INTRODUCTION

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 broiler producer. Along the way, Suguna’s pioneering efforts in contract farming helped create thousands of rural entrepreneurs who share the growth successfully. "Poultry Integration" introduced and pioneered by Suguna in the country has energized the livelihoods of farmers in rural India. Organization structure involves formal and recognizes structure where in each and every individual and group have a definite relationship with each other, have a specified area of exist function to perform, authority to mobilize resources, obligation to act, responsibility for achieving the objective and accountability 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. • Departmentalization. • Chain of command. • Span of control. • Centralization and decentralization.

Formalization.

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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. Quality products are delivered through stringent processes, ultra-hygienic rearing methods that are acknowledged worldwide. The ISO certification is further proof of Suguna's commitment to quality. The group collaborates with leading 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 being the 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 Poultry Farm Limited since its inception. His brother, Mr G.B Sundararajan is Joint Managing Director. Together, they set up Suguna Poultry Farm Limited in 1984

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and grown it into India’s largest poultry enterprise with a turnover of 2030 crores in FY 2007-08. The entrepreneurs hail from a teacher’s family at Udumalpet, near Coimbatore and 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 Rs 5000. In 1986, the business expanded, and the brothers set up a poultry farm with 200 egg laying birds (layers). In 1988, they set up Suguna's first feed mill to meet the feed requirements of the neighborhood poultry farmers. In 89-90 however, the poultry prices collapsed due to an oversupply of birds in the local market. The farmers were unable to meet their payments, so the entrepreneurs had to realize their dues in kind. They continued to supply feed and medicines in return for the end product ie eggs. Out of this was born the idea of contract farming. The two entrepreneurs worked with poultry farmers who had the infrastructure, by providing the chicks and feed. The farmer reared the birds and returned them to Suguna in return for a growing charge. Through building personal relationships with the farmers and winning their trust, Suguna was able to go from strength to strength, today becoming a world class poultry enterprise with 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 many other multinational companies which tried unsuccessfully, Suguna saw the farmers as partners and as the most important stakeholder. The promoters

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Addressed grass root problems firsthand. As Suguna’s activities began to expand beyond Tamil Nadu, the company began receiving invitations from state governments who saw the impact of rural development in areas where Suguna had its operations. From this was born the vision of energizing rural India. Mr Soundararajan is a patron of technology and innovation. Using European standards and facilities as benchmarks, he actively applies technology to expand Suguna’s infrastructure and operations in India. R&D and quality control is a strong focus at Suguna. True visionary that he is, Mr Soundararajan spearheads projects and capital expansion to meet future growth requirements and trends. India’s largest fully automated feedmill at Hoskote and India’s most advanced Environmentally controlled commercial broiler sheds at Madurai are two examples of Suguna’s vision. Coupled with a strong vision is a dedicated professional approach, Mr Soundararajan ably charted and led Suguna’s growth from 7 crores in 1997 to over 2000 crores by 08. To manage this astounding growth, Mr Soundararajan realized the need to bring in professional management. Suguna is a completely professionally managed company with an able team of Directors and General Managers who independently head the divisions with the help of a strong team of professional and motivated workforce. Today, Suguna’s robust structure well equips it to handle over 15000 farmers, 25000 channel partners and thousands of employees. Mr Soundararajan is a dynamic person who actively contributes to the industry and society. He served as President of the Indian Breeders Association from 2002 to 2007. He was Chairman for National Poultry Committee in 2006-07
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and Vice Chairman for CLFMA from 2005 till date. Mr Soundararajan has been an active member in the Poultry Advisory Committee to the Ministry of Agriculture in New Delhi since 2004 and Planning Board Member in TamilNadu Veterinary University since 2005. Mr Soundararajan was recognized for his contribution and achievements and awarded the Best Entrepreneur and influential people by Business today and CII (Confederation of Indian industry) Under his able leadership, Suguna Poultry Farm Limited won the National Productivity Council Awards 7 times successively, since 1994-95 and won the Best Asian Poultry Company in 2008.

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RESEARCH DESIGN
Definition According to Claire sleets& others “A research design is a arrangement for collection & analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure”.

OBJECTIVES OF THE STUDY:
1.

To understand the organizational structure or hierarchy of the

company 2. 3. 4. To understand the working of the various departments To enable us to gain an insight in to the corporate world. To understand the responsibilities and duties carried out by

each department 5. The study is aimed at understanding how an organization

practically works in the real situation. 6. To study what kind of changes the organization has undergone

in the recent past or have initiated recently. 7. To summarize observation and to draw conclusion whether they

affect in positive or negative way. 8. To know where the suguna poultry stands in this competitive

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world.

9. poultry

To view the technological advancement made in the suguna

SCOPE OF THE STUDY:
1. This report is based on the study conducted at the Indiranagar

Branch, Bangalore 2. It aims at understanding the company’s establishment

organization structure, departments, production techniques, marketing strategies and the advantages it is having over the competitors. 3. An attempt is made to analyze the company’s performance in

comparison to the theoretical aspects. 4. It aims to understand the skills of the company in the areas like

technological advancement, competitions and in management

LIMITATION OF THE STUDY:
1. 2. 3. Time limit is a major constraint. As per the company rules many information was not disclosed. Finding and conclusions made are based on the superficial

knowledge acquired by the observant.

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4. them. 5.

As the managers are busy in their duty schedules it is not

possible for us to spend more time in interaction and discussion with

SOURCES OF DATA:
1. 2. Primary data Secondary data

PRIMARY DATA: The data collected for the first time through observation and interview method. The data is colleted by observing the working of various departments and also interviewing the managers of all the departments.

SECONDARY DATA: The data is collected by second hand information. The data is collected through company manual, product Boucher, company website and annual report.

