Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource From the local to the global: the journey of Suguna Foods Subject The topic of the resource Business development; Corporate growth; Diversification; Innovation; Marketing strategy; Supply chain strategy Description An account of the resource Learning outcomes: On completion of this case study, students will be able to understand collaboration and synergy between farmers and organisations through value creation, like fundraising, based on the comprehension of the resource-based theory; understand the overview and concept of the value chain and supply chain management in the agribusiness to reduce costs of inventories; understand the concept of segmentation and positioning to increase revenue for organisations by leveraging existing resources human and financial; and understand the branding strategy to create a sustainable competitive advantage for Suguna Foods. Case overview/synopsis: Suguna was started by two brothers, B. Soundararajan and G.B. Sundararajan, to help other farmers. Suguna, with just 200 broilers in 1984, grew to be the number 1 poultry company across India. Soundararajan was a pioneer and innovator who started contract farming in India in 1991. This model helped both the farmers and the company to became successful. The farmers always struggled to pay the cost of feed and other materials, as credit was not readily and easily available from financial institutions. Suguna helped farmers by providing feed, medicines, etc., free of cost in return for the good rearing of chickens. Because of the success of this venture, they decided to continue with it. Today, Suguna is a successful company that sells chicken, eggs and processed meat. They modernised the retail chain to supply consumers with fresh, healthy and hygienic meat. Sugunas vision was to Energize rural India by helping farmers succeed. They helped over 40,000 farmers from 15,000+ villages in 18+ Indian states. Although the growth helped both farmers and Suguna, the increased cost of raw materials for Suguna and increased input costs/power costs for farmers had to be tackled on a war footing so that both could have good income despite the increased inflation. Moreover, the retail price of live chicken was more or less stagnant in the past five years, especially after the start of the COVID-19 pandemic. Complexity academic level: This case can be used as the basis for a 90-min class discussion. This case study is suitable for use in an master of business administration course module or in an executive education program on developing an understanding of value creation in the business model in a rural market and also how the supply chain works. This case study can also be used to teach pricing, segmentation in marketing and supply chain perspectives and decision-making skills. Supplementary materials: Teaching notes are available for educators only. Subject code: CSS8: Marketing. 2023, Emerald Publishing Limited. Creator An entity primarily responsible for making the resource A S.; Kumar S.; Khanna S. Source A related resource from which the described resource is derived Emerald Emerging Markets Case Studies, Vol-13, No. 4, pp. 1-23. Publisher An entity responsible for making the resource available Emerald Publishing Date A point or period of time associated with an event in the lifecycle of the resource 2023-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/EEMCS-12-2022-0530" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/EEMCS-12-2022-0530</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85177657753&amp;doi=10.1108%2FEEMCS-12-2022-0530&amp;partnerID=40&amp;md5=0fa529dbdb27dbf5d1b6ca161d80b336" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85177657753&amp;doi=10.1108%2fEEMCS-12-2022-0530&amp;partnerID=40&amp;md5=0fa529dbdb27dbf5d1b6ca161d80b336</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 20450621 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant A S., Department of Business and Management, Christ (Deemed to be University), Bengaluru, India; Kumar S., Department of Business and Management, Christ (Deemed to be University), Bengaluru, India; Khanna S., Department of Business and Management, Christ (Deemed to be University), Bengaluru, India