The document is an issue of the Paper Chicken e-magazine. It welcomes readers back and says the magazine has improved by becoming healthier and tastier. It encourages readers to explore each page for fun and information. It also promotes reading the story about a chicken and pig at the end. The rest of the document provides statistics about India's growing poultry and egg industries, with India becoming a top global producer. It also includes interviews with a marketing professor about her favorite chicken dishes and thoughts on chicken consumption.

2. LOGO OF PAPER CHICKEN

3. Greetings Chick Picks,
Your tastiest e-magazine is back..! Thanks for the support
and valuable feedback, this
magazine is stretched, repositioned,
now Paper chicken not only got
tastier, but also healthier.
Don’t skip the pages as you don’t
know which page has element of fun
albeit each and every page is crafted
with Surprise, fun and information.
Don’t forget to read the Chicken and pig story at the last.
Happy Chicking…!
Editor
Chick Kumar

4. 
According to 2006 Survey by United Nations food and
Agricultural organization only 40% of 1.2 billion Indian population
identified themselves as Vegans

India is now the world’s largest producer of milk, poultry, and
meat.

India has emerged on the world
poultry map as the 3rd largest egg
(56 billion eggs) and 5th largest
poultry meat (2.6 million tons)
producer.

The cost of producing chickens
for meat in India is second lowest in
the world and production of eggs is cheaper than any other country
according to Poultry federation of India.

Total chicken population has registered an annual growth of 7.3%
in the last decade.

India's 75% of egg produce is consumed by the population of 25%
living in urban and semi-urban areas.
 Analyst estimates that over the years the poultry industry in India
has contributed approximately US $229million, to the Gross
National Product (GNP).

5. Professor Manjula, Associate Professor Marketing,
Manjula madam did her schooling at Seventh
Day Adventist Higher Secondary School, Madurai
and snatched her BBA & MBA from SVN college,
Madurai securing 5th rank in the university.
Before joining TSM she worked as a senior
lecturer at KLN college Madurai and joined TSM
on June 2006 and now affectionately she has
become “Puratchi Thalaivi” known for her
practical approach in making the students
understand concepts of Marketing thorough field
work and interesting assignments.
She has a cute daughter named and her husband is
working as Manager at Airtel.
Q: What is your favorite Chicken dish?
Hot n Sour Chicken Soup particularly from BHEL
Hotel, Tamil Sangam road. Marvelous dish
Q: Does your daughter like chicken? Which chicken your
daughter likes the most?
Yes very much..KFC chicken…at home Chicken 65

6. Q: What is your advice to TSMites on eating chicken?
Avoid eating chicken. Because that is what my doctor
advised after I got to know that I have fallen prey to
Diabetes. He says chicken causes much heat in the
body which impacts health systems.
Q: As TSM is reinventing itself on several aspects do you
foresee whether chicken will be allowed in the campus in near
future?
NO………WAYYYYYYYYYYYYYYYYYYYYY
Q: Dear madam how do you find Paper chicken ? On scale 1-5
how do you like to rank PC with 5 being the highest score?
“5”….No doubt…Good initiative….Suggest “
Naattu Kozhi” instead of broiler at the best from my
end for chicken addictions…..:)

7. EGG TO BIRD: SUGUNA FOODS
An Entrepreneurial Story of Suguna Chicken
Founders
Muthukarthick,II-MBA
All eggs are not fertile. We need to identify the fertile eggs and
incubate them properly, and then
only we will get chicks. Same like
that, Entrepreneur also needs to
identify the business opportunity
from the cluster of ideas and ability
to convert into Business model. In
1985, B.Soundararajan and his
brother B.Sundararajan join together
to start a venture into poultry business. They are born and brought up
in Ganapathipalayam in Udumalapet. Their parents worked as teachers
in a village government school. His father encouraged them to start
own business rather than continuing studies in college. They both also
passionate towards starting own business rather than lying in comfort
zone of monthly salary. After completion of his class 11th started in
1978, B.Soundararajan ventured into agricultural farming in the

8. ancestral agricultural land. Their parents supported them by lending
some money for agricultural activities. Next three years they continued
agricultural farming and incurred huge losses. Eggs will get broken, if
you not handle with care. That was happened to him. He was forced to
work in his cousin’s company to clear debts incurred by agricultural
farming. His brother Sundararajan planned to start Poultry farming.
Both the brother’s joined hands and their mother supported with
amount of Rs.5000 to make
the shelter and buy the chicks.
We bought the chicks from
hatcheries and feed from
manufacturers and supply
them to farmers. Business
grew very rapidly in few years
the difficulty had was
outstanding revenue of Rs.810 Lakhs but the farmers who
owed us were struggling. So it leads them to idea of contract farming.
Instead of cash, thought the farmers could repay their debt to suguna
in service. They identified the root cause of the problem encountered
by the farmer and found that there were many cost centers and several
middlemen who ate their profits. In the contract farming model, they
provided the farmers with feed, chicks, vaccines. Farmers need to

9. invest in infrastructure and after 42 days; we bring back the livestock
to sell in the market. This model gave the farmers a steady income
every month. Suguna Poultry realized the full potential of the business
in 1997 when the company began generating about Rs.7 Crore in
turnover. Like a fully grown bird, Suguna Poultry rebranded
themselves as Suguna foods. As always change was inevitable they
ventured into aquatic food business by launching retail outlets that
offered ready to eat meat products. Today Suguna foods family
encompasses 18,000 farmers in 14 states across India with turnover of
Rs.4200 Crore……..(to be continued)