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INDUSTRY PROFILE
Suguna Poultry Farm Limited (SUGUNA) is a fully integrated poultry processor committed to the food service industry. This integration affords us total quality process control throughout the production process from hatching of eggs to the retail broiler market. Our mission is to provide the highest quality product with an unequalled commitment to service. farms, and hatchery farms all over India. The annual growth rate is 12-15% in the broiler industry in India. With the annual production of 530 million broilers, India is the fifth world’s largest poultry meat producing country on placements. Animal protein consumption for Indian people comes mainly from poultry, goat, beef, and pork. Amongst them, poultry is the top player. The annual per capita consumption in India is only 630 grams of poultry meat. This is much lower as compared to the world average of 5.9 kg meat. The National Committee on Human Nutrition in India has recommended per capita of 10.8 kg meat .To meet this target , it is estimated that by year 2010, the requirements will be 9.1 billion kg poultry meat while the estimated production may only be around 3.04 billion kg poultry meat. Suguna, as a fully integrated poultry processor, operates grand parent stock farms, parent stock

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With rapid urbanization, and increasing demand from the present 250 million economically strong, consumer market base (which is likely to go up to 350 million by year 2010 ), there is bright future for this industry in India . The

parent, female layer breeding stocks have to increase from 1.41 million to 3.12 million. The broiler breeder female stocks have to grow from 5.80 million to 20 million. The above statistics clearly shows SUGUNA is having a tremendous scope for its substantial growth. The market research report " Vision for Indian Poultry Industry: Current Scenario and Future Prospects" predicts a relatively strong growth for the egg and poultry meat industry, in the both urban and rural areas, in the next two decades. With the continual rise in income, it is estimated to nearly triple by 2020 In line with the rapid growth of the poultry industry, the feed industry has also been growing very quickly. Feed generally is considered to be the major input for poultry production and may account for 70 to 80 per cent of the total production cost. Since poultry feed is composed of several raw materials, the cost and supply of raw material either produced locally or imported determines poultry prices. Poultry feeds are composed of important groups of ingredients which are called nutrients and consist of maize grains, gluten, blood meal, fish meal and Soya bean meal. A good poultry feed contains a proper balance of nutrients which will satisfy the chicken's requirement whether it is a layer or broiler or starter.
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Poultry diets are necessarily to be developed to provide for the optimum nutrition of the layer and broiler birds at each stage of their development. Our Industry is of livestock sector, in which, the day old chicks (DOC) are

being raised on high protein feed for a period of five to six weeks. Broiler meat is the cheapest source of animal protein available in our country. The time required for raising broiler birds is lesser than that for other big animals. The consumption of white meat is increasing due to growing health consciousness in the masses. Besides, each pellet is complete feed and toxic pathogens and anti-nutritional factors are destroyed during pellet production. The compounding process will generate heat and pressure which helps to kill any harmful bacteria in any of the ingredients. Poultry feed is regularly tested for bacteria which might cause infection in the birds. The mill will receive various feed ingredients such as corn and Soya meal via railway and Lorries and convert it to the perfect nutritional formula to optimize healthy growth for all of Suguna's chickens. This highly-automated mill will produce 6,36,000MT of feed per Annum to supply to all poultry broiler contract farms in the regions of Karnataka and Andhra and to raise their chicks apart from the parent and grandparent layers being bred in this region. Our Industry is of livestock sector, in which, the day old chicks (DOC) are being raised on high protein feed for a period of five to six weeks. Broiler meat is the cheapest source of animal protein available in our country. The time required for raising broiler birds is lesser than that for other big animals. The consumption of white meat is increasing due to growing health consciousness in
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the masses.

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CORPORATE PROFILE
Celebrating a 2000 crore achievement Started in the year 1984, Suguna Poultry Farm Limited is India’s largest poultry enterprise with a turnover of 2030 crores in 2007-08. Suguna’s pioneering efforts in contract Farming have helped thousands of farmers to grow along with the company. Managing Director Mr. B.Soundararajan and Joint Managing Director Mr. G.B. Sundararajan head the group. Suguna currently operates in 11 states working with 15,000 farmers, 25,000 channel partners and 4,800 employees. At the heart of Suguna’s success lies the vision of energizing rural India. Energising Rural India Suguna Poultry Farm Limited has drafted a new success saga with a vision to strengthen the backbone of the Indian economy. The organization has focused on reaching out to rural India through its innovative and sustainable business model, reaching out to the rural segment of the poultry farming community. Reaching out to embrace new ideologies that will help Suguna set trends in our areas of expertise. At Suguna, we firmly believe that in reaching out, we will be able to nurture a more holistic growth. Suguna's Core business activities Suguna imports the grandparent birds from Ross in UK, best known for their tenderness and taste and from Lohmann in Germany, the best in layers. Stateof-the-art hatcheries, quality feed and best farm management practices ensure
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the highest quality broiler chicken. Suguna is the first poultry company to implement end to end ERP system for poultry business management. Suguna has commissioned own feed mills and soya plants as part of its backward integration in the poultry value chain. Extending its forward integration is Suguna’s entry into retail through its Daily Fressh outlets. Suguna is well known for its range of high quality products that include chicken, value added eggs and naturally processed frozen and chilled chicken.

