After colonization, the consumption of meat stretched forward to be consumed by a large number of people. In the initial stages, when the Mughals invaded India the consumption of meat and accepting non-vegetarian food was opposed but later accepted since the Kshatriya section of the society looked into following the pattern of consuming non-vegetarian food considering the fact that they were the ones who indulged into immense physical activities like war and required strength to maintain their bodies and keep themselves fit and healthy. Pink Revolution refers to the growth of meat production. Pink Revolution took massive toll because the farmers started production of poultry.
Subscribe to latest updates from MBAVilla.com
Since the face of India was still new to the idea of not only democracy but also globalization since it spent more than four hundred years under the monarchy, it did not know how to make its stand in the market. Since previously there were stringent rules when it came to international trades and India was still learning how to make the use of currency locally, it became very difficult to compete with other countries and be able to earn more profits and customers. It was not until the rules were changed and liberalisation of trade was introduced that India stepped into international markets and started learning the needful process to intermingle and adhere to the necessities of globalization where the world started getting termed as a melting pot, salad bowl or global village where all the cultures of the world mixed into one another equally and completed the barter of their products.
However, because India was new, and now drained of its resources and money, after once being one of the richest countries in the world, was not able to flourish or move forward.
This was when the government of India brought forward several revolutions to bring about a change in the financial capabilities and competitiveness of India,
To bolster the economy, the main revolutions were the-
- Green revolution– where the importance was given to growing green crops and adhering to the idea of hybrid seeds, well built and healthy plants along with encouraging the usage of natural fertilizers.
- White revolution– where the production of the dairy products was boosted, and technological changes were brought forward to make trades easy and encouraged the breeding of dairy animals and products.
- Round revolution– where the production of potatoes as cash crops was boosted and brought into international trades along with encouraging farmers to keep the produce of potatoes high to make them easily available because they are cash crops and easily affordable by different parts of the society.
- Pink Revolution– Here is the final stage of an important and prominent revolution, the Pink Revolution where the production of poultry and meat was encouraged and looked into in order to increase international trades and bring about a positive change in its products by introducing technology in order to build its economic aspect stronger over a logical base.
The main goal to introduce the Pink Revolution was to bring about technological changes in the aspect of its trade so that the export and import could be made easy with the help of the employees who would possibly have a knack of the newly brought in machines and the idea of maintaining the logistic parts of the produce by knowing the annual turnover of each company that manufactures meat and poultry-based products.
However, since the technological aspect towards the Pink Revolution started flourishing, the manufacturers started finding it easy to produce meat and poultry-based products in large numbers. Not only that the international trades started increasing day by day, and these led to a rise in demand in the production of non-vegetarian food. Even though this might have greatly benefitted India in terms of financial gains and profits, the balance in the production and the consumption started getting disturbed. From the years 1961 to 2000, the export and consumption of meat reached its peak. Reports stated that in the years 2012 and 2013 the shipments of meat under the international trades reached 11.08 lakh tonnes of meat which fetched 3.2 billion dollars in one single year. By the next year, the fiscal deficit led to 4.5 billion dollars making India the largest beef exporter in the world. This beef, however, was buffalo meat, separated from the slaughter of cows for beef and poultry for the consumption of chicken.
The Pink Revolution took a massive toll on India because the farmers started prioritizing the production of poultry and started breeding more and more poultry animals, cows, and buffalos for meat. The demand from the other parts of the world was still high to compensate for the produce.
It was not until the trade of beef and other non-vegetarian products started becoming illegal. Manufacturers started slaughtering cows and building illegal slaughterhouses to fulfill demands in spite of it being illegal. This was when the political strife was looked into when the Modi government settled as a ruling party. Considering the fact that the first policy of the Bhartiya Janata Party of Hindutva the production of beef was looked into. The facts and figures regarding the slaughtering of cows and buffalos were striking and led to major controversies. The production and consumption of beef were harshly opposed.
It was not long until in Uttar Pradesh, and Maharashtra beef was completely banned, and the illegal slaughterhouses were shut down. The production rates dropped immensely, which also affected international trades to a very large extent. When glocalization settled in India, huge fast food companies prohibited the usage of beef and pork considering the religious sentiments of the population of India that largely comprised of the Hindus and Muslims.
The main goal of the Pink Revolution was to bring in a digital and technological change within the companies as it did in the green and white revolution. Since the poultry and meat production houses were the next highest producers in the country and the world, the previous government had considered it to be important to introduce logistics and encourage the use of technology in order to bring India forward. However, the Pink Revolution did not turn out to settle well with the political and religious sentiments on Indians and eventually did not do well as compared to the other revolutions that took place, because this sudden change retained a negative impact over the country and its citizens.