10. Hotel Review:
Noodle King,
Madurai
This month we
planned to review
noodle king restaurant and a 9 member team went on an expedition to
hunt chicken at Noodle king located behind KFC at Kalavasal.
As the brand name has “noodle” in it one might wrongly perceive this
hotel offers only noodles and related varieties. But my friends suggested
this hotel offers variety of chicken and seafood dishes apart from
noodles.
It was a Sunday afternoon and
there was already heightened
appetite, and we were salivating
like Paulo’s dogs after seeing the
shining red menu card.
Physical evidence: 2 split A/c’s , 40
seater capacity, beautiful wooden
chairs with cushion seatc, LCD TV

11. Product Varieties
The product category consists of Starters, Soups, Rice, Noodles, Gravy/
side dishes, deserts, and Juices and we have been bombarded with
lengthy product line and we got perplexed which food to select.
Laggards and late majority people like me and few others decided to try
the same old time tested foods like sweet corn chicken soup, chicken
chettinad soup , Hot n Sour soup with chicken rice and chicken gravy,
Prawn fry.
Some early adopters and innovators ordered dishes they never tried
before. Singapore mee goreng, chicken yummy noodles, etc.
The Sweet corn n soup and other soups are hell lot tastier than what we
had expected. The blend of spicy-sour aroma coupled with bud tickling
taste would make you fall in love with those soups and if you ever go
back again to noodle king you wouldn’t start without a soup.
There came the rice dishes we have ordered. We didn’t foresee such a
shock would come and hit us that early.
Check out our reactions in the next page

12. Our Reaction when there was NO CHICKEN IN
CHICKEN RICE
Our reaction when there was no prawn in prawn rice

13. After seeing the Bill
Noodle King Ratings
Value for money
Hygiene and ambience
Quality of Food
Go to Noodle king if you want to taste eclectic Chinese
foods with a thick wallet……

14. With shrinking rupee, water scarcity, petroleum
availability Homosapiens did enough to exploit the
mother earth in the name of economic growth and
industrialization. Humans- whether created out of AdamEve or years of evolution or planted onto the earth as per
theory of Prometheus by Ridley Scott… they were
primitively been deployed with sole purpose of eating
and reproduction. Some literatures in the past indicate
Ancient human’s had life span of 200-300 years. As
evolution took place and civilization creeps in the very
framework of Mother nature got altered. Now our wise
men at world conferences talk of sustainability, save our
earth , global warming blah
blah….
Ippo nee enna solla varey..?
Oops…let me come to the

15. point..Ladies and Gentlemen
“ Paper chicken “ takes
great privilege in coining
the term “Sustainable eating”….ever heard of that ?…if
not we define below
“Sustainable eating is the act of eating without
compromising our Quantum of food that we might eat in
the Future”.. piriliyaa..?
Refer Figure Below
One plate of
Walk from Coimbatore to
Chicken Briyani
Pollachi ( 44kms)

16. Coimbatore Diabetes foundation in one of their
publications has stated that a plate of chicken Briyani
produces as much calorie required for homosapien to
cover a distance by walk between Coimbatore to Pollachi
( appx. 46kms.)
What if I don’t walk…….?
If we don’t use up those calories then our highly evolved
human brain will find ways to store those calories in the
form of fat ; for men that idle fat gets deposited in
Abdomen and for women fat is stored at the back and
thigh region…,the portions of body which involves less
physical movements in our day to day activities.
Later this fat deposited near Abdomen impedes the
absorption of glucose to blood stream and ultimately
resulting in Type 2 diabetes.
So what’s next..
Answer is Run Lola Run

17. Lesson’s from BAT Topper…….
After a tehelka operation, we got the below snapshot
from TSM Class / BAT Topper’s Mobile.
This homosapien, who is
a topper of PGDM and
Bloomberg Aptitude test,
is basically carnivorous
in nature.
Hunts for Chicken more
than 3 days in a week.
Last year he logged 250
hours of running in
treadmill and now he
crossed the mark within
6 months striving to hit
500 hours of walk this
year.

18. Conclusion:
Walking not only helps you to prevent diabetes but helps
maintain your body weight.
It is good for your heart. Walking is known to reduce
your blood pressure, improve your blood circulation and
all round cardio vascular functions.
So chick picks you have been bestowed with an
opportunity of running more. So run-lol-run.

19. A Pig and a Chicken are walking down the road.
The Chicken says: "Hey Pig, I was thinking we should open a restaurant!"
Pig replies: "Hm, maybe, what would we call it?"
The Chicken responds: "How about 'ham-n-eggs'?"
The Pig thinks for a moment and says: "No thanks. I'd be committed, but you'd
only be involved!"
Sometimes, the story is presented as a riddle
Question: In a bacon-and-egg breakfast, what's the difference between the
Chicken and the Pig?
Answer: The Chicken is involved, but the Pig is committed!

20. Idea Behind the Story
The fable is referenced to define two types of project members
by the scrum agile management system pigs, who are totally
committed to the project and accountable for its outcome, and
chickens, who consult on the project and are informed of its
progress. By extension, a rooster or gamecock, can be defined
as a person who struts around offering uninformed, unhelpful
opinions. This analogy is based upon the pig being able to
provide bacon (a sacrificial offering, for which the pig must die
in order to provide) versus a chicken which provides eggs
(non-sacrificial).
A successful project needs both chickens and pigs (roosters are
seen as unproductive). However, given the sacrifice required of
being a pig—forswearing other projects and opportunities—
they can be difficult to collect. Thus, the construction of a
successful project-team must ensure that the project has
sufficient "pigs" and that they are empowered to drive the
project in return for committing to and taking accountability
for it.

21. ARE you…..?
Creative, Jovial, witty, hate statistics, sleep a lot, love watching
movies, view your life as pool of colors than numbers, love chicken,
last but not least do you have flair for writing…?
Paper chicken needs you…!
Defreeze your frozen thoughts, experiences of your taste
buds to paperchicken2013@gmail.com
We would love to hear from you..!