amira coroporate booklet

T H E A M I R A G R O U P

Global Technology 10

Connecting with the Customer/Consumer 14

A Passion for Food 8

AMIRA FOODS INDIA LTD.

The Rewards of Excellence 12

Private Labelling 18

Team Work 20

A Harvest of Hope 22

Group Companies & Addresses 23

AMIRA

Board of Directors 4

The Business Landscapes 6

C ONTENT

1915 — A Passion Begins 2

Message from the GMD 1

Domestic & International 16

ESSAGE FROMTHE GROUP MANAGING DIRECTORM

Karan A. ChananaGROUP MANAGING DIRECTOR

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ur vision extends well beyond commodity sales. Our relationships are the means to bond people and cultures across the world through the common language of food.

This enables us to leverage our position as a leading producer and exporter of rice, a product that's staple to half the world's population. This is the power of ‘Food Connect’.

At Amira group, we are committed to improving the quality of life of the communities we serve. The practice of returning to society evokes trust among consumers, employees, shareholders and the community. Amira is committed to protecting this heritage of leadership with trust through its activities in business.

Driven by values based on the principles of Integrity, Understanding, Excellence, Unity and Responsibility. These values continue to direct the growth and business of Amira companies and will continue to do so for all time to come.”

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Bonding people and cultures across the world through the common language of food.

A P A S S I O N B E G I N S . . .

The AMIRA GROUP was founded by Late Shri. Karam Chand Chanana as a modest venture in the agro commodities trade in 1915.

Inherently dynamic in nature, AMIRA continues to diversify and explore new

opportunities; while the past serves as inspiration, it is the passion to grow the potential that truly excites the AMIRA GROUP.

1978 — The second generation continues to strive for newer heights and widening its base under the guidance of Anil Chanana. With this new thrust, he enabled the company to realise the potential in the global arena and established the foundation with a prime focus on exports.

While the past serves as an inspiration, it is the passion to grow that truly excites the AMIRA GROUP. The seed planted almost a century ago, has inspired a new generation that keeps pace with the winds of change, in fast changing international scenario.

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Late Shri. Karam Chand Chanana

Anil Chanana

V.K. ChananaCHAIRMAN

Anita DaingFINANCE DIRECTOR

BOARD OF DIRECTORS

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Karan A. ChananaGROUP MANAGING DIRECTOR

aking the business legacy forward under the stewardship of Karan A. Chanana, Group TManaging Director, AMIRA FOODS India

Limited received the prestigious status of 'Global Growth Company' from the World Economic Forum.

Mr. Karan A. Chanana has demonstrated his passion for the business by articulating his vision for 'Food Connect'. Being a strategic thinker, he has been innovative in his marketing skills and manages a complex supply chain across five continents.

He is known for his sharp acumen in recognising business opportunities. Karan A. Chanana, as a member of the CIS/MENA Committee, Agricultural Committee and Head of Agriculture Task Force at Africa Committee of CII and is, also a member of the FICCI, APEDA and FIEO committees and recipient of numerous awards.

He is a regular speaker at forums in India and other global forums. Beyond business, his dedication stems from a firm belief in giving back to society and is wholeheartedly involved in charitable causes.

nita Daing brings over 25 years’ experience in Accounts and Finance related matters. A Apost-graduate from Jesus & Mary College, she

has had an illustrious career.

She worked with You ‘n’ Me Pvt. Ltd., a garment export house as a Director of Accounts and Finance. Anita has been with the Amira Group since 1996.

irendra Kumar Chanana with an envious academic record has built an illustrious Vcareer. He began as the Labour Commissioner

of UP and on to the government nominee in the Board of Directors of giants including Hindustan Paper Corporation, Hindustan Cables and NSIC.

He was the Joint Secretary in the Ministry of Industry where he formulated smart policies for the sector. He was also the Country representative and Director of United Nations Industrial Development Organisation (UNIDCO).