Suguna in Broiler Production
Suguna has become the household name in the broiler chicken industry. Suguna stands first in broiler production in India (and 4th in the world by volume). Suguna Poultry Farm revolutionized the Indian poultry industry through contract farming. Suguna Chicken is a highly trusted brand name offering high quality, nutritious, hygienic and affordable broiler chicken. Suguna in Layers industry Suguna offers day old Layer chicks and pullets to Indian farmers who prefer more number of saleable eggs and layers that are highly efficient in gram feed per egg, and adaptable to different environmental conditions with high livability. The chick is a white-egg layer and as such highly suitable for cages, deep litter, aviary and free-range management. Global Partners of Suguna Suguna partnered with Ross of UK for importing broiler grandparent stock and Lohmann of Germany for Layer grandparents. Suguna imports day old

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grandparent and parentstock chicks from Ross, a subsidiary of Aviagen for broiler. Lohmann is today the world's Number one Primary Breeding Company for Layers under the umbrella of Erich Wesjohann Group of Companies headquartered in Cuxhaven, German. Suguna anytime frozen chicken Suguna exports frozen chicken products, under the Suguna Anytime brand to Middle East, where they are well received and have a good presence. Sugie's products are processed in a modern processing plant near Udumalpet which is HACCP certified and abides the international standards based on Total Quality Management (TQM) system with strict compliance to hygiene and inspection requirements and adopting the traditional halal technique. Suguna Anytime frozen chicken is also available domestically in all metros. Suguna Daily Fressh Suguna Daily Fressh is Suguna’s latest venture comprising a chain of highquality retail stores which retail fresh hygienic ready to cook chicken and as well as speciality eggs, mutton and seafood. These stores provide a novel and hygienic buying experience for our discerning customers. One can get choice portions of fresh chicken and also ready-to-cook items at these outlets, which incorporate hygienic storage and packing. Plans are on to open 175 stores across India by the coming year.

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Suguna Branded eggs Suguna offers a range of value added eggs fortified with special natural nutrients, catering to the nutritional and health requirements of various groups of people. Suguna Heart enriched with Omega 3 fatty acids and Vitamin E has up to 50% lower cholesterol than ordinary table eggs and helps maintain a healthy heart. Suguna Active, enriched with DHA, Organic Selenium, and Vitamin E is particularly good for children and teens as DHA assists in brain development and improving eyesight. Vitamin E is a powerful antioxidant and is good for the skin and has anti ageing properties. Omega 3 fatty acids cannot be produced by the body and must be obtained from the diet. Organic Selenium is good for maintaining overall health and preventing certain types of diseases and is more efficiently absorbed by the body than inorganic sources. Suguna Pro is enriched with protein and vitamins (Lutein and Zeanxthinin). The high protein in Suguna Pro helps build and repair the cells in muscles and other body tissues. Vitamin A is helpful for healthy skin and good vision. Additionally Lutein an important pigment in Suguna pro prevents macular degeneration and cataract of eyes. Calcium & Phosphorus helps in formation of bones and teeth. Suguna Shakti shares similar nutrients as Suguna Pro and is of smaller size. Suguna has enjoyed a strong business growth through its innovative business model and unstinted efforts at giving high quality products and ensuring value for the customer. The changing demographic profile of India, increasing urbanization and the empowerment of rural India will add millions of new families to the economic mainstream. The company is well positioned to service this ever growing demand for poultry products in India and the world.

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Suguna Home Bites – Home Meal Replacement Suguna has recently launched a new category of Home Meal Replacement foods under the brand name Suguna Home Bites. Starting with a range of 8 heat n’ eat entrée and main meals, Suguna will soon introduce more in this range as well as a range of dried ready to eat chicken snacks, sausages and salamis.

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SUGUNA’S NETWORK
• CHANDIGARH • DELHI • LUCKNOW • JAIPUR • KOLKATA • CUTTACK • RAJAMUNDRY • NAGPUR • ANAND • NASIK • PUNE • SECANDERABAD • VELLORE • BANGALURU • COIMBATORE • MADURAI
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• UDUMALPET

Since the incorporation, Suguna Poultry Group rapidly grew into a corporate entity that has few parallels in history. The success of Suguna is a glorious testimony of the power of human visionary zeal, innovation, determination and co-operation. “Poultry Integration” is a concept introduced and achieved by Suguna. Suguna has been successful in the integration of tens of thousands of farmers, thereby enhancing their life-styles. Suguna has steadily and positively grown on its core ideals of Total Quality Management, constant Innovation, impeccable hygiene and understanding Customer needs. Suguna Poultry Group considers as its core strength, its wealth of human endeavour and excellence. The group has a wealth of people truly dedicated to its core ideals and customers. This is amply proven by the fact that an over whelming majority of the work force has been with the company for years together. Suguna has also made tens of thousands of direct and indirect employments. And this has made all the difference. Suguna has a highly advanced R&D centre. The centre possesses advanced state-of-the-art laboratories, R&D equipments, facilities and other necessary supporting infrastructure. The centre is engaged in continuous innovation in Feed Technology, Trial Farms and Quality enhancement of the products. The centre also regularly develops various methods and programs to enhance breeders and farmer's technical performance. Suguna’s Research and Development activities focus on enriching nutritional values contributes to birds’ growth and generates a longterm profitability for its customers.
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Apart from its business, Suguna creates awareness amongst people about social issues like Tree Plantation. Suguna has been responsible for planting tens of thousands of trees across the country. This apart, Suguna conducts social projects on Eye Camp, Blood donation, Limp donation etc

OBJECTIVES OF SUGUNA’S

Energizing rural India through a business process that creates and sustains innovation and strategy, by continuously adding value and care to its stakeholders with a style of management that will be exemplary to the corporate world.

In business, there is always a better way. And the first step towards achieving that is to have a dream. For Suguna, the dream is to shape the future of India.

Any dream for India would be incomplete without a powerful rural revival. This belief has driven Suguna to invest heavily in rural India and set its sights on a powerful economic and social transformation.

• Suguna has focused on developing rural India through the poultry farming industry. A pioneer in the integration of this hitherto small industry,

Suguna’s Fresh concepts such as contract farming have made individual farmers an integral part of its family.

