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Coimbatore-based Suguna Poultry Farm Ltd. (Suguna) has successfully established itself in the Indian poultry industry and is currently the world's fourth largest player in the broiler segment. The industry was moving towards a state of depression. Suguna saw an opportunity in this situation just as any other entrepreneur. It decided to adopt the contract farming model. Instead of trying to recover the money that the farmers owed them, they provided feed and medicines to them in exchange for the end product - eggs and/or broilers. The success of this practice gave birth to the business model of Suguna, wherein farmers owned the infrastructure and reared the birds for a fee.
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