In our journey we visited many faces with our poultry Sector legends, and one among them is Mr. Selvan Kannan, Founder Value Consultants
1. Are you originally from Hyderabad?
Yes, I was born in Hyderabad and educated in Bengaluru, Agra, Jodhpur, Pune, and Hyderabad. My father served in the Indian Air Force, which gave me the opportunity to travel extensively across the country. I finally settled in Hyderabad in 1980 and have been based here ever since.
2. What is the best aspect of your journey?
The most rewarding aspect of my journey has been the opportunity to continuously learn, lead, and introduce global best practices to India’s livestock and poultry sector.
Over the years, I have strengthened my professional expertise through more than 14 international programs, including qualifying as a Sales Trainer from Gustav Käser Training International. I have been associated with the Poultry Federation of India from its early days and also continue to serve for over 22 years as Executive Council Member (South) of the Poultry Federation of India, and served as Ex-General Secretary of the India–Netherlands Business Association. I have actively participated in the industry activities at CLFMA (compound livestock feed manufacturers association), past member of INFAH (Indian Federation of animal health companies)
I currently volunteer with PUM Netherlands, supporting Indian SMEs, and serve as a committee member of the Federation of Telangana and Andhra Pradesh Chambers of Commerce and Industry. I am also a permanent trustee of India Rising Foundation- a 1000 crore donor enabled fund to support research development and innovation as a non-profit organisation, I am a Qualified Independent Director certified by the Institute of Directors India, I am a professional moderator enabling several events on techno- commercial topic specifically related to our industry. I have also represented the Indian poultry industry at Wageningen University, the Netherlands, in a round table conference on Indian Poultry industry.
Some of the highlights of my career have been introducing global innovations to India, beginning with Rhône Mérieux’s Imequil in 1982 and the Virkon range from Antec International in 1984. In 1989, I supported the launch of Bovans layers and Hypeco broilers. As GM at Pioneer Group, I was among the first to export table eggs from Hyderabad to the Middle East and later shifted to Namakkal. Among the first to start large scale Hybro broiler integration in Tamil Nadu. In 2003, I am the founding Director of Trouw Nutrition to India (for 15 years ) and in 2018 became a founding member of Noveltech Feeds Pvt. Ltd. (A Goldman Sachs company),
Looking back, I feel satisfied to have introduced many firsts in the industry that has contributed in its own small way in this humongous Poultry business.
Looking back on more than 40 years, building institutions, nurturing partnerships, and raising industry standards has been the most fulfilling part of my journey.
3. What motivates you the most in this journey?
Even after more than four decades, there is still immense scope for improvement in areas such as biosecurity, genetics, nutrition, and feed safety. This continuous opportunity to improve motivates me every day.
Extensive travel has also enriched my journey, allowing me to experience different cultures, learn languages, and build strong people-to-people relationships across the globe.
4. Why did you choose poultry or livestock?
My career began in 1980 with a business of Premixes at Rakshak Farm Aids Pvt. Ltd. Seeing the positive impact of these products on farmers’ productivity and livelihoods gave me immense satisfaction. Their success and happiness motivated me to continue in this field and work towards improving the conditions of Indian farmers.
5. How does your organization differ from other major players in the industry?
With the experience gained over several decades, I founded Value Consultants in 2022 to support farmers and the animal health industry through international procurement, exports, and technology transfer.
Value Consultants acts as a bridge between India and global markets, helping introduce innovative products and companies. We also assist international firms with concept-to-commissioning projects in India. Additionally, we offer free guidance to small and medium enterprises, provide access to technology and subsidies, and conduct customized professional training programs.
We actively support the industry through sponsorships and partnerships with key sector organizations.
6. Please tell us about your family
I have been happily married to my wife for 34 years, and we are blessed with two children—a son and a daughter. I also have three siblings, and we come from a proud defence family, with my father having served in the Indian Air Force and my brother in the Indian Army.
7. What do you believe will help your organization become a leader in the livestock industry?
We are focused on developing the next generation of professionals through tailored training programs. Our goal is to raise Indian industry standards to global levels by introducing innovative technologies and high-quality feed additives manufactured in India. We strongly believe in the concept of Atmanirnhar Bharat and fully support Indian manufacturers to explore an established export markets and look for joint ventures with technically advanced collaborators.
By investing in people, knowledge, and quality systems, we aim to position India as a strong global player in the livestock sector.
8. What is your dream for the next generation entering this business?
Eggs, meat, and milk are essential components of human nutrition and have no real substitutes. The growth of this industry is directly linked to human health.
The next generation must focus on “safe nutrition” by producing products free from antibiotics, anti-nutritional factors, and harmful chemicals. Quality must take priority over quantity.
There is immense potential in research, innovation, and the use of AI in genetics, nutrition, and farm management. I hope young professionals will explore these opportunities responsibly and ethically.
India holds the potential of becoming the future food basket of the world.
9. What is your favourite food?
Having travelled extensively to more than 25 countries, I’ve had the opportunity to experience many different cuisines, and I truly enjoy exploring new cultures through food. At the same time, I deeply appreciate simple, wholesome meals—especially dishes made with eggs, chicken, and fresh vegetables. They reflect both my love for good taste and my belief in balanced, nutritious living.
Indian cuisine is incredibly vast, with countless ways of preparing chicken. My personal preference is for healthy preparations that retain the food’s natural flavour and nutritional value, rather than dishes overloaded with masala and spices. For me, good food is about balance, freshness, and respect for the ingredients.
10. What are your hobbies?
I enjoy drawing, painting, and writing and publishing articles. I also have a deep interest in spiritual studies and am a Grandmaster in Reiki. I enjoy exploring the Vedas, Puranas, Upanishads, cultural texts, and yoga, as they help me stay grounded and balanced. Travelling is another passion of mine, and I especially love driving and going on long road trips, which give me time to reflect and recharge.
11. Is there anything you would like to add?
India has made significant progress in egg, milk, and meat production in terms of volume, but there is still a considerable gap in quality. However, there is strong potential to better the standards through the adoption of advanced technology and greater industry awareness. As these are essential food products, safety and quality can never be compromised.
Upgrading genetics, feed, and farm management practices will help the industry achieve global benchmarks and open doors to major export opportunities. At present, branding and value addition in meat, milk, and eggs remain abysmal, and addressing this gap is critical for long-term growth and international competitiveness.