Suguna Group, the largest poultry enterprise in India, launched its chain of quality chicken retail stores under the brand name Suguna Daily Fressh in Chennai last month. The company has already established 11 outlets in Coimbatore and 3 in Tiruppur which are doing robust business.

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Suguna Daily Fressh on expansion mode. Three new stores coming up in Chennai.

Chennai Friday, June 25, 2008
Suguna Group, the largest poultry enterprise in India, launched its chain of quality chicken retail stores under the brand name Suguna Daily Fressh in Chennai last month. The company has already established 11 outlets in Coimbatore and 3 in Tiruppur which are doing robust business. Suguna is launching three new stores in Chennai in August and planning to open stores in Kerala and expand to more cities in India. The flagship store at Anna Nagar is the largest Suguna Daily Fressh store to date spread over 500 square feet. The new stores are coming up in Nungambakkam, Saligramam and Velassery.

100% hygienic fresh chicken

The Suguna Daily Fressh store retails fresh hygienic, nutritious and tender chicken (eight forms of chicken, whole and portioned), specialty eggs (four varieties of value added eggs), frozen fish, sea food, sausages and salami. The store will soon retail mutton and a range of Suguna’s soon to be launched ready-to-cook and ready-to-eat chicken products.

Great shopping experience

Suguna Daily Fressh is a new shopping concept for purchasing all your home needs of fresh chicken in a hygienic environment with the promise of quality from Suguna, the 2000 crore leader in poultry. The modern retail stores are air-conditioned with the range of items displayed neatly in glass display chillers and freezers. Staff wear gloves and aprons at all times, and provide fast and friendly service. All stores use electronic weighing scale so consumers can buy as little or as much quantity as they require, and the billing is automated for accuracy. All the products are HACCP certified and adhere to the international standards based on Total Quality Management (TQM) system with strict compliance to hygiene and inspection requirements, and adopting the traditional “Halal” method.

Mr. B. Soundararajan, Managing Director, Suguna Poultry Farm Ltd., said, “For the first time people can buy fresh chicken in a clean and enjoyable ambience with hygienic storage and packing. We plan to open at least 150 outlets in Chennai and rest of Tamil Nadu and Kerala this financial year.”

Successful franchisee business model

Currently, Suguna has 15 such Daily Fressh stores in Tamil Nadu with the franchisee model. Based on the success of the model, Suguna decided to set up franchisee owned branded outlets that offer quality products in a clean and modern environment. Suguna is inviting proposals from prospective franchisees. These stores would require 200–300 sft space in prime areas and an investment of about Rs. 6 lakhs.

Suguna will help the franchisees by supplying products, providing marketing support and ensuring guaranteed minimum revenue in the formative years of the venture. Suguna will also invest in training the franchisees and the store workforce to adhere to its hygiene standards.

Commenting on their success, Mr Soundararajan, Managing Director says, “in India, chicken customers do not always have access to clean and hygienic shops. We have been educating our Suguna Chicken traders to maintain a clean environment around their shops. To take the lead, we decided to set up franchisee own branded outlets that offer quality products in a clean and relaxed environment. The response to Suguna Daily Fressh has been tremendous.”

For further details and business enquiries:

Please contact the company’s representatives at 09344629952 or 9364181993

We are energizing rural India and are proud to say that our vision has come a long way. Today, suguna reaches the height of 5830 crores turnover.
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