• A holistic approach backed by technology, research and best practices, has revolutionized this industry empowering farmers across the country with wealth and prosperity.

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With a commitment to economic and social development in rural India as its core value, Suguna has today empowered over 15,000 farmers and is rewriting the futures of thousands of farmers and entrepreneurs. Suguna is modernizing the industry, creating employment, stepping up exports and has in store a bright future for over one million rural households in India.

Suguna is Asia’s first poultry organization to have been accredited the ISO 9001: 2000 Certification. Suguna Poultry Group is the proud six time recipient of the National Productivity Awards in a decade for “excellence in Domestic Broiler Birds Marketing, Hatching, Eggs Export, Processed Meat Export, Quality Consciousness, Research & Development and Continual Development of Value Added Products”.

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MILESTONE:1984 1991 1992 1993 1998 1999 2000 2001 2004 2006 2007 2007 2007 2008 Suguna Group was founded Introduced new Concept of contract farming in India First Hatchery First Breeder Operation Semi Automatic Meat Processing Unit with Cold Storage Fully Automatic, Micro Processor Controlled Feed Mill Inclusion of Grand Parents Expansion of Operations into other states Soya Unit Operation in Nagpur Successful implementation of Oracle ERP systems Layer launch Asian Livestock Industry Award Daily Fressh and Suguna value added eggs launch Convenience foods launch

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LEADERSHIP
Suguna Poultry Farm Limited is the brainchild of Mr. B. Soundararajan, Managing Director and Mr. G.B.Sundararajan, Joint Managing Director, two entrepreneurs and visionaries in the poultry industry. The brothers foresaw the potential to grow the Indian Poultry Industry through Integration now known as Contract Farming. A concept successful in many developed countries such as USA and Europe, contract farming failed in India until it was re-introduced by the brothers. Under their able leadership this industry has an enviable position in the business circles today. The two brothers, hailing from a village and born in a teacher’s family have reached the business zenith with a zeal to excel. Their management has made amark in the corporate arena by continuously improving industry standards and professionalism. Today, with a turnover of Rs. 2030 cores, Suguna holds the number one position in the Indian broiler industry and ranks among the top ten poultry companies in the world. Suguna's leadership can be seen in not just market share but also in innovation, research and development, and even technology. All thanks to professional management practices backed by the industry's best Human Resources, IT Systems, and advanced processes.

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CREATING VALUES
Suguna believes in creating value for its stakeholders in everything that it does. Be it farmers, customers, traders, employees, suppliers, partners or other institutions, Suguna ensures value addition in every transaction and investment. Suguna makes a difference through processes, technology and people. Quality and innovation are core values at Suguna. And Suguna creates value in several ways, benefiting countless number of people, particularly farmers, traders, customers and employees. Pioneering efforts by Suguna in contract farming has changed the landscape of the Indian poultry industry, and has transformed the lives of lakhs of farmers and people across Rural India. Through poultry integration, Suguna provides livelihood and assured income to thousands of farmers and also provides indirect employment, assuring a better future to lakhs of rural households. Suguna’s success lies in building strong and loyal relationships with the farmers who are more than simply an extension of our value chain. We see them as partners, and we believe strongly in our vision of Energising Rural India. Through the success of contract farming, Suguna has built up a strong and innovative business model which cannot be replicated easily. Seeing the impact of Suguna’s initiatives on rural development, Chief Ministers of other States such as Andhra Pradesh, West Bengal, Punjab and Jharkand have approached Suguna to set up operations in their states.

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Suguna successfully reduced middlemen in the poultry chain from 14 to 4. Farmers deal only with the company, and get assured returns. Suguna provides

them all the inputs and in return, the farmers get a fixed growing charge which can be increased through optimizing production cost. Suguna also bears the production and market risks, thereby protecting the livelihoods of farmers. Regardless of the market price, the farmers still get the assured growing charge, and incentives. Suguna provides a lot of project guidance and assistance with getting finance, and provide farmers with continuous technical training in scientific poultry management practices. In some areas, farmers approach Suguna with only land, and we help them to put up a poultry farm, and then place our chicks and train the farmers to manage the birds. Our line supervisors visit the farms every day to monitor the birds and to troubleshoot problems.To service this massive base of 15000 farms, Suguna has invested in highly sophisticated technology and infrastructure. With state of the art hatcheries, and an advanced R&D Centre, feed mills, veterinarians, scientists, and professionals, farmers are assured of the best quality chicks, feed and professional care. Importantly, Suguna’s scientists and employees train the farmers in GMP (Good Management Practices) too. Through all these, Suguna brings tremendous value to the farmers who may otherwise be unable to have access to all these on their own.

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The success of the contract farming model has encouraged Suguna to carry such innovative approaches to other areas in backward integration, such as corn farming where Suguna practices ‘Contact Farming’. Experts from our corn division encourage farmers to grow corn, explain the benefits and the know-how, and educate them in scientific farming methods to help increase their yield. Suguna offers a buy back guarantee, so that the farmer gets a better price

for his crop. This way, Suguna procures 4 lakh tons of maize p.a. from farmers in Karnataka alone, which equals to approximately 2.5 lakh cultivated acres, directly benefiting at least 50,000 farmers. Through this direct procurement, Suguna also assures farmers fair prices and enormous savings by way of transparent transactions and quick payments. Suguna celebrates 25 years of good health and great taste. Suguna’s focus on creating nutrition-enriched products brings to the society, healthy and wholesome chicken adhering to international standards, and yet, affordably priced. Not only just this, Suguna has also launched value added products that include value added eggs, hygienic chicken retail stores, frozen chicken and ready to eat heat and eat home meal replacements. All backed by the Suguna promise of quality and purity. The stringent quality controls mean that every single product manufactured by Suguna adheres to international standards assuring you 100% healthy and hygienic chicken products. A strategic forward integration into retail and foods through value added products means quality products that reach the consumer's

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table with the added convenience of easy preparation and less cooking time. Giving the consumer better value for money.

