AMIRA’s Distribution strategy is built keeping each market and its carefully evaluated economics in mind thereby ensuring a unique strategy for each market i.e. India, Emerging Markets and in High-Growth Markets like the United Kingdom or the United States.
Amira’s Indian business consists primarily of sales under the Amira brand name with a pan-Indian presence and reach through 77 distributors (at an average of six distributors per state) that sell Amira’s products to both traditional and modern retailers, as well as foodservice customers.
The other part of Indian retail, about 19 percent, is served by ‘Western’ type retailers. We have also forged alliances with many of these, most notably with Bharti Wal-Mart, Big Bazaar, Metro Cash & Carry, Spar, Spencer’s Retail, Star Bazaar (Tesco in India) and Total.
In India, there are two types of distribution for food products. A large part of the retail trade is handled by small grocers. These are served by third-party distributors who take on a number of brands. We work with a large number of these distributors, and thus cover most of the country with our products.
Amira’s international business primarily consists of the sale of Amira branded, third party branded and institutional products across five continents around the world. We access these international markets through a combination of regional offices, 23 in-country distribution and global retailer relationships. Our international markets consist primarily of high-growth emerging markets
In emerging markets, we work with third-party distributors who bring our products to market under white label designations.
In the high-growth markets of Europe, the United Kingdom, and the United States, AMIRA is working with large retailers like Carrefour, Costco, Jetro Restaurant Depot, Morrisons and Smart & Final, and many others.
We also work with with third-party distributors for institutional bulk products.