“Its our endeavour to get Indian Basmati placed on a global

gourmet food pyramid”

APPETiZiNG riCE CirCULAr FOr YOU

Appoints its New Food Processing Value AdditionCouncil Chairman...

... Read more about the story on page - 2

... More on page - 2 Section from the Desk of Chairman

inside outside

AmirA @

Christmas Thanks Giving Dinner@ In Association With AmirA

Rice Demo With

Its Biryani New Year Treat @ Mumbai

AmirA now @ KINSHASHA-CONGO(AFRICA)

AmirA reaches DJIBOuTI

AmirA culinary voyage to JETRO

AmirA grabs 30,000 MT order...

Must Attend Forum’s conclave on

“The Game changers”

AmirA Partners “On Global

Scenario of Organic Products”

Ms. urshila Chanana launches a latest

book “Nazarie” For details turn to page 3-4 For details turn to page 4For details turn to page 2-3

Karan a ChananaChAirmAN - ThE AmirA GrOUP

Today Basmati Rice is considered as a top notch premium rice product from India. The product is being recognised globally in the premium rice segment thus entering the category of Gourmet Product. Grown in the foot hills of the Himalayas for centuries, basmati is on its way to be geographically indicated thereby joining the league of Champagne, Darjeeling Tea and Scotch etc.

Indian markets are moving fast from loose to packaged rice segment and finally enrooting to give basmati its true gourmet heritage. Basmati known and loved for its long slender length, aroma, dazzling white grains is a visual appetizing delight. The product goes well with delicacies like De Je Ta Ha Chicken Rice from UAE; Creole Spicy Rice with Potatoes; Hyderabadi Mutton Biryani from India, Basmati Rice with Beef from USA and many more…..

This recognition to the development of Basmati as a Gourmet category is also making inroads in Home as well as Institutional Kitchens. At AmirA our initiative is to promote Basmati across the Globe and in our endeavour to do so we are aggressively promoting this gourmet product not just as any ordinary rice from India but as speciality rice that offers diverse variety to suit different cuisines from Contemporary Pilafs, to Exotic Brown basmati Veggie salads, Spicy and Rich Biryani’s to suit individual favour and ofcourse you can bank upon AmirA family commitment to Quality Since 1915.

So go right ahead and Indulge in Basmati Mania….

Karan A Chanana Chairman The AmirA Group has been unanimously selected as Chairman Food Processing Value Addition Council of Assocham.

To this Mr. Chanana adds , that this position brings in a great responsibility and expectations that I accept with humility. I would like to contribute my learnings and insights to best of my ability wherever and whenever required.

He further added that we now should look at working together on an aggressive and dynamic plan with a revitalised marketing strategy to accomplish all the tasks that the council undertakes with great enthusiasm and the right spirit.

About ASSOCHAM :

The Associated Chambers of Commerce and Industry of India (ASSOCHAM), India’s premier apex chamber which covers a membership of over 2 lakh companies and professionals across the country was established in 1920 by promoter chambers, representing all regions of India.

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Karan A Chanana(Chairman)

Karan A Chanana is appointed as Chairman Food Processing Value Addition Council of

India is ready to promote Basmati as the premium Gourmet rice from India

AmirA Foods joined hands with to celebrates Rice DelightsDec 25th 2010, AmirA Foods joined hands with IFB in their Customer relationship building program to promote its consumer durable gadgets and home cooking made easy.

The residents of Gurgaon and Lajpat Nagar, Noida enjoyed mouth-watering recipes. During the class, participants not only enjoyed but also learned to prepare exquisite recipes like Rice Pulao, Cake, Gajar Ka Halwa, Mutter Paneer.

Dec 25th 2010, Celebrating the spirit of in another on ground consumer connect intiative was AmirA’s Thankgiving

Dinner on eve of Chritsmas at DlF City Club. The members not only enjoyed the appetizing Rice delights but also received surprise

AmirA Gift Hampers on the occasion.

The idea was to introduce the Brand to new customers and also reward the exsisting ones.

Christmas Thanks Giving Dinner @ In Association With AmirA

Nov 2010, AmirA is now available at METRO Cash & Carry in Mumbai, Hyderabad and Kolkata. To Introduce, Induce and promote the products to the consumers, AmirA initiated its Brand visibility campaign by acquiring various branding opportunities at the wholesale centre. This gave boost to the Brand’s and led to more trials and repetitive purchases thus gaining its space in the category in a short span of time.

AmirA @

METRO Cash & Carry India opened its first wholesale center in 2003 in the city of Bangalore.

Today METRO operates with six wholesale centers in Mumbai, Hyderabad, Kolkata and Bangalore offering a range of about 18000 products.

From

the

Des

k of

Cha

irm

an Karan A Chanana - Chairman believes Basmati is inter woven into cultural ethos of our country, a nature given gift of Indian sub- continent. Representing the heritage of Indian Rich royal cuisine that world envy’s and is India’s pride. We have already expended our business to tap the markets of USA, UAE & South East Asia & planning to widen our network across the globe with looking forward the brand to be present in more than 50 countries across the globe in next three years.

AmirA Gate Arch

AmirA Drop Down Banner

AmirA Floor Stacking

AmirA Pallet

Speaking on the occasion, Mr. Rajesh Nangru, V.P. - Sales & Marketing, AmirA Foods India Limited said, “This is not just a cookery class but an attempt to unite families with delightful recipes. We also introduced modern fast aged cooking style and convenience of using modern cooking gadgets in traditional style cooking. The engagement program has been highly appreciated by the customers, with an overwhelming response more and more customers are looking forward for the program.

