Bangalore: The Coimbatore-based 9000+crore Indian Poultry enterprise Suguna Foods proclaimed the launch of its first click and mortar brand, Delfrez. With a complete brand restructuring, Suguna group envisages a March towards a new beginning and makes India nutritionally richer, healthier, and stronger.
“This rebranding exercise is a major initiative that we have undertaken to be relevant in today’s digital world” quoted Mr. Soundararajan, Chairman of Suguna Group. He also stated that “We are laser-focused on increasing our business in India and expanding our market share worldwide with this new, refreshed brand strategy.”
With an investment of ₹100 crores, the group plans to magnify its retail presence nationwide through opening 1,000+ outlets by 2025, he added. The existing 250 retail outlets in three southern states will be rebranded as Delfrez with 40 more stores added in the next four to six months in the western and northern States. The product range available under the brand would also be expanded.
Delfrez will be accessible through leading online & offline channels like Big Basket, Swiggy, Grofers, and Jiomart, housing an array of products that would be into Ready to Eat, Ready to Cook, and Marinates segments.
Executive Director of Suguna Foods- Mr. Vignesh Soundararajan, said: “Suguna Foods has four main verticals — Suguna Chicken, Suguna Feeds, Delfrez and Mother’s Delight. We are a producer of live chicken and have an integrated value chain. By rebranding the processed chicken, mutton, and egg products, we want to focus on the farm-to-fork concept. Currently, about 5 % of our business is from processed products. These should contribute to 20 % of the company’s topline by 2025.”
