G. Saikesh Goud, an IIT BHU graduate with a passion for entrepreneurship, joined forces with his co-founders, Sami and Suribabu, to revolutionize the local poultry business in Hyderabad.
They left their tech jobs and ventured into the retail meat sector, specifically selling country chickens (known as Natu kodi/ Desi Murgi locally). The trio founded a startup called Country Chicken Co. in 2020 with the goal of transforming country chicken farming and retailing in a sustainable way.
Their innovative approach has transformed the perception of buying chicken from a retail meat store. With guidance from ICAR–National Meat Research Institute in Hyderabad, they established hygienic processing and retailing units adhering to Good Manufacturing Practices (GMPs). Their vision was to create a meat shop that resembled a high-end supermarket, offering premium quality country chicken meat while maintaining regulatory standards in a clean and pleasant environment. The importance of safe food during the COVID-19 pandemic further emphasized their concept.
The Country Chicken Co. retail outlets have a unique appeal, featuring live and colourful healthy birds on display while ensuring a "Zero Odor" shopping experience. The startup gained a reputation for superior-tasting, nutritious, and ethically produced country chickens. They pack their products in an attractive and surprising manner, a departure from the typical black polythene bags used for meat.
Through innovative advertisements, they educated consumers about the benefits of consuming free-range, naturally grown country chicken sourced directly from rural farmers. This approach not only provided healthier options to consumers but also created job opportunities and contributed to the socio-economic development of rural areas. The startup integrated over 15,000 farmers into their ecosystem.
Country Chicken Co.'s commitment to quality and authenticity has led to a growing and loyal customer base. Starting with one outlet, they now have seven units and have ventured into online marketing. In their first week, they generated revenue of 13 lakhs and have served around 25,000 customers to date.
The founders have ambitious plans to expand, with a vision to establish 100+ franchised outlets across South India in the next two years. Their revenue growth has been remarkable, increasing from 3 lakhs per month in January 2022 to 1.2 crores per month in April 2023. They aim to achieve operational profitability by generating 50 crores in revenue in the fiscal year 2023-24.
Country Chicken Co.'s dedication to quality and sustainability has earned them awards and recognition. They represented the Indian meat ecosystem at Dubai Expo 2022, receiving support from prominent figures like Union Minister Anurag Thakur, the Chief Minister of Tamil Nadu, and the Federation of Indian Chambers of Commerce and Industry (FICCI).
Union Minister of Agriculture and Farmers Welfare Narendra Singh Tomar also praised the startup's concept at the Agri Startup Conclave in New Delhi in October 2022.
Their success story was featured on the cover of Asian Meat magazine's 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.