Both AmirA and IFB believes in connecting to consumers & this engagement gave a perfect platform to jointly showcase the same.

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Its Biryani New Year Treat @

AmirA now at Kinshasha-CONGO(AFRICA)

AmirA successfully placed its top brands AmirA Pure and AmirA Daily Fresh at Kinmart supermarket, CONGO- Africa. With the constant focus to serve quality product and touch base with customer, the product is highly promoted through our promoters available at the store.

Kinmart supermarket symbolizes quality retailing and has been an instant hit with the discerning customers in the Kinshasa (D.R.Congo). Supermarket offers an ultra modern shopping ambience providing the customers with all the comfort and luxury of shopping.

AmirA reaches DJIbOUTI

AmirA Foods is now present in Djibouti at 2 major stores Casino and Cash Center.

Djibouti is a small country on the east coast of Africa next to Ethiopia and Somalia.

Dec 30th – Jan 1st 2011, It was actually more at MORE Hypermarket Mumbai when we conducted Biryani sampling at the store for 3 days. People didn’t even enjoy the biryani but even bought the AmirA basmati rice giving whole activity an overwhelming response.

It’s a great initiative to actually promote a brand with build in confidence and quality transparency before actual purchase. Such initiatives not only boost sales but actually build loyal customers.

Cookery demo class at Lajpat Nagar, Delhi

AmirA Daily Fresh Basmati Floor Display

AmirA Promoters at the Store AmirA Basmati Rice Gondola Display

Floor display of AmirA Pure, AmirA Goodlength & AmirA Daily Fresh Basmati Rice

Consumer trying Daily Fresh Basmati Rice Biryani

AmirA Door Branding

Cookery demo class at DLF City - I, Gurgaon, Haryana

Cookery demo class at Noida, u.P.

All material printed in this publication is the sole property of AmirA FOODS (iNDiA) LimiTED. All printed matter contained in this newsletter is based on information received from those featured in it. The views, ideas, comments and opinions expressed are solely of those featured, and the editor and publisher do not necessarily subscribe to the same.

Editorial content courtesy: AmirA MARCOM (Sales and Marketing Department).

Printed and published by: AmirA FOODS (INDIA) LIMITED, 54, Prakriti Marg, M. G Road, New Delhi -110 030, INDIA.4

Dec 15th 2010, AmirA participated as a special partner in a conclave ‘Global Scenario of Organic Products’ The way Ahead organized by ASSOCHAM(The Associated Chambers of Commerce & Industry of India) in New Delhi.

The conclave focused on growth of Organic Products domestically as well as internationally as India is bestowed with lot of potential to produce all varieties due to various agro climatic regions, the conclave was organized to harness the ultimate potential of organic products in the country.

Mr. Rajesh Nangru- VP Sales & Marketing, represented AmirA at the conclave as one of the speakers. He shared his valuable views on Successful Marketing Strategies and Business Models in emerging domestic and overseas market.

Must Attend Forum’s conclave on “The Game Changers”Nov 18th 2010, “The Game Changers” FMCG Forum 2010 was organized by CII. The forum focused on thorough presentation and debate substantiated with facts and figures was undertaken on the position of FMCG industry in 2020. According to a new report by Booz & Company, Indian FMCG industry is expected to grow at a base rate of at least 12% annually to become a Rs 4,000 Billion industry in 2020.

Eminent speakers from the industry like MR. Gopal Vittal(ED) HUL, Mr. Arvind Mediratta (VP) Bharti Wal-Mart,MR. Chitranjan Dar(CEO-Food division) ITC, Mr. Arvind kripalu(MD) Cadbury India and many more were present in the forum and also shared their valuable views on the future scenario on FMCG industry, major forces shaping the industry, skills to acquire to compete, consumption and buying behavior etc

The whole event was a great learning and information centric, AmirA carried along lot of learning’s from the event with a belief to implement the same in company growth prospects.

AmirA Partners “On Global scenario of Organic Products”

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Ms. Urshila Chanana launches a latest book “Nazarie” Jan 1st 2010, Mrs. Urshila Chanana launched her latest book – “ Nazarie” – An anthology of Urdu poetry, in Delhi recently.

The function organized by Anil Chanana - saw Salman Khurshid, union minister for corporate affairs & minority affairs unveiling the book amongst a high profile gathering.

High commissioner of Pakistan Shahid Malik and former captain of Indian cricket team Azharuddin were also present to grace the occasion. The poems in this book are an amalgamation of the poet’s observation and wisdom garnered over a lifetime. The poems portray diverse reflection of her contemplation of life. Poems like “Nazarie”speaks of conflicting forces of nations, “Faasle” is on the division of geography and “Tazallal” indicates mindless agitation — within and without.

To know more about AmirA FOODS INDIA LIMITED and its world class products log on to www.amirafoods.com

You can also join our Fan Club Culinary Edge to download loads of information on Basmati Rice, its Nutritional benefits and Mouth Watering Recipes. Dont forget to join our Social Networking pages

AmirA culinary voyage to JETRO

AmirA enters JETRO Restaurant Depot in Mid-West, and is now available in Chicago, Minnesota, Georgia and North Carolina.

AmirA bags another 80,000 MT non-basmati rice orderAmirA has bagged yet another 80,000 MT non-basmati rice order from Bangladesh. This is in addition to the 60,000 MT order received earlier in Oct’10. This is all due to the extraordinary efforts put in by the international team AmirA.

FMCG forum organised at ITC Maurya, Delhi

Rajesh Nangru-V.P. Branded Business as panel speaker

AmirA BASMATI RICE Internationally is availabe in more than 20 countries like...

AmirA Basmati Rice is available across India at

and all other leading retail stores.

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