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Mr B.Soundararajan
Managing Director,
Suguna Poultry Farm Limited

Mr. B. Soundararajan has been the Managing Director of Suguna Poultry Farm Limited since its inception. His brother, Mr G.B Sundararajan is Joint Managing Director. Together, they set up Suguna Poultry Farm Limited in 1984 and grown it into India’s largest poultry enterprise with a turnover of 3200 crores in FY 2009-10.

The entrepreneurs hail from a teacher’s family at Udumalpet, near Coimbatore and have a strong agricultural background. Mr. Soundararajan started his career as a trader for egg and poultry feed in the year 1985 with an investment of Rs 5000. In 1986, the business expanded, and the brothers set up a poultry farm with 200 egg laying birds (layers). In 1988, they set up Suguna's first feed mill to meet the feed requirements of the neighborhood poultry farmers. In 89-90 however, the poultry prices collapsed due to an oversupply of birds in the local market. The farmers were unable to meet their payments, so the entrepreneurs had to realize their dues in kind. They continued to supply feed and medicines in return for the end product ie eggs. Out of this was born the idea of contract farming. The two entrepreneurs worked with poultry farmers who had the infrastructure, by providing the chicks and feed. The farmer reared the birds and returned them to Suguna in return for a growing charge. Through building personal relationships with the farmers and winning their trust, Suguna was able to go from strength to strength, today becoming a world class poultry enterprise with an annual turnover of Rs 3200 crores.

Mr B.Soundararajan is a visionary who foresaw the potential of growth in poultry integration (organized contract farming) and practiced it since 1990. The secret of Suguna’s success lies not only in its innovative model but the personal relationship which the promoters built with the farmers. Unlike many other multinational companies which tried unsuccessfully, Suguna saw the farmers as partners and as the most important stakeholder. The promoters addressed grass root problems firsthand. As Suguna’s activities began to expand beyond Tamil Nadu, the company began receiving invitations from state governments who saw the impact of rural development in areas where Suguna had its operations. From this was born the vision of energizing rural India.

Mr Soundararajan is a patron of technology and innovation. Using European standards and facilities as benchmarks, he actively applies technology to expand Suguna’s infrastructure and operations in India. R&D and quality control is a strong focus at Suguna. True visionary that he is, Mr Soundararajan spearheads projects and capital expansion to meet future growth requirements and trends. India’s largest fully automated feedmill at Hoskote and India’s most advanced Environmentally controlled commercial broiler sheds at Madurai are two examples of Suguna’s vision.

Coupled with a strong vision is a dedicated professional approach, Mr Soundararajan ably charted and led Suguna’s growth from 7 crores in 1997 to over 2000 crores by 08. To manage this astounding growth, Mr Soundararajan realized the need to bring in professional management. Suguna is a completely professionally managed company with an able team of Directors and General Managers who independently head the divisions with the help of a strong team of professional and motivated workforce. Today, Suguna’s robust structure well equips it to handle over 15000 farmers, 25000 channel partners and thousands of employees.

Mr Soundararajan is a dynamic person who actively contributes to the industry and society. He served as President of the Indian Breeders Association from 2002 to 2007. He was Chairman for National Poultry Committee in 2006-07 and Vice Chairman for CLFMA from 2005 till date. Mr Soundararajan has been an active member in the Poultry Advisory Committee to the Ministry of Agriculture in New Delhi since 2004 and Planning Board Member in TamilNadu Veterinary University since 2005.

Mr Soundararajan was recognized for his contribution and achievements and awarded the Best Entrepreneur and influential people by Business today and CII (Confederation of Indian industry)

Under his able leadership, Suguna Poultry Farm Limited won the National Productivity Council Awards 7 times successively, since 1994-95 and won the Best Asian Poultry Company in 2008.