How to Start Suguna Chicken Dealership | Cost, Fees, and 20% Profit Margin


Starting a Suguna Chicken dealership in India can be a profitable venture for individuals interested in the poultry industry. Suguna Foods, a renowned poultry company, offers this dealership opportunity to individuals who wish to work with a reliable and well-established brand. By becoming a Suguna Chicken dealer, you can leverage the company’s strong business model to establish a successful poultry business.

Business Model of Suguna Chicken Dealership

Suguna Foods operates on an integrated poultry business model, which ensures that the entire supply chain is managed efficiently. As a Suguna Chicken dealer, you will be a part of this well-organized system, which includes aspects such as breeder farming, hatcheries, feed mills, poultry health, and processing operations. This comprehensive approach ensures quality control and streamlines the entire production process.

The dealership allows you to become an authorized retailer or distributor of Suguna Chicken products, enabling you to access a wide range of poultry products, including fresh and processed chicken, eggs, and value-added products. The Suguna brand prides itself on delivering high-quality, hygienic, and nutritious products to its customers.

Suguna Chicken offers two types of dealership models in India:

  • Mini Dealership: This is a small-scale dealership that sells chicken to local retailers and restaurants.
  • Standard Dealership: This is a larger-scale dealership that sells chicken to a wider customer base, including supermarkets, hotels, and caterers.

How to Apply/ Step by step application process

Applying for a Suguna Chicken dealership requires following a step-by-step application process. Here is a simplified outline of the process:

Research and Evaluation: Gather information about Suguna Foods, their dealership requirements, and the poultry market in your desired location. Evaluate the potential demand and competition in the market to determine if a Suguna Chicken dealership would be viable.

Contact Suguna Foods: Visit the official Suguna Foods website or contact their regional offices to express your interest in becoming a dealer. Obtain detailed information about their dealership policies, terms, and conditions.

Application Form: Fill out the Suguna Chicken dealership application form accurately and provide all the requested information. Include your personal details, business background, and any relevant experience in the poultry industry.

Submitting the Application: Submit the completed application form along with any required supporting documents, such as identity proof, address proof, and business registration details, to the designated email or physical address provided by Suguna Foods.

Review and Approval: Suguna Foods will review your application and assess its suitability based on various criteria, including market potential, infrastructure availability, financial capability, and your commitment to the Suguna brand. If your application is approved, you will receive further instructions from Suguna Foods regarding the next steps.

Agreement and Formalities: Once selected, you will be required to enter into an agreement with Suguna Foods, outlining the terms and conditions of the dealership. Fulfill any additional formalities, such as payment of fees or security deposit, as specified by Suguna Foods.

Training and Support: Participate in the training programs provided by Suguna Foods to familiarize yourself with their business operations, product range, and marketing strategies. Avail the ongoing support and guidance offered by Suguna Foods to ensure the smooth functioning of your dealership.

Cost and Fees

Starting a Suguna Chicken dealership involves certain costs and fees. Here is a breakdown of the primary expenses to consider:

Infrastructure Costs: Setting up appropriate infrastructure, including a retail outlet or distribution center, refrigeration facilities, storage space, and transportation vehicles, may require a significant initial investment.

Franchise Fee: Suguna Foods may charge a one-time franchise fee, which is a contribution towards the brand value and support provided to you as a dealer. The amount can vary based on the location and scale of the dealership.

Stock and Inventory: You will need to procure an initial stock of Suguna Chicken products to kick-start your dealership operations. The cost of stock and inventory may vary depending on the capacity of your retail outlet or distribution center.

Marketing and Promotional Expenses: Allocate a budget for marketing and promotional activities to create awareness about your dealership and attract potential customers. This may involve advertising, branding, point-of-sale materials, and other marketing initiatives.

Operating Expenses: Consider recurring expenses such as rent, utilities, staff salaries, transportation costs, and maintenance charges while estimating the overall cost of running your Suguna Chicken dealership.

Here is a table that compares the estimated costs of a Suguna Chicken mini dealership and a standard dealership:

Cost Item Mini Dealership Standard Dealership
Franchise Fee Rs. 2 lakhs Rs. 5 lakhs
Premises and Equipment Rs. 1 lakh Rs. 2 lakhs
Raw Materials Rs. 50,000 Rs. 50,000
Marketing and Promotion Rs. 50,000 Rs. 50,000
Staff Salaries Rs. 50,000 Rs. 50,000
Miscellaneous Expenses Rs. 50,000 Rs. 50,000
Total Rs. 5 lakhs Rs. 9 lakhs

Profit Margin

The potential profit margin of a Suguna Chicken dealership can vary based on various factors such as location, competition, operational efficiency, and market demand. According to the website of Suguna Poultry, the profit margin for a Suguna Chicken dealership in India is typically around 20%. Industry sources suggest that dealers can earn a reasonable profit by effectively managing their operations.

As a Suguna Chicken dealer, you can generate revenue through the sale of fresh chicken, processed products, eggs, and value-added items. By maintaining consistent quality, hygiene, competitive pricing, and a strong focus on customer satisfaction, you can enhance your profit margin and establish a loyal customer base.

Also Read: How to Start Tanishq Franchise | Cost, Fee, and 20% Profit Margin

Pros and Cons

Before starting a Suguna Chicken dealership, it is important to consider the pros and cons associated with this business opportunity:


  • Association with a well-established brand in the poultry industry.
  • Access to a wide range of high-quality poultry products.
  • Comprehensive support and guidance provided by Suguna Foods.
  • Training programs to improve knowledge and efficiency in poultry business operations.
  • Potential for good profit margins in a growing market.


  • Initial investment required for infrastructure and stock procurement.
  • Competition from existing players in the poultry market.
  • Regular monitoring and maintenance of quality standards.
  • Operational and logistical challenges in managing the supply chain.
  • Market fluctuations and demand variations affecting sales.


Starting a Suguna Chicken dealership can be a lucrative venture for individuals passionate about the poultry industry. By following the step-by-step application process, understanding the associated costs and fees, and considering the potential profit margin, you can make an informed decision about investing in this business opportunity.

While there are challenges involved, the association with a reputable brand like Suguna Foods, along with the support and training provided, can significantly contribute to the success of your dealership. With dedication, careful planning, and a customer-centric approach, you can establish a profitable Suguna Chicken dealership and contribute to the poultry industry in India.


What is the minimum investment required to start a Suguna Chicken dealership?

The minimum investment required can vary depending on factors like the location and scale of the dealership. It is best to contact Suguna Foods directly for specific investment details.

Does Suguna Foods provide marketing support to its dealers?

Yes, Suguna Foods provides marketing support to its dealers. They offer various promotional materials, branding assistance, and marketing strategies to help establish a strong presence in the market.

Can I have multiple Suguna Chicken dealerships in different locations?

Yes, it is possible to have multiple Suguna Chicken dealerships in different locations. However, the feasibility and terms of operating multiple dealerships may be subject to Suguna Foods' policies and approval.

Is there any ongoing royalty fee payable to Suguna Foods?

Suguna Foods does not mention any ongoing royalty fee in its dealership information. However, it is recommended to clarify the financial obligations with Suguna Foods during the application and agreement process.

What kind of training programs are provided by Suguna Foods?

Suguna Foods offers training programs to its dealers to enhance their knowledge and efficiency in poultry business operations. The training covers areas such as product knowledge, quality control, sales strategies, and customer service.

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