Suguna Foods, a Rs 9,000 crore Indian poultry major, has now introduced its first click and mortar brand, Delfrez. The move comes as part of the company’s strategic brand restructuring at a group level. It will house an array of products which would be into Ready to Eat, Ready to Cook, and Marinates.

The newly launched brand will be in both online and offline retail format. The group has invested over 100 crore in the new brand and plans to launch over 1000 outlets by (2025). The retail is a spacious store that provides customers with fresh produce in a hassle-free environment.

The group also unveiled a slew of restructuring initiatives such as a renewed new group logo with the letter ‘S’ designed to be perceived as interlocked whilst signifying strength. The logo emphasises the strengthened bond between the company and its customers.

B Soundararajan, chairman, Suguna Group, said, “The pandemic has been a great learning opportunity for every industry and today we are happy to see one of our biggest takeaways from the pandemic take shape with a very innovative approach to our poultry format. This rebranding exercise is a major initiative that we have undertaken to be relevant in today’s digital world.”

“There have been many transformations in Suguna, which is very much in line with the transformation of the poultry segment in India. In addition to the Indian market, there is a significant growth opportunity in foraging markets for the organised poultry brands from our country. We are laser-focused in terms of increasing our business in India and expanding our market share worldwide with this new, refreshed brand strategy. We will stay committed to improving the lives of over 40,000 plus people and their families, who are directly associated with Suguna and more than 1,00,000 plus people indirectly,” he added.

Vignesh Soundararajan, executive director, Suguna Foods, said, “We are really excited to launch Delfrez and make our products accessible to one and all through retail as well as digital channels. We have made sure to have a proper Digital and e-Commerce strategy in place to connect with our consumers and understand their needs. Being leaders in the poultry industry over the past three decades, we look forward to leveraging our expertise in the market and help reinforce our philosophy with this venture, which is to bring more protein to everyone’s plate.”