The story of hundreds of crores of rupees flying out of Assam for sourcing eggs and poultry from Andhra Pradesh and other states has not become old despite the formulation and adoption of new strategies to boost production in the state. The challenges are known to policymakers, solutions are available with executives and entrepreneurs but the wide gap between demand and local supply continuing to persist is baffling. Official data show that Assam produces around 50 crore eggs annually against the requirement of 560 crore eggs if the recommendation of the Indian Council of Medical Research of 180 eggs per head is to be followed. Estimates included in the Strategy Paper on Poultry Sector, Assam (2019-2024) show that if the ICMR recommendation of meat consumption of 10.8 kg per year per person is to be followed, the total annual meat requirement for the state is 3,370 lakh kg. Considering 40% of the total meat requirement to be poultry meat, the annual poultry meat requirement for the state is estimated to be 1348 lakh kg. These estimates are based on the 2011 Census population and considering the growth of population over the past decade since then the figures would be higher. The current consumption levels are quite less even though growth in disposable household income and health consciousness has led to a gradual rise in per capita consumption of eggs and poultry meat in the state. The current per capita annual consumption of eggs in the country is only 80-100 eggs in cities and towns and 60-70 in rural areas against the ICMR recommendation of 180 eggs. Even to meet this low consumption level Assam needs to procure eggs, mostly from Andhra Pradesh which point towards the huge potential of boosting local production and business to augment household income and commercial growth in the poultry sector in the state. Assam's share of poultry population is 3.73% as against 22.10% of Andhra Pradesh, 16.08% of Tamil Nadu, 10.66% of Maharashtra, 7.24% of West Bengal and 5.88% of Haryana which tell the larger picture of growth in the poultry sector and potential that can be unlocked. Presently there are about 30 commercial firms in Assam with varying production capacities including 12 layer firms with daily production ranging from 10,000 eggs to one lakh eggs. Andhra Pradesh produces about 2000 crore eggs annually which also speak volumes of the huge contribution of the poultry sector to the state economy. About 35% of eggs produced in Andhra Pradesh are consumed in the state and the remaining 65% are sent to states like Assam and other northeastern states, West Bengal, Odisha and Bihar. The solution offered in the strategy paper is that the huge annual shortfall of over 500 crores of eggs can be mitigated to a great extent through the establishment of commercial layer farms in the private sector as well as promoting backyard poultry farming. Assam has an estimated 26.19 million poultry birds in the backyard poultry farming sector. For a large section of rural households, backyard poultry farming is a source of income through the sale of eggs and poultry birds for meat and technological, financial, and marketing support to those households can raise their income level besides increasing the production within the state. The major hurdle in the broiler sector, identified in the strategy paper, is the cost of hatching eggs due to the non-availability of parent breeding farms. The private hatcheries operating in the state import hatching eggs from another state at a high cost which in turn pushes the cost of day-old chicks affecting the production cost of ready birds. Besides, the import of hatching eggs from the outside state also affects the hatchability of the eggs which ultimately contributes to the high cost of day-old chicks. The solution recommended for overcoming such production challenges is the establishment of broiler parent breeding farms in the state. National Action Plan for Egg & Poultry-2022 for Doubling Farmers' Income by 2022 identifies lack of infrastructure facilities for value addition such as poultry processing, warehousing, cold storage, refrigerated vehicles, high maize and soya price fluctuation leading to availability issues of poultry feed at reasonable prices and small farms, losing out on economies of scale as some of the weak links in the poultry value chains. A key strength of the sector identified in the Action Plan is that livestock contributes nearly 12% to rural household monthly income and poultry alone can contribute nearly half of it. Integrated production, the market transition from live birds to chilled and frozen products, and policies that ensure supplies of competitively priced corn and soyabean are keys to future poultry industry growth in India states the Action Plan with a caution that disease surveillance, monitoring and control will be critical. Achieving production of eggs and poultry meat of even 50% of the annual requirement will tell a new growth story that the state is craving to listen to.