Amira: WCRC, Asia’s Most Promising Brands
Taking the best of the Indian basmati rice to foodies in 60 countries across the world, Amira has become synonymous with premium quality basmati rice and has emerged as a global rice brand. Now, diversifying its business, Amira aims to become a global food company with a wide product range, including snacks and organic food, targeted at different consumer segments. Headquartered in Dubai, UAE, Amira has offices in India, Malaysia, Singapore, UK and the United States.
BLAZE TO BRILLIANCE
Amira is the largest, privately-held Indian rice company with a footprint in over 60 countries. It has come a long way from being a humble trading house in 1915 to becoming a large global business conglomerate. After the fourth generation scion Karan A Chanana took over in 2006, the group’s revenues rose to $550 million as of March 31, 2014, from $50 million in 2006. Amira Nature Foods Ltd got listed on NYSE in 2012 under the ticker symbol “ANFI”, becoming only the second Indian company to be listed on this stock exchange. Amira also acquired the German company Basmati GmbH in 2014, taking their superior quality basmati rice range, including the unique smoked basmati rice to multiple countries across the world.
Over the years, Amira has won several accolades like ‘The Global Growth Company’ from the World Economic Forum for four consecutive years since 2010 and ‘Asia’s Most Promising Brands’ in 2013 by WCRC. Besides, brand Amira has also been recognised by PlanmanMarcom as ‘Indian Powerbrand’ for two consecutive years since 2011.
FAITH FACTOR
The company’s 100 years of existence reflects the trust consumers and other stakeholders have placed in it. The kind of acceptance Amira enjoys globally can be seen at the retail outlets of leading retailers like Walmart, Big Bazaar, Metro Cash & Carry, Spar, Spencer’s Retail, Star Bazaar (Tesco) and Total in India. Amira’s products are also carried by international retailers like Carrefour, Costco, Jetro Restaurant Depot, Lulu’s and Smart & Final.
The company is currently in an expansion mode, primarily targeting high-growth markets like the USA and UK. A major expansion is being planned in key target markets including Africa, Saudi Arabia, Bahrain and Jordan.
ENGAGEMENT THAT ENTHRALS
Amira believes in actively engaging with the consumers to improve brand relationship as well as overall brand awareness. Amira runs a multitude of consumer engagement activities throughout the year, be it engaging through celebrity chefs at ‘The Gourmet High Street’, the largest food festival witnessed by the city of Gurgaon, or through its unique properties like Raaz-e-Biryani where chefs reveal the secrets of various kinds of exotic biryanis to the consumers who also get to sample these prepared with superior quality Amira Extra Long Grain Basmati Rice.
INNOVEDGE
Amira is a leading force in food technology in India. It was the first Indian rice company to establish a fully automated basmati rice plant with technology from Buhler, the Swiss-German company known for following a world-class and unadulterated processing of rice grains.
Be it launching brown basmati rice for the health conscious consumers or the development of specialty rice products for different consumer needs, Amira has never fell short of innovations. Driven by the vision of capitalising on the growing market’s need for organic packaged food and realising its responsibility towards the consumers, farmers and the environment, Amira has launched its organic business division. The company is working with 7,500 farmers to cultivate 12,000 acres of organic farmland.
BRAND PROMISE
Amira believes in the power of food connect – connecting people through the language of food.
Amira’s guiding thought is ‘Passion for Purity’. Purity has seeped down to not just every grain of rice but to every member of the team. Amira has lived this passion for a century now to create a legacy and aims to continue the same for many years to come.