Poultry major Suguna Foods to enter North and Western markets with Delferz outlets


With about Rs 100 crore investment in its processing plants, expanding its value added chicken product range and rebranding, poultry major Suguna Foods plans to expand its retail presence nationwide, said a senior official.

The Coimbatore based Rs 9,155 crore turnover company selling processed mutton to institutions out of its Chandigarh plant will retail the same through its Delfrez stores.

“All the existing outlets and the products like chilled meat, ready-to-eat, ready-to-cook, marinates and value added eggs will be rebranded as Delfrez brand. However, the live chicken sales will continue under the Suguna Chicken brand,” S. Vignesh, Executive Director told reporters.

Currently, the company has about 250 Suguna Daily Fressh retail outlets and selling the processed chicken products under different brands.

Vignes said Delfrez will also be in online format sold through retailers like Big Basket, Groffers, Jio Mart, Swiggy and others.

According to him, the retail outlet expansion will be under the company owned and franchisee operated (COFO) and company owned and company operated (COCO) formats.

Suguna Foods has processing plants in Coimbatore, Belgavi and Chandigarh.

“This rebranding exercise is a major initiative that we have undertaken to be relevant in today’s digital world,” B. Soundararajan, Chairman remarked.



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