He has the responsibility of effecting the development of the private sector, investment promotion and setting up joint ventures for developing nations. Currently, he is on the board of Mahindra & Mahindra Ltd.

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THE BUSINESS LANDSCAPE

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The Amira Group has spread its business activities across a wide canvas with activities in Infrastructure, Energy, Information Technology and SEZ to mention a few.

4AMIRA INFRASTRUCTURE PVT. LTD.4AMIRA ENTERPRISES LTD.4AMIRA ENERGY PVT. LTD.4AMIRA INFOTECHNOLOGIES PVT. LTD.4AMIRA SEZ AND INFRASTRUCTURE PVT. LTD.4AMIRA FOODS INDIA LTD.

At Amira Foods, customer expectations and their understanding had instilled a satiating hunger for growth. From a modest beginning and local trading operations, Amira has today evolved as a national brand that's available across a variety of retail formats.

Ongoing projects include those for forward and backward integration, from the procurement of seeds and organising organic farming initiatives to establishing the first private agro-processing SEZ unit in India's Basmati region thereby providing greater leverage and economies of scale.

All relationships are the means to bond people and cultures across the world through the common language of food.

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AMIRA

AMIRA FOODS INDIA LTD. A Passion For Food

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mira Foods India Ltd. was awarded the status of Global Growth Company from the World Economic Forum, heralding Company’s Aforesight and vision with demonstrated leadership, outstanding

execution.

The largest Indian privately held rice company with state-of-the-art milling technologies certified to meet world-class standards. Amira Foods has always stressed on top of mind brand awareness which is why the communications strategy is multi pronged to achieve maximum results. Understanding the consumer demographics and psychographics that enables us to directly connect with the consumer. Regular merchandising campaigns at retail outlets, trade promotions, consumer promotions and sponsorships, events and participation in national and international trade fairs play a pivotal role in promoting brand Amira.

The brand has established a reputation for fair trade practices. Quality products, honest pricing and the assurance of customer satisfaction that has been the guiding philosophy to grow the brand.

Over years, Amira Foods (India) Limited has won numerous awards and recognition of not just as an industry leader, but also for its contributions to the country's growth and economic stability.

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Global Technology

mira Foods has offices across the globe including Singapore, Malaysia, Dubai and USA.The state-of-the-art Amira production Afacility located in the Basmati growing belt of northern India is one

of the largest in the country.

Amira Foods established the first automated Basmati rice plant in the country, with technology from BUHLER of Germany where the rice grain is untouched by hand. A variety of agro-commodities are exported by Amira Foods India Ltd.

Qualitative Leadership

Amira has been a pioneer by mapping the rice industry business process and evolve an ERP system on the successful BAAN platform.

The core finance group of Amira continuously monitors international financial trends, keeps a watchful eye and provides timely advice on financial opportunities.

The Research & Development Cell incorporates the latest proven technology to ensure perfection and a Pro-Logic-Control system handles the entire operation of the plant from one single source interlocking upstream and down-stream operations.

Amira Foods received US FDA approval and with it came instant access to the most demanding markets of Europe and the Middle East.

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The Rewards of Excellence


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mira Group has over the years earned recognition of not just an industry leader, but also for its contribution to the country's growth Aand economic stability. Recognitions include:

?Recognition as a 3 Star Export House by the Ministry of Commerce, Government of India (2004).

?APEDA awards in several categories, including the prestigious APEDA Export Award.

?APEDA Certificate of Merit for outstanding contribution to rice exports (1995-96).

?Excellence Award from the Union Minister of State for Power and Non- Conventional Energy Resources (1997).

?Top Exporter Award from the Executive Director, Canara Bank (1995-96).

?FIEO Award for promoting Exports (2000, 2001-2002).

CERTIFICATIONS

?ISO 9001:2000 certified

?HACCP approved

?SQF 2000 quality code

?SGS certificate of registration and IPQC

?FDA approved plant and facilities

?BRC Certification

?Certification to use the ‘Produce of India’ logo

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AMIRA

Connecting with the Customer/Consumer


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or Amira, consumer is the key and brand strategies, market positioning and communication is aimed at fulfilling the promises Fmade.

