DO U KNOW THE STORY BEHIND "Sunday ho ya Monday, Roz khao ande" ?
Back in the 1980s, poultry farmers were facing 2 major issues: Firstly, the demand for eggs in the predominantly vegetarian nation was very low.
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Secondly, there was a strong mafia of egg-dealers throughout the nation who decided procurement prices which were against farmers' interests. This way, the dealers & middlemen made huge profits, while the helpless & exploited farmers could consider themselves lucky
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if they could manage to recover their cost price.
That's when Dr BV Rao, who was inspired by Dr Kurien's (founder of AMUL) cooperative model for milk revolution, took up the mammoth task of motivating all the poultry farmers to unite & form egg cooperative model
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which could stand up against the high-handedness of the dealer-mafia. As the efforts culminated into a nation-wide movement, Dr BV Rao was finally able to establish the cooperative model in 1982 which could coordinate between farmer groups, and was aptly named
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"National Egg Coordination Committee (NECC)".
Thus, the problem of farmer exploitation was solved, but the next challenge was to increase egg consumption. In a bid to encourage more Indians to incorporate eggs in their diet,
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