Amira Foods Ties Up With Choithrams

Amira Foods India Ltd, the largest Indian held Rice Company is now ready to capture UAE market with its recent strategic collaboration with Choithrams. With this collaboration, Choithrams will distribute and place Amira premium Basmati brands- Amira Pure Basmati Rice- Traditional Basmati, Amira Indigo Extra long Grain Basmati Rica and Amira Good length Basmati Rice in the UAE market.

Speaking on the occasion, Mr. Karan A Chanana, Group MD, Amira Group, says that , “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, we see exponential growth in the Middle East as it has a refined culture. We also foresee a successful venture in this tie up as visitors from all over the world visit Dubai. “

Choithrams is today a successful group with associates in diverse fields including wholesale, commodity brokerage, and the manufacture of edible and non edible items. Choithrams is an established house in UAE since 1974 and has grown to a retail chain with over 25 supermarkets in the emirates. With its unbeatably high standard of quality and service, Choithrams has become a name synonymous with excellence in the region today. The efficiency of the chain was recognized when Choithrams was awarded the first ever "Grocer of the year" RetailME award in 2005, for overall excellence in the field of food retailing. It was a true testament to the competence of Choithrams in successfully catering to the needs of a diverse population. So, a tie up with Choithram brings a larger canvas of exposure for Amira.

Today, Dubai is a destination market and a show window for premium and luxury brands. Dubai’s branded rice market is market would be approx. 20,000 metric tones. Keeping this at the back of the mind, Amira Foods has launched its top end three basmati brands in UAE market with the aim to achieve at least 10-12% market shares in the first year of operations. Moreover, Dubai is also a gateway to re- export to other destinations like Iran etc in non-branded segment.

About Amira Foods India Ltd:

Amira Foods Ltd is a leader in Agro commodities in India and is the leading exporter of basmati rice. The Amira Group was founded by late Shri. Karam Chand Chanana as a modest venture in the agro-commodities trade in 1915. Taking the business legacy forward under the stewardship of Shri Karan A Chanana, the Group Managing Director, Amira Foods India limited received the prestigious status of ‘Global Growth Company’ from the World Economic Forum. This accreditation is based on parameters including demonstrated leadership, outstanding execution and acknowledged operating experience. Today, Amira offers an extensive portfolio of basmati and non-basmati rice brands through a nation-wide distribution network. The Amira brand has established a reputation for fair trade practices. Quality products, honest pricing and the assurance of customer satisfaction have been the guiding philosophy to grow the brand.