Livestock products marketing in india: haat to online

Abstract

Livestock product marketing has evolved alongside socio-economic development, shifting from localized, trust-based exchanges to technologically advanced, consumer-centric systems. Traditionally, milk, meat, eggs and poultry were marketed as undifferentiated commodities through informal village markets, relying on personal trust and freshness. Industrialization, urbanization and retail expansion transformed marketing toward organized supply chains, standardized products, branding and packaging. Subsequent emphasis on food safety, certification and traceability strengthened quality-driven marketing approaches. In recent years, digitalization, ethical concerns and the COVID-19 pandemic accelerated the adoption of online platforms, direct-to-consumer models and transparency-oriented strategies. Understanding this evolutionary trajectory is crucial for developing resilient, inclusive and sustainable livestock value chains.