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Home > News & Events > Press Releases > Archives

Suguna tastes success with food retail to expand its operations now.

Coimbatore Tuesday, April 15, 2008
Suguna Group, the largest poultry enterprise in India with over Rs 2000 crore turnover, had recently launched its chain of quality meat retail stores in Coimbatore in 2007 under the brand name Suguna Daily Fressh retailing chicken, eggs, fish and mutton. Other ready to cook items such as sausages and salami are also available. With the ten outlets doing robust business, Suguna is planning to expand its retail chain to more cities in India

Suguna, the 2000 crore leader

Suguna is the undisputed leader in the poultry business in India with a turnover of Rs 2018 crores in 2007-08. It has fully integrated operations covering broiler and layer farming, hatcheries, feed mills, processing plant, vaccines and exports. The group works with over 15000 farmers, 25000 traders and employs 4200 people. Suguna sells live broiler chicken, specialty eggs and fresh and frozen chicken.

Retail venture

As a strategic forward integration initiative, Suguna launched a chain of retail stores in Coimbatore selling whole and portioned chicken, and eggs. Eight types of chicken portions and four varieties of eggs were available. Soon, mutton and fish were also included in the stores’ and some stores also offered ready to eat grilled chicken. Branded as Suguna Daily Fressh, the stores were a big hit in Coimbatore. For the first time, people could buy fresh chicken in a clean and enjoyable ambience.

Commenting on their success, Mr Soundararajan, Managing Director says, “in India, not every meat shop is clean and inviting to the buyers. We have been educating our Suguna Chicken retailers to maintain a clean environment around their shops. To take the lead, we decided to set up our own branded outlets that offer quality meat products in a clean and relaxed environment. The response to Suguna Daily Fressh in Coimbatore has been tremendous.”

Expanding the business

Suguna continuously expands the Daily Fressh offerings with a view to making it a complete chicken and meat store concept, with plans to introduce ready to cook and ready to eat products shortly.

Suguna plans to roll out the retail success to other cities in India – Chennai, Bangalore, and Cochin first. Dr K Ravindran, General Manager – Marketing says, “We operate in a franchisee model. This is a low investment, low risk proposition for people who want to ride the retail revolution in foods.” A franchisee needs to have about 250 – 300 sft space in prime residential areas and an investment of about Rs 5.5 to 6 lakhs. The company helps the franchisee set up shop, provides equipment, supplies all products, gives marketing support and ensures a guaranteed minimum revenue in the formative years of the venture.

Businessmen interested in exploring

this franchisee opportunity may contact the company on 09360777115 (Mr. Sriram).