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CORPORATE SOCIAL RESPONCIBILITY
Ever since inception, Suguna has made social responsibility initiatives a major part of its core values. The social responsibility initiatives today reflect conscious efforts to transform the economic and social development of rural India. Energising rural India has been the vision that accompanied Suguna's growth. Every business activity undertaken has been and will always be linked to this vision. Suguna’s employees share this vision and contribute towards it actively. Another focus of Suguna has been re-planting lakhs of trees across the country to increase the green cover and help in soil restoration. Suguna has donated over 25 lakh saplings to governmental, non-governmental, and voluntary organisations, schools, colleges and general public. Taking forward the core values, a host of initiatives have been put into action. From instituting rewards to school toppers as part of educational programs, to providing aid for government schools and hospitals, Suguna is undertaking a wide range of socio-economic, environmental, educational and health initiatives. Improving the quality of life of employees, their families, as well as the local community and society at large is a promise that Suguna aims to fulfill in the long run. Since health is an important issue, Suguna believes in initiatives such as conducting motivational programs for children in orphanages, eye check-up camps, blood donation camps, and artificial limb donation.

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Corporate Mission “With our sales efforts focused squarely on the food service industry, our mission is to provide the highest quality product with an unequaled commitment to service. Our daily goal is to provide our customers with a confidence that our entire staff is working to prepare each order with consistent quality and deliver it in a timely manner”.

CORPORATE VISSION
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Energizing rural India through a business process that creates and sustains innovation and strategy, by continuously adding value and care to its stakeholders with a style of management that will be exemplary to the corporate world. In business, there is always a better way. And the first step towards achieving that is to have a dream. For Suguna, the dream is to shape the future of India. Any dream for India would be incomplete without a powerful rural revival. This belief has driven Suguna to invest heavily in rural India and set its sights on a powerful economic and social transformation. Suguna has focused its time and energy on developing rural India through the poultry farming industry. A pioneer in the integration of this hitherto small industry, Suguna’s fresh concepts such as contract farming has made individual farmers an integral part of its family. A holistic approach backed by technology, research and quality best practices, has revolutionized this industry empowering farmers across the country with wealth and prosperity. With a commitment to economic and social development in rural India as its core value, Suguna has today empowered over 15,000 farmers and is rewriting the futures of thousands of farmers and entrepreneurs. Suguna is modernizing the industry, creating employment, stepping up exports and has in store a bright future for over one million rural households in India.

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PRODUCT PROFILE

Suguna Chicken - Younger, Tender, Better.
Suguna Chicken, known for its finest quality and taste is already a favorite among many Indian households. Reared from the finest breed of carefully selected chicks, Suguna is the leader in the Indian broiler chicken market. Suguna’s innovation and efforts to maintain consistency, highest quality and hygiene standards are well appreciated by the many that savor the taste of its good chicken. A well controlled process ensures you get nothing but the freshest of chicken straight from the farms. Grown in natural conditions with nutrition rich feed, you can be assured that every bite is tender and juicy. This superior quality chicken is now available at affordable prices. Through a nationwide network of over 25,000 retail outlets. The next time you are out shopping, look out for the Suguna Chicken sign in any of your neighborhood chicken stores.

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Chicken 65

Chicken 65 is a spicy chicken treat with appetizing mint chutney. Boneless pieces are marinated and in a special recipe and are ready to cook. Just thaw and deep fry.

Southern Fried Chicken

Has tender boneless chicken seasoned and breaded and make a delicious treat. Just thaw and deep fry. Comes with hot garlic sauce.

Chicken Manchurian

is a Chinese style delicacy made from tender boneless chicken tossed in oriental sauce. No cooking is required. Ready to heat and eat.

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Chicken Kofta Curry

Indian style chicken koftas made from tender boneless chicken mixed with fabulous spices. Comes with delicious gravy. No cooking is required. Just heat, mix and eat.

Chicken Biryani

has tender chicken portions and long grained Basmati rice, cooked in the traditional way with authentic Indian spices to make the best tasting biryani ever. No cooking is required. All you have to do is just heat and eat.

Chicken Tikka Masala and Jeera Pulao

Contains the spicy taste of chicken tikka combined with delicately seasoned Basmati rice pulao to make this a great combination. No cooking is required. Just heat and eat.
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Spaghetti Bolognese

With durum wheat spaghetti and minced chicken in Italian sauce makes this an appetizing continental pasta meal. No cooking is required. Just heat and eat. Pasta Fiesta (Chicken)

With durum wheat pasta and tender minced chicken in a creamy sauce make this an irresistible continental pasta combination. No cooking is required. Just heat and eat.

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The various Suguna Anytime products include:

Whole Chicken is the whole chicken processed to international quality standards.

Drumsticks (available with or without the skin) that are taken from whole leg by removing the thigh portion

Boneless Breast (available with or without the skin) consists of the entire boneless breast fillets and tenderloins

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Curry Cut is a whole chicken that is cut into small pieces of uniform sizes

Minced Meat (available with or without the skin) is minced meat from a whole de-boned chicken

Lollipop (available with and without giblets) are produced from the chicken drumette and carry more flesh on the top

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Marinated Curry Cut (Chilli chicken style) consists of curry cut pieces marinated with special seasoning and spices and is ready to cook

Marinated Lollipop consists of lollipops marinated with special seasoning and spices and is ready to cook

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Suguna value added eggs

Egg is one of the most nutritious food money can buy. Eggs provide significant amounts of vitamins and minerals, and are also an excellent source of highquality proteins. For the first time in India, Suguna Poultry Farm Limited, India’s largest poultry enterprise presents a range of premium quality Suguna Value Added Eggs, enriched with special nutrients like Omega 3 fatty acids, Selenium, Vitamins and minerals that not only provide nutritional value but specific functional benefits to the consumer. Suguna offers four varieties of value added speciality eggs, each fortified with specific vitamins, and nutrients to help maintain a balanced diet and healthy lifestyle for people of all age groups and health conditions.