Amira Foods operates by a philosophy of global coordination and local execution. The vision is to identify consumer and customer needs and meet them with simple formula of ‘Triple Three’ that is Trust, Transparency, Timely Deliverables. In persuasion with its philosophy, Amira Foods has an ongoing monthly newsletter - APPETIZERS that is an hors d’oeuvre for news and views and serves as a touch-point to bond with employees and trade partners.

Communication and feedback is vital to any business. We welcome comments and suggestions. Our objective is to be open to ideas and alternates that helps us to grow more and offer more.

The multi-pronged customer outreach system is at the very heart of the Company's business and the acid test of any product or service comes from the point of ultimate consumption and the feedback.


AMIRA

The AMIRA Product Line is specially developed to meet the needs of its all customers.

Speciality Rice and other Products

! Amira Thai Jasmine

! Amira Sona Masoori

! Amira Sameena Basmati

! Guru Ka Guru Basmati Rice

! Amira Palm Oelin Edible Oil

Healthy Rice

! Amira Good Health BasmatiRice

Lifestyle Rice

! Amira Pure Traditional Basmati Rice

! Amira Indigo Extra Long GrainBasmati Rice

! Amira Goodlength Basmati Rice

Everyday Rice

! Amira Long Grain Rice

! Amira Sharbati Aromatic Long Grain Rice

! Amira Daily Fresh Basmati Rice

DOMESTIC & INTERNATIONAL

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mira Foods offers an extensive portfolio of brands to meet their local culinary requirements. Consumer and Customer requirements hold Athe pulse of the business. The endeavour is to continuously expand

and widen the product base to meet the dynamics of a demanding domestic and international market.

In the Domestic Market, Amira has established a network of over 100 distributors spanning over 23 states in India spread through Traditional and Modern Retail Stores and Horeca. To cater to this diverse market, the focus is primarily by understanding the requirements of the regional audience and offering Pure Product mix to capture quality driven market for the brands.

In the International Market, Amira is fast spreading its wings across countries and the distribution is mainly in the Ethnic Trade, Mainstream and Food Services. The products currently being marketed in the international market is Traditional Basmati, Extra Long Grain Basmati, Brown Basmati and Pakistani Basmati, Thai Jasmine and Sona Masoori from South of India.

The International Product Mix also comprises Amira Palm Oelin Oil from Malaysia and primarily marketed in the Middle East and the African Continent.


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Trading Across the Globe

PRIVATE LABELLING

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mira Foods commands the Private labeling business on a grand scale. The vertical is further segmented into independent trade lines Awhich includes Rice Varieties, Palm Oil and Bulk Trading.

Rice Varieties - The exports includes White Rice or Raw Rice, Traditional Basmati, Pusa Basmati & 1121 Basmati, Sella Basmati, Traditional, Pusa & 1121 Sella in Creamy and Golden form Long Grain & Medium Grain Rice (Sharbati, PR-11).

Besides rice, other Agro-commodities Amira Foods exports includes pulses, sesame seeds, onions, potatoes, soybean extract, edible oil, palm oil, sunflower oil, yellow corn, butter oil, wheat, wheat flour, gram flour, chillies and a variety of spices.

Palm Oil

Amira Foods (Malaysia) Sdn. Bhd. processes prime quality palm products to meet the specific needs of the extensive global food processing industry. For the commercial and industrial sectors, the range includes RBD palm olein, RBD palm oil, RBD palm stearin, PFAD, vegetable ghee, margarine, shortening, cocoa butter substitute, ice-cream dough, creaming, coating and other speciality fats.

Bulk Trading

The bulk of the trade done by Amira Foods is primarily of Indian white crystal sugar.

Amira caters to the private label segment in over 40 countries across the globe primarily USA, Africa, Europe, Middle East and Far East and business is conducted through subsidiaries located across four continents.

