India is well-known for its huge livestock population with 185 million cattle, 98 million buffaloes, 124 million goats, 61 million sheep, 14 million pigs and 489 million poultry birds. The livestock sector plays a very significant role in the overall socio-economic development of both urban and rural people in India, in terms of income and employment. The value of output of this sector to the gross value of agricultural output has been observed to be increasing consistently and, in fact, the growth rate is higher than that of the crop sector. The demand for livestock products is increasing at a high rate, not only in the domestic market but also in various countries around the world. Therefore, the marketing of livestock and livestock products in the domestic market as well as the international market is of paramount importance. Despite having a huge livestock population and a tremendous potential to produce and export various livestock products, India plays an insignificant role in world trade. The livestock sector can contribute greatly to boost the Indian economy. Better marketing will play a very important role in exploring the potential of this sector. This volume covers the importance of livestock in the Indian economy, the present scenario, efficiency in marketing, marketing channels, problems of production and marketing, consumer preferences as well as consumption patterns for livestock related products. It also throws light on the impact of trade liberalization on livestock economy, and problems faced in commercialization of livestock economy in India.
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