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The four varieties of Suguna Value Added Eggs are:

The Suguna value added eggs come in 6-egg container boxes as a ‘value for money’ product and is available at leading supermarkets and Suguna Daily Fressh outlets across the country.

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ORGANIZATIONAL STRUCTURE

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Feed Mill - Manufacturing Process
For the manufacture of pellet feed for poultry Maize is the main ingredient. The composition of feed is about 60% to 65% of maize and about 20-30% of Soya de-oiled cake. In addition to the above, about dozen other ingredients are being added for the positive effect on broiler growth. Poultry Industry has as many as sixteen types of breeder feed meant for chicks, male birds, grower birds etc. The blending ratio of the raw materials for each and every type of feed will be

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different. The Formulation will be changed from time to time because of the change in seasons and individual merits of the type of bird. Some of the important other ingredients are Bajra, De-oiled Rice Bran, Fish Meal, Meat cum Bone Meal, Maize Gluten, Mutton Tallow, Vegetable Oil, Molasses etc. An important input is medicinal premix which constitutes about 1% of the feed being produced. This premix consists of vitamins, growth promoters, trace minerals; antibiotics etc for the highest hygiene and environmental standards. The proportions of the inputs for medicinal premix are also being modified from time to time, season to season and flock to flock. As maize and Soya are the major inputs for the manufacture of feed, they are being stored in large capacity silos. So also Molasses (3%) is stored in large capacity above ground Tanks. Other materials will be stored in the bins / godown. Each raw material as and when received will be subjected to strict quality tests. An in-house State of Art lab will be ready and helpful to inspect the materials before being unloaded. Stringent quality check will be followed on all the raw material purchased for manufacture of feed. The material which fails the quality requirement will be rejected. All the raw material received will be cleaned in the grain cleaner to take away the impurities like stone, straw etc before being stored in the silos. The All the materials are handled in the automated conveyor systems. The feed mill thus will facilitate the move of materials using machines significantly. All the materials which are stored in the bin & silos will be mixed in proportion based on the formulation using the Micro processor based Batching system. The

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batching system has a separate batching bins fitted with load cells for major & Micro ingredients. In the system, magnets will be placed in appropriate places to trap the ferrous materials entering the system & contaminating the Feed. The Mixed materials are fed to the pulverizer for size reducing. Pulverizes will pound premixed materials into Mash feed and then the feed will be collected and carried through another bucket elevator to mixture machine. In this machine, the medicinal premix / oils will be added and uniformly mixed for a specified duration. The homogeneous powdered Mash is then being carried over to Pellet Mill. It will then be transferred to an insulated jacket bin where the materials will be kept at a high temperature of around 82 degree Celsius for a minimum period of 2.5 minutes for the removal of harmful bacteria. This process is called Hygienising. From the hygienising chamber the feed is drawn to pellet mill where appropriate quantity of steam is being added to palletize the feed. The pelleted feed is then drawn, cooled and for being crumbled. The Pellet Feed is then sent to the packing house area for being packed in poly bags of appropriate weight. The advantages of the above system are mainly the following: • The entire feed will be free from harmful germs • The pellet feed will be a homogeneous and reduced bulkiness and will ensure that the birds are fed with the appropriate dosage of feed. • The pellet feed will get half cooked in this modern process and will be easily digested by the birds. • The pellet feed will ensure very lower wastage percentage when fed to birds.

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Environment Standards in the process of Manufacturing
• The entire feed mill area will be geared up to maintain a higher level of bio-security measures right from the point of unloading of raw materials to the point of dispatch of finished goods. Because of the hygienic process, each pellet is a complete feed and toxic pathogens and antinutritional factors are destroyed during pellet production. • Sophisticated equipments to test moisture, protein contents etc., will be provided in the in-house which will be manned by quality assurance department staff round the clock.

Location Advantages of the Project
As the Project is commissioned to be situated at Hoskote in Bangalore and because of the basic availability of the following infrastructure, the project is technically feasible.

Easy availability of Maize and Soya at cheaper prices in the surrounding area; Maize is grown in this area. Miraj is the biggest 'Mandi' for Maize

• Transport facilities to deliver and receive materials conveniently and efficiently • Water availability throughout the year • Availability of abundant skilled Labou • On time delivery of feed to Suguna’s Farms

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Licensing and Registration Requirements SUGUNA will comply with the provisions of all Acts/Rules/Notifications issued from time to time by the Karnataka State Govt. /Central Govt. The conversion of land for industrial use has already been obtained.

OTHER REGULATORY COMPLIANCE SUGUNA will also comply with the other statutory requirements mentioned hereunder for the start of this feed mill. • Industrial License under Industries (Development and Regulation) Act 1951 • Municipal License • Factories Act, 1948 and other Labour Legislations • Sales Tax Law in Karnataka • No Objection Certificate from Pollution Control Board • Environmental License • Permission for Power Connection from Electricity Department

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STRUCTURE OF FINANCE DEPARTMENT

FINANCE DEPARTMENT
The department functions under the supervision and direction of the DGMFinance, accounts manager and executive/assistants. For the concurrent scrutiny of transaction taking place in various territorial units of the organization an accounts branch has been established in each unit, which is in charge of an accounts manager by accounts with necessary clerical staff. The account manager is under the DGM-Finance control of the unit, in matters relating to audit and accounts, he is guided by the instructions issued by chief DGM-finance.

