Country Chicken Co., Hyderabad: A successful Chicken tale
Shri. G. Saikesh Goud, a graduate of the Indian Institute of Technology, Varanasi (IIT BHU), with a passion for entrepreneurship, embarked on a remarkable journey along with co-founders Shri. Sami and Shri. Suribabu, which transformed the indigenous poultry business in Hyderabad. They left their tech jobs and ventured into the retail meat sector to sell country chickens (locally known as Natu kodi/ Desi Murgi). These two creative minds have set a benchmark in the retail meat sector which has changed the perception of many people to visit the retail meat store for purchasing chicken. ICAR–National Meat Research Institute, Hyderabad through an incubation program has provided the technical guidance for establishing hygienic processing and retailing units and Good Manufacturing Practices (GMPs).
The young trio came together to transform country chicken farming and retailing in a holistic and sustainable way and founded Country Chicken Co., a Start-up, in the year 2020. These innovative minds have thought to create an environment where a meat shop looks like a high-end supermarket offering wholesome, premium quality country chicken meat following all the regulatory standards in a feel-good and foul-free ambience. The corona pandemic also strongly impacted the importance of safe food in the consumer’s mind.
Shri. Goud said “Our innovative concept of creating a store that appeals to kids and mothers alike and received a tremendous response from customers”. The Country Chicken Co. retail outlets have a “WOW” factor, with every customer being able to see colorful healthy live birds on display while experiencing “Zero Odour” in the store.
The start-up’s country chickens gained a reputation for their superior taste, nutritional value, and ethical production methods. The way the final product is packed like a gift article has given great surprise and satisfaction to consumers, who have earlier had the experience of buying meat packed in a black polythene bag. Through innovative and attractive advertisements, they also educated the consumers about the benefits of eating free-range naturally grown country chicken from rural communities. Sourcing chicken directly from the farmers in rural areas, the start-up has generated employment opportunities and contributed to socio-economic development in the rural areas. The startup has Integrated 15,000+ farmers into this ecosystem and providing new support offering healthier chicken and eggs to consumers.
Their commitment to quality and authenticity has not only earned them a devoted customer base but also fuelled their continuous growth. Initially, they began their retailing with one outlet, currently reached seven units, and also entered into online marketing. In the first week of its operation, Country Chicken Co. generated a revenue of 13 lakhs. The startup has served around 25,000 customers till now and the number of trusted and loyal customer base is expanding at a greater pace.
Shri. Goud stated that Country Chicken Co. would be willing to operate in multiple locations and envisioned establishing 100+ outlets (franchised in the next 2 years across South India). The start-up clocked a revenue of 5 crores in the financial year 2022-23. The startup has achieved revenue growth from 3 lakhs per month in Jan’2022 to 1.2 Cr per month in April’2023. Country Chicken Co. has targeted to be operationally profitable by generating 50 crores revenue in the F.Y 2023-24.
Country Chicken Co.’s dedication to quality and sustainability earned the trust of consumers and garnered numerous awards. It was honoured to represent the Indian meat ecosystem at the Dubai Expo 2022, where it received recognition and support from prominent figures such as Union Minister, Shri. Anurag Thakur, Chief Minister of Tamil Nadu, and the Federation of Indian Chambers of Commerce and Industry (FICCI). Shri. Narendra Singh Tomar, Union Minister of Agriculture and Farmers Welfare, Govt. of India was highly impressed with the brand’s concept and appreciated the founders of the start-up at Agri Startup Conclave, PUSA, New Delhi from 17th-18th October 2022. The Asian Meat magazine carried a cover story of the success of Country Chicken Co. in its July 2023 issue.
Country Chicken Co. envisions a future where ethical and sustainable farming practices become the norm in the poultry industry, benefiting both consumers and the environment.
(Source: ICAR-National Meat Research Institute, Hyderabad)
