Transforming Saraas Group into a Modern Brand with Tech, HR & Marketing Support
From Poultry Legacy to a Modern Digital Brand
Overview
Saraas Group, a well known poultry business in Odisha with 15+ years of experience, wanted to go beyond being just a family-run farm. They aimed to build a modern brand identity, enter new markets, and create a consumer-facing platform (Tender Bites) for fresh chicken and ready to cook meals. To achieve this, they partnered with UnderGrads Media to rebrand their business, build digital platforms (website + app), set up HR systems, and run marketing campaigns that would help them grow faster and reach more customers.
The Challenge & Solution
Challenges Before Collaboration
No established brand identity despite 15+ years of experience
No digital infrastructure (website/app) to support direct-to-consumer operations
Lack professional recruitment processes and No HR policies, leading to 40% staff turnover in a year
Low awareness of Tender Bites as a new consumer-facing brand
Transition hurdles from a traditional setup to a structured, scalable business
After Our Role & Execution
Branding & Identity
Designed the first-ever corporate logo and professional brand identity for Saraas Group & Established brand voice & positioning for both Saraas and Tender Bites
Technology - Website & App Development
Built the Saraas Group website to highlight legacy, vision, and business verticals, Designed and launched the Tender Bites app & website for seamless online ordering in just 45 days & Integrated backend order management and customer interface for smooth operations
HR & Operations
Drafted HR policies to bring structure and compliance into the organization. Handled recruitment of key roles, hiring 10+ skilled professionals to drive expansion
Marketing & Awareness
Ran social media campaigns to build anticipation before the Tender Bites app launch & Created content strategies that established credibility and trust in local markets
Long-Term Consulting
Continuous support for decision-making, scaling strategies, and operational problem-solving & Advisory role in expansion planning to Bhubaneswar, Bargarh, and Sambalpur
Impact & Results
Brand Transformation
Saraas Group now has a strong corporate identity and digital presence that reflects their legacy and vision
Tender Bites App Launch
Successfully launched with growing week-on-week customer orders and retention
HR Structuring
Cut hiring delays by 60% with structured HR policies and improved employee retention
Market Visibility
Boosted social media reach by 4x in 90 days with targeted content strategy
Expansion-Ready
Equipped with branding, tech, and HR foundations to scale into new cities and reduced operational costs by 20%
What Our Client Says About Us
"Working with UnderGrads Media helped us redefine our brand presence and streamline our digital and recruitment efforts. Their dedication and timely execution made a significant difference to our public perception."
Sarat Chandra Meher
Conclusion
The Saraas Group case study reflects UnderGrads Media's holistic approach, not just consulting but executing across multiple domains. By combining branding, technology, HR, and marketing, we transformed a traditional poultry business into a structured, modern, and digitally empowered brand. Today, Saraas Group and Tender Bites continue to partner with UnderGrads Media as their go-to marketing, tech, and growth partner, confidently scaling into new markets.