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FUNCTIONS: 1. Preparation of the annual budget estimates. 2. Scrutiny of the all revenue collection. 3. Pre-audit of claims. 4. Compilation of accounts. 5. Express views on all matters having financial implications. Project Cost Details This Project is being to set up at a capacity of 80 tons per hour (TPH) and the capacity is expandable to 140 TPH with some additional machines and the following assets have been proposed to be acquired. The design Capacity at set up is 6,36,000MT of feed per Annum.

Land:
The company has identified and purchased 31 Acre of land for the proposed Feed mill near Hoskote in Karnataka. The conversion of land for industrial use has already been obtained. Cost of Steel: The Steel requirement for the Feed Mill Plant is 200 MT, the cost is estimated at Rs.345 lakhs. Fabrication and erection charges for the structure for the will be around Rs.40 lakhs.

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Civil Cost: The feed mill is set to have the following building structures with an estimated cost of Rs.2450 Lakhs 1) Main Factory Buildings 2) Office Building 3) Raw Materials Storage Building 4) Finished Goods Storage Building 5) Laboratory Building 6) Mill Towers 7) Weigh Bridge 8) Staff Dining & Rest Room 9) Others Cost of Machines The total estimated cost of machinery has been estimated to be around Rs.800 Lakh and the cost comprises of the following machines. Particular 1) Major machines to be imported : 2) Other Machines to be fabricated at the site : 3) Batching & Plant automation system: 4) Miscellaneous items (buckets, belts, etc): 5) Cost of Spare Tools & Tackles : Total Cost Amount Rs.700 Lakh. Rs.100 Lakhs. Rs.100 Lakhs Rs. 50 Lakhs. Rs. 50 Lakhs. Rs.1000 Lakhs.

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Electric Motors & Installations
Thus the total estimated cost of electrification work including Generators is around Rs.800 lakhs, which includes Drive Motor with Panels, Transformers, Power House, Air compressor & stand by generator of 2000 KVA.

Laboratory:
It is a must to maintain a laboratory at the site for the assurance of quality of poultry feed materials being received finished feed dispatched. The cost of laboratory equipments and apparatus is estimated around Rs. 30.00 lakh. The following among other Tests will be conducted on Raw Material as well as finished goods i.e. Poultry Feed: 1. Test for Proximate Analysis 2. Adulteration Analysis 3. Toxin Analysis etc.

Computer Systems
Since all the systems are going to be controlled by a central computer, information at every stage of the process will be made available. These are then going to be processed to provide the management the required data and analysis / Aids in • Monitoring the entire process • Checking the efficiency of the process • Calculating the total feed quantity arriving at the factory in a day/month. • Monitoring the status at each trough

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• Knowing the various grades of feed packed • Reviewing performance • Report generation, tailor-made to your requirements The company has thus proposed to execute all activities in a computerized environment and the cost of computer hardware and software along with needed furniture facilities estimated in the order of Rs.20 Lakh.

Weigh Bridges:
For weighing loads carried by road, it is a must to have a very heavy duty weighing scale which can weigh the vehicle both empty and when loaded and thus calculate the load carried by the vehicle. The cost of the same is estimated about Rs.15.00 lakhs.

Consultancy:
We have appointed M/s USD Agro Eftech Private limited as the Technical Consultants for the proposed Feed Mill. The consultancy charges are Rs.50.00 lashes.

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MARKETING DEPARTMENT

The marketing department is not only selling their products but it making publicity and performing and providing good service, helping in highlighting the achievements what suguna poultry doing to the public. To further enhance productivity and market Suguna Products worldwide, the group has entered into partnerships with leaders of various countries. Suguna has a tie-up with Ross Breeders of UK for the supply of Grand Parent Chicks. The group also has a joint venture with Supreme Foods Co. Ltd. in the Gulf, which led to the institution of Supreme Suguna Foods Co. Ltd. - an ultra

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modern chicken processing facility certified with HACCP and located at Udumalpet.
SUGUNA POULTRY'S SALES TURNOVER
2500 VALUE IN RUPEES (Crores) 2000 1500 1000 500 0 2001 2002 2002 2003 2003 2004 2004 2005 YEAR 2005 2006 2006 2007 2007 2008 370 451 559 822 1445 1101 2000

Started as a small traditional enterprise, Suguna has grown into a highly professional Rs.1101 crore turnover corporate enterprise and offers products and services that encompass the whole gamut of the Poultry Industry. Suguna Poultry Group consists of Contract Farms, Broiler Operation Centers, Poultry Feed Plants, Hatcheries, State-of-the-art Chicken Processing Export Oriented Units, Regional Establishments and Management Information Systems

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HUMAN RESOURCE DEPARTMENT

The primary objective of HRM is to ensure the availability of a component and willing workforce to an organization. HRM objectives are four fold:1. Social objectives 2. Organizational objectives 3. Functional objectives 4. Personal objectives

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Human Resource Management is a management function that helps manger’s recruit, select, train and develops members for an organization. Obviously, HRM is concerned with the people dimension in the organ8ization. The activities included are: • HR planning • Job analysis and design • Recruitment and selection • Orientation and remuneration • Motivation and communication • Welfare • Safety and health • Industrial relation

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MANUFACTURING INFRASTRUCTURE
Grant Parent Suguna has Grand Parent farms to house, imported world renowned Ross Breeders Chicks. Ross Chicks fed with Suguna’s high nutritional feed and bred under intensive farm management, produce hygienic hatching eggs. These hatching eggs are then hatched to produce quality Parent Chicks. Parent Stock Parent Chicks are placed in select parent farms. Suguna’s Parent feed and intensive farm management result in quality hatching eggs, which are set in hygienic hatcheries to produce high quality broiler chicks. These broiler chicks are distributed to Broiler Farmers across the country. Broiler Farms Broiler chicks are placed in various Contract Poultry Farms. Suguna, imparts technical know – how, practices in rearing and bird farming. to rear the birds. Upon maturity, these birds are segregated based on quality and marketed to customers. Feed Mills To cater to the needs of Grand Parent, Parent and Broiler birds, Suguna has state-of-art pellet mills. Apart from this, Suguna markets Quality Feed to external markets also.

