We take the opportunity to congratulate Sangrur Agro for its pioneering efforts and wish it many more years of success as it has been chosen rightly for SME awards in food and agro segment. It is definitely a story of financial grit and value driven success.
A brief about Sangrur agro is as appended below:
Sangrur Agro Ltd was established in 1999 as part of the Jindal Group’s diversification plan. As a product expansion strategy, it started manufacturing and processing vanaspati ghee and refined oil under its brand name Shagun.
The outcome of first-generation entrepreneurial zeal and diversified from a business portfolio of transformers, porcelain insulators and textiles, Sangrur Agro originated as an idea kindled by the delicensing wave.
With bitter competition, price war and government apathy leaving the vanaspati industry tottering, raising finance was difficult. Funds from sister companies helped bridge the initial loan shortfall, before astute money management steadied the ship. In its’ 12 years of existence, Sangrur Agro is the one of original five units to have survived the meltdown.
The mother brand has thrived on values of quality, pricing, honesty, strategic marketing and immediate complaint redressal. A multi-channel marketing structure tapped all potential customers – distributors directly; institutional sales via leasing out spare capacities; and agents to tap unrepresented areas.
End consumers are reached through conventional media, trade fairs, wall paintings and promotional schemes. Efforts that helped swell the turnover to Rs.120 cr – with Rs.150 cr beibg this fiscal year’s target.
To capture new markets and make its’ entire range available throughout the year, depots have been opened in key markets of Delhi and Haryana. Simultaneously, capacities have been expanded and food safety policy enhanced.
Sangrur Agro is ISO 9001:2000 compliant, has received the highest CRISIL SME rating for performance capability and financial strength, and the National Award for outstanding efforts in entrepreneurship from the Ministry for MSMEs.
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