signature “Orange Yolk,” which is a testament to the high-quality nutrition provided by our eggs. This message was brought to life through the campaign “Orange Yolk = Better Nutrition,” amplified across various mediums.
Campaign Details:
Awareness Campaigns on Social Media Platforms:
Eggoz became the first egg brand to launch awareness campaigns on all social media platforms. Thematic films like “Orange Yolk = Better Nutrition” were pivotal in conveying this message.
Ad Film Links:
Mr. Eggoz & Dulaari
Always-On Influencer Program:
Carefully curated influencer programs were designed to drive consideration among our core target audience, emphasizing Eggoz’s distinctive Orange Yolk.
Visibility on Ground:
Tactical activations at Egg Outlets, Dealer Outlets, and through last-mile vehicle branding. The communication highlighted “Orange Yolk = Better Nutrition.”
Sampling:
Extensive sampling initiatives targeted consumers at strategic locations such as Gyms, RWAs, corporates, and parks.
On-Platform Marketing:
Continuous performance marketing on online grocery platforms to influence consumer perception at the final point of purchase.
Sales Network:
Our Sales Network is broadly categorized into four segments:
Online Grocery (E-Commerce)
Modern Trade
General Trade
Wholesalers
- Online Channels: These platforms not only built credibility but also raised awareness, establishing Eggoz as a market leader in branded eggs.
- Customer Retention: A high retention rate of 75% facilitated our smooth market entry and expansion within the customer base.
- General Trade and Wholesale Network: These channels are crucial for extending our reach into markets dominated by unbranded eggs.
By leveraging these strategies and networks, Eggoz continues to differentiate itself, educate consumers, and maintain leadership in the competitive egg market.
Eggoz has recently generated significant revenue growth. What key factors have driven this success, and how have you managed to expand your outlets and farms to meet increasing demand?
We have expanded our distribution both online (having started in Mumbai and Pune and gained market share across platforms in the southern market) and offline (beginning to cater to wholesalers in general trade, servicing over 200 wholesalers in the north and more than 50 in the south, In addition to this we’ve added 350+ retailers all India). Additionally, we introduced ‘Eggoz Everyday’ INR 10 price point, which is contributed 5% to our total branded revenue. We have a good network of farmers across India which eventually helps us to onboard them across multiple regions. Additionally, we’ve plug-and-play models for integrating with poultry farmers to meet increasing demand.
With the ongoing success and upcoming launch of your frozen products range, what are Eggoz’s plans for future expansion and innovation? How do you envision sustaining and enhancing your positive impact on the business, people, and the environment?
Eggoz is pioneering the market with India’s first range of frozen egg snacks, including egg momos, nuggets, and burger patties, offering the nutritional benefits of eggs and protein across various meal occasions. This innovative product line has made a significant impact, reshaping consumer preferences and promoting healthier dietary choices as we strive towards becoming India’s leading egg brand.
Looking forward, our vision for the next three years is focused on expanding our market presence and solidifying our position. We aim to broaden our product offerings beyond traditional breakfast eggs by introducing more versatile options through our frozen range. This includes innovative products like egg bhurji momos, egg nuggets, and egg burger patties, catering to evolving consumer tastes and preferences.
Furthermore, our expansion strategy involves strengthening our distribution network to reach new consumer segments nationwide. An improved farming setup results in a 30% reduction in greenhouse emissions which is 20% lower compared to dairy. We are dedicated to enhancing our positive impact on the environment through responsible farming practices and reducing our carbon footprint.
As we grow, Eggoz, upholds high standards of quality and promotes healthier living through our diverse range of egg-based products, we aim to sustain and enhance our positive influence on consumers, the environment, and the industry as a whole.