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Meat Processing Unit Supreme Suguna Foods Company Ltd., 100% EOU, exports processed meat to the Middle East and other countries. These products viz., Sugies and Tanmia are ensured to conform to international Quality Standards. Windmill Suguna established its own windmill to support the need of its power consumption. The excess power generated is sold to Tamil Nadu Electrical Board.

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Supply- chain management

Suguna also indirectly adds value to rural farmers and suppliers in other ways, such as purchasing supplies and providing direct and indirect employment. Suguna purchases raw materials worth more than Rs.1000 crores per year. Suguna has a strong SCM (Supply-Chain Management) Division which constantly focuses on setting up direct contact with small and medium manufacturers. It works with them to bring their standard on par with international quality standards, and then sources raw materials from them. This focus ensures manufacturers get better prices for their materials and Suguna gets better quality.
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Research and Development
Research & Development (R&D) is a continuous improvement process to enrich quality of the output. Suguna firmly believes in this process and devotes significant effort towards R&D initiatives. Suguna’s R&D initiatives are driven by highly qualified and experienced poultry experts including nutritionists and veterinarians. These initiatives over time have helped establish Standard Operating Procedures (SOP) and Good Manufacturing Practice (GMP) which are strictly followed at all Suguna facilities and contract farms. The R&D team focuses on the areas of environment, birds’ diet, disease management, the overall health and development of the birds. The R&D team is always looking at bringing efficiency through effective water sanitation, temperature, ventilation, lighting and litter / floor management. Since feed and nutrition are important factors, the team constantly aims at devising feed formulation for a healthy feed conversion rate (FCR). The team also works to Identify newer ingredients using natural agro based products. Disease management is another area where the team pays attention to prevent outbreaks. By closely monitoring and reviewing bird performance, the team helps identify vulnerabilities and define programs to control them. The R&D team assures the farmers quality output and support through innovative and practical solutions based on scientific poultry management. Through activities by its central monitoring unit that include field trips, 180 trials everyday and 24 x 7 x 365 support services.
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SWOT ANALYSIS
STRENGTHS:
• No.1 in Indian broiler production

10th largest poultry enterprise in the world

• Rs. 2030 crore turnover • 25,000 channel partners • 500,000 people benefit from indirect employment •Good infrastructure •A well trained staff •Quality services •The public have good image about suguna chicken

WEAKNESS:
•Scarcity of skilled technicians •Lack of coordination between departments •Customer orientation is absent •Slow adaptability to the latest trends in the distribution of
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services

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Opportunities:
1.

Ability to get extra revenues by using available

space for advertising either on pub, bar or on vehicles. 2. people 3. Maize cultivating Farmers can sell at better prices Improve in the Standard Of Living of nearby living

to SUGUNA

Threats:
1. By purely vegetarian peoples 4. 5. 6.
7.

By low price off vegetables By fat contents in chicken Threat of competitors Threat of bird flu

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IDENTIFICATION OF PROBLEMS

There is a lack of communication between employees and farmers due to the language problem as farmers knew only regional language. There is Shortage of employee labour and security. There is no improvement of feed quality

• •

SUGGESTIONS

In breeder poultry farms concessional canteen facilities has to

be provided, it should be very hygienic and fair price to the L3 & L4 employees and labours can feel comfortable to eat in the canteen and supply of clean water is must.

Cleanliness and hygienic environment should be maintained

so that the employee do not get the diseases due to un hygienic at work.

Another important thing is that it should be looked in to

safety, transport facility due to farms in remote areas and medical facility to employees.
• Continuous technical training program for farms employee and

labourers to avoid mortality. • Suguna poultry feed can be introduced to market so it can increase the brand image. • Suguna ready to eat outlets can be introduced in various places.

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CONCLUSION
Suguna is one of the leading poultry farm in India and 10th largest poultry enterprise in the world. The success of Suguna lies in building strong and loyal relationship with the farmers who are more than simply an extension of our value chain. Suguna treat them as partners, and believe strongly in the vision of Energizing Rural India. Through the success of contract farming, Suguna has built up a strong and innovative business model which cannot be replicated easily. Observing the impact of Suguna’s initiatives on rural development, Chief Ministers of other States such as Andhra Pradesh, West Bengal, Punjab and Jharkand have approached Suguna to set up operations in their states. Suguna successfully reduced middlemen in the poultry chain from 14 to 4. Farmers deal only with the company, and get assured returns. Suguna provides them all the inputs and in return, the farmers get a fixed growing charge which can be increased through optimizing production cost. Suguna also bears the production and market risks, thereby protecting the livelihoods of farmers. Regardless of the market price, the farmers still get the assured growing charge, and incentives. Suguna provides a lot of project guidance and assistance with getting finance, and provide farmers with continuous technical training in scientific poultry management practices. In some areas, farmers approach Suguna with only land, and we help them to put up a poultry farm, and then place our chicks and train the farmers to manage the birds. Our line supervisors visit the farms every day to monitor the birds and to troubleshoot problems.
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BIBLIOGRAPHY Magazine: Suguna prime time. Brouchers and Annual Reports www.sugunapoultry.com Human Resources Management: K.Ashwathappa. Marketing Management: Philip Kotler.

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ANEXURE:-

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