When pandemic strikes, rumours are what go viral the most. One such casualty of Covid-19 is the domestic poultry industry. The over Rs.1 trillion industry, expected to grow at a CAGR of 16% over 2019-2024, has suddenly found itself in a vortex of falling sales. For one of the most successful sub-categories of our agri-driven economy with 25 million dependent on it for their income, the pandemic has come as a bolt from the blue.