B.Soundararajan & G.B.Sundararajan
Managing Director Mr. B. Soundararajan and Joint 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 energising 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.