AMIRA is today a major international producer of packaged Indian specialty rice, with sales in over 60 countries. Our headquarters are in Dubai, United Arab Emirates and we also have offices in India, Malaysia, Singapore, the United Kingdom, and the United States of America.
We generate the majority of our revenue through the sale of Basmati rice, premium long-grain rice grown only in certain regions of the Indian sub-continent, under our flagship AMIRA brand as well as under third-party brands.
HISTORY WITH FARMERS
Our company has worked for decades with farmers in parts of India where basmati rice is grown. We work to educate them in the best techniques of agriculture, and we share with them our technology for mapping and weather analysis. The result is that we have a regular and a large supply of the highest quality product.
HISTORY WITH DISTRIBUTORS
Historically, in India, most retailing is done through small groceries supplied through third-party distributors who handle a number of brands. We work with these distributors in India to make our product available across the country. In recent years, Western-style retailing has taken a share of the market in India and we are on the shelves there as well – our products are sold at Bharti Wal-Mart, Big Bazaar, Metro Cash & Carry, Spar, Spencer’s Retail, Star Bazaar (Tesco in India) and Total.
We work with third-party distributors in 60 countries, who sell our products under white labeled brands. We also sell bulk commodities to large international and regional trading firms. We sell our products, primarily in emerging markets, through a broad distribution network.
HISTORY WITH RETAILERS
Our flagship brand AMIRA was launched in 2008, and now sells in more than 40 countries. Our brand building is based on consumer insight and we work with retailers, such as large supermarkets typically in a mall or on a commercial street and usually part of a chain of stores. We sell in both emerging and developed markets to global retailers such as Carrefour, Costco, Jetro Restaurant Depot, Lulu’s, Morrisons and Smart & Final through the food service channel.
HISTORY OF INNOVATION
We recently launched new lines of AMIRA branded products, such as ready-to-eat snacks, to complement our packaged rice offerings. We are preparing to launch a new line of Organic Products in Europe and in the US.
Rooted in tradition and with history of success, AMIRA is an important global player in the International Food Industry.