In 1984, brothers B Soundararajan and GB Sundararajan set up a poultry farm in Udumalaipettai, about 72 km from Coimbatore, Tamil Nadu, with an investment of Rs 5,000. 38 years later, it is a Goliath, clocking in a turnover of Rs 9,155 crore in FY21
Vignesh Soundararajan, MD, Suguna Foods India
Image: Prakash Chellamuthu for Forbes India
In 1984, with an investment of ₹5,000, brothers B Soundararajan and GB Sundararajan, set up a poultry farm in Udumalaipettai, about 72 km from Coimbatore, Tamil Nadu. Thirty-eight years later, it is a Goliath, clocking in a turnover of ₹9,155 crore in FY21.
Suguna Foods, which is the flagship company of the larger group—Suguna Holdings—works with over 40,000 farmers, from more than 15,000 villages across 18 states. Soundararajan is now the chairman of the group company, his son Vignesh has recently taken charge of Suguna Foods India as managing director. The company is now focussing on four verticals: Farms and feed as B2B, and food and soya as B2C. Though it has a pan-India and international presence, the family-run business gets most of its revenue from South and East India. As per reports, Suguna Foods is a market leader, with a 15 percent market share in the ₹70,000-crore poultry broiler market in India. “The goal is to provide affordable quality protein to every household in the country, while being inclusive of small and marginal farmers,” says Vignesh.
He started with vegetable farming in his family’s ancestral agricultural land for about three years, which wasn’t profitable. To overcome the financial crisis, he started to work for an agricultural pump company in Hyderabad. The job allowed him to travel extensively and meet a lot of farmers. He returned to his native village to join the business started by his brother.
They would buy chicken feed and sell them to farmers, becoming one of the many vendors that farmers would interact with in order to raise chicken. There were specific vendors for every small requirement, such as rice husk, medicines or feed, adding margins for every purchase. Consequently, costs escalated and farmers could not pay the vendors on time.
(This story appears in the 07 October, 2022 issue of Forbes India. To visit our Archives, click here.)