Suguna poultry: where chicken fly: A case study

Abstract

Study of Rapid growth firms is worthwhile because they have outperformed the industry – either by identifying new opportunities or by developing resources that enable it to use the existing opportunities in a better manner than the industry at large. Suguna Poultry Farms (P) Ltd is one such rapid growth company. Suguna was started by Sundararajan and he was later joined by his elder brother, Soundararajan, who had tried his hands at a few businesses without much success. Together the brothers introduced the concept of contract farming where all the risk of the industry was shifted to the company and farmers just became contracted converters – who reared the birds of Suguna at their farms. As their network grew, the largest player in the country recognized them as a challenge, when they were present in just the Coimbatore district of Tamil Nadu. Since then the company has grown rapidly, expanding to 12 states and becoming the largest player in the industry. This case presents the story of how Suguna achieved its grand success, and the aim is to highlight the steps it took to attain and later maintain the high growth rates it was able to achieve, the resources it built over the years and how it utilized them to use opportunities that presented themselves or create new opportunities for itself.