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Organisation study in Suguna poultry

Organisation study in Suguna poultry

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Published by shabri1982

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Categories:Topics, Art & Design
Published by: shabri1982 on Apr 14, 2010
Copyright:Attribution Non-commercial


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In its 25 years of existence, Suguna has gone from strength to strength and has become a Rs. 2030 crore company that makes it
India’s No. 1 broilerproducer
. Along the way, Suguna’s pioneering efforts in contract farminghelped create thousands of rural entrepreneurs who share the growthsuccessfully. "Poultry Integration" introduced and pioneered by Suguna in thecountry has energized the livelihoods of farmers in rural India.Organization structure involves formal and recognizes structure where in eachand every individual and group have a definite relationship with each other,have a specified area of exist function to perform, authority to mobilizeresources, obligation to act, responsibility for achieving the objective andaccountability for their performance.It’s an arrangement of activities and assignment of activities and assignment of  personal to their activities in order to achieve the organizational goal.Organization structure encompasses six major areas within the organization.They are as follows…..
Specialization of work.
Chain of command.
Span of control.
Centralization and decentralization.
Suguna ranks among the top ten poultry companies worldwide. With operationsin 11 states across India, it offers a range of poultry products and services. Thefully integrated operations cover broiler and layer farming, hatcheries, feedmills, processing plants, vaccines and exports. Suguna markets live broilechicken, value added eggs and frozen chicken. With the intent to provideconsumers with fresh, clean and hygienic packed chicken, Suguna has set up a
chain of modern retail outlets
.Quality products are delivered through stringent processes, ultra-hygienicrearing methods that are acknowledged worldwide. The
ISO certification
isfurther proof of Suguna's commitment to quality. The group collaborates withleading international companies to bring the latest technology and practices.Today, the company’s brand Suguna Chicken is a household name in India.With its Suguna Daily Fresh 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 beingthe latest in its product range is a new category of home meal replacements(HMR).
 Suguna Management 
Mr. B. Soundararajan
has been the Managing Director of Suguna PoultryFarm Limited since its inception. His brother,
Mr G.B Sundararajan
is JointManaging Director. Together, they set up Suguna Poultry Farm Limited in 1984
and grown it into India’s largest poultry enterprise with a turnover of 2030crores in FY 2007-08.The entrepreneurs hail from a teacher’s family at Udumalpet, near Coimbatoreand 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 Rs5000. In 1986, the business expanded, and the brothers set up a poultry farmwith 200 egg laying birds (layers). In 1988, they set up Suguna's first feed millto meet the feed requirements of the neighborhood poultry farmers. In 89-90however, the poultry prices collapsed due to an oversupply of birds in the localmarket. The farmers were unable to meet their payments, so the entrepreneurshad to realize their dues in kind. They continued to supply feed and medicinesin return for the end product ie eggs. Out of this was born the idea of contractfarming. The two entrepreneurs worked with poultry farmers who had theinfrastructure, by providing the chicks and feed. The farmer reared the birds andreturned them to Suguna in return for a growing charge. Through building personal relationships with the farmers and winning their trust, Suguna was ableto go from strength to strength, today becoming a world class poultry enterprisewith an annual turnover of Rs 2030 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 manyother multinational companies which tried unsuccessfully, Suguna saw thefarmers as partners and as the most important stakeholder. The promoters

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