Abis Pro: Setting A New Benchmark For Transparency In India's Poultry Industry

For most Indian consumers, trust in food goes beyond what they see on the shelf or bring home. Increasingly, they want to know where their food comes from and what goes into bringing it to their kitchens. Yet, the journey of meat/poultry before it reaches the kitchen remains largely unknown. Where was it raised? What was it fed? How was it processed and handled? And how can consumers be assured of the quality and safety of what they are buying?

As awareness around food safety and sourcing grows, these questions are becoming increasingly important. Consumers have come to expect greater transparency from everyday food categories such as milk, edible oil and atta. Meat deserves the same level of attention, transparency and assurance.

Recognising this need, Abis Pro, the direct-to-consumer flagship poultry brand of IB Group, is working to bridge the information gap between the producer and the consumer.

Founded in 1985 by Mr. Bahadur Ali, widely known as the Father of Modern Poultry in India, and Mr. Sultan Ali, IB Group is a diversified agribusiness company with over four decades of experience. Its integrated operations span genetics, breeding, feed manufacturing, farming, processing and distribution. Abis Pro brings this end-to-end expertise to consumers through fresh, scientifically reared protein.

"As an important source of protein for Indian households, chicken deserves the same standards of safety, transparency and assurance that consumers have come to expect from other essential food categories," says Bahadur Ali, Founder and Managing Director, Abis Pro

Making the journey visible

A significant step towards this is Abis Pro's Know Your Chicken initiative. Positioned as India's first 100% traceable fresh chicken brand, it enables consumers to follow the chicken's journey from gene to kitchen. A QR code on every pack provides access to information about its genetic origin, the farm where it was raised, its feed and processing.

The idea is simple: consumers should have access to information that allows them to make informed choices about the food they bring home.

"We believe information about where food comes from should not be hidden in fine print or buried on the back of packaging. It should be visible, accessible and easy for consumers to understand," says Bahadur Ali.

The work behind every pack

Making this possible requires accountability at every stage of the poultry value chain. IB Group's integrated ecosystem gives Abis Pro greater control over critical stages, from proprietary ROSS chicken genetics and scientific farming to processing and cold chain distribution. The Group also manufactures 100% of its poultry feed in its own plants, allowing it to manage ingredient quality and feed formulation.

This approach is reflected in its philosophy, Bred by Us. Fed by Us. Farmed by Us. Through its Parivartan farming model, Abis Pro uses environment-controlled housing systems that regulate temperature, ventilation and humidity. These conditions help reduce environmental stress on birds and support consistent meat quality. The model is complemented by standardised processing, hygienic packaging and cold chain management.

For Abis Pro, the ambition is to move consumers from blind trust to informed trust. As Bahadur Ali explains, "Trust should not rest solely on a brand's promise; it should be backed by transparency and verifiable information."

Taking transparency to more consumers

The next challenge is to make these standards accessible to consumers across income groups, rather than positioning traceability as a premium offering. Abis Pro is building its presence through its own stores, modern trade, general trade, its D2C platform and quick-commerce partners such as Blinkit, Zepto and Swiggy Instamart. It also has a sizable Horeca business and is present in more than 65 cities across North, West, South and Central India.

Its portfolio includes fresh chicken cuts, mutton and eggs, with a Ready to Cook range in the pipeline, designed around convenience, flavours, nutrition and ease of cooking.

"We don't believe consumers should have to pay a significant premium for knowing where their food comes from. By combining the strength of our integrated supply chain with wider distribution, relevant innovation and transparent sourcing, we aim to make 100% traceable chicken a mainstream choice for every Indian household," says Bahadur Ali.

Ultimately, Abis Pro's journey is about helping build a more informed relationship between consumers and the food they eat. Because when it comes to feeding our families, confidence should come not just from what a brand promises, but from knowing the care and responsibility behind every product.