Sampoorn Foods and Feeds Ltd saw stagnating sales in eastern regions over years due to downsliding performance in Bihar. They pumped money in and planned a turnaround. Roma Varghese studied challenges facing poultry farmers in India like feed type, capital needs, and terms of trade. Problems faced included stagnant sales, bird mortality, seasonal disease incidence, and compromised quality from local competitors. Recommendations included better credit terms, distribution centers, educating farmers on techniques while advertising feed.

1. SAMPOORN FOODS AND
FEEDS LTD
BY : SINDOOR NAIK

2. Synopsis
 2007 Rohan Rathore joins SFFL
 Sales in eastern region stagnated over the years
 Downslide performance in Bihar
 SFFL pumped money and planned a turnaround
 Structure : GM Area Managers Executives Supervisors and Production and Accounts
Staff.
 SFFL relied on third party processors
 Roma Varghese : Studied the condition of poultry farmers in India
 Farming depended on three major aspects
 Feed Type : ready/concentrate/homemade
 Criticality of poultry farming
 Capital Needs of Farmers and Terms of Trade
 Channel Dynamics
 Market structure

3. Problems faced
 Sales Performance has been stagnant
 Mortality rate of birds
 Role of sellers or “cutters” have high bargaining power with
farmers
 Seasonality and degree of disease incidence
 Weather and environmental conditions
 Sometimes due to price rise for raw materials, local players
compromise on quality
 Role of competitors

4. RECOMMENDATIONS
 Offer better credit period and attractive margins to Stockists
 Properly position regional and central distribution centers
 Varghese and Rathore can operate more closely and together
come to a suitable conclusion on the prevailing issue
 Design a developmental program to educate poultry farmers
on the modern farming techniques, at the same time they can
advertise their feed.

5. THANK YOU