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COMPANY LAUNCHES “PUNJAB EGGS” – AN ATTRACTIVELY
PACKAGED BRAND OF EGGS
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Category : Companies
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# COMPANY LAUNCHES “PUNJAB EGGS” – AN ATTRACTIVELY PACKAGED BRAND OF EGGS
# HIGH NUTRITIONAL VALUE AND HEALTHY EGGS NOW A REALITY
# TRADITIONALLY PRODUCED EGGS NOW PASSE, ENTER “PUNJAB EGGS” – EGGS WITH A TECH
EDGE
CHANDIGARH, 26.8.11,A Rajpura based company, Raja Farms Pvt. Ltd, has come out with a path-breaking new product. Branded
as “Punjab Eggs” the product is slated to revolutionize how modern day Indians consume eggs. “Peggs” is the name given to eggs
that are not the regular ones laid in unhygienic and smelly poultry farms, but are produced in an environment that is just the
opposite – totally clean, hygienic and mechanically packed . The innovative brandwas launched today in Chandigarh by Raja
Farms Pvt. Ltd. Present on the occasion were company Directors Mr.Rajinder Raja, Mr. Bhimsain Raja and Mr. Mohit Raja. The
production technology has been indigenized from
Europe. Under the technology, standardized quality eggs are delivered through the most modern and hygienic
process of manufacturing. The facility at Rajpura has a specialized plant catering to the needs of masses. The birds
are given special care in a very clean environment and are provided nutritious feeds. Mr. Dhirendra Kumar, who is
a BVSC graduate from Veterinary College, Bangalore and has over 20 years of experience in the Industry, is part
of the core team at Raja Farms. Dr. Kumar is an avid National Rally Driver and has a 2002 Limca Book of Records
certificate to his credit. Not just Dr Kumar but another well known veterinarian Dr. Ramasubba Reddy is also
providing expert advice to the company. Dr Reddy is a BVSC, MSc (Vety) and a P.hd from ANGRAU, Hyderabad.
Reddy has over 40 years of experience in the field.
“Peggs” delivers eggs that are of standardized quality and weight and which have a high nutritional value. Says Mr.
Mohit Raja, Director, Raja Farms Pvt Ltd, “The Unique Selling Proposition of ‘Peggs’ is that from laying of eggs
till their final packaging, these remain untouched by naked hands. These are mechanically tested on ultramodern
machines thus delivering consistently high quality.” Adds Raja, “The brand provides customer satisfaction and helps
consumers to continue getting the same quality on an ongoing basis.”
The Indian market has a high consumption pattern of eggs. The conventional way of packaging is the tray packing
having 30 eggs each. As “Peggs” involves technological intervention from production stage till packaging, it is
packed in a convenience pack of six, for retail consumption. The bigger tray is not very sturdy and it’s difficult to
carry the same home from the retailer. This is understood by promoters of “Peggs”. With the nuclear family system
becoming predominant especially in urban areas, which is the main target market for these eggs, the producers
of “Peggs” have focused a lot on convenience - packing. Pricing remains a major consideration when a new product
is launched in India, especially North India, is a big market with good disposal income. The purchase pattern
especially in urban India suggests the changing needs and wants of the customer. Now, convenience packaging
combined with standardized high quality fetches high consumer attention. The retail customer is ready to pay extra
as long as he gets what he wants i.e. high quality, clean and standardized eggs that are innovatively packed. The
existing price is higher than the conventional eggs. This is justified with the embedded features of the product like
standardized and high quality, convenience packaging, more nutritional value etc.
Initially, the company has planned to test market its product within the limits of Tricity i.e. Chandigarh, Panchkula
and Mohali along-with the sub urban areas stretching from Dera-Bassi, Zirakpur, Kharar, Ropar, Nayagaon,
Mullanpur, Pinjore, Kalka, Rajpura, Patiala etc.
ABOUT RAJA FARMS PVT. LTD
With the “Peggs” launch the company has become one of the few producers of branded eggs especially in North
India. The company boasts of India’s 3rd automatic farm in the country and of course first in North India. The
company is HACCP food grade certified and is also ISO 9001:2008 certified. What’s more. Raja Farms Pvt Ltd is
certified by Quality Warranty Standard, New Zealand.