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TEAMWORKAMIRA

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mira Foods has a deep rooted philosophy “when you keep people happy, they will keep the customers happy” People have always Acome first, rather than resources.

They are individuals who work with the Company rather than for the Company and realise their full potential. Amira has ingrained in each individual key values which include:

(a) Honesty and Integrity - Personal and professional integrity are intrinsic to the work culture to foster the highest ethical standards.

(b) Conscientiousness - No task is too small; each individual merits undivided attention.

Respect - Respect is not limited to seniors and managers: respect superiors, subordinates and co-workers as well.

(d) Continuous Learning - We invest in employee training and education, recognise and reward quality performance and identify and address employee needs and expectations.

(e) Teamwork - Cooperation is a common mantra across all departments: we play to our strengths as a team to achieve common goals.

These are the guiding principles based on a strong foundation of effective communication. Amira holds itself responsible to support and demonstrate them in its daily tasks, decisions and interactions.

Steered by a team of motivated and spirited individuals at the helm, the Company fosters a work culture that is fulfilling and energising within an environment that promotes a vertical and lateral growth.

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A HARVEST OF HOPE

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Amira Foods has given thought beyond food. It’s a commitment to give back to communities in which we operate.

Amira Foods is committed to giving back to society what it has taken from it. Its philanthropic commitments include financial aid to the Blind School, building minds by construction of secondary school classrooms in Harsaru, Gurgaon, providing food and shelter to homeless children and to the United Nations, ongoing aid for disaster areas through the Bihar Chief Minister’s Fund for Flood Relief and fighting hunger with rice donations for relief to victims of the Myanmar Tsunami and Kandla cyclone.

One small step, but a giant leap of hope for millions.

This is the faith and the inbuilt passion that leads Amira Foods towards tomorrow.

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AMIRATHE AMIRA GROUP

54, PRAKRITI MARG, M.G. ROAD, NEW DELHI-110030. INDIA

Ph.: 91+11+ 460 57500 | Fax: 91+11+ 460 57570

Email: [email protected] | Web: www.theamiragroup.com

AMIRA FOODS (INDIA) LTD. INTERNATIONAL OFFICESAMIRA FOODS PTE LTD.17 Phillip Street# 05-01 Grand BuildingSingapore 048695Ph.: 65387777 / 653377Fax: 65331144 / 65333227Email: [email protected]

AMIRA FOODS INC1315, East, Saint, Andrew Pl, SuitD, Santa Ana CA 92705Ph.: 7149662153Fax: 7149662154Email: [email protected]

AMIRA FOODS DMCCEmirates Towers, Level No. 41Sheikh Zayed Road, Dubai,United Arab EmiratesPh.: +97142351755Fax: +97142351767Email: [email protected]

AMIRA FOODS (MALAYSIA) SDN. BHD.12B-23, Level 12BWisma Zelan Tasik Permaisuri 2Bandar Tun Razak, Cheras56000, Kuala LumpurEmail: [email protected]

AMIRA FOODS (INDIA) LTD.Factory: 21st. Milestone, Pataudi Road,Harsaru District, Gurgaon - 123505Haryana INDIAPh.: 91+124+227 6472-74Fax: 91+1124+227 6484Web: www.amirafoods.com

Registered Office: B1/E 28,Mohan Corporative Industrial Estate,Mathura Road, New Delhi - 110044Web: www.amirafoods.com

Corporate Office: 54, Prakriti Marg,M.G. Road, New Delhi-110030. IndiaPh.: 91+11+ 460 57500Fax: 91+11+ 460 57570Email: [email protected]: www.amirafoods.com

GROUP COMPANIESAMIRA INFRASTRUCTURE PVT. LTD. | AMIRA ENTERPRISES LTD. | AMIRA ENERGY PVT. LTD.

AMIRA INFO TECHNOLOGIES PVT. LTD. | AMIRA SEZ AND INFRASTRUCTURE PVT. LTD.

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