The forward linkage as collective marketing was restricted to wholesaling where poultry buyers take their vehicles to the farms in the villages to lift the birds. The product marketing of the birds is taking a step further to branding and retailing. The product has been branded as “Fresco Chicken”, for the identification of the product in the market. The retailing is in the initial pilot stage, focusing on retail outlet, with customized pieces and home delivery services to the consumers for the promotion of the brand. The next stage includes opening a chain of retail counters for the brand in all the major cities of Jharkhand . This will bring a complete new phase for the Federation, giving larger benefits to the small producers and an identity in the market.