The Fact Maker

Suguna Foods launches its first click and mortar business Delfrez as part of a brand restructuring

~ In addition to this launch, the poultry major also announced several strategic restructuring measures at a group level for the future ~

Mumbai : After revolutionizing the Indian poultry industry with 30 plus years of expertise, Suguna Foods, a Rs. 9,000 crore Indian poultry major today announced the launch of its first click and mortar brand, Delfrez. The move comes as part of Suguna’s strategic brand restructuring at a group level, which was unveiled today in a press conference. The newly launched brand Delfrez will be in both online and offline retail format that will house diverse poultry products from the house of Suguna. The group has invested over 100 crores in the new brand and plans to launch over 1000 outlets by (2025).

Delfrez is the brainchild of the second-generation leader from the group – Vignesh Soundararajan, Executive Director – Suguna Foods. This click-and-mortar brand aims to bring quality products to everyone’s plate. Available in leading online & offline channels like Big Basket, Groffers, Jio Mart, Swiggy & many more. Delfrez will house an array of products which would be into Ready to Eat, Ready to Cook, and Marinates. Also available offline, Delfrez retail is a spacious store that provides customers with fresh produce in a hassle-free environment. 

Commenting on the occasion, Mr. 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 organized poultry brands from our country.  We are laser-focused on 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+ people and their families, who are directly associated with Suguna and more than 1,00,000+ people indirectly.”

Mr. 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”

With the launching of Delfrez, the group also announced 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 emphasizes the strengthened bond between the company and its customers, besides establishing that their product provides delicious, fresh, and quality meat that helps strengthen the immunity of the entire family.