Suguna Poultry Farm Limited to expand in south Indian market through Francorp

Top Quote The company plans to open 500 outlets by the year end of 2012-13 in the region of Tamil Nadu, Kerala and Karnataka. End Quote
  • (1888PressRelease) February 17, 2012 - India's number one broiler producer SUGUNA, the largest poultry enterprise worldwide today joins hands with FRANCORP, the unsurpassed leader of the Franchise Consulting Industry globally, associated with Franchise India which is Asia's largest integrated franchise and retail Solutions Company since 1999, for its franchise expansion in the south region of India.

    Francorp will be liable to perform the review and recommendation of Suguna, which evolves franchise concept evaluations and framework development, studies on the existing franchise model of the client, structuring business formats and developing new franchise kit (brochure and flyer), franchise recruitment forms, franchisee investment plan with ROI calculation, devising the strategic roll out plan, economics and management of franchise network, marketing guidelines and franchisee recruitment process, performance management and reporting system, franchisee revenue model and fees structuring, legal agreements and guidelines.

    Mr. P. Rajan MATHEWS, Business Head - Daily Fressh, Suguna Poultry Farm Ltd, said "Suguna Poultry has been a pioneer in the Indian Poultry industry and has foreseen the Indian Consumer's daily requirements of a clean and hygienic purchase of their meat and poultry products. Daily Fressh is this innovative venture of Suguna in Franchised Retailing of Poultry and Meat products in the most possible hygienic and clean offering in all forms such as Fresh and meat, frozen meat, Ready to Cook and Ready to Eat Meat products with allied products such as Spice mixes, Herbs etc. Daily Fressh will create a new shopping experience for the poultry and meat lovers nearest to their home and create clean surroundings inside the cities. The association with Francorp will enable Suguna to create this new shopping experience for the consumers - Daily Fressh."

    On the grouping together, Mr. Gaurav Marya, Managing Director, Francorp opined "India has one of the world's largest and fastest growing poultry industries. With domestic demand for broiler meat and eggs into an overdrive, the Indian poultry industry is likely to cross Rs 1.25 lakh crore mark by the end of 2015. According to the study India produces around 3 million tons of broiler meat and about 2.86 million tons of eggs annually and South India accounts for the majority of the total poultry production. I am elated to get associated with Suguna Group for its franchise expansion. The overall review and recommendation program will be provided to them with adept results."

    SUGUNA processing plant has recently been certified as an ISO 20000:2005 company for the poultry processing. They are the one and only PAN South who have the presence in Retail format of SUGUNA DAILY FRESSH .The Company is the only one of having Franchisee operation in the Retail format for chicken sales. It has a well managed Supply Chain which delivers Fresh and Hygienic meat at the retail point on regular basis. The company plans to open 500 outlets by the year end of 2012-13 in the region of Tamil Nadu, Kerala and Karnataka.

    Suguna ranks among the top ten poultry companies worldwide. With operations in 11 states across India, it offers a range of poultry products and services. The fully integrated operations cover broiler and layer farming, hatcheries, feed mills, processing plants, vaccines and exports. Suguna markets live broiler chicken, value added eggs and frozen chicken. With the intent to provide consumers with fresh, clean and hygienic packed chicken, Suguna has set up a chain of modern retail outlets. Today, the company's brand Suguna Chicken is a household name in India. With its Suguna Daily Fressh outlets, Suguna Home Bites, Suguna Anytime processed chicken and four varieties of specialty Suguna value added eggs, Suguna is the undisputed leader in poultry products. Suguna Home Bites being the latest in its product range is a new category of home meal replacements (HMR).

    About Suguna
    Chairman Mr. B.Soundararajan and Managing Director Mr. G.B.Sundararajan saw potential in growing the Indian Poultry Industry through integration, which later came to be known as Contract Farming. This led Suguna Poultry to pioneer contract farming in India. In 1986, Mr. B.Soundararajan and Mr. G.B.Sundararajan set up a poultry farm with 200 layer birds at Udumalpet. During 1989 - 90, when chicken prices crashed because of an over-supply of birds in the local market, Suguna saw an opportunity for business growth by helping the poultry farmers who had bought feed and medicines on credit and could not clear their dues. To help them recover their money, these visionaries began to provide feed and health support to indebted farmers in return for the end product - eggs. The success of this exercise gave birth to the Suguna Integration Model. The poultry integration model has set a win-win situation for both the farmer and the integrator. Farmers are provided with day-old chicks, feed and health support. Performance is monitored on a daily basis with Suguna field staff visiting the farms to check on the health of the birds, feed intake, growth and mortality levels. In six weeks time, the birds are weighed and are ready to be sold by Suguna. Farmers are paid a handsome growing charge for the birds at the end of this period. Thus, Suguna takes this success model to the next level vision of energizing rural India benefiting the country, farmer and the company. A constant and relentless drive has taken the company's growth and expansion which covers over 15,000 farmers from 8,000 villages in 11 Indian states. Impressed by the model and its success, Suguna receives invitations from many state governments to set up its operations. Many investors and delegates from across borders visit Suguna's facilities to study this model and later adopt in their own countries. With mastery and success in contract farming, Suguna has shaped the poultry industry to its current position in India.

    About Francorp
    Since inception in 1976, Francorp has been the unsurpassed leader of the Franchise Consulting Industry globally. Over the years, Francorp based out of Chicago, has assisted companies in virtually every market segment with its patented processes and unmatched expertise. The clients include companies like Bridgestone, XEROX, Shell Oil, Hallmark Cards, Encyclopedia Britannica, Mad Science Group, Pollo Camperio, Ace Hardware, BP, Fruehauf, and Gant, to name a few. In India, Francorp has associated with Franchise India Holdings Ltd. and has coalesced in an experience of 34 years.
    For media enquiries, please contact: Ruchika Malhotra| PR & Corporate Communications Manager| 09311911705| mruchika ( @ ) franchiseindia dot in|For more information, kindly visit:;

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